How to Publicize Corporate Sponsors

Publicizing a corporate sponsor benefits both the sponsor and the organization. Ensuring you know what kind of publicity the corporation wants and how much it expects is important. Meeting the sponsor's expectations strengthens the relationship between the corporation and the organization. Positive relationships, in turn, draw other corporate sponsors to your organization.

Instructions

1. Work with your board of directors and staff to determine publicity options for your corporate sponsors. Look for things such as a newsletter, website and mass email letters to promote the company. Perhaps creating a banner to display at the event is an option.

2. Define levels of publicity for corporate sponsors based upon their sponsorship levels. The larger the sponsorship amount, the greater publicity it should receive. Giving the same amount of publicity to low level sponsors doesn't provide an incentive for them to increase their sponsorship support.

3. Research corporate sponsors before approaching them for support. Know the level of support the sponsor can give, and ask for the higher level based on your research. Most corporations will give more if you simply ask.

4. Identify the corporation's publicity expectations through an open dialog. Present the publicity for each level of sponsorship and work together to find a match between the corporation's ability to support and the organization's ability to promote for that support level.

5. Follow through on every aspect of publicity for the corporate sponsor. Don't promise something you cannot deliver. It builds distrust between the corporation and organization and costs the organization in the long run. Be honest in what you can provide then do it.

6. Provide copies of publicity for the corporate sponsor. When the corporate logo appears on the website, send a note and link to your contact at the company. Make sure the company is on your mailing list and receives the newsletter in which its name appears. Send copies of press releases to the company when it's sent to the media.

7. Ask for feedback from the corporate sponsors on ways to strengthen the relationship and increase the sponsorship level.