Sponsorship is NOT fundraising

As is often said, "money doesn't grow on trees" and sometimes the stress of being a volunteer treasurer comes from not having enough funds to achieve the goals of the organisation. Sponsorship can be the answer.

Sponsorship is not about donations. If you are looking for a donation - ask for it. If you are looking for sponsorship then it is important to understand that successful sponsorships are about understanding and delivering on your sponsors requirements. In most cases they do not share your passion for your cause. Instead they are looking for the commercial outcome resulting from their spend with you - their Return On Investment. 

Therefore, when approaching a sponsor don’t talk in terms of the outcomes their money will have for your organisation. Instead talk about how sponsoring your organisation will help them to achieve their organisational goals. When someone asks the question “Why should we sponsor your organisation?” you need to be able to respond “Because we can help you become more successful/profitable by …”. When communicating with your sponsor always keep in the forefront of your mind “how will this benefit them!!” By making it about them you will be much more successful!

This article was written by Julian Moore and reproduced from the Strategic Membership Solutions free email bulletin. SMS assists associations, charities and other nonprofits to be as successful as possible in generating income, developing and maintaining income streams and managing membership growth. They provide workshops and training and have great resources on their website. Now that you know the difference between a donation and a sponsorship, check our Julian's article on "Tips for approaching prospective sponsors".