When I first started working for the American Cancer Society, I was told that donors need to be thanked seven times.
I Googled that recently and found out it actually is an old Chinese custom and the ACS didn't invent the concept.
But as the largest voluntary health organization in the world, it apparently is working well for the ACS, also.
I don't think I thank sponsors enough and probably nowhere near seven times.
But I do try to thank sponsors in ways that are meaningful to them.
Here's a few things I have done:
1. Held sponsor appreciation events at convenient times in convenient locations (For me, that means not using a building that requires people to park in parking garages, if possible. I think parking garage events create a mental barrier that someone won't be able to get in and out quickly if that's what they want to do).
2. Taken a plaque to the Partner of a large law firm that has supported a number of social service programs I have helped find sponsors for and thanked him with a plaque presentation in front of his staff at a staff meeting. I told the staff that without their support and hard work, the firm could not help with community events like the ones that the Partner had been supporting.
3. Presented a plaque in front of the Park and Recreation Commission recently to the General Manager of a restaurant that has catered a big golf event for several years (the GM committed to once again cater next year's event after the presentation was over with).
4. Have a procedure instituted where any sponsorships of $5,000 and up are recognized by letter from the Chairman of the Mecklenburg Board of County Commission.
5. Take people, when possible, in front of the Mecklenburg Board of County Commissioners for recognition of their sponsorships, which has an added benefit because their meetings are broadcast live on television.
Finding meaningful ways to thank donors and sponsors pays big dividends because it is one way to keep them coming back.
What are some things that have worked for you?
