Guest Post: How I Sold a Sponsor in a Single Call

How I sold a sponsor in a single call

This blog is a response to the blog: “How I Was Sold By a Fundraiser In a Single Phone Call” – which is definitely worth reading.

Event sponsorships are not my favourite thing.

In fact, I really dislike them. Set “Gold, Silver, Bronze” levels – all based on how much money the charity needs – the exact opposite of #DonorLove if you ask me.

So I do sponsorship a little differently. Every sponsorship proposal I create is unique and custom for the company. And it works. Here’s what sponsor WeDidIt had to say of their experience:

This approach to corporate giving is refreshing and effective! 

Rather than approach me with the run-of-the mill ‘sponsor levels’ sales pitch (you know the ones: platinum, gold, silver, blah blah blah), Rory did something blissfully simple and effective. She: 

  • asked questions about our business goals and listened. 
  • used those goals to build a compelling sponsorship proposal that was a no-brainer to fund!

Rather than be stuck with our logo in a booklet that no one would look at, we ended up more than tripling our original goals for the sponsorship and forming some valuable partnerships along the way.

I wish all charities knew how to fund-raise like this!

-Andrew Littlefield, We Did It  (A Sponsor of The #DonorLove Rendezvous)

Don’t you want all of your corporate donors to feel like that? They can! Here’s how:

STEP 1: Get to know THEM: The first step is to really learn about the company you want to work with. Go on their website, read how they talk about themselves. What services are they selling? What language do they use? Watch some commercials and look at some advertisements for the company and really get a sense of their brand.

When you have your discovery meetings, ask lots of questions – and listen really well. Don’t run through a sales pitch before you’ve really gotten to know the company. Key things I need to know about a potential corporate donor are:

  • What are their biggest challenges today? What do they think they will be tomorrow?
  • What are their Corporate Social Responsibility (CSR) goals and objectives?
  • What have they liked about past non-profit partnerships? What has worked well? What hasn’t?
  • What makes their company unique? Why do their customers choose them over their competitors?

STEP 2: Look for Return on Investment (ROI): Once you understand a company, look for areas where your goals and objectives overlap – and build partnerships based on those shared values, beliefs and objectives. Find creative ways to add value to a company through your partnership, by: helping them find new customers, engage employees, build a stronger brand – or more. Always keep in mind what is the ROI for the company you are working with – not just what’s in it for you. A partnership with the right charity can add value for the company by:

  • Helping them find new customers: 94% of people would switch from one brand to another if it was associated with a good cause
  • Engaging and retaining employees: 70% of people say making a difference in a good cause is a factor in where they choose to work
  • Building brand: associating a company with a good cause can improve their reputation and regard in the marketplace

STEP 3: Make a donor-focused pitch: In your proposal, talk about THEM. Restate what you’ve learned about their CSR objectives and business needs, and clearly explain how the program you’ve identified matches their interests and helps THEM achieve their business objectives. Too often charities make pitches based on their cause and their organization. Focus more on the opportunity of the partnership – and less on your need for money.

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Want to learn more? Be sure to check out the next #DonorLove webinar: Better Corporate Giving (…that raises MORE money & your sponsors will LOVE)

Tuesday October 13, 2015
1:00 pm Eastern (10:00 am Pacific) + Recording available October 14th – $24.99 CAD

Do you want your corporate donors to LOVE the proposals you prepare for them?

More importantly, do you want your corporate asks to be successful?!

If you want to learn how to create better – more successful – more profitable corporate proposals then sign up for this webinar today! Only $24.99 CAD!

Drawing from her experience in major and corporate giving Rory Green will look at how charities can do a better job of corporate fundraising – and how to engage in deeper, more meaningful, more PROFITABLE corporate partnerships.

This webinar will use real life case studies, and give you the practical information you need to improve your corporate fundraising efforts!

You will learn:

  • How to identify the RIGHT companies to build a relationship with
  • Rory’s list of questions you NEED to ask before you write a proposal
  • Creative ways to offer Return on Investment that Corporate Partners will LOVE
  • How to tap into budgets beyond Community Engagement to unlock MAXIMUM investment
  • Step by step instructions on how to structure a SUCCESSFUL corporate ask

Sign up NOW and you will also get a REAL LIFE corporate proposal that got a “yes” in a day!

Trust us, you do NOT miss this webinar. Sign up now – seats are limited!

Can’t make the webinar live? No problem! Sign up now and receive a recording after the webinar is over, to watch whenever you like!

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Parts of this blog were originally published on Phil’s Career Blog

Written by Rory Green

rory

 

Rory is a Senior Development Officer by day, and FundraiserGrrl by night. As a major gifts fundraiser, she connects donors with an opportunity to invest in a better future. FundraiserGrrrl is a blog about her cheeky observations about life in fundraising.

Connect with Rory via:
Twitter

 

 

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**SPONSORED POST** Email maeve@whatgivesphilanthropy.com for more information about advertising on www.whatgivesphilanthropy.com.

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