by Nicholas Arroyo
Securing club sponsorships and donations can be a daunting task, but do you realize that if you follow a few, simple steps you can secure some lucrative sponsorships and donations for your club on an ongoing basis? That’s right, and you can do it year after year with very little effort!
The key to your success is approaching this task in a business-like manner. Think of your club as a business seeking to secure a mutually beneficial relationship with another business: your sponsor.
You must make it very clear that if the sponsor donates to or sponsors your club, they will, in turn, receive tangible and measurable benefits of equal or more value.
If you cannot define and communicate these benefits to a potential sponsor you will have a difficult time. If you focus on what is in it for your sponsor, the rest will fall into place.
Here’s a quick guide that will help you secure sponsorships and donations.
Plan ahead and ensure that your club has a clear plan before you begin. Appoint a club member to oversee your sponsorship initiatives.
Start a sponsorship file to record and track your initiatives, making it available to future incumbents. Communicate your initiatives with the rest of your club members.
When considering multiple sponsors, ensure that this is clearly stated in your proposals.
Continuously build your relationship with a potential sponsor. Engage in casual talk or seek advice from employees (or the individual responsible for sponsorships) of the establishment you are courting, making sure that you casually drop your club name here and there. Encourage other club members to do the same.
Heck, get creative and send them a Christmas card signed by all your members or invite your potential sponsor to attend and participate in one of your functions.
Also, if you go to a local trade show and happen to see the potential sponsor there, take the time to say hello and start up a little conversation.
Avoid approaching a potential sponsor with a generic sponsorship request or letter. Take the time to personalize your request and include as much personal information about the sponsor as possible such as company name, address, and the name of the individual responsible for sponsorships and donations in the letter.
If at all possible, present your proposal face-to-face and avoid mailing, faxing, or emailing in your request. Avoid photocopies and always sign in ink.
Clearly define and communicate the benefits to your sponsor. Avoid things like “We’ll tell all our members about you” or “We’ll put your logo on our program or newsletter” as it is already an expectation from the sponsor.
Again, think outside the box and tell your potential sponsor how your relationship is beneficial for both parties. Ideas can include things like your club is interested in making every third Saturday of the month “Sponsorship Night” and will visit their establishment with the intent to purchase.
Encourage your sponsor to use some of your club members as volunteers during local trade shows or other big events where additional help may be required by the sponsor.
Volunteer to do some educational seminars or workshops at your sponsor’s establishment. This can help increase awareness of your sponsor and at the same time promote your club.
Continuously reinforce your club’s gratitude with your sponsor whenever possible and never drop the ball. Ensure that your club members are not only meeting the commitments that you agreed to in your proposal, but that your club also makes every effort to exceed them.
Always have an open communication channel with the sponsor, especially during trying or difficult times. Consider making the sponsor and staff honourable members of your club and encourage their continual participation in club events and decisions. Remember that it is all right to engage in non-business related discussions or activities from time to time.
Successful sponsorships and donations are based on solid business foundations. Sponsors are business people willing to help organizations, but they require tangible and measurable results for their investments.
Sponsors want relationships with clubs, but turn away from those that are ill-prepared and seeking quick, last-minute remedies.
Obtaining sponsorships and donations is not as illusive as it may appear. Plan and commit to going the extra mile for a sponsor and you will quickly realize that they are more than willing to engage in mutually beneficial business relationships.
