There are three key periods in designing effective sponsorship relationships that last well beyond the initial cheque presentation. These stages of development are captured in the acronym AIM: reaching Agreement, Implementation of the program, and Measurement of progress and results. Here’s a checklist for event organizers covering proven activities that will help secure a win-win agreement with the right business sponsor.

I know how to help sponsors connect with community through our event

Most corporations and an increasing number of medium-sized businesses have articulated a corporate citizenship program. Don’t forget, however, to take your perspective on what elements go into making a strong community that appreciates the contributions of business people. That connection with community will prove value-adding to most business sponsors, many of them wrestling with what role they should assume to secure top community relations marks.

I focus on desired outcomes and event audience needs and benefits

Articulate upfront what objectives you will achieve and how you will delight your event audience. The more specific and the more measurable, the better! This is where prospective sponsors will link their business development and promotional goals.

I ask key influencers to help me reach the right business contacts

A thoughtful and targeted approach to sponsorship sales will go much further than scattered, wishful-thinking tactics. Put another way, a referral to the right person will turn an otherwise cold call into a warm call immediately. Once you are in the door, however, it is up to you to build trust and confidence one-to-one with your prospective sponsor.

I have done extensive research to determine preferences of sponsors

There is nothing more assuring to a corporate sponsorship decision-maker than to receive a proposal that shows thorough and thoughtful research of what matters most to the company and its stakeholders.

I have a personal contact plan in place for getting to know a prospect

Building a relationship takes time and it takes a continuous demonstration that you really do want a targeted group to participate in your event. Make a plan and keep in touch.

I will focus first on friend raising and then embark on fund raising

It is tempting to go for the money right off the bat, but that approach is sure to alienate a prospective sponsor. High profile prospective sponsors receive so many requests for money that a patient approach will stand out as special. Treat your prospect as someone with whom you would like to establish a friendship – which takes much more than one presentation and a letter of request!

I have allowed ample time for establishing a strong strategic fit with a sponsor

Many sponsorship agreements are doomed from the start because sponsorship people have not made a clear connection of the relationship with the sponsor’s strategic business priorities. Don’t go looking for a sponsor at the last minute, because it will not allow enough time for this key area of consideration.

I understand my prospect’s business goals and primary audiences

To help a sponsor derive optimal value from a relationship with your group, be sensitive to their specific goals and key messages to their stakeholders. Convince your sponsor that it is important that they share their sponsorship evaluation criteria right at the outset of your relationship. Otherwise, how will you know what delights them during implementation and measurement?

All sponsorship partners are clear about objectives, roles and expectations

Reaching understanding of what matters most to all partners in the agreement is a huge step toward gaining commitment and gratitude from a sponsor. You can’t just mail objectives, roles and expectations to a sponsor. You need to discuss what matters most to everyone. As in any meaningful, ongoing friendship, open dialogue will nourish the relationship, in good times and in not such good times.

The contract has been signed with plenty of time to deliver on all promises made

Ultimately, the ability to deliver on your promises is all about time: time to plan, to design, to do the right things, and to measure the impact of those activities.

For a copy of the PBK Event Organizer’s Taking A.I.M. Checklist, or further information about the PBK Sponsorship Confidence Survey, contact Pat Kahnert, president and managing partner of PBK + Associates, based in Oakville, Ontario, at 905/337-7933, or email pbk@cogeco.ca. PBK provides corporate marketing and public relations services specializing in building community partnership programs that help business, government and voluntary sector customers build stronger relations with their key stakeholders.