We all know that sponsorship is important to nonprofits and businesses alike. Sponsorship is all about marketing.
Securing sponsors is about building effective partnerships that enhance your organization’s mission and the sponsoring company’s business goals. And, sponsorship is about raising money.
All sponsors want to reach as many people as possible in their target market. So, the more you know about your organization’s audience, the better your chances of securing sponsors.
But, do we know why special events are so significant in developing these relationships?
Chalk it up to experiential marketing – the best way to deepen the emotional bond between a company and its customers, through creating memorable experiences.
Experiential marketing is a well-known concept to business marketers. It is a great way to deepen the emotional bond between a company and its customers, through the creating of memorable experiences.
The goal is to establish a connection based on emotional and rational response levels and always contains a face-to-face interactive element. This is exactly what sponsors want. And, during a well-designed and executed special event this is exactly what they get!
On the other hand, special events are a way for the nonprofit to interact with its audiences including donors and prospective donors. They help raise the nonprofit’s voice in a crowded field and ensure that people will know who they are and what they do and why they are important.
Sponsorship guru Patricia Martin brings real focus to the issue with her post Just One Question to Ask a Sponsor in her Culture Scout blog post. She notes that no matter what shape the economy is in, sponsors still need to market their brands. And, what better way than in partnership with a cause?