Sponsorship LettersSponsorship letters can be used to seek corporate support (financial or in-kind) as part of an ongoing program within an organization (school or agency) or for a one time event like a golf tournament, auction or dinner. When you are dealing with corporations there is always one thing to remember (as potentially distasteful as it may sound) it is the ”what’s in it for me” mentality. Remember, they are a business and more than likely, the funds or resources they will be directing toward your organization will be coming out of their marketing or public relations budget. So, the exposure and public recognition they will receive is something for you to carefully consider. So, what makes sponsorship letters successful? We’ve put together some important factors for you to consider as you begin this process. Research and target corporations with similar interests and a giving history. Put together a list of 20-30 companies that you could consider as potential prospects. Go to their website and research a few things. First, have they sponsored other non profits and if so, does yours qualify for support? Secondly, and equally as important, is there anyone in your organization or group that has a personal connection to anyone at the company? If so, a phone call from that person or a mention of that person’s name in your letter (Bob Jones suggested that ABC Corporation would be very interested in this sponsorship opportunity of our 25th Jubilee Celebration) vs. sending the sponsorship letters in blindly. If there isn’t a connection, insuring that your organization qualifies for support is also an appropriate reason to ask. What’s in it for me? Or “them” in this case. If this gift will be for ongoing support of an agency or organizational program, what ways can you recognize the company throughout the year? On all printed material related to the program, on your website, in your newsletter, in press releases related to the program? Of course - all of these are wonderful ideas. If this sponsorship will be for an event, what do they receive as benefit? Tickets and VIP seating? Stage recognition by the master of ceremonies? Name and logo on your website related to the program or event? Name and logo on the invitation and in the program? A stage banner? You can see, there are many important elements involved with thinking through what corporations will get in return for their financial support. Sponsorship Levels Where do you start? First of all, you can’t give everything to everyone or else you don’t create real value in your sponsorships. A sponsorship is also a contract between your organization and the corporate donor so you need to ensure that everything “promised” is “delivered”. For your highest and top level sponsorships you want to build in true value. For events, this can be represented in terms of the best tables at the event to the top spot and biggest logo on all printed material. If you want a “presenting sponsor” for your event then the company name may even lead off the event. So “ABC Corporation” proudly presents the St. Matthew’s 25th Memorial Golf Tournament. Corporate sponsorship levels are entirely up to the organization or group but make sure that the recognition levels are equitable for the amount of the sponsorships. Time to Write the Sponsorship Letters Remember, you are soliciting a business. Your letter (package) should be professional and efficient transmitting the appropriate information in an attractive way. Make it clear in the first paragraph what you are seeking. Below is a suggested framework for your sponsorship letters.
You can see samples of sponsorship letters First Paragraph
Second Paragraph
Third Paragraph
Fourth Paragraph
Closing Paragraph
Other Important Steps Sponsorship Response Form You can see samples of sponsorship forms Solicitation Package: Again – remember who you are sending your sponsorship letters to – a busy professional. Put information into this package that will make an impact: a program from last year’s events (so they can see the quality of the event and the previous sponsors); a brochure (or fact sheet about the organization’s program in which you are seeking support), the sponsorship response form and return envelope. If you have a business card – put that in there as well. You can purchase nice study folders at a local office supply store. Don’t worry if you don’t have highly produced graphics, etc. Those are nice but as long as your information is professionally presented you will be fine. Sometimes, organizations can become too “slick” thereby not demonstrating need. Make sure to follow up your sponsorship letters within two weeks. It is most appropriate to do the follow up via the phone. If you don't reach your prospect directly, feel free to send an email follow up also attaching the information (letter, sponsorship levels, sponsorship response form) in a PDF format or put a link to your website in your follow up email. In most cases, you will have to follow up two to three times (and sometimes more) before you get an answer. Remember not to pester or stalk your prospects…that is very unprofessional and will certainly close the door on any future support. Good luck and remember, sometimes “no” means “not at this time”. Always thank your prospective donors for their time; no matter what the outcome of their decision. In Summary Create a well researched list of potential prospects: offer sponsorships that provide real value and the “what’s in it for me” factor and demonstrate the need that will be filled by your corporate prospect's investment. All these factors will lead to your success.
|
