Marketing through corporate sponsorship

Submitted by Past World President Scott Greenlee: FYI, another great article appeared on the JCI Website (on one of my favorite topics) on Corporate Partnerships. I hope that you are checking the website regularly and sharing it with your members/chapters. http://www.jci.cc/news/en/13051/%3Cb%3E9-Ways-to-Find-Local-Sponsorships%3C/b%3E There are training materials on this and many other topics on the site as well – and I have a bunch if you cannot find it in other places. Thanks! Scott Greenlee 2007 JCI President Click on "Read More..." for a recreation of the actual article. 9 Ways to Find Local Sponsorships It pays to have partners. Don’t let a lack of funds keep your project from reaching its full potential. Partnering with corporate sponsors magnifies the impact of JCI projects as Local and National Organizations create positive change on the local level. "Sponsorship is the key to moving forward,” says Sponsorship Consultant Jill Larson. “JCI can offer an amazing amount of value to partners. Companies want to support charitable causes. And we can help get them there.” But, what’s in it for them? Aim for partnerships instead of sponsorships. Think in terms of what value your Local or National Organization offers to the potential partner as a network of young active citizens. How will the partner benefit from their partnership with you? Then, connect the value JCI offers with a need your organization can satisfy in a corporation to create a partnership that is mutually beneficial. Local sponsorships are everywhere. Here are some pathways to help you find them: 1. Work Your Network Identify potential partners by brainstorming with the members in your Local or National Organization. Develop extensive lists of contacts to explore. 2. Do Your Research Research potential partners to find the common ground among their passions, social or economic endeavors, and the JCI Mission. The more you know about each company and their existing community outreach strategy, the more you can tailor you campaign to meet their needs. 3. Develop a Relationship People like to know who they’re working with – corporations are no different. Turn to your personal networks because approaching strangers is far less effective than talking to friends. Demonstrating your commitment to the relationship will earn you the right to ask for support. 4. Share the JCI Story Tell your potential partners about JCI, including details of how JCI creates positive change in your community. Focus on the JCI Mission and how it reflects on the company’s image. 5. Take Action – Ask! Write customized proposals that show concretely what a partnership with JCI will provide to your partners. Emphasize the unique mutually beneficial relationship JCI offers, including details and bullet points of what they will receive from this partnership. 6. Recognize Sponsors for their Contribution Companies choose to partner with JCI to gain publicity and recognition in the community. Give them what they paid for by including their name and logo in marketing materials and thanking them publicly. 7. Maintain Relationships Sustain an ongoing dialogue with your partners to make sure they know their support is valuable. Send immediate thank-you letters and periodic JCI-related news to ensure you stay in their minds. 8. Talk About the Impact Keep partners informed of project results and show how their contributions made the project possible. Make it clear how their sponsorship money made a difference. 9. Share Successes Tell JCI World Headquarters, your National Organization and other JCI members about your successful partnerships to exchange ideas. Submit your project to the Awards Program to stand up and be recognized. Check your editing deadlines at the Awards Web page . Look for a more complete guide to sponsorship in coming weeks.