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The Do’s and Don’ts of Sponsoring Events

Sponsorships can be a great way to build brand awareness. Sponsorships also give you the opportunity to give back to the community and make connections that may help your business later. If you are actively seeking an organization or event to sponsor, you shouldn’t have a problem finding one.sponsoring events

We assure you that there are plenty of places within your community that will accept donations in exchange for recognition through their website or other advertisements. But pick your sponsorship wisely. In order to help you in the process, we put together our do’s and don’ts of sponsoring events.

The Do’s

  • Keep your company goal in mind.

You need to find an organization that matches well with your beliefs and is relevant to your company mission. Remember, the public will be associating your company name and image with the sponsored event.

  • Do your research.

Many organizations list their sponsorship packages on their website. Make sure you look them up before contacting them. Research will save you a lot of time, knowing whether or not the organization is going to meet your budget. Also, if your mission is to get recognition on a website, check the organization’s domain authority score. A higher score means better awareness for your brand.

  • Establish a relationship.

When the opposite party truly believes that you have their best interest in mind, they will come up with unique ways to put your brand in the spotlight. They may use varied techniques to promote your business and boost your sales in return.

  • Educate your board members, staff, and volunteers.

Make sure everyone in your company who is going to be involved is fully educated about the event. Don’t have any distractions or setbacks during the process. Your brand can stand out among the rest by being knowledgeable and engaging with the event attendees.

The Don’ts

  • Don’t contact organizations after hours.

Keep all of you communication efforts during working hours. You want to set a good impression for your brand. Don’t do anything that may make an organization think otherwise. Don’t contact anyone via social media, instant messenger or other casual platforms. Keep things professional and formal.

  • Don’t keep pushing after a “No.”

Statistically, you will get a few “no’s” before you get a “yes.” People are generally nice in their responses so you may get some “maybes” as well. But, make sure you understand the answer you are told. Pestering organizations and trying to negotiate more may turn a “maybe” into a “not ever.”

  • Don’t come across as being desperate.

Be proactive through your sponsoring efforts; it will only make your brand look that much better. If you come off as a pushy salesperson, you are likely to get the boot.

  • Don’t lose sight of the objectives from both sides.

Remember that you need to have both parties in mind when making decisions in relevance to the event. The decisions that you make will impact the ones you sponsor and may ruin relationships in the future. Even worse, the organization your sponsoring may tell other associations, giving your brand bad word-of-mouth.

Although this list is not all inclusive, keep the above in mind when establishing relationships and partnerships with other organizations. We hope that we have given you some insight into sponsorships, but if you still have questions, contact us today.