How does this sponsorship align with my marketing goals and/or corporate social responsibility strategy?
Too often companies end up choosing to support charities or sponsored events that one or two folks in leadership have a personal connection with. The result is likely a disconnection with the rest of the organization. Since internal buy-in is the key to a successful partnership, consider causes that have an affinity to your corporate mission. Common examples are defense contractors working with organizations that support veterans or youth sports leagues supporting academic based summer camps.
What kind of participation or volunteer opportunities will be available to my colleagues?
The best sponsorship agreements are those in which staff participation follows the financial investment. A running event is a great example because staff can either run OR walk as individuals or as part of a team. For those who do not care to participate in the race, there are many volunteer opportunities like course marshals, water stop attendants, or giving medals at the finish line. This type of event will improve CSR while enforcing company culture which ultimately leads to retention.
Can the sponsorship seeker create a customized package for my company?
Sponsorship opportunities should be fun! Sponsors who are willing to pay more should fully expect some type of customized package. I always tell my clients to be idea people. While there are always limitations, I am open to fully exploring new ideas. Some of my most successful projects have resulted from clients who were willing to try something new. An example of this would be a recent sponsor who used race registration software to identify qualified job candidates in the IT space.
Is there a discount offered for an extended contract?
We have all heard that relationships get better with time. This is especially true for event sponsorship relationships. Executing one sponsorship contract usually requires the collaboration of multiples folks from the sponsor’s organization as well as the host’s organization. Remember that host organizations also take a big risk when selling sponsorship opportunities because they are allowing another organization to have direct access and interaction with their hard earned clients. Due to this, sponsorship seekers have a vested interest in developing long term relationships with sponsors they trust. For that, you can usually expect a small discount for longevity.
Who will be available to me on a regular basis to manage my sponsorship?
There are many organizations seeking sponsorship and these organizations all have varying levels of marketing capabilities. I firmly believe that you can get more value out of a smaller event with a more targeted audience than with a larger event sponsorship. With this is mind, I would always recommend that you work with organizations that have a representative available to you to manage the relationship on a regular basis. This shows their commitment to maximizing your investment no matter what their capabilities ultimately are.
Potomac River Running offers a diverse range of sponsorship opportunities with ranging in location, budget, charity partner, and race distance. Contact Potomac River Running to find a race sponsorship that is right for you!
For more information about =PR= Sponsorship opportunities, contact Lauren at firstname.lastname@example.org.