How to Maximize Sponsorship Revenue

1. Create a list of corporations and individuals that could have an interest in your cause. Maintaining and adding to this list should be a priority. Enter all perspective sponsors into a database management system. There are many different donor management software applications on the market that not only allow you to manage resources, but provide many tools for marketing to donors. (See Resources)

2. Develop a cause marketing campaign. Define your cause, program or project needs and benefits of sponsorship in a clear and simple statement. Design a method to deliver your message and sponsorship request. Methods of delivery can include an online promotion or donation tables set up within organizations with which you form strategic partnerships.

3. Plan events for the public and offer sponsors advertising space. Events that promote maximum visibility include 5K, half-marathons or marathons, festivals or professional conferences. Event planning should include an analysis of your audience, an event committee and volunteers, a timeline, budget, publicity plan and sponsorship proposal literature. Information should be in print and online and can include letters to key sponsors, posters, brochures for the public and informative web pages.

4. Set sponsorship levels. Sponsorship levels are like tiers that provide a framework for donations. Create a wide range of sponsorship levels so that individuals as well as large corporations have options to donate. Sponsorship levels should be priced according to the benefits offered at each level. For example, sponsorship levels can begin as low as $1-$100 to sponsor one child in a summer program and as high as $100,000 to sponsor a summer program that serves at-risk children throughout the city.