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Maria Di Mento (Moderator):

Please join us next Tuesday – same time, same place—when we will discuss how to engage lapsed donors and reignite their support. We hope to see you then.

David Hessekiel:

Thanks for the opportunity to participate. You can obtain more information on corporate alliances and sponsorship of athletic event fundraising programs at www.causemarketingforum.com and www.runwalkride.com

Maria Di Mento (Moderator):

It looks like our time is up. Thanks to everyone who joined us today, and thanks also to Tanya Baskin, David Hessekiel, Chad Royal-Pascoe, Emily Taylor, and Karen Hughes White. It was a great discussion and I hope everyone found it informative.

Question from Shanelle, large association:

Any suggestions on sponsors for a larger event with a focus on architecture?

Emily Taylor:

Without knowing much about the event or any specific focus that's a tough one to direct. If you have a large reach with a specific target audience, I would recommend schools with the same focus or even companies who supply the tools to construct would likely be interested. If there's anything specialty incorporated into the event, ex: stained glass, etc. You can consider specialty companies as well.

Question from Michele, small nonprofit:

We are raising funds to build a pediatric clinic in Haiti and finding it difficult to get past the objection most companies give us that they only donate to local charities or charities within the U.S. We are located in MN and all of our fundraising efforts are within the U.S. What is the best way to raise funds that go to another country when your efforts are focused on donors in the U.S.?

Chad Royal-Pascoe:

I would focus on making the connections with those companies that would have business reasons to fund this clinic. What is being treated at your clinic and what are the biggest problems facing that community?

Question from Sarah, CCS:

We produce a large, educational event annually. It is in its 68th year. We do not do any fundraising events, only educational. Our work focuses on public policy and advocacy, research, and communication to enhance our region - so we have no tangible results. Therefore, over the years we have struggled to raise funds. Do you have any suggestions on how to really sell the event to sponsors? Our event educated those within the health and human services professions and provides CEUs. So it enhances the workforce around the region.

David Hessekiel:

It sounds like the people you are attracting to this event are your greatest asset: Decisionmakers in the health and human services professions within your geographic region. I'd suggest you survey your past attendees to try to quantify what kind of purchasing decisions they make. Then you might be able to promote sponsorship of the event to companies that sell to those industries.

Question from Nina Bernstein, American Technion Society, non-profit:

We have monthly events featuring speakers from abroad. We are able to "advertise" on our invitations, but so far have not had any takers. Our events focus on science and technology--any suggestions?

Karen White:

What are you offering beyond the recognition on the invite? Is there some way for the sponsor to connect the audience back to their product or service? Example, do you publicize these monthly events on your website? If so, can you add a "presented by" line that clicks through to a "partner recognition" page on your site and/or a special landing page on their site? Can the sponsor take part in these events by exhibiting, disseminating literature and/or introducing the speaker, etc. It's all about the value-add these days. Sponsors are increasingly looking for higher return on their investments.

Question from Beth Bloomfield, Bark for a Park:

What are the top business benefits most companies want to see in a sponsorship proposal? Our event is new, so it is tough for us to forecast any metrics.

David Hessekiel:

Each sponsor will have different priorities based on what they are trying to accomplish through sponsorship. You'll need to do your homework to determine what you prospects value most and how that lines up with what you are able to offer. Among the many benefits businesses seek are: Increasing brand loyalty Creating awareness and visibility Changing/strengthening brand image Driving retail traffic or sales Showcasing community responsibility Sampling/demonstrations Entertaining clients Targeting a niche market Recruiting, retaining or motivating employees Merchandising Trade promotion Guerilla marketing

Question from Nicole, Tutor/Mentor Connection:

We host a twice-yearly conference for tutoring and mentoring organizations in both our area and throughout the country, as well as for people who are just interested in helping kids . What's the best way to find and approach potential sponsors for a conference?

Emily Taylor:

Whether it's a conference or any other kind of sponsorship, you still need to consider the audience, the benefits you can offer a sponsor, and I highly encourage you to offer tiered package options to distinguish different levels of sponsorship support - I don't recommed a la carte sponsorship for this type of event. Once you've considered your audience do your homework to find alignment and start making phone calls. According to IEG 55% of sponsorships come from cold calling. Agencies or connection resources are also a big help since they have established relationships.

Question from Amanda Manheim, FRESHFARM Markets:

Given the economy, does it make most sense to go back to old sponsors or spend more time trying to cultivate new ones?

Karen White:

Funny you ask... We've recently completed an assessment of our sponsor/partner portfolio and found that like most "businesses" 80% (or more) of our revenue is derived from 20% (or less) of our partners -- proving true the concept that it makes sense to go deep. We've also found that these are our most committed partners -- those willing to give more and do more, especially in a challenging economy, which if you think about it, makes total sense. It's a smarter investment of their resources to make existing programs and initiatives bigger than to try to launch new ones. All of that said, we're finding that partners and sponsors are demanding more and more visibility and recognition -- a higher return on their investment. Much more creativity is required on this front than ever before!

Question from Heather J. Lynn, Carnegie Hall:

What is your recommended method of initial contact with a potential sponsor?

David Hessekiel:

I would suggest that you do all you can to get a personal introduction to the potential sponsor (someone on your board, a mutual friend, a supplier, another sponsor, etc.) It may take work and time to get this kind of introduction, but it's worth it. You'll get a much warmer reception and stronger consideration than you would if you start off with a cold call.

Question from Helen, education nonprofit in Los Angeles:

How can I convince my CEO to offer mulit levels of sponsorship. The current thinking is to simply get 4-5 large amounts and be done with the whole task. Is that viable?

Tanya Baskin:

I am not sure I understand what you mean when you say "Get 4-5 large amounts and be done". Are their rights and benefits associated with these amounts? I would share with my CEO other successful examples using multi level sponsorships and give him information on the "up side" to doing so. for example it will increase your base of people that will engage/expose your event/org too - when you engage other companies/organizations you also engage their constituents. I would also argue the case that some companies may not be able to write the large checks but can support through a donation of budget relieving services - which is equivalent to cash and can prove to be a "win win' for both orgs.

Question from Maria, small nonprofit:

Perhaps this is a bit elementary, but is there an "outline" for what goes in a sponsorship packet?

Emily Taylor:

There are several organizations that can offer resources to direct you in this effort: IEG is one of them that we reference often. If you go to our website and walk through the proposal uploading tabs these elements are what sponsors told us they are most interested in reviewing when considering a partnership. Ex: Opportunity, key selling point tailored to the prospects, sponsor benefits, relevant audience demographics, property facts, sponsor case histories and testimonials, the fee and call to action.

Question from Michele, small nonprofit:

Any ideas on combating the "local only" objection when you're raising funds for another country?

Chad Royal-Pascoe:

Ultimately and fortunately/unfortunately, I think that you have to be respectful of a company's established guidelines. If you're raising funds for another country, could it have potential impact locally? For example, does a business have products which are consumed in that other country? While someone's philanthropic guidelines may be set in stone, business reasons and investments rarely are that black and white.

Question from Bryn Little, small nonprofit:

What is the best way to set dollar amounts and levels for sponsorships? Is there a rule for how many amount options you should present to a potential sponsor?

David Hessekiel:

Your process should start with an analysis of your prospects based on past history and your best assessment of their sponsorship spending capacity. If you have some substantial (by your standards) top prospects, I would approach them before you reach out more broadly. Bring them a substantial customized proposal full of relevant benefits. If they balk at the dollar amount, I would offer to customize the package by removing some of the benefits they feel are least attractive and lowering the cost. Menu type sponsorship packages should be used for smaller prospects that you don't have the time to personally sell. I don't have a rule of thumb as to how many options you should present to those types of sponsor prospects.

Question from Lenna, The Saban Free Clinic:

I think post event follow up is extremely important in keeping sponsors happy and maintaining the relationship in order for them to come back in following years. Karen White mentioned "robust post-gala follow-up" in one of her responses. Can you provide examples of that?

Karen White:

The majority of our gala events are held at the local, affiliate level. Post-event follow-up may include the following: Hand-written thank you notes to donors/sponsors Personal phone calls to donors/sponsors Follow-up donor appeal (while donors are still basking in the "pink glow") Follow-up meetings with sponsors - "post-mortem" agenda with the goals of renewing the sponsorship and delivering increased ROI in the future NOTE: Many sponsor contacts are also wonderful major donor prospects! Be sure to keep this in mind as you follow up. Our Affiliate organizations have limited staff resources so they routinely tap their Board members and committee members for assistance with these follow-up tasks.

Question from Donna Marino, educational foundation:

Although marketing and community awareness for sponsorship is a big draw - plus a belief in our mission -- what is the best way to approach a sponsor with the tax information about an event? For example: when sponsorship levels include event tickets with the event. It is still a corporate write off, but how to explain the donation piece? Esp. to smaller companies.

Emily Taylor:

Each scenario is so different in regards to tax ramifications, so I would definitely encourage you to speak to an accountant in order to truthfully direct your potential sponsors. I would make sure valuation of each element of the package of benefits is clearly communicated, and the purpose and intent of the sponsorship funds are clearly allocated and communicated so the understanding of the need for the funds is cohesive. The truth is, tax write off's are valuable, but nothing compares to the marketing piece for the sponsor.

Question from Holly, public affairs forum:

Hi - I'm curious as to your thoughts on how best to keep new donors engaged post-event, in the hopes that they'll support the organization in the future, either with another event or just in general. Thank you!

Chad Royal-Pascoe:

Although not revolutionary, the best way to keep them engaged is to 100% ensure that they have been thanked and if a more complex deal has been struck, that you follow through on all deliverables. Quick follow-up is also key and if you're going beyond 30 days in following up, your chances of keeping them are greatly diminished. I would also come up with a year-long plan that is a balanced approach to educating, informing and presenting additional needs/opportunities.

Question from Shirley, event coordinator:

It seems like, in a small rural area, it would be important to get the word out regarding a non-profit prior to seeking funding. It will then be easier to find donors when the time comes. In other words, marketing first, then ask for donors and sponsors. Am I correct? Thank you.

Tanya Baskin:

Yes you are correct in one aspect. But I think it is more about awareness and connecting and informing your donors about your work than it is marketing. I would be careful when it comes to marketing as spending too much money on campaigns etc may send a signal that you are not in need. Using your assets - like a newsletter. website, e-updates and good PR to let folks know about what you are doing seems to have a strong impact as well.

Question from Cherryl Cannon, small nonprofit museum:

What is the appropriate follow up time after you send out a proposal in the mail for a possible Corporate Event Sponsor? Is it more advantages to follow up with a phone call or in person (ei. lunch or meeting scenario)?

Chad Royal-Pascoe:

If you sent the proposal in the mail, a phone call would be sufficient and I would reference the follow-up time in your letter or note accompanying the proposal. I would give it no longer than a week to touch base. It is always more advantageous and time effective to present a proposal in person.

Question from Cathy, small nonprofit school:

What is the best way to thank donors?

Karen White:

It is going to sound extremely old-fashioned, but we've found that a hand-written thank you note is the most effective way to thank our donors. Letter-writing is almost a lost art these days - in the age of computer-generated auto-responders, etc. There's simply no better way to stand out in the crowd than with such a personal communication. Many of our Affiliates tap their Board Members to assist with this and/or personal phone calls. Giving Circles are a wonderful way to provide recognition in a more public way. Many of our Affiliates effectively use this concept...

Question from Donna Marino, educational foundation:

Although marketing and community awareness for sponsorship is a big draw - plus a belief in our mission -- what is the best way to approach a sponsor with the tax information about an event? For example: when sponsorship levels include event tickets with the event. It is still a corporate write off, but how to explain the donation piece? Esp. to smaller companies.

David Hessekiel:

I'm sorry, but this is not my area of expertise.

Question from Jill Fletcher, Klingberg Family Centers:

We do a big Antique Auto Show each year. We have not yet been able to break the $10,000 sponsorship ceiling to gain a sponsor at the, say, $25,000 level. We would consider that a naming sponsor but have not been able to get to the right people to partner with. Any suggestions?

Chad Royal-Pascoe:

My first question would be if there are correlative events in your geographic area or within this event area that garner that type of sponsorship. Assuming that the answer is yes, be sure to go to those other events and see who their sponsors are and see if you have any contacts that may be able to get you a copy of their sponsor proposal. This will enable you to examine your own benefits and determine values appropriately. Besides that, I would concentrate on achieving more sponsorship with less sponsors. Limiting will help you break one of them through to the top spot. If you can convince someone to do that, lock them in to a multi-year deal. You could also try a multi-year deal that stair steps to the $25,000 and has performance measures on the part of the event justifying the increase in funding.

Question from Bob, new nonprofit:

What advice would you give to a new nonprofit-- should we shelve the plans for an ambitious event until we've spent the time developing the relationships with potential funders?

Karen White:

Tough question as I'm sure Susan G. Komen for the Cure did it backwards, back in the day. We started with the event (Race for the Cure)... with the mindset that if you build it, they will come. But that was 27 years ago -- a much different day and time. My gut tells me to proceed with the event if you can reach a break-even model with the goal of using it as a donor and sponsor cultivation opportunity. Done well you can "wow" your sponsors and ensure the next year's renewal (which should happen as quickly as possible on the heels of the event), and make a tremendous impression on donors you're looking to retain and matriculate.

Question from Jill, Youth-Based nonprofit:

Can you suggest some more creative sponsorship benefits to offer partners, aside from the traditional logo placement, signage, etc.?

Tanya Baskin:

I would ask the company specifically what are their business objectives and how can my organization help them achieve them. Some suggestions may include employee engagement opportunities - this is very important to many companies that their employees are aware and connected to the causes they support. I would also include hospitality opportunities/on site sampling or product display/usage. You may also want consider benefits for their clients or vendors/customers like pass thru rights. This can be significant added value to the company.

Question from Amber Hutchinson, Louisiana Disaster Recovery Foundation:

Hello, We are currently planning for our annual commemorative event for Hurricanes Katrina and Rita which will take place on Saturday, August 29, 2009. We are commemorating the 2005 hurricanes through a day of service from volunteers around the New Orleans metropolitan area with local grassroot organizations assisting with the recovery process. How can we continue to better promote this event and how can we continue to appeal to and speak with potential sponsors as the event approaches?

Emily Taylor:

If you haven't already, I would definately use social media efforts to generate awareness around your event. Twitter, facebook, LinkedIn are all great tools - and promote on a daily basis, these are great viral efforts. Also you could put together a video to post on You-Tube, make the announcement on your website and offer an incentive / contest for referals for involvement. In your pursuit of sponsors, since you only have a few weeks, I would set up as many meetings as possible with local organizations casting a clear vision for what their support can do. Send out packets of information to local and national sponsors and follow up with phone calls and emails - get referrals from sponsors and volunteers already involved. Are there any celebrities involved? Highlight this everywhere you can.

Question from Natalie McCarthy, Cusack Care Center:

We have a regular group of local sponsors but are hoping to move into a larger base regionally. Any advice on positive positioning for elder and nursing care when the focus seems to be so much on children and education?

Karen White:

Interesting question... I'm guessing your target market is the "sandwich generation," not far from my own generation, in point of fact... those folks caring for their children and their parents at the same time. Given that this group has two distinct sets of concerns, it seems that sponsors should consider some duality with regard to funding causes that will resonate with this generation. Komen partners often describe their target audience in great detail -- some even have names for them. By knowing who their targets are, we're often able to develop a unique opportunity for them. In approaching larger/regional businesses, perhaps you can build on the knowledge you've gained locally with regard to their target audience and build a sales pitch on how you uniquely reach that market - that is at once concerned about two very important aspects of their lives: their children and their parents. You're not necessarily suggesting funding one cause over another, but the causes in tandem as a way to address the needs of the sandwich generation and connect with them emotionally. Sponsor should work to promote support of both issues equally as a way to differentiate themselves!

Question from Trinishia Samuels, For Love of Children:

Hello. Thank you for your time. I am interested in ways to approach "local celebrities" to participate/sponsor events. With one degree of seperation between me and a local celeb, I want to be professional eventhough I'm using a personal connection to get their attention. I'm sort of doing this from scratch...where do I begin?

Tanya Baskin:

I would make sure I would do a little homework/reserach to see if there is a connection between the local celebrity and the "ask' I am making. That is always a helpful start. If you have a connection - then I would ask for that person to make the introduction or invite them to an event that you are hosting where they are not asked to do anything but can get a feel for your event or your organization.

Question from Jenna Smith, Niagara County Community College:

This question is for anyone... Each year we hold an annual scholarship gala. Many of our sponsors are the same sponsors who have been donating the same amount of money or items for the past 20 years. The past two years we've been losing our top sponsors forcing us to lower our leading sponsorship level. How do we get new sponsors to donate at the top level? What incentives would you suggest? And also would we be better off asking our consistent donors to donate at lower levels while trying to increase the amount of sponsors to make up the difference?

Chad Royal-Pascoe:

I would probably start by sharing with your sponsors the change in the cost of education vs. 20 years ago. With regards to lowering your leading sponsor level, I would not do that. Better to go without someone at the top spot than to lower the level. Once you lower and the perception is that the levels can/will be lowered, it will be more difficult to raise them. You may have success by limiting your number of sponsors in years coming so as to provide more exposure and recognition for those that do participate. Limiting numbers of sponsors will help you raise prices as well. I share with staff that our goal is to get 20% more sponsorship with 20% fewer sponsors and provide more value.

Question from Ken M, The Ohio Masonic Home:

Would you suggest beginning with a list of your organizational vendors as prospective sponsors

Tanya Baskin:

No - I would do an assessment of the event and the audience it is likely to attract and develop a target list of sponsors based on a fit for that particular targeted company. If organizational vendors seem like a fit then I would include in the target list.

Question from Dawn Winkler, Lupus Foundation of America:

I understand that companies have budgeting restrictions. In order to get sponsorship it seems important to be part of the companies original fiscal year budget. Is there a way to find out companies budgeting time frames without calling each one individually?

David Hessekiel:

Years ago when I worked in advertising sales, we used reference guides called the Red Books to get at some of this information. I haven't looked at them in years, but I see they offer a free seven-day trial online so you might want to check them out. http://www.redbooks.com/Nonsub/index.asp They only really cover major companies that do substantial amounts of advertising so I imagine that many of the companies you target would not be in there. SponsorPark.com may have some information you can use. In general, however, I'm afraid that you're going to need to reach out to the individual companies. You're going to need to develop a relationship with them anyway so add this question to those you ask when making initial contact.

Question from Jacob, AASLD:

With Congress cracking down on relationships between pharmaceutical companies and non-profit medical associations, do you have any suggestions for attracting new/different sponsors to an event focused on health research findings?

Karen White:

Great question! We are finding more and more mainstream companies and brands looking to connect with health-related causes with regard to the link between healthy lifestyles and disease prevention. Naturally, we don't let sponsors or partners claim that ANYTHING can prevent breast cancer, but as an organization we do promote a healthy lifestyle as one of the four key steps in good breast health. I imagine there are similar "selling" stories for all health-related NFPs. We are also working to capitalize on the fact that recent research reported in the Sports Business Journal indicates that for the first time ever, cause-related sponsorships are considered a more valuable investment than sports, based on consumer approval. I'd be happy to share the exact stats with you if you're interested!

Question from Vanessa, small nonprofit:

When making follow up calls (after you've mailed event sponsorship information), what are some tips for trying to get a meeting to discuss sponsorship?

Tanya Baskin:

One tactic is to let them know you will be in the area during a certain time frame for other business and would like to stop by for a brief introduction. If you are already going to be in the area - most companies tend to be willing to accept an introductory meeting.

Question from fred baxter safe summer/winter program:

We need a sponsor to help us with our adult basketball league for keeping young adults off the streets and out of trouble and helping them with finding work and also with there education so please give us some help even if its a little bit any and all is welcome thanks coach frog &commissor of the league

Emily Taylor:

It sounds like a local focus, so I would pursue local organizations and businesses with a target market of young adults. You can also approach organizations interested in supporting your city - sponsorship aligned with a cause is almost never frowned on, so get an informative proposal together and cast a vision for both how a sponsors efforts would impact the city, and how they can meet their marketing needs by supporting their target audience.

Question from Kim, Johns Hopkins University:

If you are sending out a sponsorship packet to a company, how far ahead of the event should you send it out? What if I don't have a contact there, who do I address it to? Some websites do not easily reveal who would be responsible for event sponsorship.

Tanya Baskin:

I would call the company directly to find out who specifically I should address my package too and also find out information regarding their budget cycle. It is important to make sure you get your information to the appropriate decision maker as well as getting it to them during the correct time frame. Most organizations will happily share that information.

Maria Di Mento (Moderator):

As we approach the midway point in today's discussion, I'd like to offer a reminder that participants are encouraged to ask questions at any time. To submit your query, simply click on the "ask a question" link on this page and type in your question.

Question from Erin, small nonprofit:

We just had our 2nd annual fishing tournament and our Executive Director has asked me to find sponsors for next years event. This is the first time that we are seeking sponsors for this event. So far we have a couple large corporations that we are seeking sponsorship from and a few local businesses. How should we go about approaching both the local and national corporations?

Chad Royal-Pascoe:

Your local sponsor prospects may be looking at the tournament for community goodwill, client and employee entertainment (interest) and business reasons. Unless the national sponsor prospects are based there, they will be looking at the tournament for business reasons and entertainment. Be sure to keep these distinctions in mind when crafting the proposal. As you are entering into only your second year, sell both on your vision for where the event will be in five years and try to get them onboard to helping you achieve this vision. That will get you larger growth from both prospects. I would approach national first for momentum.

Question from Beth Bloomfield, Bark for a Park:

What is the optimal timeline for making sponsorship requests?

Emily Taylor:

Give yourself 4-6 months as a general rule of thumb. For larger sponsorship partnerships it can take much longer. From the moment of initial introductions and conversations until a contract is signed we recommend 4-6 months; and for that reason speak to multiple potential sponsors so that if you do get a "no" 2 months into conversations you aren't back to square one, there's something else in the works.

Question from Michele, small nonprofit for Haiti:

It has been difficult to find sponsors who will support our charity that is building a pediatric clinic in Haiti. What we're accomplishing is phenomenal however, I'm getting the "local only" objection with potential sponsors for our Oct. dinner gala. I'm now trying to connect with global orgs and narrowing my focus - any other ideas or tips?

David Hessekiel:

I don't envy you at this point in time. Attracting sponsors in the US for even the most wonderful clinic in Haiti has never been an easy sell. Now many companies have fewer resources, are focusing closer to home and don't want to be associated with galas. I don't know what to say about a fast-approaching gala, but here are some thoughts to keep in mind for the future: Continue to refine your focus. Is there an industry or an interest group that would be particularly interested in Haiti, in helping kids or in medical care? Once you've established a target market you'll be able to create events that offer them real value for their sponsorship dollars. That is essential in this tight marketplace.

Question from D, small nonprofit:

Is it possible for organizations to get Foundation sponsorship for a fundraising event? How common is this? Thanks!

Tanya Baskin:

In my experience that scenario is not very common. Most Foundations have guidelines that outline what they will support and they are typically programmatic and focused on an end result.

Question from Yezdyar Kaoosji, Consultant:

I believe, the success of a "gala" event should not be gauged by the "net amount raised" but by the number of donors "moved" into or to the next gift level of the organization's fund raising pyramid. Too many special event planners position "gala events" as the end product. Can you recommend effective ways to integrate a major gift "ask" into the plan for a gala black tie event?

Karen White:

Susan G. Komen for the Cure Affiliates have been successful in using black tie events as a way to thank major donors by providing them special seating/early access/private reception, etc. In addition, with regard to your point about moving donors, we've often found that our black tie (actually, "pink tie," events) provide donors with a great glimpse at the organization, our mission and the passion and dedication of those who support us. Immediately following the event, mid-tier donors seem very receptive to a major gift ask. Each of our event strategies include robust post-gala follow-up.

Question from Patricia Braskich, CASA Lake County:

When is the best time of year to request donations/sponsorships?

Emily Taylor:

Summertime is rather slow in the world of sponsorship. Immediately thereafter is good. In the winter months sponsors are considering their budgets for the next year, and it would be good to get your opportunity in front of them first. If it's a smaller sponsorship from a local supporter, the beginning of their fiscal year is best since they haven't burnt through their budget yet. I've worked in companies where good sponsorship opportunities were refused simply due to end of year budget constraints. Also - give yourself time, at minimum 4-6 months to present the request and develop a partnership.

Question from Ruth Anne, Belize:

I work in southern Belize. Very beautiful, very poor. Businesses are generally quite small. What is the best way to get as many people involved through sponsorship without losing either the few potentially large givers or those who want to be involved but lack resources. Thank you!

David Hessekiel:

I think that you need to evaluate your strategy. Would you be better off forging a strong relationship with a few large sponsors or creating opportunities for a lot of small sponsors. If the opportunity is there, I would generally advocate for creating a few substantial relationship rather than numerous tiny ones. You need to be very mindful of the amount of staff time it will take to service a lot of small sponsors -- the money or products they give you may be small in your eyes, but they'll likely want a lot of attention.

Question from Alex, Lupus Foundation of America:

What do you think is the most effective ask approach to securing a sponsor - informative, emotional, educational, etc.?

Chad Royal-Pascoe:

There is not a most effective ask approach as it will depend upon your targeted prospect company, the audience that you are meeting with and how "warm" the lead is going in. Emotional can get you through the door and get the conversation going, informative/educational will keep the interest and engage such that a productive dialogue takes place, objectives can be discovered and the framework of an effective ask constructed.

Question from Linda Harlan,Development Chair Crossroads Fund( small nonprofit foundation in Chicago):

We are holding a chef challenge event this fall in partnership with a local culinary school. Any thoughts on potential sponsors for food and beverages beyond the hospitality/food industries? Note: The school is providing the venue and the students will be the cheftestants.

Emily Taylor:

The first thing I recommend you do is consider your audience - who will be at this event and what kind of sponsor is interested in getting in front of them? Consider the psychographic details of the audience of the event - if they are culinary students what kinds of cooking tools do they use and what store/supplier would like to interact with them to fulfill those needs?

In addition, consider your reach - if this is a local event, I would approach local vendors; Pepsi and Coca-Cola offer in kind support on a local level, so I would definitely approach the plant near you for support with a detailed overview of the event, your audience, and what you can offer them as a sponsor. If the school already has an account and established relationship with one of the two, I would start there. What kind of food will be offered at the event and do you want in kind support or monetary? Approach new local restaurants, local grocery stores, reception halls, or even transportation services (people have to get to restaurants too, right?).

Question from Karyn, small nonprofit:

We plan a large fundraising event in which dates are determined somewhat by annual snowfall, but need to start looking for sponsors well before it starts snowing! When soliciting sponsors is it better to set the dates knowing there is the potential for a change later, or to just let the potential sponsors know a date range for the event?

Tanya Baskin:

I prefer a date range for the event because it allows the sponsor tohave some input and possibly avoid any conflicts on their calendar.

Question from Sally, medium sized national museum:

How do you measure success in terms of comparing the previous year's event to this year's big fundraiser. Is there a rule-of-thumb decrease in sponsorship funding? If the event raises the same as last year, is that considered a success? This is the 4th year we've held the event, and it has been growing each year, but I'm concerned about this year's event.

Karen White:

In this challenging economy, we've adopted the belief that flat is the new "up!" So, events in 2009 that are raising the same amount as those in 2008 are definitely considered a success. Across the board, we are seeing a moderate decline in sponsorship funding at the local level, and finding that a focus on customer service and is more important than ever. Finding unique ways to enhance sponsors' ROI seems to be the key to retaining and growing those relationships! Best of luck to you!

Question from Beth Bloomfield, Bark for a Park:

If our mission is not aligned with the stated interest areas for giving on a company's website, is there any percentage in making a sponsorship request anyhow?

David Hessekiel:

There are a couple of issues embedded in your question. There's a difference between corporate philanthropic giving and sponsorship. If you are asking for a gift and your mission is not alinged with the company's stated giving priorities then you would very likely be wasting your time and the time of the corporate giving officer by making a request. If you are proposing a sponsorship, you should be selling the business benefits that would accrue to the company by sponsoring your program or event. If you can make a valid case that you are offering them real value, then you should consider contacting the company to speak about the opportunity.

Emily Taylor:

It's my pleasure to offer what insight I can; thanks for taking the time and caring enough to ask good question! With further thoughts or questions feel free to ask me via: info@sponsorpark.com.

Question from Kathleen, Minds Eye Information Service :

What is the best way to source potential sponsors? We find that all of our sponsors come from the community connections that our event committee members have, but we would like to move beyond their connections to obtain additional sponsors. What would you suggest?

Emily Taylor:

Great Question! My bias is to encourage you to connect via an agency or resource tool who already have connections with appropriate and active partners - sponsorship agencies, SponsorPark, etc.

Get connected - Network! Use free networking tools to connect intentionally; LinkedIn and Twitter have been most effective to me (search groups by category and get involved). This also generates exposure for your sponsorship opportunity.

Critically important: Know the kind of sponsor that will be interested in you - are they interested in a local, multi-market, or national market? Your target audience should align. Your packages / benefits should be creative and effective at reaching their marketing goals. After knowing this you can take the next step and get in touch with the right person with an initial proposal quantifying as much as possible - I can't stress this enough, sponsors need measurable evidence of a smart partnership investment. Speak to their marketing needs and they can answer challengers requiring accountability for how they spend their moneys.

It never hurts to get on the phone and cold call, implement multiple touch points and don't stop pursuing. But never personally pursue unless you've done your homework - remember, this is mutually beneficial; if you don't know why the partnership will benefit your potential sponsor, don't bother reaching out; agencies and resource tools can do much of this legwork for you if you can afford it.

Maria Di Mento (Moderator):

Without further ado, let’s get started.

Maria Di Mento (Moderator):

Before we get started, I’d like to issue a couple of reminders. You are invited at any time during the discussion to ask questions or post comments on what you are reading. To do that, simply click on the “ask a question” link on this page and type your question or comment. And as always, we will be offering a full transcript of this event after it is complete at http://philantrhopy.com/live.

Maria Di Mento (Moderator):

All five will be available for the next hour to take your questions.

Maria Di Mento (Moderator):

We have an experienced group of experts joining us including Tanya Baskin, vice president of corporate partnerships for the Special Olympics; David Hessekiel, founder of the Cause Marketing Forum; Chad Royal-Pascoe, managing director of national strategic alliances for the March of Dimes; Emily Taylor, a co-founder of SponsorPark; and Karen Hughes White, director of corporate relations for Susan G. Komen for the Cure.

Maria Di Mento (Moderator):

Hello, and welcome to our latest installment of The Chronicle of Philanthropy’s Online Discussion series. Today we’re taking a close look at the best ways nonprofit groups can secure sponsorships for fund-raising events in today’s troubled economic climate.