Know-How Exchange : Strategy

Well, it's not free advertising...you're asking for money.

I think you have to decide whether you're asking for a contribution to your non-profit or if you're offering the marketing department an opportunity to buy a sponsorship. In my view, these are two completely different things.

Granted, I did not spend a whole lot of time on your site, but I am not able to fully see the value in a sponsorship. Let's assume that I pay you $X to splash my name all over your plane. Who is going to see it? Why? For how long? Will the plane really be the focus point?

Perhaps if you could explain the benefits of what you're offering, people will probably be more able to tell you who would have an interest in those benefits.

There most certainly is a middle ground. I have served at board level for some nonprofit most my adult life-- co founding the latest. All money sent for contributions is heavily competed for-- and the donor wants to know "what's in it for me"-- meaning exposure (marketing). It is not "free", they still have to write the cheque. The fact that its tax deductible is true, but it still is money from the org. That has to be carefully spent and companies like Home Depot receive hundreds of requests a day. Change the "free" core belief or you won't get too far with the sponsors. How will you raise to the top of the pile.

Nascar, etc get the big donors because of the popularity of the sport-- and the exposure received on TV, promo events and the event itself.

The best way to go to the top of the pile is to start a one on one conversation. They will want to know how you will use the money, how you account for dollars spent. And, while you say you'll be at very event-- you should have a calendar projected in the future specifically what event, how many people attend and what you are going to do to get press and media coverage of your being there.

I'd also look for grant opportunities.

Carol
Sell Well and Prosper tm

If the company TRULY buys into your philosophy they may pony up the money. If they TRULY see the value per the advertising angle, they may contribute as well. MUCH easier to convince them a little on both counts. For instance:

"You are helping this worthy cause and here is what your dollars will do..."

and

"We will certainly not keep your participation in this worthy project a secret, and here is how we are getting the word out about those who have made this possible..."

As long as BOTH messages are convincing, and true, you will get a sponsor. I have worked with small to mid sized sponsorships for some time. My firm combines a marketing program along with a scholarship fund for each city in which we operate, so our methods are similar albeit we are at a much smaller pricepoint per company. If you can combine enough spotlight for the companies, and they can use their participation to spark interest from prospects and help with retention of current clients, you will surely get some response. Unique idea, but I need more info there as well to give more direct insight. Kudos on the idea though.

A good place to begin is the book, "Cause-Marketing for Non-Profits - Partner for Purpose, Passion, and Profits." by Jocelyne Daw. It describes how companies and non-profits have come together to pursue a common purpose reaching social and corporate goals together.

The big key is to remember that the intersection of interest comes when you are able to demonstrate a way that your non-profit reaches a unique market better than any other marketing channel. The key word here is DEMONSTRATE.

Otherwise, your appeal is strictly based on cause appeal - whether or not the indiviudals at any given company believe in your cause enough to support it with opportunity dollars. The mistaken belief of many good-hearted, overworked, understaffed non-profit leaders is that people will be moved by the cause itself and want to get their company behind it. Mostly not, unless there is a mutual benefit that can be qualified, quantified and measured.

This is typically a long term strategy in a mature non-profit model. There are exceptions (Kaboom, for example, which started with a cause marketing model) but mostly, startups face a tremendous uphill battle that requires MORE business savvy than most posess.

It is not a hopeless proposition, but the idea that a few well-funded, deep pocketed companies is all it takes to get you flying is the heart-cry of every goodwill leader; one that doesn't usually materialize.