Sponsorship guide

What is sponsorship?

Sponsorship is an option for any group regardless of its size, capacity or expertise. Unlike many other forms of fundraising, it can offer your group a more sustainable income.

Sponsorship is a strategic partnership where a company provides financial or practical support to your group in exchange for specific, agreed-upon benefits. These benefits typically include:

Public Relations (PR) Exposure: Sponsors may receive advertising space or media coverage to promote their brand or products.
Access to Events or Activities: Sponsors may gain exclusive access to your event, sport, or other activities.
Free Tickets or VIP Access: Sponsors may receive complimentary tickets or VIP status for special events.
Advertising Space: Sponsors may receive prominent display opportunities, such as logos on event materials, websites, or signage.

Key Characteristics of Sponsorship:

Mutual Benefit: Sponsorship is a reciprocal arrangement, where both the sponsor and the group benefit from the partnership.
Sustainable Funding: Sponsorship can provide long-term support, creating a reliable income stream for your group.
Brand Alignment: Sponsors are typically businesses or organizations whose goals and values align with those of your group, leading to a mutually reinforcing relationship.
Customizable Agreements: Sponsorship agreements can be tailored to suit the needs of both parties, making it flexible for groups of all sizes and types.

Other Forms of Fundraising:

Other fundraising methods typically involve raising money for a cause or group without offering substantial or direct benefits in return. Common forms of non-sponsorship fundraising include:

Organizing Events: These can be charity dinners, fun runs, or auctions where attendees participate to support the cause.
Selling Raffle Tickets: Raffles allow participants to buy tickets for a chance to win a prize, with proceeds benefiting the group.
Holding Sponsored Activities: These might include sponsored walks, runs, or other activities where individuals seek donations for their efforts.
Asking for Donations: Direct appeals for monetary donations, either online or in person, where contributors receive no direct benefit other than the satisfaction of supporting the cause.

Key Characteristics of Other Fundraising:

Limited Return for Donors: Unlike sponsorship, where sponsors receive specific, tangible benefits, donors in these activities typically do not receive direct or material compensation for their contributions.
Event-Driven: Many of these methods rely on organizing and executing events, which can require significant planning and resources.
One-Time or Short-Term: These forms of fundraising often generate funds in a short burst or during specific campaigns, but they may not provide ongoing or sustainable income.
Broad Appeal: While sponsorship is often tied to brand alignment and targeted partnerships, other forms of fundraising may appeal to a broader audience or general public.