Organizing a successful nonprofit event can be a game-changer for your organization, but funding it can be a challenge. One powerful way to ensure the financial success of your event is to attract corporate sponsors. But how do you get businesses to say “yes” to supporting your cause?
In this blog post, we’ll break down proven strategies to secure corporate sponsorships, share a story to illustrate how it’s done, and give practical examples that will have you sealing deals in no time.
Plus, don’t forget to download our Top 10 Donor Stewardship Strategies for Nonprofits + Free Donor Engagement Checklist for even more ways to build lasting relationships.
What is Corporate Sponsorship?
Before diving into the steps, it’s crucial to understand what corporate sponsorships are. Essentially, these are partnerships between nonprofits and businesses where the company supports the nonprofit’s event—financially or through in-kind donations—in exchange for visibility, brand recognition, or the chance to support a social cause that aligns with their mission.
Why Corporations Sponsor Nonprofit Events
Corporations seek visibility, a chance to enhance their brand image, and opportunities to connect with the community. When approaching potential sponsors, emphasize how partnering with your event can meet their marketing goals.
This is where a little research can go a long way. Find out which corporate values align with your nonprofit’s mission, and tailor your approach to highlight those connections.
1. Research Potential Sponsors
One of the most important steps is to identify businesses that are a good match for your nonprofit’s values and mission. Look for companies that have a history of supporting community events or causes similar to yours.
Example: If your nonprofit focuses on environmental sustainability, target companies in the green energy sector or those with eco-friendly initiatives. Research what companies in your area have done in the past, such as sponsoring 5K charity runs or donating to local causes.
2. Craft a Compelling Sponsorship Proposal
A well-crafted sponsorship proposal is your ticket to impressing potential sponsors. Your proposal should include:
- An introduction to your nonprofit and its mission.
- Details about the event and its purpose.
- Audience demographics (who will attend the event).
- Sponsorship levels with benefits (e.g., logo placement, social media mentions).
- A call to action inviting the sponsor to partner with your event.
Make sure your proposal is clear, concise, and highlights the benefits for the sponsor. Show them how partnering with your event can boost their brand image and provide valuable exposure.
Example: A nonprofit organizing a community festival might include sponsorship packages like a Platinum Sponsor level that offers exclusive branding on event banners, a Gold Sponsor level with social media shout-outs, and a Silver Sponsor level that includes booth space at the event.
3. Tell a Story
Now, let’s take a pause and delve into a story to see how these strategies come to life.
The Small Town Charity that Scored Big with Corporate Sponsors
In a small town in North Carolina, a nonprofit called Sunshine Smiles was struggling to fund their annual back-to-school event for underprivileged children.
They had a great cause but lacked the funds to make it happen. That’s when they decided to approach local businesses for sponsorship. Instead of sending generic emails, the team at Sunshine Smiles researched local companies whose missions aligned with their goal of supporting youth education.
They identified a regional supermarket chain that had previously sponsored community education programs.
Sunshine Smiles crafted a personalized sponsorship proposal, highlighting how partnering with the back-to-school event would provide the supermarket with positive PR and a chance to be seen as a community leader.
They offered branding opportunities on event T-shirts, social media mentions, and local newspaper coverage.
The supermarket chain not only agreed to sponsor the event but went above and beyond, donating $5,000 worth of school supplies.
Sunshine Smiles hosted a successful event that year, and their partnership with the supermarket continued in the years that followed, providing even more support for their mission.
4. Leverage Your Existing Network
Before reaching out to new businesses, consider the network you already have. Are there any local businesses that already support your nonprofit in smaller ways?
They might be willing to step up their involvement if you present a clear opportunity for sponsorship.
Example: A nonprofit that runs an animal shelter might reach out to the pet supply store that donates food to their shelter, offering them a sponsorship package for an upcoming fundraising gala. By leveraging an existing relationship, the pet supply store may be more inclined to increase their support.
5. Highlight the Benefits of Sponsorship
When talking to potential sponsors, focus on the benefits they’ll receive. Remember, businesses want value from their investment. Explain how your event will provide them with exposure, access to a new audience, and positive community recognition.
Boldly highlight what sets your event apart and why it’s a great opportunity for the sponsor. Whether it’s media coverage, social media reach, or direct access to attendees, make sure they see the ROI (Return on Investment).
Example: A nonprofit hosting a health awareness walk could emphasize the media coverage the event will attract and offer social media shout-outs to Gold Sponsors on their Facebook, Instagram, and Twitter pages.
6. Build a Relationship, Not Just a Transaction
Successful sponsorships are built on relationships. Take time to nurture your connections with potential sponsors, even if they don’t say “yes” the first time. Follow up after your initial proposal, invite them to your events, and show appreciation for their support in creative ways.
Example: After securing a sponsorship, a thank-you note or a shout-out on social media can go a long way. Invite sponsors to visit your nonprofit’s office or join you for a volunteer day to give them a first-hand experience of your mission.
7. Use Social Media to Showcase Your Impact
In today’s digital age, social media can be a powerful tool to attract corporate sponsors. Use platforms like LinkedIn, Facebook, and Instagram to share stories of impact, photos, and testimonials from past events. Highlight how your nonprofit is making a difference and the reach of your events.
Example: A nonprofit focusing on mental health awareness could share stories of people who have been helped by their programs, and tag potential sponsors in posts, making it more likely that they’ll see your work and consider sponsorship opportunities.
8. Offer Sponsorship Packages with Flexibility
Businesses appreciate flexibility when it comes to sponsorship packages. Offer different levels so they can choose one that fits their budget and marketing goals. This could range from title sponsorships to in-kind donations like products or services.
Example: A nonprofit organizing a gala might create three sponsorship levels: Platinum ($10,000), Gold ($5,000), and Silver ($1,000), each with a different set of perks like prominent logo placement or special recognition during the event.
9. Be Transparent About Sponsorship Impact
Be clear about how the sponsor’s contribution will make a difference. Share specific details of what their support will fund, such as venue costs, materials, or transportation for participants. This helps sponsors see the tangible impact of their support.
Example: “Your $5,000 sponsorship will provide transportation for 100 children to attend our educational summer camp, offering them a safe space to learn and grow during the summer break.”
Get Ready to Attract More Sponsors
Securing corporate sponsors for your nonprofit event can seem daunting, but with the right approach, you can turn this challenge into an opportunity to build lasting partnerships. Remember to research potential sponsors, tailor your proposals, and focus on building relationships that last beyond a single event. By showcasing the mutual benefits of sponsorship, you’ll increase your chances of landing the support you need.
And don’t forget, if you’re looking for more expert tips and resources on building successful nonprofit relationships, subscribe to our Nonprofit Navigators Newsletter. Stay ahead of the game and make your next event a huge success!
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