Creating a Sponsorship Recognition Package Can Work Both Ways (Part 2)

Rotary Park overlooks this dynamic city scape
in Calgary, Alberta

 Written by Robyn T. Braley

Creating a recognition strategy for sponsorship may require creativity and imagination. Or, it can be simple and straightforward. 

Each sponsorship is unique because each sponsor has different reasons for becoming a sponsor. In Part I, Unleash the Power of Sponsorship for Your Service Club, I gave examples of the varied motives that drove different organizations to use sponsorship to achieve public relations, advertising philanthropic or other goals.

Sponsorship can be used by Rotary Clubs in two different ways. First, your club may be the major funder of a project or event. You may be the title, or name sponsor, or a cosponsor. 

Or, your club may be developing a project or event that needs funding partners to help make it possible. You will need to provide recognition options to acknowledge their participation. 

Why Sponsors Sponsor 

My friend and colleague, Brent Barootes, is a sponsorship specialist. He makes the point that there is no one way to build a sponsorship acknowledgement and recognition program. He can list 30+ reasons why sponsors sponsor.

Your Service Club can Unleash the Power of Sponsorship (Part I)

Written by Robyn T. Braley

There are two reasons why you need to understand basic sponsorship theory. Either you are a sponsor who is funding a project or you have a project you are trying to fund through attracting sponsors.

Rotary and other service clubs can find themselves in either position. Your club may have started a project and are seeking collaborative partners to help fund it. It might be a children’s festival, community park or an educational, health or other project.

On the other side, you may be making a sizable donation to a community project. With the gift, you have asked for an acknowledgement package that will raise awareness and draw attention to the service work you do.

Brand Synergy

Before digging too deeply into sponsorship function or structure there are two basic questions that must be asked.

1. Is there brand synergy between your company and the cause or event your are about to support?
2. What could go wrong with your relationship and what would the consequences be? 

The Big Question

Does sponsorship work? That's a  good question.

My friend, colleague and fellow Rotarian Brent Barootes has built a consulting business valuating and helping organizations, including Rotary clubs, to structure sponsorships.