What is Sponsorship? Sponsorship is support in the form of money, goods or services given by one organisation, often a private business, to another organisation such as a charity or social enterprise. Both organisations can benefit through increased positive publicity, stronger community connections and reaching more of their target audience, community or customers.
Finding the Right Sponsor Remember that relationship building takes time. Get to know local businesses and make a list of possible contacts. Ask people you know if they have business contacts who may be interested. Research each possible sponsor and find out as much as you can about them. Tell your story clearly and explain what you need sponsorship for. Share your proposal in a format that can be passed on, such as an email, video or presentation. Invite the business to see your work and understand what you want to achieve for the community. Ask how the business can help, such as goods, staff support, money or publicity. Agree the sponsorship in writing and monitor progress. Thank the business and show how their contribution has made a difference.
Making Sponsorship Work Sponsorship can be for a one-off activity, such as an event, or it can become a longer-term partnership. Like any partnership, sponsorship must be useful and positive for both the sponsor and the sponsored organisation. The business or sponsor may want their logo displayed and mentioned in publicity or social media. Sponsoring social enterprises can help businesses build a positive community profile. The sponsor should be the right fit for your enterprise, and the relationship should support your values and aims. Like grants, there are many potential sponsors. A refusal from one does not mean others will refuse.
