7 Steps to Successfully Raise Sponsorship $'s for Your Nonprofit
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The document outlines seven steps for nonprofits to gain corporate sponsorship in a down economy: 1) Identify why sponsorship is needed and what the organization offers sponsors; 2) Describe the ideal business partner; 3) Create a targeted sponsor list; 4) Customize sponsorship offers detailing benefits; 5) Determine who will pitch sponsors; 6) Steward current sponsors by delivering promised benefits and reporting results; 7) Nonprofits have increased 31% from 2001-2010 while corporate giving is 5% of total giving and increased an estimated 10.6% in 2010.
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7 Steps to Successfully Raise Sponsorship $'s for Your Nonprofit
Editor's Notes
- I am Jane Kuechle, Chief Development Officer for AtWork! – a non-profit organization dedicated to creating meaningful skill building opportunities for people with disabilities and creating beneficial work relationships between people with disabilities and mainstream employers in the community. I’m the Chief and I’m the only development professional, as well as the only one charged with the responsibility for marketing, public relations and branding. First, let’s find out a bit about who is here. Who is currently employed in a development position? Who is a one person shop? Who is responsible for fundraising, marketing, PR and other duties as assigned? Who is the only paid staff? You can’t do it all, you have to get others to help you. Build your network – create relationships Never under estimate the power of a connection and realize that things sometimes take time. Where do you find relationships? You want good quality donors, repeat donors, involved donors. How do you find them, where do you look?
- I’m going to divide my material in three parts beginning with something I call the target theory.
- Target theory
- Start with those you already have relationships with – Your board of directors or trustees. How many of you have board members fill in an information sheet? In addition to asking for their preferred email address, preferred committee assignment and other basic information – add some line so that can list for you how their network can help your organization.
- Natural Alliances
- Other places to look Media Example: Q13 Fox Story – Dana Rebik Service Clubs Example: Issaquah Kiwanis Do board members belong or your CEO? Can you make a presentation? Experts who value what you do Would they come to an event and speak? Politicians Who is a friend on city councils and in Olympia? Professional Associations Example: Emily Hine and Taproot – led to our applying – led to marketing and branding strategies – may lead to a board member – led to a new group that is talking about us and what we do. Chambers of Commerce Attend regularly – you have a whole table each time to tell about your org Collect business cards Keep cards and follow-up with a quick email, add to your email list. Example: keep a running list and each month upload new email addresses to our list.
- Other places to look Media Example: Q13 Fox Story – Dana Rebik Service Clubs Example: Issaquah Kiwanis Do board members belong or your CEO? Can you make a presentation? Experts who value what you do Would they come to an event and speak? Politicians Who is a friend on city councils and in Olympia? Professional Associations Example: Emily Hine and Taproot – led to our applying – led to marketing and branding strategies – may lead to a board member – led to a new group that is talking about us and what we do. Chambers of Commerce Attend regularly – you have a whole table each time to tell about your org Collect business cards Keep cards and follow-up with a quick email, add to your email list. Example: keep a running list and each month upload new email addresses to our list.
- Other places to look Media Example: Q13 Fox Story – Dana Rebik Service Clubs Example: Issaquah Kiwanis Do board members belong or your CEO? Can you make a presentation? Experts who value what you do Would they come to an event and speak? Politicians Who is a friend on city councils and in Olympia? Professional Associations Example: Emily Hine and Taproot – led to our applying – led to marketing and branding strategies – may lead to a board member – led to a new group that is talking about us and what we do. Chambers of Commerce Attend regularly – you have a whole table each time to tell about your org Collect business cards Keep cards and follow-up with a quick email, add to your email list. Example: keep a running list and each month upload new email addresses to our list.
- Start small - Sign-up for two to three sites (suggest Linked In, Facebook and Twitter) Create a page and fill in your profile completely (1/3 of all internet users have an online profile – allows you to meet your supporters where they are). Get Comfortable Take the time to learn all the features of the site Let people know you are there – make connections If you can recommend people on the site – do so Connect your social networking sites – let people know they can find you on other sites and that you have things to say. Post pictures Post your logo Post videos Establish a Routine Spend time everyday adding content and maintaining your online profile I spend a day once a month creating content for the AtWork! blog and the online newsletter. Then I schedule it so it automatically gets posted and I don’t need to interrupt my day to make that happen. Repurpose content. Articles you write for your paper newsletter, or online newsletter, can be republished on your social networking sites. Each has a different audience. Expand Create a Facebook Cause Page Create a Linked In Group Create a blog Create an online newsletter