Every association needs to find sponsors to finance its growth, activities, and events throughout the year. From prospecting for sponsors to creating a sponsorship template letter to selecting the right messages to send out, there are many elements to take into account when looking for sponsors.
Discover our tips and advice to help you find sponsors and finance your association.
Summary
1. Sponsor contract specifics
To formalise their agreement, a company and an association sign what is commonly known as a sponsorship contract. To be valid, this contract must contain certain essential elements, such as :
- The identity of the parties involved, and details of any representatives,
- The specifics of the sponsorship operation, such as its objectives and implementation terms,
- The obligations of the contracting parties, including information on the expected compensation,
- The various clauses.
The sponsorship convention proves that a real relationship exists between the company and the association. Both parties must keep it as a reference document in addition to the supporting documents for expenses.
2. Be clear about your mission and values
Sponsors often look for associations that share their values and vision. So, be sure to clearly highlight your mission and values in your presentation. These could be the environment, equality, inclusion, etc. Any sponsor must see in your messages the values you stand for and advocate within your association. Likewise, your sponsorship application letter should reflect these values.
3. Be creative
Finding sponsors is more than just asking for funding. You can also propose atypical and original partnerships that might interest them. For example, you could offer to organise a collaborative event, run a marketing campaign together in exchange for materials for your events, and so on.
Beyond financing, sponsors can help you develop your association by advising you on its organisation, event management, communication, provisional budget, ect.
4. Think local
Local businesses can be good potential sponsors for your association. They often have a strong interest in supporting their local community and may be more willing to help you if they are geographically close to you. Both financially and in terms of time to devote to your association or your various events.
5. Use social networks
Social networks can be an excellent tool for finding sponsors. Post regularly on social networks or your association’s website, and use relevant hashtags to reach a wider audience. Don’t hesitate to solicit potential sponsors directly on social networks by sending them private messages (LinkedIn, Instagram…).
6. Offer sponsorship compensation
As with any partnership, sponsors are often interested in the compensation you can offer them, such as communication or visibility in general.
Offer them options to highlight their company or products and services, such as mentions on your website, logos on posters or banners, mentions at your events or publications on social networks… Be creative and provide tangible elements to the sponsor to be convincing.
7. Check tax implications
Sponsorship is considered a commercial act if there is a financial contribution involved. This is due to the nature of the service provided, which is characterised by a donation to an association. Both the sponsor and the beneficiary association are subject to specific tax rules, which need to be checked beforehand, depending on the type of sponsorship and the amounts involved.
8. Use existing relations
The relationships you or your members have established with companies or organisations can be an undeniable asset when it comes to finding potential sponsors. Don’t hesitate to call on them for introductions or recommendations. This can include your network within local and regional public authorities, people working at your local mayor’s office…
9. Offer a variety of sponsorship options
To offer your target sponsor a wide range of opportunities, suggest several sponsorship options. Some companies may be interested in direct financial support, while others may prefer logistical, consulting or other assistance. Offer a variety of options to increase your chances of finding a sponsor.
10. Show the benefits of partnership
Show the results of your association and the benefits of your project to convince potential sponsors to support you. Use statistics and testimonials to show the real impact of your work.
11. Maintain a good relationship with your sponsor
Don’t forget to maintain the relationship and thank your sponsors for their support frequently. Let them know how their support has contributed to your project, and send them regular updates on the progress of your work. Also, highlight them when promoting all your events or on your online content.
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