In-kind sponsorships save the day!

A few years ago, I was asked to find sponsors for a huge regional youth soccer tournament.

The organizers wanted around $20,000 in sponsorships to cover event expenses such as soccer balls and other sports equipment, water and fruit for all participants, signs and banners directing people to the right fields, and a bunch of other stuff.

Because most of the items they needed were going to come from retailers (who do not love to part with their cash, but are typically much more inclined to give away products for community events), we decided to seek in-kind rather than cash sponsorships.

I asked organizers for an itemized budget of items they were planning to pay for and I went to work, searching out companies that could donate those items in exchange for an ad in the official tournament book (which we printed in-house for free), a logo on a banner, and an opportunity to pass out coupons to the hundreds of kids and their parents who would be in town for the tournament.

One by one, we knocked it out.

BI LO gave us gift cards for all the food and water we needed; Signs Now donated signs and banners; Dick's Sporting Goods donated a lot of the equipment we were going to pay for, and FUEL pizza gave us a bazillion pizzas for the opening night reception.

Of course, most organizations want cash sponsorships. But sometimes, in-kind sponsorships are what they actually need.

Keep it simple!

Several years ago when I was raising funds - especially early in my career - I would create proposals that were very wordy.

I wanted to impress upon the would-be sponsor just how big of an event I was creating and I really wanted, maybe even more, to impress upon the potential donor what kind of impact the organization was making with its mission.

Word, words, words.

I really tried to put every last detail in those darn proposals.

I've learned that not only is it unnecessary, but it also sometimes counter-productive and confusing to the donor.

That's because the person you are sending it to might get up to FIVE - or more - similar pitches EACH day. It is hard to believe, but it's true. They don't have time to wade through all the information.

Your job is to make it easy and to remove barriers. That means sending out a very brief proposal that the potential donor will be able to read quickly with no attachments just links. (See previous blog on attachments).

Include up front in your email or proposal very basic things like dates, times, and locations, and SPECIFICALLY what it is you are asking for and what they will get in return. Don't make them guess or have to play a word hunt just to find out.

And then put a link or website in the email or proposal directing your would be donor to all of the information that you'd like them to have - if they are interested.

And leave it at that.

FindingFunds Revisited

In 2011, I created a blog called FindingFunds based on my years of experience raising a lot of money for a lot of causes.

My blog was very short and practical with tips and tricks for how to raise money, find corporate sponsors, and find in-kind donations for programs and services.

I stopped writing the blog when I stopped actually raising money and I joined the ranks of the blue and yellow, as the Local Marketing Specialist for IKEA Charlotte. Part of my job includes giving away stuff.

Now that I've been on the other side of the fence for a couple of years - actually answering emails, calls, and in-person requests for donations, I've decided to resurrect my blog.

Now, my blog will be even better with real experiences shared on how to successfully make the ask and, now, experience on the side of the person who has to divide up and hand out what is available to donate to the many, many worthwhile causes, charities, and organizations that come a knocking.

It is going to be a fascinating look at what works from the eyes of the fundraiser AND what works in the eyes of the corporate sponsor.

I hope you will follow my blog and come along for the ride!