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wasting-corporate-sponsorship-money

How I wasted $9,200 of other peoples money trying to secure corporate sponsorships

More than 88% of corporations contribute to charitable causes, organizations and brands yet many organizations are unsure about the best ways to develop a prospect list, prepare a proposal, approach a corporate prospect face to face, and ultimately persuade a corporation to support them.

 

Now, I want you to imagine with me for a moment that you have not been feeling well and decide to visit your doctor. When you arrive, he or she rushes you into the office and writes you a prescription without ever asking questions about what’s ailing you. What would you think about your doctor’s competence and ethics if that happened? While this is an extreme scenario, it’s in this same fashion that many nonprofit organizations approach corporate sponsorship when they pitch blind proposals to an unqualified prospect list. Then they wait and wonder why they got so many rejection letters — or even worse — never heard back about proposals they sent out.

I’ve fundraised in the nonprofit sector for the last 18 years, and I’m guilty of using this same approach. For a long time I was convinced that if I had a sleek proposal and a good pitch letter, the corporations I solicited would see that my organization was deserving of sponsorship, and just give us money … right? My process was grueling. I would research for hours and find hundreds of sponsorship prospects. Next, I’d spend money on graphic design, print, and postage. And for hours, staff would help stuff envelopes and get the proposals out the door. Then I would wait. After a few weeks of waiting, the rejection letters would begin to arrive. Each time I got a rejection letter, I’d get a little more discouraged and think: there has to be a better way to raise corporate sponsorship. Now don’t get me wrong, every now and then I’d raise a few thousand dollars from a sponsor using my approach, get encouraged, and think I was on the right track. But a few years ago, I sat down and calculated the TRUE COST of my sponsorship approach and it changed everything. Here’s what I discovered:

50 hours of prospect research between me and my assistant……………………………………$2,400

Assistant’s data entry for two weeks ………………………………………………………………………$1,440

Graphic design of the proposal packet…………………………………………………………………….$2,500

Printing of 500 proposal packets…………………………………………………………………………….$3,000

Four staff members working 2+ days to assemble and prepare packets for mailing………$1,250

Mailed 400 packets @ $ 1.50 each…………………………………………………………………………..$ 600

SPENT:       $ 11,190

RAISED:     $ 1,900

LOST:          $ 9,290

That day, I knew I had to change something. Working in the nonprofit sector, I’m always looking for ways to work smarter, to do things correctly the first time, and to use donations responsibly. Each time I sit down to spend money on behalf of an organization; I try to remind myself that it’s not my money I’m spending. After my cost calculation, I was on a quest to secure sponsorship in a more strategic way.

Then I decided to write a book. I spoke to marketing, community relations, and corporate foundation directors at corporations and found that many of them were willing to give me candid feedback about why some proposals are funded and others are not. I also interviewed dozens of nonprofit leaders across the country to discover what was and wasn’t working as their organizations sought corporate sponsors. Last, I attended workshops, read books, and studied countless solicitation methods to learn and master the true best practices of securing corporate sponsorship.

Translating all that I had learned from paper into practice made a significant difference in my fundraising and has helped me raise hundreds of thousands of dollars through corporate sponsorship — even during a bad economy. If your organization seeks better results, needs coaching, or a road map to jump-start your corporate sponsorship program, I would love the opportunity to potentially save your organization thousands of dollars and countless labor hours. Resource the Change You Want to See in the World, Anisha Robinson Keeys

Click Here To Instantly Download Your Copy: $27.00 USD

  Some of the secrets you’ll learn include

  • 11 types of benefits you can offer corporations- beyond logo recognition
  • The list of 22 retailers in your neighborhood that want to help your organization raise money and steps to secure sponsorship with those retailers in the next few weeks
  • The 4 questions you must ask and answer before seeking funding from corporations
  • How sending unsolicited proposals to corporations can destroy your organizations ability to earn a corporate funders respect
  • Why “we need the money” and “we are good cause” are not the answers to getting corporate funding (I’ll tell you what is)
  • How to structure the one hour meeting that can help raise thousands of dollars through your board or advisors

After reading this material you will:

  • Have a sophisticated approach to creating and implementing your organization’s corporate sponsorship program
  • Be ready to develop a corporate prospect list
  • Be able to authentically align your organization’s deliverables with the goals of your corporate prospects
  • Be prepared to have a productive face-to-face meeting with prospective sponsors
  • Know how to stand apart from the hundreds of proposals corporations receive every day and get the support you need

PLUS! GET FIVE TIME SAVING SAMPLE MATERIALS

1. Sample Sponsorship Proposals and Forms

2. Guide for conducting a Prospect Research Meeting (sample email, invitation letter, and grid to record results)

3. Sample Sponsorship Policy and Procedures

4. Sample Cause Marketing Agreement

5. Sample Letter of Sponsorship Confirmation

Click Here To Instantly Download Your Copy: $27.00 USD

Get Corporate Sponsorship Ebook

If you want to get or increase your fundraising, this e-book is a roadmap of pertinent steps for raising money from corporations. Some of the secrets you’ll learn inside include:

  • 11 types of benefits you can offer corporations beyond logo recognition
  • The list of 22 retailers in your neighborhood that want to help your organization raise money and steps to secure sponsorship with those retailers in the next few weeks
  • The 4 questions you must ask and answer before seeking funding from corporations
  • How sending unsolicited proposals to corporations can destroy your organizations ability to earn a corporate funders respect
  • Why “we need the money” and “we are good cause” are not the answers to getting corporate funding (I’ll tell you what is)
  • How to structure the one hour meeting that can help raise thousands of dollars through your board or advisors

After reading this material you will:

  • Have a sophisticated approach to creating and implementing your organization’s corporate sponsorship program
  • Be ready to develop a corporate prospect list
  • Be able to authentically align your organization’s deliverables with the goals of your corporate prospects
  • Be prepared to have a productive face-to-face meeting with prospective sponsors
  • Know how to stand apart from the hundreds of proposals corporations receive every day and get the support you need

 

PLUS- 5 time saving bonus samples materials

  1. Sample Sponsorship Proposals and Forms
  2. Guide for conducting a Prospect Research Meeting (sample email, invitation letter, and grid to record results)
  3. Sample Sponsorship Policy and Procedures
  4. Sample Cause Marketing Agreement
  5. Sample Letter of Sponsorship Confirmation

 

differences

7 Things to Know about Corporate Philanthropy vs. Corporate Sponsorship

It’s important to recognize the differences between corporate philanthropy and corporate sponsorship. Here are seven distinctions:

  1. Corporate philanthropy is motivated by altruism and supports a socially beneficial cause without financial or material reward to the corporation.
  2. Philanthropic gifts could include donations of money, goods, services, and time.
  3. Corporate philanthropy is often managed by an internal community relations team or a corporate foundation. The corporation aims to enhance its image and promote goodwill with stakeholders and the community.
  4. Corporate sponsorship is a mutual business proposition that offers value in exchange for money. Sometimes referred to as cause-related marketing, corporations get a return on their “investment,” enhance their profile, associate their brand with a cause,  and or attract customers who support that cause.
  5. Sponsorship typically involves a contractual relationship between a corporation and a non profit, for profit brands
  6. Another distinction between the two is that some sponsorship costs are eligible for a write off as a full business expense, including: television and digital media placement, co-branded promotional products, and printing.
  7. If  you are a for profit entity, consider partnering with a no- profit that shares your goals. The non-profit can submit proposals on your collective behalf.

This is not an exact science. Increasingly, the line between philanthropy and sponsorship has blurred as some corporations create a hybrid between the two types of giving.

Getting-Corporate-Sponsorship-for-Your-Nonprofit

5 Tips for Getting Corporate Sponsorship for Your Nonprofit

Eighty eight percent of corporations give to charitable causes. Some steps to standing out and getting your share of these contributions include: developing a prospect list of warm leads, preparing a strong proposal, approaching a sponsor, and ultimately persuading them to support your organization.

5 Tips for Getting Corporate Sponsorship for Your Nonprofit:

1. Understand the difference between corporate philanthropy and sponsorship.

Philanthropy is typically motivated by altruism and promotes a business as good corporate citizen. Sponsorship offers a return on financial investment. Check out this post to learn the differences between corporate philanthropy and sponsorship. 

2. Stand out

Stand Our from the hundreds of unsolicited proposals sponsors get every week. Ask your board members, volunteers and staff who they know and focus first on those corporations. Other sources to consider: your vendors and the vendors of your supporters

3. Do your research

and know something about your potential sponsors mission, goals and giving policies. You can often get a sense of how sponsors have supported other charitable causes by looking at their recent annual reports, and press releases

4. Offer value beyond logo recognition

Think about it ….do businesses like Pepsi really need logo recognition from your non-profit?

5. Keep It basic: your proposal does not have to be fancy 

Your proposal does not have to be fancy to be viewed favorably. If you have a connection to your sponsor they will consider your modestly designed proposal over the glossy, fancy proposal from someone they don’t know.

Here are some additional resources for getting corporate sponsorship for Your Nonprofit

Committee Encouraging Corporate Philanthropy (CECP): Founded by Paul Newman this international forum of corporations lead the business community in raising the level and quality of corporate philanthropy

Google Alerts: updates of the latest relevant Google results (web, news, etc.) based on your choice of topic

Hoover’s Online: Public company profiles linked to current earnings updates, ticker symbols and additional Web searches

 

Want to learn more? Get our book. This information packed workbook is a step by step guide to securing corporate sponsorship from identifying the right prospects to making the in person “ask”.

 

 

3D-Book-Cover-Final1

Get Corporate Sponsorship! The Step By Step Guide To Securing Funding From Corporations

If you want to get or increase your fundraising, this e-book is a roadmap of pertinent steps for raising money from corporations.

Some of the secrets you’ll learn inside include:

  • 11 types of benefits you can offer corporations beyond logo recognition
  • The list of 22 retailers in your neighborhood that want to help your organization raise money and steps to secure sponsorship with those retailers in the next few weeks
  • The 4 questions you must ask and answer before seeking funding from corporations
  • How sending unsolicited proposals to corporations can destroy your organizations ability to earn a corporate funders respect
  • Why “we need the money” and “we are good cause” are not the answers to getting corporate funding (I’ll tell you what is)
  • How to structure the one hour meeting that can help raise thousands of dollars through your board or advisors

After reading this material you will:

  • Have a sophisticated approach to creating and implementing your organization’s corporate sponsorship program
  • Be ready to develop a corporate prospect list
  • Be able to authentically align your organization’s deliverables with the goals of your corporate prospects
  • Be prepared to have a productive face-to-face meeting with prospective sponsors
  • Know how to stand apart from the hundreds of proposals corporations receive every day and get the support you need

 

PLUS- 5 time saving bonus samples materials

  1. Sample Sponsorship Proposals and Forms
  2. Guide for conducting a Prospect Research Meeting (sample email, invitation letter, and grid to record results)
  3. Sample Sponsorship Policy and Procedures
  4. Sample Cause Marketing Agreement
  5. Sample Letter of Sponsorship Confirmation

 $ 27.00 $ 19.00 promotional pricing through 8/1/2013

Get the secure instant download: 

 

Buy Now

Get Corporate Sponsorship

Getting started with your sponsorship campaign is a lot like climbing a mountain path to a spectacular waterfall at the top. You’re full of energy and loaded with expectations about the end product, getting all the funds you need

Along the way, you encounter obstacles – streams with logs and stones – that you have to cross. But you forge ahead knowing that the reward is worth the effort. Get Corporate Sponsorship helps you forge those streams and climb that steep path.

Taking it step by step, stone by stone, we know you’ll meet your fundraising goals if you stick to the basics. One of the first obstacles you are going to encounter is making contact with potential sponsors. To that end, we have three basic steps to get you over this hurdle:

 

(1)          Take inventory of everyone you know or have some connection to who is connected to a potential sponsor. A friend who’s a manager at a company who would sponsor you. Someone at your health club who works for a company that is known to sponsor events. You want to brainstorm, think outside the box, make every connection you can and put it in writing. If you have board members, get them to think of everyone they know. Make this your first tier contact list to which you will make your request or send your sponsorship proposal.

(2)          Write down every vendor you deal with: stores where you buy office supplies restaurants you frequent, your favorite clothing retailer, etc. Everyone who sells you something has an interest in helping you because you help them. This is your second tier.

(3)          Identify the industries you think are most suited to your particular event or organization and research how to best contact them for sponsorship. Some use web portals, some use marketing agencies, and others have specific instructions on their websites to request funding. Make a third list of all the contacts you are able to identify this way. These steps will certainly help you make your way across one of the hurdles on your journey to sponsorship funding. To help our users in building their prospect lists, we offer information on contacts within thousands of corporations, many of which our consultants have worked with in the past. It costs a bit, but in general it is a short-cut to getting a connection that could benefit you exponentially in your quest for support.

 

Continue to visit our site for more steps, strategies and tactics.

 

 

 

uncover corporate sponsorships

How to Uncover Vital Information About The Audience You Serve

When securing corporate sponsorship, it is critically important to know what and who your organization serves and how your audience can benefit a prospective sponsor. Here are three things to know about uncovering vital information about the audience you serve:

Define Your Audience

It is important to define your and your sponsor’s audience.  Find out how can they benefit and advance the marketing and or sales objectives of your prospective sponsors?

Know How and When to Survey Your Audience and Stakeholders

Your questions should be direct, easy to understand and designed with a clear objective in mind. Survey Monkey provides guidance about how to create surveys that drive results.

Brainstorm

Once You Gather Information About Your Audience, you brainstorm about the radio stations, magazines and other media your audience may listen to or read. Go download the media,  sales and or advertising kits of those entities to collect specific demographic information that may prove useful as you develop your sponsorship pitch and proposals.