Like any form of marketing, it should be used strategically as a way to reach your target customers. As you build your marketing plan , research the events and causes that your ideal customers care about. Depending on the cost and reach of different sponsorship opportunities, you may find that they are a better use of your marketing budget than many forms of traditional advertising. Actively scan device characteristics for identification. Use precise geolocation data. Select personalised content.
Create a personalised content profile. Measure ad performance. Select basic ads. Create a personalised ads profile. Select personalised ads. Apply market research to generate audience insights. Before you reach out blindly, you should do a bit of research on who your ideal target sponsor is, and how you can connect with that organization.
The easiest way to find the optimal target sponsor is to think about all of the businesses in your area that may be connected to your mission, values, or your members. For example, if you are an animal shelter, you should think of pet stores in your area. Be sure to think about your partners, volunteers, donors, and staff when considering a sponsor. Would this sponsor be interested in having any of these people as clients?
If so, you are already on the right track. A mind map is a great place to start. You can do this on paper, or use tools like coggle.
To start your mind map, think about the groups of people we just mentioned, and what they might be interested in, like hobbies and other work that they do. After you have this idea, you can think about what businesses would be interested in selling to these groups of people.
Now, you can consider the CSR side. Try to find the companies that already have a CSR program put into place. To do this, think about the following questions:. Which organizations are based around CSR that try to do as much for their community as possible?
Now that you have an idea, you can take a look at their websites to see their CSR efforts. Companies usually have this stated on their website in the about us section. Pro Tip : A lot of people will discourage you from reaching out to large businesses because they think it will be too hard to gain funding from them, but it can be quite the contrary!
A lot of large corporations need to show their impact on local communities, and they spend a lot of their time trying to find ways to do this. They often also have CSR budgets at the end of the year that they previously didn't spend on other efforts. If you find out who these corporations are in your community, you could create a long term sponsorship that will help your nonprofit for years. After you have determined who to target, don't forget to optimize your website around this information!
This will ensure potential sponsors can find all of the information they need about your organization.
We know that cash is king, but believe it or not funding can hurt you if you get it from the wrong sources. Remember, corporate sponsorships are mutually beneficial and you need to ensure that the sponsorship not only looks good for the company but also for your organization.
To do this, you need to be smart about who you reach out to, and ensure that they represent your nonprofit well. This example is a bit extreme, but you should be sure to check the values and goals of your corporate sponsor and make sure that your partnership is more beneficial than harmful.
Be sure to choose a company that has the right CSR strategy for your nonprofit. There are two types of CSR, reactive and proactive. This means either a company is complying with and keeping up with socially accepted standards of CSR reactive , or thinking ahead about what they can do even further than the standard proactive.
For example, a restaurant that switches over to paper straws because the local laws are requiring it would be using reactive CSR. A company that invested in paper straws years before the requirement, and also got rid of any other plastic materials, would be proactive. This is important because you need to look at the CSR efforts of the company you are considering for sponsorship and decide if these match with your organization.
If your nonprofit is known for being proactive, you should not choose a sponsor that is only doing the minimum. Pro Tip : Watch out for green washing! Green washing is when a company only does the bare minimum, and advertises themselves as a proactive company. To avoid green washing, be sure to do extensive research and consult other websites than their own. Now that you have an idea of who to target, you can start the process of reaching out to these businesses.
The first thing you should do is to check your network to see who has a connection with the business. You can do this by reaching out to your team, volunteers, and donors to see if they know anyone at the business. Some businesses have groups of people dedicated to helping the community, so finding a connection should be more simple. If not, you can try giving the business a call, and asking to talk to the manager in charge of community engagement.
Events and organizations often have a number of corporate sponsors. Some sponsors will be more integrated than others. For instance, sponsors could post a booth at a convention or include representatives on a panel discussion in a conference. Often, businesses establish long-running associations with entities, serving as sponsors for them year after year so that their connection becomes firmly established in the public perception.
In addition, corporate sponsors frequently receive perks through their funding participation. For some projects, such as a museum or a speaker series, a sponsorship could lead to tickets for clients and employees. Businesses choose corporate sponsorships largely to elevate their brand image with their customers.
Through sponsorship, businesses associate themselves with programs that they want customers to link with them. They also demonstrate to customers that they are socially engaged and interested in supporting worthwhile projects. Corporate sponsorships provide businesses with an alternative way to form a relationship with customers. They also work to show other important audiences, such as government officials, that they provide value to the community.
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