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How Do I Determine The Value Of A Sponsor?
Posted By: jez* on 6/16/2004 2:17 AM (CST) 25 Points
We are a small not for profit organisation. We have no sponsors at present. We are approaching a local business for $2500 in computer printer goods and services per annum. What should we offer in return?. We have a newsletter with a circulation of 4500 committed readers. We have two corporate events each year with about 200 people in atendance. We have an office with a number of people visiting each week.

Posted by: The Consultant ™* Accepted Answer
6/16/2004 6:06 AM (CST)
Ok Jez,
First of all, I congratulate you on running a non-profit organization. An HBR article recently called this "the toughest job in the world". So hats off to you.

Now, you mention that you have 4500 commited readers of your newsletter. List down the demographics of these readers, for example, age group, income group, marital status, profession etc. then segment this into clusters and go to your sponsors with an offer to advertise in your newsletter for their products or services and show them that demographic variable which appeals to them the most.
Eg, If you are trying to get a sponsorship from a local clothing store which targets the youth, show these sponsors the number of 16-22 year olds who read your newsletter. You can also show them the number of high-income households your newsletter goes to.

The corporate events can help you target sponsors who deal in computer goods, office stationary or products etc. Show them the numbers,i.e., what kind of professionals attend, which companies send representatives etc. Let the sponsors set up their stalls if possible at the venue of these events.

To determine how much of sponsorship you should ask for depends on how much of benefit or increase in business the sponsor perceives to gain by sponsoring you. You can calculate this too by using the variables available to you.
Also, measure the response to the ads that you place in your magazine and show the results to your sponsors to make them realize the benefits of sponsoring you.
Eg, In case of a clothing store, if the store advertises in your magazine which has about 1000 readers which fall under the store's target segment, the store will be able to increase its brand awareness amongst this group of people. this will also result in increase in sales for the store from this group and you should charge calculate the likely increase in sales and charge a percentage of that as your sponsorship amount along with a certain amount for the increase in the store's brand awareness.
If you isolate each of the benefits (sales increase, increase in brand awareness etc) and assign a value to them, the total will give you an idea of how much you can charge.
Good Luck.
 
Posted by: MGN* Accepted Answer
6/28/2004 8:43 AM (CST)
There are a lot of big organisations which want to show that they are socially and environmentally concerned so as to rise their brand image. It is not possible to show increase in sales or ROI for sponsorships to not for profit organisations.
The sponsors can be mentioned their names in the monthly with thier contribution. moreover their names can be mentioned at the annual meetings or their names can be displayed. But commercializing such as advertisements and allocating stalls to sponsors will deteriorate the image of the organisation.
Moreover on seeing competitor firms sponsoring, other firms will also respond. But advertising will be restriccted to one firm in one category.
 
Posted by: FrankM* Accepted Answer
7/2/2004 4:39 AM (CST)
I'm not sure what sort of events you have, but you could also have the administrative tasks at the event sponsored. For example the registration booth. Or you could list the name of the sponsor on the badge of the visitor. The same thing could be applied to your office. If you have people visiting, make sure they see the name of the supplier of your goods. For instance through a small billboard or posters. But do make sure you know you are targetting the right people with it.
 
Posted by: Val (Moderator)* Moderator Response
7/6/2004 3:18 AM (CST)
Hello all. I am closing this question. This is our standard procedure when the question asker gets busy and falls out of the conversation for a while - or isn't clear about the process for closing.

Thanks, so much, for participating!

Val (Moderator)
 


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