As charities face escalating fundraising challenges, the need for corporate sponsorships is likely to increase. How do you respond to this type of solicitation?
First Things First
When approached by a nonprofit, you need to ask why you should agree to a sponsorship. There may be several reasons but you must be clear about your motivation.
First, knowing if this is an organization with which you want to be affiliated for “company positioning” is vital. Is the purpose of the nonprofit or the sponsorship supportive of your corporate citizenship platform? For example, if you have focused on the arts, then becoming involved with a sporting event is inconsistent with your strategy. Or, if the nonprofit has an initiative or policy that is in conflict with your political or diversity stance, this relationship would not represent your company well.
Next, is this particular opportunity a good match? Does its timing coincide with a new market entry? Does it meet your goal of gaining greater brand exposure? Does it present a chance to showcase your corporate citizenship record or grow sales? Regardless of the answer, be clear on your purpose before accepting a sponsorship role.
And, how will you measure success? Will the appearance of your company’s name on a banner, web site or program provide sufficient exposure or influence? Do you have a specific number of leads or appointments you hope to generate? Are you looking for a certain level of sales at the event or within a particular time period? Maybe, this public support will enable you to meet corporate responsibility goals important to your customers, employees or investors. Whether you are hoping to make a monetary return on this investment or meet corporate objectives, know how you intend to define “success,” as it is critical for you and important information to share with the nonprofit.
The Benefits Match
Next, do the benefits of a sponsorship match your needs? For instance, if focused on lead generation or sales outcomes, access to names and participant contact information is crucial.
Since your logo and company name will be used, know where, when and how it will appear. Knowing the number of locations and the frequency with which your business will be identified will permit you to determine, if the level of exposure is satisfactory. And, can you use the charitable organization or event logo in your advertisements, within your office or store, in company materials, or in your on-line presence?
Exclusivity can be imperative. Is there any event, speaker, award, naming right, or other unique facet within the sponsorship for which your company wants to take full credit? Such a dominant role may be critical to achieve your overarching strategy.
Many times, a nonprofit seeks a media sponsor to help with publicity. If this is the case, will you have an on-air opportunity to talk about why your company believes in the good work of this nonprofit or supports this particular cause? Could a quote from you be worked into a newspaper story or press release, which would help promote your brand and position your business in a manner supportive of your corporate philanthropy goals?
Is employee participation possible, such as in a booth or through volunteer efforts? Since a strong company presence contributes to your exposure at the event, it is essential to know where and how employees will be seen and understand how this will figure this into your strategy. Also, if a speaker, panel, event or program would be appropriate for employees or customers, would a sponsorship ensure “free” tickets for you to distribute?
Remember, you likely can negotiate benefits offered through the sponsorship, which is why you must know exactly what your business needs are and communicate these to the charitable organization.
Following Up
To maximize the value of your sponsorship, have a plan prepared that outlines how you intend to further leverage this opportunity, such as showcasing your involvement on your web site or in your employee communication, incorporating aspects of the sponsorship into your marketing plan or using your participation to demonstrate to employees, customers, government officials or investors how you are committed to good corporate citizenship.
Finally, be prepared to respond to requests. How you leverage or decline sponsorships says a great deal about your business, and therefore, impacts your public image.
Ruth Ellen Kinzey, The Kinzey Company is a corporate reputation strategist, consultant, and professional speaker. Want to hear more about a specific topic? She can be reached at (704) 763-0754 or http://www.kinzeycompany.com.
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