Every year, more and more schools, early childhood centres and sports clubs seek sponsorship for a planned fundraising event. With a cap on the number of businesses, trusts and individuals willing and able to provide this, a successful outcome can seem unlikely.
It’s not all bad news though. To be successful in your sponsorship requests, you need to do some careful planning and presenting – and today we’ll explain how to do this.
Why Should a Business or Individual Sponsor Your Fundraising Event?
Throughout New Zealand, sponsorship helps an enormous number of schools, charities, clubs and early childhood centres. It provides the much-needed financial support to purchase essential resources, equipment, travel expenses and other costs. Unfortunately, budgets look like they are being tightened by all parties, resulting in more organisations wanting sponsorship and businesses and individuals having less money to offer.
Consequently, the organisations and the sponsorship requests which are seen to provide the most benefit to the business and which match closely with their plans, goals and values are likely to be successful. Therefore, when seeking sponsorship, it is important to know what the business, trust or individual will receive in return.
Businesses are likely to want to raise awareness of their brand, product or service. They’ll want to generate new leads who will engage with them in the future and promote a positive image of their business. Individuals are different, in that they are most likely to make their decision based upon their personal experiences, beliefs and knowledge rather than seek attention. Trusts do not usually seek promotion of their services, but do appreciate being recognised publicly for their support. This doesn’t have an impact on their sponsorship decision though, as they must follow the criteria the trust has developed in terms of whom they will support.
Where to Look When Finding Sponsors
Often an organisation has a positive relationship with previous sponsors, which can reduce the time spent on seeking funding. However, their request for support can be declined or only partially provided, meaning that finding additional sponsorship is necessary.
Finding sponsors can be challenging and many already loyally support organisations and are unwilling to do so to others. Some just don’t have the funds or that they don’t feel they can support the recipients. Casting your net wide in the search for potential sponsors is vital and you can do this through:
- Asking your community for suggestions
- Using people within your community who have a relationship with an organisation already to request sponsorship
- Put a call out for interested parties via newsletters, emails and social media
- Ask others within your industry for recommendations or leads
- Check out who is sponsoring fundraising events similar to the one you are planning to host
- Search out businesses via the internet who have previously sponsored organisations like yours
- Ask your local council for information about the trusts operating within your area. Then contact each trust and ask for their sponsorship criteria and associated information