Today’s guest post is from Joanna Hogan, the Strategic Fundraising Coach. She adds, “If you get stuck along the way, feel free to reach out to me.” Thanks, Joanna!

For any conference or event planner, one of the big challenges is securing funding. Like it or not, your success with sponsorships will determine whether your conference or event succeeds, financially speaking.

Do you dread it?

Consider this. Maybe potential sponsors dread it, too. Not because they’re cheap or they lack concern for the community. Perhaps they’re just bored.

Do you realize how many nonprofits offer gold, silver, bronze sponsorship packages? You know the type: they always include a website listing and the company logo in the program.

You can do better! And when you do, you’re more likely to get (and keep) that sponsorship revenue.

Lessons from your mailbox

Here’s example. When you open your mailbox, are you excited? Of course not – it’s mostly junk mail and bills. Very few people send handwritten notes or cards anymore. When you realize that a thousand other people received the exact same flyer, you don’t feel special.

However, when you see something thoughtfully planned JUST for you, how does that make you feel? Intrigued? Interested? Cared for?

As you reach out to sponsors, that’s the goal. From your first contact, give them a customized experience.

From gold to unique in seven steps

What does your potential sponsor want to be known as and known for? How can your organization – and your event – amplify their positioning?

Before contacting them, do your homework.

1. With colleagues, brainstorm different sponsorship categories.

2. Research potential sponsors. What do they do? Who makes decisions about sponsorships? What would they like to accomplish with their sponsorship dollars?

3. Create a list of benefits. What’s in it for them? What would appeal to your sponsor and make the event better for your participants?

4. Schedule a meeting to test your ideas. Don’t ask for anything yet! Rather, your job is to explore what a successful sponsorship would look like from the sponsor’s point of view.

What was the best event they’ve ever sponsored – and why? What kind of benefits would help both the sponsor and your attendees? Could it be exclusive? What’s their budget? Your goal is to learn as much as you can.

5. Ask permission. Your last question could be, “May I submit a proposal along the lines we’ve just discussed?”

6. Write a simple, succinct, and clear proposal.

7. Create loyalty by following through in an organized, professional manner.

You won’t land every potential sponsor. But I promise that you’ll receive serious consideration, and your organization will be perceived in an entirely different light. You’ll enjoy the process, and so will your sponsors.

Using the weather as a sponsorship opportunity 

When seeking sponsorships on behalf of the Forest Hills Fine Arts Center in Grand Rapids, Michigan, I approached a luxury auto dealership. Since we shared the same audience, I assumed they would want the typical benefits. After asking key questions, however, I realized that we needed to bring them closer to our patrons. So we brainstormed a unique plan.

In Michigan, winters can be brutal. The performance was in January, with a long, cold walk from the parking lot to the entrance of the venue.

The perfect solution? Asking the auto dealership to provide free valet parking. This would literally put our patrons (and their potential customers) into their cars.

To help measure their return on investment, they left a small box of chocolates in the car, along with an invitation to a dealership event. The dealer also received front-row tickets and a one-of-a-kind backstage experience that they used to reward their VIP customers.

This strategy worked great. Next year they sponsored the entire season!

What’s your creative hook?

How might you apply this approach to your next event?

If you’re approaching an auto dealership (and who isn’t?), ask them to park a few vehicles on-site. Potential customers could experience the cars in a low-pressure, fun atmosphere: browse, let their kids climb in, take selfies with the family, and share them on social media. Maybe your sponsor can offer test drives, too.

Different sponsors, similar brainstorm:

• Offer a new local restaurant the opportunity to organize a tasting in the lobby of your venue.
• On a large computer monitor, your local builder can lead virtual tours of their newest neighborhood. Using the computer, guests can play with possible furniture arrangements, paint, flooring, etc.
• Your neighborhood fitness club brings in a few pieces of equipment for people to try out.

You get the point. If you focus on engagement, creativity, and flexibility – rather than the predictable gold, silver, and boring bronze options – you’ll land more sponsors, increase their loyalty, and provide something of value to audience members. Best of all, you will raise more money.