Businesses receive an overwhelming amount of sponsorship requests from non-profits. They can’t say yes to everything. So how do you make your request stand out from the noise? First, let’s take a look at some of the most common mistakes non-profits make when approaching a business for financial sponsorship.
1. Failure to Highlight the Business’ Benefits
One of the primary reasons businesses hesitate to sponsor non-profit events is the non-profit’s failure to effectively communicate the tangible benefits that businesses can gain. While non-profits are passionate about their cause, they need to bridge the gap and demonstrate how sponsoring their event aligns with a business’s objectives. By emphasizing increased brand visibility, networking opportunities, access to target audiences, and potential customer acquisition, non-profits can showcase the concrete advantages that businesses stand to gain. It is essential for non-profits to make a compelling case for sponsorship by not just mentioning a few buzz words but CLEARLY highlighting the direct benefits for businesses.
2. The Emphasis is Too Heavy on Emotional Appeal Instead of Data-Driven Results
Non-profit organizations often rely heavily on emotional appeals to attract support for their cause. While this can be effective in generating empathy and awareness, it may not fully address the concerns of businesses seeking measurable outcomes.
To overcome this hurdle, non-profits should strike a balance between emotional storytelling and data-driven results. By providing statistical evidence, success stories, and testimonials from previous sponsors, non-profits can demonstrate the impact and effectiveness of their events.
This data-driven approach enables businesses to evaluate the tangible return on investment and make informed decisions about sponsorship.
3. Lack of Clear Marketing and Promotion Strategy
Businesses value effective marketing and promotion strategies when considering sponsorships. Non-profits should invest time and effort in developing a comprehensive marketing plan that outlines their strategies for reaching the target audience and maximizing exposure for sponsors. This may include utilizing social media platforms, email marketing campaigns, press releases, collaborations with local media outlets, and other promotional avenues.
By presenting a well-defined marketing strategy, non-profits can alleviate the concerns of businesses and offer them the assurance that their sponsorship investment will be strategically promoted and widely recognized.
Plan to Get More YESES
To successfully secure sponsorships for non-profit events, it is crucial for non-profit organizations to address the concerns of businesses head-on. By focusing on highlighting the specific benefits that businesses can gain, striking a balance between emotional appeal and data-driven results, and implementing clear marketing and promotion strategies, non-profits can enhance their appeal and forge meaningful partnerships.
Remember, when non-profits effectively communicate the value proposition to businesses and showcase how sponsorships align with their objectives, businesses are more likely to support their cause. By fostering mutually beneficial relationships, non-profits and businesses can collaborate to create a positive impact and make a meaningful difference in the community.
Businesses need to partner with non-profits. They often don’t because the opportunity is too transactional and not mutually beneficial. They don’t need to donate to your cause. Speak to the things they need. In order to be able to speak to their needs, you have to ask them what they are FIRST. Start there… ALWAYS. Never jump right into an ask. If you do this correctly, you’ll be building long-term relationships with companies who can support your mission with financial means, manpower support and additional marketing.
Create a win/win!
Need More?
We’re just beginning to scratch the surface on how to develop mutually beneficial partnerships with corporate sponsors. If you’d like to get started building a winning partnership deck, download our Partnership Deck.
Reminder:
While there may be many reasons why companies may choose to sponsor your programs or events, it’s important that you lead your partnership conversations with asking them what they need most.
Then, take a deep look at your organization and see how you can help them achieve their business goals. We call our program a partnership not a sponsorship because we believe in being true partners. THIS is how you’ll create long-term, mutually beneficial relationships with corporations.
This Canva template is plug and play. That means we guide you through creating your partnership deck. Click the graphic above and get immediate access to the template you need to increase funding. Download the Partnership Deck and create an opportunity that businesses want to say YES to.
