Sponsorships - Naming Opportunities

fundraising

Online Resource Center

This is discussed breifly here: NCN Webinar: Don’t Leave Money On the Table


Do you offer named sponsorship opportunities to businesses and vendors?

Ask-NCN 4/11/2017

 

Lillian Gutierrez, The Alliance Voice of Community Nonprofits
Do any other nonprofit centers offer named sponsorship opportunities to businesses and vendors? Such as conference rooms, copy machine/supply rooms, kitchen and other shared space, offices, etc.… If so, what do you charge for that opportunity? How did you come up with those amounts? Do you offer one year or multi-year sponsorships? What benefits do the sponsors receive?

 

Mike Gilbert, The Jones Trust
What a great subject. Naming opportunities are excellent ways to establish very strategic sustaining partnerships and are a part of our overall development strategy. Our Advancement team works to establish naming opportunities that align with the mission and values of our corporate partners. These agreements vary in size and term and are typically offered as a slate of available opportunities. We are fortunate that we have created a desire to sponsor space in our key location and are developing similar strategies in our more recent projects.

The questions you ask are typical questions and the pricing structure and donor recognition varies. It is recommended that you establish a “standard” attached to sponsorship levels and terms so that you maintain consistency in the image of your Center, you do not want to become an ad wall, however, considering offering advertising space in your break area, elevators, and other circulation areas in an isolated manner.

Most naming agreements range between three and five years and range between $5,000 and $20,00 per year depending on what fits the sponsor/donor corporate structure. The longer the term the better, and the longer the term the more permanent the recognition can be. Recognition aligns with the level of support and is mutually agreed upon.

Think creatively on who to recruit for specific space and find ways to capture multiple buckets of funding if possible. For example, a company might sponsor your conference rooms with a corporate commitment of $5,000 annually for three years. They can use the rooms on occasion for meetings or trainings utilizing their HR budget for a portion of the gift and use their philanthropy budget for the remainder. They now show community involvement to their team and helps connect the community to your building mission and partners.

Another example may be that you work with a local grocer to sponsor the break room snacks, where you include space for their weekly ad, and maybe a monthly snacks stipend for building partners, the store can work with their supplier and accomplish that easily. This keeps open a naming right for a larger Company.
One can work on the same strategy for supply rooms, but it is better to seek in kind sponsorship of supplies and recognize those donors in social media and newsletters and such.

All of this funnels into the larger sustainability component of our development strategy geared at establishing long term sustaining support relationships that bring value to all parties. The more ways corporations can involve their associates in community engagement, the more they are inclined to work outside the box with you. We try to have opportunities to choose from and solicit what we believe is a natural fit for our partners.

Corporate accounting is a funny thing. Some people need to find advertising opportunities, some need to fund capital or sponsor an event and some will just give as philanthropy.


Last updated byLeena Waite