A well-written request can lead to success.
Corporate sponsorship takes many forms. A corporate sponsor may provide a cash contribution or an in-kind donation to an organization -- primarily nonprofits and community groups -- to support a specific program, event or activity. In exchange, the corporate sponsor gets publicity from the organization it supports, and in some instances, is able to deduct the cost of the contribution on its tax return.
Instructions
1. Determine the specific type of sponsorship you are seeking. For example, you may need ongoing financial sponsorship to cover the operating cost of a community program, or you may need a one-time donation of products or services to use in conducting a fundraising event.
2. Determine exactly what you need from sponsors so you can be specific in your request. For example, $500 to cover the cost of renting a banquet room to host an event, or the donation of printing services because you need 500 invitations for a new facility opening.
3. Identify corporations to approach for sponsorship. For best results, target corporations with which your group already has an existing relationship, such as vendors, suppliers or business-to-business customers. You can also target corporations that have some sort of relationship with your group's employees or board members, as this often allows conversations about sponsorship to begin more quickly and be more productive.
4. Develop a sponsorship package. This is a tool for securing different levels of sponsorship from multiple corporate donors. The sponsorship package outlines the cost associated with each level of sponsorship, and the corresponding return on investment your group is able to provide. For example, a corporation that sponsors a table at a benefit banquet is typically offered free seats at the event, as well as a mention in the program. Concurrently, a corporate sponsor who underwrites the cost of catering the banquet would receive a more substantial form of recognition, such as an advertisement and link on your organization's Web site and an opportunity to address the audience from the podium. This approach allows you to offer different levels of sponsorship to different sizes of companies.
5. Write a sponsorship proposal. The proposal should outline the terms of what you are seeking from the sponsor and describe what you are willing to provide in return. The proposal should also include a detailed overview of your organization, how the sponsorship will be used and why it is in the best interest of the corporation to be a sponsor. For example, if you are holding an event to benefit a children's charity, your proposal should emphasize the specific needs of the charity and how your organization is structured to benefit the children it serves. In addition, the proposal should note that in the eyes of the public, corporations that participate in this event will most likely be viewed as good stewards of the community.
6. Send the sponsorship request. For best results, address the proposal to the corporation's philanthropy division or director of community services. Follow up with a phone call and a request for a personal appointment to further discuss the benefits of sponsorship.
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