by Linda B. Haley, CFRE, Founder and CEO
Are Your Event Benefits Stale and Undermotivating?
For those of us who’ve been in the nonprofit game a while, hosting and attending events is a way of life. We’ve all been to many galas, golf tournaments, or trivia nights, always to be greeted with a “Let’s thank our sponsors!” slide. And we do want to thank our sponsors. My question: is there a way to do it differently, better, and with greater impact? I say “Yes!”
Steps To Creating Benefits That Sizzle!
As they say, “admitting you have a problem is the first step.”
Ok. We’ve admitted it! Now what shall we do? Here are a few steps to take that will help you reimagine your event benefits:
- Change Your Mindset – Most of us have gotten into the mindset of “that’s the way everyone does it” when it comes to sponsor benefits. Agree that you WANT to do more!
- Listen To Your Sponsors – We may find ourselves sitting in a room with our fundraising team and our committee, trying to come up with a benefits package. Why not head straight to your most generous and consistent sponsors and ask, “if you could have ANY benefits for sponsoring our event, what would they be?” Then listen!
- Be Creative – Goodness knows, we’re all so busy! But creativity is a must for successful development efforts. Step WAY outside the box. Create something completely new and different. Ask other nonprofit friends. Search the websites of some of your favorite nonprofits. Use the information you get from multiple sponsors to grow your efforts!
- Highlight “Mission Benefits” – Consider going beyond the standard logo, signage, table placement, and parking spot. Think what only YOUR nonprofit can offer. These might include benefits like:
- A disability audit for a sponsor’s place of business
- Lunch and learn for a sponsor’s team, sharing insights from your mission expertise.
- A musical performance by the children in your choir at their workplace.
- Offer Organizational Connection – From volunteer opportunities to tours or a meeting with your Executive Director, companies who become your partners, not just your sponsors, will likely continue to support you and to do so at higher levels. It’s worth it!
That’s a LOT Of Work! What Can We Expect For the Effort?
It’s easy to think that making much-needed but time-consuming changes in your events sponsorship efforts may be too much to take on. But here’s the thing – when we do different and better things with fundraising, we can expect a greater response.
As you work WITH your sponsors to improve your benefits packages, you can expect to see some pretty significant growth in your fundraising efforts. Think about these upsides:
- By asking great questions, listening intently, and building sponsorship packages that match your donor’s interests and excite their curiosity, you’ll begin to build longlasting partnerships with businesses and corporations.
- By increasing your stewardship of the companies that support your organization, you can expect increases in both retention of donors and upgrades in their giving levels – these are the bedrock of healthy fundraising programs!
- As you strengthen these partnerships, you will be able to leverage your growing experience and expertise to approach potential new supporters.
Annual Fundraising Training Camp (February, July, & October)
Want to learn more about increasing your event sponsorships and support while taking your personal or organizational fundraising prowess to a new level? Consider joining us at Annual Fundraising Training Camp at our offices in Olivette.
This week-long fundraising intensive will change the way you, your leadership, and your Board think about fund development and refine your approach to the donors who can transform your work. It’s a commitment – but it’s worth it!
Crush Course
Can’t make it to St. Louis? No problem! Our online Crush Course allows you to learn at your own pace and includes videos, resources, and a action item for you after every lesson, so you can start improving your fundraising practice TODAY!