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[ASK AN EXPERT] How To Best Approach Sponsors Around Different Giving Levels
Without Seeming Pushy
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Our Ask An Expert series features real questions answered by Claire Axelrad, J.D., CFRE, our very own Fundraising Coach, also known as Charity Clairity. Today’s question comes from a nonprofit employee who wants advice on how to approach sponsorship giving levels without seeming pushy:
Dear Charity Clairity,
We are a small nonprofit. We usually have a few events annually bringing in added revenue. This year is our 60th year in our community. A 60th Anniversary Celebration is scheduled, and the sponsorship giving levels are higher than we normally ask for. Many choices of levels and an option to place an ad. My question is, I have heard from a few agencies I connected with and they say they are going to sponsor. I would like to ask what level they are considering – but I don’t want to seem too pushy. My CEO will want information, that I do not have. Any suggestions?
— Fear to Tread
Dear Fear to Tread,
As Franklin D. Roosevelt famously said in his inaugural address, “the only thing we have to fear is fear itself.”
Don’t be afraid about seeming ‘pushy”
By even using this word, you’re putting a negative spin on what should be seen as an opportunity for these sponsors. It’s something you would love for them to be able to take advantage of – not something you’re trying to browbeat them into. It’s not just good for you; it’s good for them too.
When you come from a place of fear in fundraising, you’re going to be dead on arrival.
Which is why I so often talk about my philosophy of philanthropy, not fundraising. The former connotes “love (philos) of humanity (anthropy)” while the latter focuses on money – something most people don’t like to talk about in polite company. It’s also why I so often work with organizations and boards to help them overcome fundraising fear.
Shifting your approach will go a long way towards shifting your results in a positive direction
As one of my mentors, and founder of The Fundraising School, Hank Rosso, taught me: “Fundraising is the gentle art of teaching the joy of giving.” When you approach your work from the perspective of giving, not taking, you’ll bring both yourself and your supporters greater comfort and joy.
How might you approach a conversation with potential sponsors in a manner that focuses on joy?
Begin by retiring the “tin cup” approach that feels like begging. Stop with the “let’s twist their arm” or “let’s hit them up” or “get them to give ‘til it hurts’” approaches that feel not just coercive, but even violent. Replace them with an uplifting, joyful approach that actually makes people feel good about the opportunity with which you’re presenting them. After all, we know from MRI research that even simply considering making a gift brings people a jolt of feel-good dopamine – what’s been called the “warm glow” effect.
If someone tells me they’re considering a sponsorship gift, I would immediately respond with something like this:
“That’s so wonderful!!!! Do you have an idea what level makes the most sense to you? I’d love to chat about the benefits available with the different opportunities we have so we can save a spot that will give you the biggest bang for your buck!”
Play up the scarcity factor a bit
One of the principles of influence we’ve learned from research in psychology, neuroscience and behavioral economics is people have a fear of missing out (FOMO). So, let them know you only have X spots available for some of the top tiers. Think about what you can offer at various levels that will entice them. Here are some ideas:
- Swag in favor bags
- Name and logo included in advertising
- Name included in program
- In-person signage or digital banners for particular area of underwriting (e.g., reception, bar, entertainment, special stages, dinner, dessert, video program, livestreams, auction, raffle, etc.)
- Speaking opportunity at event
- Speaking opportunity at public relations or media event preceding the celebration.
- Extra tickets
- VIP reception
You can also create custom packages
Ask your prospects what would make sponsorship more valuable to them, and if certain perks aren’t quite cutting it, replace them with something that makes sponsors excited. Maybe it’s a one-time volunteer opportunity for their staff. Or maybe it’s an in-kind educational program you can deliver for them.
Once you have a few sponsors in place, use them as “social proof” leverage to attract other sponsors
Another principle of influence is that people want to be included among their peers. If you can say “XYZ Bank is giving at this level” or “Generally, people with budgets your size select the X Tier” that will help sponsors to select an appropriate amount. No one wants to feel cheap. At they same time, no one wants to be a chump. Help them find a giving range they’ll feel good about!
Quantify your value in a donor-centered way
The fact this is your anniversary does not matter to sponsors – or to most any donors. What matters to supporters is impact – what they can accomplish, through you. So, the fact this is your 60th does not justify raising your prices. What does? It’s the fact you have a plan in place to reach more people. Plus, the fact that the people you reach are likely to match the demographic the sponsor wants to reach.
The more people you’ll reach within the sponsor’s target market, the more valuable sponsorship is to them. How will you reach more at this event than at past events? Will you have:
- More attendees?
- More outreach to particular demographics (that may match sponsor demographics)?
- More social media outreach?
- More advertising?
- More partnerships with other organizations who will also carry your marketing messages?
- More visibility via media (e.g., television; radio; print publications; digital publications) and public relations events?
It’s always a good idea to take a look at sponsor packages from similar organizations
Overcharging will scare away sponsors, and undercharging will lose you opportunities and undersell your value. Check out the sponsors who choose to support other nonprofits in your area – paying attention to their levels of support – and reach out to them first. You know they’re philanthropic. And you know they see the value of being perceived as good corporate citizens.
Nothing to fear here!
— Charity Clairity (Please use a pseudonym if you prefer to be anonymous when you submit your own question, like “Fear to Tread” did.)
How do you approach sponsorship giving levels? Let us know in the comments.
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