In Canada, there are perhaps 400 consultancies actively practicing in the area of sponsorship. Few, however, are exclusively occupied with sponsorship assignments. Most combine sponsorship skills with expertise in fundraising more generally, or with skills in corporate communications, public relations, or marketing strategies. Some combine sponsorship consulting with event or athlete management services.

From another viewpoint, consultants can be classified according to whether they focus on the sponsorship seeker (or property), the corporate sponsor, or the relationship between the two.

Those who make matches between a not-for-profit organization and a corporation are considered sponsorship brokers. These consultants are typically paid a commission by the sponsorship-seeking organization which is a percentage of the value of the corporate sponsorship investment. Commissions tend to be in the neighbourhood of 10 – 25%, but can and do go as high as 40%.

A number of consultants serve, exclusively, the needs of sponsorship seekers. Consultants in this category may offer training to develop internal staff. They may offer expertise in developing a sponsorship program or a larger sponsorship policy. They may offer assistance in filling a very specific need – for example, in developing an event sponsorship program and proposal for defined corporate targets.

On the corporate side

In a similar category are those who work only with corporations, and it is important that not-for-profit organizations have a good understanding of the services provided here as well, in order to make best use of these important advisors.

Most often these individuals or agencies combine sponsorship expertise with other communication/marketing skills. Such a consultant might, for example, help the corporate client define sponsorship goals, set sponsorship policies, or integrate sponsorship broadly within a corporation. A corporate consultant might identify potential sponsorship categories or even specific opportunities, but is not active in negotiating the match. A consultant might review sponsorship proposals and identify those which seem to meet predetermined guidelines. Corporate consultants tend to offer their services either on an “as needed, fee-for-services” basis, or on a retainer basis.

What can nonprofit organizations do to benefit from corporate consultants? Two things. Firstly, make certain you know who the players are in your geographical area and in your nonprofit category (cause-related, sport, culture, etc.), and keep these individuals aware of your sponsorship activities and up-coming opportunities. There is no point in overwhelming them with information, but you should keep them informed in a professional, consistent way. The possibility that your organization’s name and sponsorship activities will be mentioned in corporate meetings will be excellent.

Secondly, these corporate-focused consultants are important links in your intelligence gathering network. Make a point of developing collegial relationships with them whenever you meet. They can point toward industries newly exploring sponsorship; they can keep you aware of fee levels; and they are invaluable as sources on corporate thinking generally.

Where to look

If you’re a big (national) player in sponsorship, consultants will find you. If you’re new to sponsorship, however, or want to upgrade staff skills, you may want to tap into external expertise in such areas as developing policies and proposal writing. The same rules apply as in other consulting relationships: speak to colleagues in other organizations who are succeeding with their sponsorships; seek out consultants with a track record; get references and check them.

If you’re a small nonprofit looking for someone to pitch your special event or project, recognize that you may not be attractive to a consultant. As a guideline, if multiple cash sponsorships with a total value under $50,000 are what your plan calls for, few consultants will be interested in actually presenting and selling your property to corporate prospects for you. What they may prefer is to provide for-fee services to help you identify your benefits and develop your proposal and then let you sail alone toward corporate Canada.

Judith Barker is publisher of The Sponsorship Report and consults with not-for-profit organizations interested in exploring their sponsorship options. She can be reached at (416) 466-4714.