I recently hosted a workshop for NonProfits where we talked openly about the difficulties that arise when asking businesses to offer sponsorships and donations – some even likened it to taking a shot in the dark. Not only did we speak openly among NonProfits vying for the same community dollars (love it when sharing happens!!) we also had several local marketing directors offer their own Do’s and Don’ts. Here is a list provided from Lora Routson, Marketing Director for Wayne Bank and Trust. (my fav is bolded below):
Tips for Requesting a Sponsorship or Donation
By Lora Routson Wayne Bank and Trust Co.
- Send or drop off a letter or packet – be specific in what you are asking for and why we should sponsor.
- Follow-up with a phone call or email (e-mail is the best for me)…keep in mind there is a FINE line in following up TOO much!
- Make sure you send to the RIGHT person and always spell name correctly
- Understand we are busy and we get MANY requests (we don’t intentionally ignore you!)
- We would LOVE to support EVERY cause, but we simply cannot
- Target groups for sponsorship that will have a connection or interest in your project – understand sometimes there is no connection and simply no fit for us.
- PLEASE be sensitive to us as a business… if First Bank or PCCU is your headline sponsor and/or the event is named after them, PCCU GOLF OUTING…don’t assume we want to sponsor (Sorry – but in most cases like that we would prefer not.)
- We love contributing, but it is nice to have some sense of return on our investment… (What’s in it for us?!) I prefer something unique – giving us some name recognition vs. being buried in with all the other sponsors.
- Understand that we are smaller than other banks (i.e. First Bank) so we cannot always do the TOP level as they may, but we still want to feel our contribution is just as valuable, because it is significant to us.
- Invite us to the event. We may not come (and in most cases are too busy) – but it’s nice to be asked.
- Follow-up with a thank you note – a photo or something about the event. If there is something at the event showing our sponsorship (i.e. sign) – take a photo and send it with the note. A person at the event with our sign is better!
- I am most impressed by those that take the time to send the note, photo, etc. One sponsor even went as far as to send the final budget showing how all dollars were used. Those are the ones I am sure to remember and am more likely to support next year!
- Wayne Bank is always pleased to help support as many causes as feasible and applicable to our purpose/mission.
