by Melinda Emerson on SEPTEMBER 22, 2011 in CASH
FLOW & FINANCE, Q
& A INTERVIEWS, SMALLBIZCHAT, TELESUMMIT
Anisha Robinson Keeys is the Principal Officer of Best Practice
Fundraising. With 14 years of nonprofit fundraising and marketing
experience,she has raised over $52 million dollars in the areas of youth and
women’s empowerment, disaster relief, arts, and health care. Learn more about
Anisha at bestpracticefundraising.org.
Small Biz Lady: What does it mean for an organization, brand or person to get sponsored?
Anisha Robinson Keeys: Sponsorship is a mutual business proposition
that offers something in exchange for a financial commitment from a
corporation. Corporations get a return on their financial “investment,” enhance
their profile, associate their brand with a cause or attract customers who
support that cause. Sponsorship typically involves a contractual relationship
between the non profit and the corporate sponsor
Small Biz Lady: How do you even get started pursuing
sponsorship?
Anisha Robinson Keeys: Getting funding from corporations may be a
great opportunity for your organization to increase your budget but– you should
never haphazardly create a corporate sponsorship program for the sake of
filling a budget deficit Before pursuing support from corporations, you first
need to know your organizations goals, and then ask and answer these
questions:
·
What is your organization
trying to achieve?
·
Can you effectively tell your
organizations story?
·
What value could your
organization provide to a prospective corporate sponsor?
·
What impact could a corporation
make by partnering with your organization?
Small Biz Lady: Why would a corporation want to sponsor
me, my brand or my organization?
Anisha Robinson Keeys: Corporations must market, sell, build brand
loyalty and long term repeat customers. The bottom line is if you can offer an
opportunity for a corporation to positively influence their ideal customer or
advance their marketing objectives, there is an opportunity for you to get
sponsored.
Small Biz Lady: What are some of the biggest challenges
when seeking sponsorship?
Anisha Robinson Keeys: Two of the biggest challenges are crafting a
strong value proposition: What can you offer that will give sponsors a good
return on their financial investment. The second big challenge is getting the
attention of a sponsor when you don’t already have a relationship with them.
Small Biz Lady: Who makes funding decisions within a
corporation? Who should you approach?
Anisha Robinson Keeys: There are no hard and fast rules about who
makes the funding decision in corporations. Many companies have multiple
buckets of funding available through different teams, products or business lines. It’s important to do your research about the
funding available and evaluate whether your value proposition fits within what
the corporations goals for the funding. The Community Relations, Marketing,
Public Relations and Sales Teams are great teams to contact first.
Small Biz Lady: How do you even reach those people?
Anisha Robinson Keeys: The best approach is to identify your
“connectors” and leverage the relationships that exist between you and your
prospective sponsor. Take some time to write out that list of “connectors” that
you know, then think of their potential connections.
Small Biz Lady: How do I determine my value or what to
“sell” to an organization?
Anisha Robinson Keeys: First, you need to determine what your
prospective sponsors business goals are and how what you and your organization
can help them meet those goals. This can require some digging. Great places to
start researching the goals of a prospective sponsor include: their recent press releases,
annual reports.
Find out what demographic
audience your potential sponsor is most interested in. One great way to collect
a demographic analysis is to collect the press and or media kits from the types
of magazines or radio station that audience reads or listens to.
Small Biz Lady: As you craft your sponsorship offerings,
what should you keep in mind?
Anisha Robinson Keeys: It’s not all about offering to promote a
sponsors logo. Think of meaningful opportunities to connect your sponsor to
their core audience—that goes beyond logo recognition. Think about it—does an
organization like Pepsi really need to splash their logo on your event or
project so that people will continue to drink Pepsi?
Small Biz Lady: What makes a great sponsorship proposal?
Anisha Robinson Keeys: Overall, your proposal should be a through representation
of your organization, and the value of partnering. View your sponsorship
proposal as a business pitch, with professionally presented content and layout,
and make sure the proposal can stand on its own if you are unable to get a face
to face meeting with your prospect.
Small Biz Lady: What are some examples of successful corporate partnerships?
Anisha Robinson Keeys: Lexus often sponsors valet parking at high end
galas. It’s a way for them to get visibility among an audience that could
be potential Lexus owners. Many cell phone carriers have set up cell charging
stations at events. It gives them a chance to not only fill a need (an
uncharged cell phone) but demonstrate how their products work.
Small Biz Lady: What other types of benefits can an
organization offer to a potential sponsor?
Anisha Robinson Keeys:
·
Access to VIPs
·
Client entertainment
opportunities
·
Complimentary or discounted
admission tickets to special events
·
Opportunities for employees to
participate/volunteer
·
Employee team building
·
Sampling, couponing and sales
·
Access to Mailing Lists
·
Opportunity to collect data
from constituents
·
Mention in press releases
·
Access to promotional giveaways
·
Mailing inserts
·
Discounted media buys
Small Biz Lady: Do you have any final tips?
Anisha Robinson Keeys: Approach potential sponsors with confidence
and remember that you are offering value that can advance their objectives. Be
persistent as you will hear “no” much more than you hear “yes
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