We have all seen it — the poster, sign, or brochure that lists a dizzying array of an organization’s sponsors or donors.
Often, larger contributors will get the benefit of being at the top of the list thanks to the time-honoured Gold, Silver and Bronze designations. If an organization is successful enough and secures many supporters, these logo arrays can begin to resemble a word search puzzle. Being a sponsor listed as one of a myriad of contributors provides little value. When you are listed as one of many, it says there is nothing special about you except maybe that you gave more putting you at the top of the list. Fortunately, there is a way you can provide your supporters with more wholesome goodness than a serving of logo soup.
At the heart of your sponsorship efforts are properties — the programs, facilities and other aspects of your organization that are available for sponsorship. The first step in avoiding logo soup and providing more value to sponsors is to develop a properties map. A properties map shows the levels of sponsorship opportunities available in your organization. It should list anything that could be sponsored, not just those areas for which you are raising money. Once you have a list of properties, the next step is to determine for each property the sponsorship fee you would charge and the corresponding benefits you would provide.