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FundClass Archive: Sponsorships for Special Events

Bev

I've been a lurker for a long time, and while we're 'small potatoes' compared to most of you, I have learned so much. This is my first post to this list, and I do have a question, but I thought I should provide a little background first.

I'm on the board of the Las Vegas chapter of Greyhound Pets of America, a
110% volunteer operated, retired racing greyhound rescue and adoption group. Our mission is to bring greyhounds, whose careers as professional athletes have ended, from the racetracks and place them into permanent, qualified, loving pet homes. While we have a volunteer base of approx. 35-40 people, for the most part, it is the board members who are deeply in the
trenches. Our only source of funding is donations, fundraisers, and grants.
Adoption fees barely cover the expense of the most fundamental processing of
one dog from track to home. Basic medical needs, including spay/neuter, worming, dental work, blood testing, tick panels, vaccinations, etc. represent
our biggest expense. The cost of vet care for a single sick, or injured dog, can be startling.

Get ready for the dumb questions now! :-)

We do an annual fund raising picnic in the fall, which is our biggest fundraiser of the year. While the general public is welcome, primarily local greyhound adopters, and their retired, "45 mph couch potato" dogs, attend this event. Our budget for marketing is minimal to tiny. 100% of our proceeds, donations and last year approx.200 people, and easily 300 hounds attended. This year, with a little help from a local radio station, we are hoping to increase that number by 10-20%. The entire budget for this event is approx. $2,500. My question is what's the best way to approach businesses for event sponsorship? Do we request a specific amount, individually based upon what we think they might give? Or, do we send a generic request quoting sponsorship level amounts? Or, do we ask for sponsorships for specifics, like the cost of food, equipment, rentals, advertising/printing/postage, etc.?

Thanks for any input on this!

Don

Great question. Here is just one possible way to handle this. You may wish to
come up with a "menu" of sponsorship opportunities, beginning from small dollars to bigger dollars. Each sponsorship level should represent increasingly more visible "perks" for the sponsor. The smallest level of sponsorship may provide a "mention" in a program book. The next level higher may provide a larger ad in the program book and "something else." Continue providing increasing exposure and premiums until you reach your top sponsor level which may provide several banners at your event, a podium speaking opportunity, full page on inside cover of program booklets. I don't know if this helps but I'm sure other will chime in with ideas too.

Eliza

I have an example of the "menu" Don mentions (in a Word 2000 format) for an event, if anyone would like it. I also have the solicitation letter, and an advertising letter.

In addition, asking for "specific" sponsorship is a good idea too ... or you can show that a certain "level" of sponsorship will pay for the food, equipment, etc., and therefore acknowledge the donor at a certain level for a certain thing.

Menus in HTML Format:

Menus in Word 2000 Format:

Lynn

One of the most important things you can do to start building a sponsorship base is poll the people from within your group, i.e. who knows a restaurant owner, a pet shop owner, a vet, etc. Ask these people first to donate in kind materials or underwriting for your event. Also, ask your radio station to give their current advertisers an opportunity to sponsor your event. Ask the radio station to give other advertisers an opportunity to add a 10-15 second tag to your spots. Ex. "Greyhound Pets of America (your message) sponsored by Purina Dog Chow". The radio station charges the advertiser $250 for the tag and part of the proceeds will be given to your organization by the radio station, (maybe 10%).

Have you considered a silent auction? The prizes could be owner and pet related. All prizes are donated by local businesses.

1. Dinner for two at a local restaurant - doggy bag provided for your pet.
2. A gold necklace for the owner and fancy collar for your pet.
3. A trip to a salon for the owner - a trip to the groomer for your pet.
4. Gift basket with pet and people treats.

Another idea is a doggy walk-a-thon before the picnic. Sponsors pay $5/ mile - make the walk 5-10 miles or less.

A dog wash could be fun!

Create an item you can sell with sponsor logos - a frisbee (dogs love 'em) a T-shirt, a leash, a pillow, etc...

These are just some ideas that I hope are helpful to you.

Good Luck.

Cynthia

First and foremost - "small potatoes" are often "tastier" than big ones ... meaning ... grassroots organizations appeal to some donors and sponsors more than large agencies. Also, there are no dumb questions - what you've done is just had the courage to post something that many other lurkers (and us talkative ones too) have wondered about!

You got some great answers from Don and Lynn and just to build on their suggestions - think of special events as the best (and possibly only) opportunity to raise awareness as well as funds (include both in your defined goals so you can evaluate the success of the event). Use "OPM" (other people's money) to underwrite the activity so that everything on the day of the event becomes gravy. This year's date may be too soon to increase your income substantially but in the future, make sure that your efforts are worthwhile (ask yourself, for all the time invested could we just find one or two greyhound addicts who would write a check - if so, go there instead!).

In the Board Development discussion we talked about Linkage, Ability, and Interest. If you don't already have the names and addresses of the greyhound owners, have a draw or raffle that gathers that vital information. These people clearly have interest, can you determine their ability and any personal contacts you have. Whom do they know? Build out from your family but only where you can justify why you've identified that prospect. Is there any way of tapping the market of those who attend races? I realize for some, that may be the darker side of the greyhound's life but it's certainly a group of people who possibly have disposable income.

Honor your donors! I've created posters and "table tents" that list the variety of support I've received, encouraging my attendees to give these people their business. From your sponsors, cash donors (if sending invitations be sure to include a coupon that says "I can't attend but here is my donation for..."), in-kind gifts (those who have given you product off their shelves and saved you the cost of purchasing it for the picnic or provided something for a raffle or auction), even those who give you a discount. (The method in my madness here is to ask for a discount after I've requested an outright gift in kind and been refused. By recognizing those who take a percentage off their profit margin, I acknowledge it and send them a thank you along with a miniature of the recognition AND next year's date, stating with plenty of warning, I'll be back! The following year I've often got the outright gift).

Finally, in trying to stretch my imagination beyond the obvious individuals or businesses that would be interested in greyhounds in particular, it may be that those who boast accomplishing their tasks in a hurry could be approached - greyhounds are a good role model. Good luck.

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