What are corporate sponsor clients looking for these days from nonprofit organizations? How do they want us to make special events different, more unique?

Corporate clients are looking for custom creativity, not cookie-cutter events. They are looking to be leaders in their industry and one step ahead of their competition. They want to be the talk of their industry and top of mind to customers, suppliers and even potential new employees. People are very selective with how they spend their time today; if an event is deemed to offer nothing new to draw people they will not meet their company objectives or receive a return on their investment (time and money).

Nonprofit organizations have to be at the top of their game when it comes to strategic planning, technology, theatrical staging of events, creativity, etc. to produce events that are not only flawlessly executed, but produce desired results in order to attract and keep top sponsors. What you do and how you do it reflects directly back on them.

Are corporations participating more special events these days because it’s harder to get consumers’ attention through traditional advertising and marketing?

Yes, corporations are doing more special events these days. With today’s technology, for example TIVO, which allows customers to skip commercials, and consumers filtering out or tuning out traditional advertising and marketing, companies are looking for new ways to put their product in front of their consumers. Product placement on television shows and in movies has now become the norm and corporations are paying millions of dollars to do so because they know it is one way to beat TIVO and the remote. More and more are tying their names to sponsored events or creating their own nonprofit events – such as celebrity golf tournaments – to help various charities, plus get their name out there and have quality time one on one with their clients.

It is prime time for innovative nonprofit organizations to show corporate sponsors how they can meet their company marketing objectives, reach new clients, help build their brand image, and receive a return on their investment by partnering with your charity. For most corporations, sponsoring nonprofit events is tied into business and their bottom line. You need to stand in their shoes and be able to answer the questions as to how working together with you will benefit them along with your organization. If you can look at it from their perspective you can better address their needs and concerns. One nonprofit organization is so successful at doing this they not only keep and retain sponsors but have new sponsors lining up and asking how they can be a part of their next event.

To submit a question for a future column, or to comment on a previous one, please contact editor@charityvillage.com. No identifying information will appear in this column.

For paid professional event planning consulting – event design, site selection critique, venue and supplier contract review, budget analysis, strategic planning, event logistical and timing requirements, and on-site orchestration – contact Judy directly at Judy Allen Productions.

Advice and recommendations are based on limited information provided and should be used as a guideline only. Neither the author nor CharityVillage.com make any warranty, express or implied, or assume any legal liability for accuracy, completeness, or usefulness of any information provided in whole or in part within this article.