As we welcome the new decade,we also welcome a new set of standards for impressing and building relationships with sponsors.The future offundraisingremainsdependenton unifying sponsorswith nonprofits to create aconsistent event bothcenter stage and behind the scenes.
What most nonprofits misunderstand about event sponsorships.
Relationshipsbetween nonprofits and sponsors may start mutually beneficialbutcan eventually become a win-lose relationship. This win-lose relationship can, unfortunately,blossom intoa nonprofitreceivingfewerbenefitsthan agreed upon due to the littleincentive to remain accountable by sponsors.This results inboth parties feeling unsatisfied and resentful of the partnership, making it unlikely to continue.Having a win-lose or lose-loseapproach to finding sponsorsmakes a relationship feel transactional, limiting the impactfulandlong-lastingconnection you could make.
Creating a win-win forbothnonprofits and sponsors.
By shiftingto a win-win mindset, nonprofitsfind success in partnering with sponsors who resonate with their missions. Having sponsors who are aligned with your event increases the likelihood of your attendees supporting your sponsors, creating an environment that a sponsor would be likely to return to in the future.
Ways to demonstrate partnerships with your event sponsors.
When establishing a relationship with your event sponsor, it is important to consider this event as a gateway towardarelationship with leaders within that organization.For corporatepartnerships, beon the lookoutfor a partner who understands how to promote their brandas supporters of the cause.
To keep sponsorssatisfied, focus onfive pillars ofestablishing a worthwhileconnection which resonates on both sides of the relationship:
1. Communication
Craft a contract with your sponsor which goes into detail on the deliverables andwhen your sponsor can expect them.Keep to your word and be sure tohave clear, writtenexpectationson the execution, location, and nature of thedeliverable.Ifyou agreed to have a 10×10 sign with their logo – make sureit is completed to your highest ability and letyour sponsors know where they can findit. This aids in the building and nurturing of the relationship between you and your potential partner.
2. Brand visibility
One of the biggest benefits nonprofits can provide to their sponsors is visibility onsite at an event. Place sponsorship logos everywhere and anywhere possible.This could be on t-shirts, email campaigns, landing pages, print ads, signage, and on social media.Wherever youadvertise yourevent, be sure tothank your sponsors by including their brand.
3. Recognition
Though important, just visibly being recognized is not enough to keep sponsors returning. Particularly corporate sponsors want to be recognized for their contributions to your efforts. Mention your sponsors onsite during the opening and closing remarks, interviews, and during receptions onsite. Other ways to have sponsors feel appreciated can be accomplished through benefits such as VIP tickets to your event or a special seat during your keynote speaker.
4. Creative approval
When using an organization’s logo, you’ll want to share your plans with the sponsors so they maybe sure their brand is being represented accurately.Allowing sponsors to participate in the approval process helps to build trustbetween nonprofits andpartners.Sending a proof to the marketing contact of a sponsor can helppartners feel their contribution is going towardsthosewho appreciate, respect andsupport them in return.
5. Metrics
In the decision tobecome a sponsor foran event,sponsors expect the ability to measure the return on their investmentwhen theevent closes.Keeping the importance of visibility in mind, nonprofits can deliver metrics on their marketing efforts as the major returnfor sponsors.Reporting on the impressions, opens, recipients,likes, and sharesofads, email campaigns,direct mail, and social media posts. To report on the less tangible items,such as brand loyalty or recognition, surveys at the close of an event can provide useful feedback for sponsors.
