Finding and Attracting Sponsors

If your organisation or group has settled on sponsorship as the way it is going to raise funds, the next step is to find and attract potential sponsors.

Your organisation needs to remember that to enter a sponsorship is a business relationship which should be mutually beneficial. For the sponsor, there needs to be a commercial advantage to be had.

Ultimately, when you make a pitch to a potential sponsor, you need to be able to show them that you can make a difference to their bottom line and can offer some benefit that will make that difference.

If you know what your organisation has to offer sponsors, you'll know who to approach for sponsorship. Your strengths or weaknesses in the categories below should guide you to the sort of company which will be receptive to your advances.

Sponsors want prestige.

Are you able to offer a high-profile patron or celebrity supporter for the sponsor to be photographed or associated with?
If you're not able to supply a major national figure, what about any well-known local notable who would be a drawcard?

Sponsors want to reward their friends.

Think about the "special offers" you might be able to offer sponsors and their friends.
For example, can you offer seats to your next event, admission to your next game or tickets to your upcoming concert or function?

Sponsors want to gain access.

Are you or your members influential at any level - allowing sponsors to meet, greet and network with VIPs? For example:

Do your events attract people at the top of the world of commerce or politics, national or local?
Does your Board contain any leading names in specialist areas?
Do your opinions influence the direction of policy in your area?
Do your staff serve on other government or NGO committees?

Sponsors want to avoid risks.

Can they be sure you're not going to embarrass them by collapsing in a cloud of scandal?
Can they be sure that your message is not going to provoke a backlash?
Can they be sure you're in this for the long haul and won't leave them in the lurch?

Sponsors want to sell their product.

Are you popular?
Do you have a lot of members?
Do you have a lot of supporters?
Will your supporters be influenced by what you do in this area?

Sponsors want to target their product.

Are you focused or work in a single sector of the community?
Are you identified with an age group or an area?
If so, then you should know the businesses that have their markets in those areas, or are relevant in these sectors.

Sponsors want to get free advertising.

Do you feature in the media often?
Have you got any guaranteed celebrities or even near-celebrities to pull media to your events?
Is your media team or Pr department able to work the system to get bonus coverage?

Finally - don't worry, you don't have to score on all of these headings.

In fact, some of them you may think cynical or counterproductive - in which case you might need to think seriously about how well your organisation fits with the sponsorship model.