Chapter and Division Sponsorship at SLA

1
Chapter and Division Sponsorship at SLA

• Betsy Blume, CFRE
• Director of Fund Development
• Special Libraries Association
• Washington, DC
• Presentation for LDI, June 9, 2002
• Los Angeles, CA

2
Fundraising and Sponsorship

• At SLA and other non-profits, solicitation of
  sponsorships is a type of fundraising.
• All non-profit fundraising, including
  sponsorship, is regulated by the IRS.
• SLA fundraising uses AFP standards of
  professional practice, and supports the AFP
  Donors Bill of Rights.
• Fundraising is the art of selling someone good
  deeds.

3
Why Do People Donate Money?

• Make a difference
• Invest in a worthy cause
• Share their good fortune
• Express their beliefs in a tangible way
• Demonstrate commitment to the community
• Give something back
• Join with others they know and trust

4
Why Do Corporations Buy Sponsorships (Donate
Money)?

• SLA is a vertical market
• Consumers place a high level of trust in
  non-profit organizations
• Consumers prefer products marketed in association
  with a non-profit organization.
• Corporations know it works. If they didnt see an
  increase in sales, they wouldnt do it.

5
Why Do Corporations Buy Sponsorships, Part II

• Demonstrate commitment to the community
• Give something back
• Join with others they know and trust
• Community pride
• Sponsorships have greater credibility to
  corporations than other forms of fundraising.

6
Sponsorships Are GiftsSponsors Are Donors

• Cultivate a relationship with your sponsors
• Make personal visits on site or at conference
• Correspond and make regular phone calls
• Put them on your newsletter mailing list
• Invite them to events and programs
• Tailor proposals to their needs
• Understand their business

7
Provisos

• Product endorsements alienate competitors.
• Product endorsements are completely taxable.
• Inviting vendors to visibly support your chapter
  or division activities puts them in the best
  possible public relations position and the income
  is tax-exempt.

8
Get Started Who to Ask

• Start early 18 months out
• Most corporate budgets are set in the fall. You
  have to make your approach before the ledger is
  shut.
• Get prospect names from other fundraisers and the
  exhibitor list from annual conference.
• If your division or chapter seeks sponsorship for
  a program or event at annual conference, the
  sponsor must be an exhibitor.

9
Get Started How to Ask

• Send a proposal which includes a deadline for
  response
• Include a profile of expected attendees
• List kinds of sponsorships available, with prices
  and a list of benefits
• Include a variety of price ranges
• Follow up with phone calls

10
How to Ask Tips and Reminders

• Very large sponsorships will require a personal
  visit and on-going conversations.
• Do your homework about the company before making
  a proposal
• Match the sponsor with the event.
• Be persistent, but not a nuisance.
• Dont apologize. You are not begging for
  charity, you are giving the corporation a chance
  to cultivate a good relationship with your unit.

11
Negotiation

• If a sponsorship is already taken, suggest an
  alternative of the same value.
• Consider in-kind donations which can offset event
  or program expenses.
• Consider seeking co-sponsorships if the exclusive
  is not selling. Make sure that co-sponsors are
  not business competitors.
• Exclusive sponsorships are preferred.
• If the answer is no, thank the prospect for
  their time and consideration.

12
They Said YES

• Send a confirmation letter with thanks, and an
  outline of the rights and responsibilities of
  both sides.
• Offer your sponsor VIP treatment on site with
  head table seating, introduction by the program
  moderator, photographs, etc.
• Ask sponsor to bring additional reps to the
  event.
• Allow sponsor to give a brief greeting.

13
Most Important of All

• Thank your sponsor in writing after the event is
  over.
• Do this even if youve already thanked them
  several times in writing and in person.

14
Sponsorships Are Gifts

• The sponsorship benefits we offer do not come
  anywhere near being worth what the sponsors pay
  for them. This in turns means that most of the
  sponsorship income SLA receives from sponsorship
  is gift income, restricted to use for designated
  SLA activities. Selling a sponsorship might be
  compared to a college allowing a donor to name a
  building for whatever purpose the donor has in
  mind. Are we getting something for nothing? No.
  Sponsorship is a straightforward process of
  appealing to our vendors, who are interested in
  the success of our organization and providing
  them with incentives and opportunities for
  support. At SLA, sponsors are donors, not
  customers.

15
Keeping Your Sponsors

• Talk to your sponsor about upcoming events they
  might be interested in sponsoring on site.
• Stay in touch with the corporate representatives
  and offer them opportunities to participate as
  volunteers.
• Always let them know you appreciate their
  support.
• Dont take your sponsors for granted.

16
AFP List of Reasons That Donors Give

• They are involved in the organization
• Representatives from the organization really
  listen to them.
• Emotions are stirred or heartstrings are touched
• They are confident that contributions are used
  wisely and with care
• They are clear about the organizations need for
  resources to accomplish their goals.

17
Reasons That Donors Give, II

• They understand that their gift will really make
  a difference.
• Someone they trust explains the urgency of the
  need.
• They receive appropriate recognition.
• They want to give back something to the
  organization.