![]() ![]() How to Get a Sponsorship: 8 Key Tacticsīefore you start securing a sponsorship, keep these 8 key tactics in mind: ![]() There are many sponsorship opportunities with organizations of all sizes and types. One thing you don’t need to succeed with a sponsorship is a large athletic event like the Boston Marathon or a global shoe company like Adidas. Do the BAA and Adidas have to work hard to ensure each other’s success? You bet. Is the partnership win-win for both partners? Absolutely. They get access to avid runners who are the perfect customers for Adidas shoes and gearīeing associated with such an important and famous event gives Adidas a favorable connection with thousands of runners and millions of spectators – both along the course and watching at home on television.Raising the profile of their event as a world-class marathon by aligning themselves with brands (like Adidas) that are relevant household namesĪnd how does Adidas benefit from the sponsorship?.Receiving millions of dollars from Adidas and other corporate sponsors.Like I mentioned, a great sponsorship benefits both the nonprofit and the sponsorship partner. The event has a number of longstanding corporate sponsors, including running shoe maker Adidas. If you’re looking for an example of sponsorship in action, take a look at the Boston Marathon, which is run by a nonprofit organization, the Boston Athletic Association or BAA. For example, a social media influencer could be a promotional partner. Promotional partner – Similar to a media event sponsor, except in this case, it’s an individual boosting your event through their own channels.Event sponsorship can be a media outlet giving a free advertisement or they can give money to help fund your advertising. Media event – Helps provide support for promoting your event.A digital sponsor (social media filters, apps, media wall, etc.).In-kind – Similar to a financial or cash sponsorship, except goods or services are given instead of cash.Financial or cash – This is the most common type of sponsorship where cash is exchanged for benefits, perks, or publicity.Types of Sponsorshipsĭepending on your needs, there are several different types of sponsorships that can help you with your next event: Both the nonprofit and the for-profit benefit from the partnership, but success depends on them working together to ensure the other’s success. It’s marketing, but more socially responsible. By aligning themselves with purpose-based organizations, sponsors give their businesses a competitive edge that goes beyond product and price. The business objective of sponsorship is to reach a specific target audience and to earn a “halo” for supporting a good cause. Other marketing and communications collateral.In exchange for supporting the nonprofit, the company gets their name and logo on things like: Read More: 4 Ways Small Nonprofits Can Leverage Corporate PhilanthropyĪ sponsorship is when a company commits money or resources to a nonprofit event or program in exchange for specific promotional benefits. This will be an advanced placement course in identifying, selling and closing sponsorships with the right tools and approach. My goal here is to give you more than the sponsorship 101 stuff you find on most sites. About 95% of the sponsorships I’ve sold in my career have been within that red line. The red line is Route 128, a major state highway. It shows just how “local” my work has been. Take a look at the map of Massachusetts, my home state, below. Still, we figured out how to sell millions of dollars in sponsorships. No, the last nonprofit I worked at was a safety-net hospital that no one wanted to sponsor. Jude, Feeding America) that have companies showering them with money. I never worked for one of those big nonprofits (e.g. On top of selling sponsorships for nearly 20 years, I’ve only sold local sponsorships. Sponsorship can also be a driver of individual giving, the most lucrative piece of the philanthropic pie. Sponsorship is a great source of additional revenue and contacts. This is good news for you because just about every nonprofit sells-or should be selling-sponsorships. I’ve been selling sponsorships-or helping others sell theirs-for longer than I care to admit. This is a guest post from Joe Waters, sponsorship expert and author of Selfish Giving.
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