Wednesday, October 11, 2017

Fundraising Magazine: Do you want to know how to attract Large Financial Sponsors?

Before we begin – ask yourself, how many of your donors or sponsors ask to remain anonymous?  Not many or none?  Why is that?

First, understand that very few large financial sponsors will be attracted to your event based solely on the mission of the charity.  If they are, they will still want the same thing that other sponsors ask for.  Rarely will anyone make a donation and want to remain anonymous. 

Large Sponsors, normally companies, are attracted to events which have a large or affluent guest list.  The attractant is what is called “Drivers.”  They will be very interested in knowing how many people will see their logo and company name.   For instance, Workmen’s Compensation Attorney’s will be attracted to be sponsors for events which have a large attendance of a sector which they market to heavily. 

As an example, recently I introduced a well-known restaurant a charity who was hosting an event.  As they sat and spoke for 42 minutes, I noticed the one thing that wasn’t being discussed.  I stopped the conversation and asked the charity representative what wasn’t even being discussed.  He didn’t know or even realize until I said “She hasn’t asked once what your mission is or what you’re going to do with the sponsorship money.” 

A large attendance is a major reason for sponsors.  When they find out that you will have over 600 people at your event, they will definitely start thinking about sponsoring.  They will know that the guests will see they are supporting their charity and want to support them. 

When setting sponsor levels, remember, large numbers are scary to the normal business owner.   Providing lower levels of sponsorship is key to your ultimate success – Volume is better than few.  The reality is – charity fundraising is business.  Sponsors will invest their advertisement dollars to sponsor your event in exchange for advertisement.  The same is true with donated items. 

Businesses and affluent individuals are looking for advertisement which will “Drive” people into their businesses.  Prior to engaging possible sponsors, ensure that you lay out a plan or a sponsor package which will provide sponsors with advertisement to all your guests as well as those thinking about coming to your event or supporting your charity.

There are various ways to ensure that your sponsors get more than their fair share of advertisement as well as receive an overwhelming response from their sponsorship or donation.  The sponsorship advertisement can extend farther than just your event which is yet another attractant.

Just remember businesses are owned by people who also need to pay their bills to keep their lights on.  Simply by saying “It’s tax deductible” is not enough anymore.   This is the era of “What can you do for me?” – Keep that in mind prior to even beginning.  You can turn their advertisement in your event to add Glitz, Pizzazz or Eye Candy to it which will help the appeal of the overall experience.

If you would like to learn what possible sponsors find appealing and how to provide them an overwhelming amount of advertisement at your event, contact us at – we would love to help you.

BW Unlimited Charity Fundraising is a North American Charity Fundraising leader in a convenient “One Stop Shop” setting.  BWUCF will help you build a sponsorship package which will attract all levels of sponsors.  Contact us at for more information.

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