Sponsorship Success

It’s Carnival time and many small and large community groups, up and down the country are busy not just coordinating these events but raising funds to make them happen. Many businesses get involved in by providing money or goods and services to help make the event a success.

Whether you’re a volunteer coordinator or a professional fundraiser, here are some handy hints to help you get your hands on those treasured sponsorship funds.

1) BE PROFESSIONAL
First impressions always count, so ensure when contacting a sponsor you are well presented. Whether it’s a phone call, a letter or a personal visit – think about what impression you are making. Is your letter addressed to the correct person, have you spelt their name correctly? What about the letter or leaflet itself, does it give enough information in an exciting way to whet the appetite or is it boring and repetitious? Ask a friend or colleague who doesn’t know about the event to read through it, they’ll probably pick up spelling mistakes and tell you if it’s interesting enough.
For those telephoning prospective sponsors, how does your voice sound, is it clear and exciting or monotonous and slightly scary? Ensure you have notes in front of you when calling, so you can answer any questions. Ask to speak to the marketing coordinator or general manager, as they usually look after sponsorship. Again there’s no harm in practising first.
If you’re making a personal visit, ensure you look smart and are courteous and friendly. Make a pack that includes the event to be sponsored as well as information on your organisation.

2) DON’T BE A SIZE QUEEN
Sometimes it’s better NOT to go after the big fish, but try their smaller competitors. Usually the big corporate companies like Coca Cola, Cadburys are flooded with sponsorship requests – so why not go for smaller but similar companies like Green & Black or Plamil, who also make chocolate.

3) LIKE A SCOUT, BE PREPARED
Research the companies that you want sponsorship from. What is their history, have they sponsored similar organisations or events? Use the internet and read their websites. Find out who the decision-makers are.

4) OPPOSITES DON’T ALWAYS ATTRACT
Align your brand values. Who are their customers, who are yours? Is there a similarity or synergy? Remember sponsorship is not a donation but a payment to reach a target audience with a particular message.

5) WILL YOU STILL RESPECT ME IN THE MORNING?
Have you given a thought to the post-event relationship? How will acknowledge their assistance? A certificate, an awards presentation, or a post event dinner or social event, where sponsors can meet those who they have helped. Ideally you’ll be writing a press release to your local media thanking your sponsors and volunteers for their assistance. It’s a good idea to keep sponsors (and even those who didn’t sponsor you) on the Christmas card list by sending them your group’s newsletters and invites to other functions. That way you will remain ‘top of mind’ when it comes to getting funds next time around.

The main thing to remember is to be courteous and polite, it’s not your money yet and the person you’re dealing with will have to justify to their boss, that yours is the right organisation they should be sponsoring.