Make Your Sponsorships Mutually Beneficial (Tabitha Doddridge Expert Advice)

There once was a day when nonprofits survived on charitable giving alone. Today the financial viability of these organizations and ultimately the success of their missions are more the result of strategic sponsorships with corporate donors.

This shift has resulted in mutually beneficial partnerships for both the corporate donor and the nonprofit organization.

But these relationships and their funding can be short-lived if not properly fostered. While it is the responsibility of both parties to ensure that sponsorship benefits are fulfilled in accordance with the sponsorship agreement, the ultimate burden falls on the charity, whose consequences from losing funding could significantly affect the overall success of its purpose more than that of the donors.

By accomplishing a few simple things, nonprofits can create a sponsorship experience that is not only hassle-free, but one the donor will desire to develop and ultimately renew year after year.

Make it official. Immediately after the sale is made, get the agreement in writing. I cannot stress this enough. From table purchases to presenting sponsorships, it behooves both parties to make it official in writing (either in print or digitally). This will avoid possible miscommunication in the future about what the donor is getting and what the nonprofit is providing. The agreement should list all the sponsorship benefits and relative information, including deadlines, specifications and event details. Be specific when referring to items of size or quantity. For example, “one table at the event” could mean eight or 10 seats depending on the event, so it is important not to assume the donor knows what you mean.

Communicate. Make sure you are communicating with the right person. In many cases, the CEO or president will agree to the sponsorship, but the details of fulfilling the agreement will ultimately fall to someone else within the company. The nonprofit should establish early on who that is and communicate with those people directly.

From here, nonprofits will have to walk a fine line. They must follow up with details on the event and sponsorship, but not overwhelm the donor with too many emails. So where do you draw the line? Here is what I would advise: The nonprofit should make contact at the time of commitment, three-five days prior to any deadline, a week before the event and after the event.

The nonprofit should make sure and communicate via email when the commitment or contract in writing has been received. This email is a simple one confirming that the sponsorship is secured and will ensure the donor has a contact at the nonprofit going forward. This email should also include the following:

1) the event’s date, time and place;

2) a copy of the agreement or contract as this will include the sponsorship benefits, details and deadlines needed going forward;

3) the logo the nonprofit has on file for the donor or a request for one to be sent; and

4) a link to the event’s website with all other details.

The week before the event, make sure you either ask for the names of those who will be attending, provide ticket information or somehow confirm the table will be used. Neither party wants an empty table at an event, which can result in a loss for the nonprofit. The table or seats can be filled with volunteers or removed altogether to save the expense. Sending a reminder gives the donor the opportunity to communicate this with you in advance.

After the event, always touch base with the donor via email one last time and include details about the event’s success and how the money raised will be used by the organization.

Provide proof. The nonprofit should always send proof that all the sponsorship benefits have been completed and provide any ROI information that the donor can use to measure the sponsorship’s success. For example, if the donor’s logo is used in the printed invitation, provide a copy and include how many individuals were invited, thus providing how many impressions the donor’s logo received.

Of course, not every benefit can be proven, but providing proof whenever possible is important.

Tabitha Doddridge has more than 10 years of experience working in sponsorship development and activation. She is currently the director of marketing and public relations at Friday Eldredge & Clark LLP of Little Rock. Email her at TDoddridge@FridayFirm.com.