Landing Corporate Sponsors
Getting corporate sponsors may be a tall order, but it is certainly not impossible. It may take some time, and if you’re willing to follow a company’s rules (there may be lots of paperwork and wait time), and stick to your plan you may just succeed in the end!
When applying with a corporate sponsor, consider the following:
Start small
Everyone would like to be sponsored by a large company, but that’s not always possible. In fact, large corporations usually have bylaws that specify in great detail who they can give to, when they can give, how much they can give, and so on. These additional restrictions make it highly unlikely that an organization holding its first fundraiser will be able to be considered. They want to see a proven track record of successful fundraisers, because they are looking at the bottom line for the company. What will sponsorship get them? How much exposure will they receive? Sure, it’s always worth a shot; but don’t get discouraged if there’s no bite on the other end of the line. Instead, start by looking within your community and see what other companies might be interested in being a part of your event.
Plan ahead
If your fundraiser is next week, it’s too late for this suggestion for this year, but it’s just in time for next year. The more you plan ahead, the better your chances of getting some quality corporate sponsors. It takes time for the corporate board to review and accept your sponsorship proposal. Besides that, the more you plan ahead, the more people will be impressed with your leadership and organization skills, and the more they will want to help you. And if all those reasons weren’t enough, here’s one more: it’s just plain courtesy to give people more than a few days’ notice when you’re asking for their money.
Start with a letter
If you took basic economics, you’ll remember this rule: TANSTAAFL. There Ain’t No Such Thing As A Free Lunch. Instead of a charity consider your project a business transaction: it’s wise to consider what the company will get out of sponsoring you and your event or organization. Their name in the newsletter? A giant banner at your event? Make your letter no more than one page; use the sandwich method (good news—bad news—good news); and be sure to include all information about your event and how to contact you. A good way to begin is by thanking them for their time.
Follow up with a phone call
A week after you’ve mailed your letters, start calling your potential sponsors. Begin by asking if they got your letter, and just ask if they had any further questions you might be able to clarify. Don’t wait more than two weeks to call them, and definitely don’t wait for them to call you (at least, not yet). If they say they’re not interested, cross them off the list and try the next one.
Finally, don’t be intimidated by dealing with a large corporation. Remember that behind that seemingly impersonal entity there are people running it. Treat them the way you’d like to be treated – even if the sponsorship won’t work out this year – and you’ll create a professional and positive basis for potential future projects.
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