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There are two avenues to the heart of every corporation
and private foundation: philanthropy and cause-related
marketing. The marketing "door" often has
more funds available, but there is a quid pro quo -
you must give something to receive something.
The past decade has seen a skyrocketing rise in nonprofit
sponsorships, which has long been associated with the
sports arena. Now you can see sponsors associated with
everything from symphony orchestras to the YWCA.
The Shehane Group is experienced in this new
trend and can position your organization for success
in this growing field. We have staff that has orchestrated
sponsorship increases, in a given year, by more than
90%! We have contacts in the corporate community that
routinely manage cause-related marketing and we have
proposals designed specifically for corporations. The Shehane Group is also sensitive to sponsorship
proposals as they relate to private foundations, and
benefits that are allowed by the internal revenue service.
If you need to take your sponsorship program to the
next level, or you are just beginning a sponsorship
program, The Shehane Group can help you. Cause-related
marketing is a benefit to nonprofits and for profit
companies, alike, as you position you in tandem - sending
a strong message to both audiences. Corporations like
it because they are perceived as philanthropic and they
receive valuable marketing for a reduced fee. Nonprofits
like it because they secure underwriters for major productions
and programs without going through the traditional "philanthropic
door."
As you begin or expand a sponsorship program keep these
points in mind:
- Research the corporate community that has a track
record of sponsorship.
- Approach the company through the "marketing
door" to find the right contact.
- Call in advance to determine their interest and
contribution level.
- Design a proposal that speaks to their interests
and reflects a multitude of audience impressions.
Total the impressions in your proposal for an easy
read and high impact. Clearly list all benefits -
and stick to them!
- If you take a menu of sponsorship options to a corporation,
be sure to create different benefits at each level
- culminating in an exclusive naming opportunity.
- Research all aspects of publicity. Incorporate the
least expensive (with the most impressions) into your
proposal. Remember that the cost of marketing your
sponsor will be deducted from the sponsorship fee,
and you want your net revenue to be as high as possible.
- Secure a media sponsor with in-kind support and
cash, if possible.
- Consider the added bonus of allowing sponsors to
demonstrate and sell their products at your events.
Above all, work very closely with your corporate sponsor
- you want to secure them for years to come.
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