With over 17,500 events to date, St. Baldrick’s knows a thing or two about fundraising. As a sponsorship liaison, you can secure local sponsors for your fundraising event with these 10 tips.
1. Know who to ask.
Use your inner circle to find the best leads to potential sponsors. Your volunteer committee may have connections with local businesses — work those connections to get your foot in the door.
Pursue companies with a strong presence in your community. These can include large companies, your doctor’s office, local print shops, or restaurants/bars.
2. Learn how to make a pitch.
Don’t leave any doubts that their company will fuel lifesaving research and increase their brand awareness in your community.
Focus on these four things:
- Tell them who you are, introduce our mission, help them to know how it will impact the kids in your community
- Summarize when your event started, the number of attendees, and other unique facts about your event so that they can see the exposure they’ll get from the event.
- Point out specifically why their company would be a good fit to sponsor or engage with your event.
- Describe what they’ll get out of it. Outline the benefits or engagement opportunities that align with their business and social responsibility goals.
3. Know your talking points.
Speak confidently, share childhood cancer facts, and discuss the impact St. Baldrick’s has on the children and hospitals in your community.
TIP: Visit our grants search or contact your coach to learn about any childhood cancer research grants awarded in your area, or ask your coach for more information.
4. Be clear.
Let them know what you’re asking for and what you’re offering them in return. Are you asking for a monetary donation, an in-kind gift, to host a fundraiser, or to participate in the event? Will you be including their logo on promotional materials? A banner at your event? Be clear about what the commitment is on both sides — and ensure you deliver. Suggested deliverables, based on the level of sponsorship, can be found in the Event Sponsorship Packet.
5. Be open.
Asking questions vs telling is always a great approach. It’ll help you to learn more about what matters to them and how they’d like to support the event. Be receptive to any ideas and questions they might have. Remember it’s a conversation, not a monologue.
6. Think big.
Ask small, get small. Ask big, get big. Don’t sell yourself short or stray away from asking for larger donations. The larger the gift, the larger the benefits, and the larger the impact for childhood cancer research. The worst they can say is no.
7. A “no” is not a rejection.
It’s OK if they say no. Make the most of your meeting by giving them other options to be part of your event, or just extend an open invitation to attend to get a feel for what it is all about.
And remember: Just because they say no one year doesn’t mean they’ll say no the next. Don’t be shy about asking again… and again!
8. Build your relationship.
Open a line of communication from the moment you meet potential sponsors. You represent your team and St. Baldrick’s, and you may be contacting these companies again next year. Be polite, be organized, and show your interest in what they do.
9. Say thank you.
Ambassador Isaac was diagnosed with a brain tumor when he was 5. Today, he’s cancer-free thanks to childhood cancer research.
Don’t forget to thank your sponsors. Your relationship with them doesn’t end when your event is over. Share St. Baldrick’s research updates, videos, and other information to remind them that their investment is truly fueling breakthroughs for kids with cancer. You might be asking them to sponsor your event again next year, so make sure you stay connected and foster their passion for the mission.
10. Have fun!
Smile. Be upbeat, friendly, positive, and polite. Remember, you are offering them an opportunity to join a worthy cause — and that is a great thing! Create meaningful moments for them so that they create core memories and foster a deeper passion for the cause.
Want more tips and tools for getting local businesses on board? Visit our Resource Lounge for customizable letters, templates, checklists, and tips to take your event fundraising to the next level.
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