With the spring gala season behind us (WHEW!) I am offering a suggestion as to how to follow up with sponsors so they come back for years to come.
As long as I can remember, I have provided a Sponsorship Report as a follow up document for each sponsor. Do you do this? If not, I think you should.
Many sponsors these days are utilizing marketing and advertising dollars for their sponsorship contributions. So a good return on their investments helps ensure they come back in the future.
Typically the payment for the sponsorship has already been received, so this mailing takes place after the event and gives me an opportunity to thank the donor (again!) It lets them know how much was raised for the mission, and how their name and logo were used in conjunction with the event. I am careful to personalize the message for those who attended vs. those who could not. I let them know how many people attended, and include event highlights which may include key messages from the evening’s program.
But the most important thing I include are examples of how their brand was used in conjunction with the event. Some things I included in this year’s sponsor packets were:
- Event invitation with their logo highlighted
- Eblasts promoting the event with their logo highlighted
- Screen shots of their logo on our nonprofit’s website
- The evening’s program booklet with their logo highlighted
- Power point slides from the evening’s program with their logo highlighted
You get the picture right?
I got a call from a sponsor this year telling me she’d NEVER received a package like this and it was wonderful. So, make next year’s fundraising efforts easier — and send this report. Taking time to nurture and cultivate our existing donors may be your most important step.
by: Michelle Jimenez, Senior Consultant HUB Philanthropic Solutions