Most businesses have set aside money for civic activities. Statistics tell us 3% of all donated monies are designated for civic or governmental organizations. That doesn't sound like much, but it is there and someone is going to get it. Why not you?

We all suffer from budgetary constraints. We do the best that we can with the money that we have. Wouldn't it be nice to have the private sector help underwrite some of our special events and free up monies for those much needed capital improvements and new equipment needs that keep getting "put off? Getting the private sector involved creates highly visible partnerships within the community and enhances the image of both the park district and the participating sponsor. Together you can accomplish so much more than separately. The greater community benefits and everyone wins!

Developing Networks of Support
When developing that special fund-raising partnership, personal contact is absolutely vital. It's not what you know, but who you know. Fundraisers would do well to get involved in community activities and organizations. Join the Chamber of Commerce, the Lions Club, the Rotary, Optimists, or other service organizations. Get yourself appointed to local commissions, task forces, committees. Become highly visible and get to know the "powers-that-be" within your community. When the time comes for you to approach them for support, they'll know who you are. It's hard to say "no" to someone you know personally.

Do a thorough research job. Find out who the contact persons are for donations at local corporations. Find out what kinds of programs they would like to support.

Try to align your event with an appropriate sponsor. A bank whose target customer is 50 and over might be very interested in funding programs at your senior center. Likewise, a local sporting goods manufacturer might be very enthusiastic about sponsoring one of your major running events.

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Less is Better . . . When Done Well!
Select your fundable events very carefully. Every special event you offer is not equally attractive to prospective donors. You can't keep going back to the same funders time and again. Pick your best events, channel all of your creativity and efforts and make them special enough to attract an enthusiastic sponsor:

• Does the event have broad appeal?
• Is it geared to families, or seniors, or youth?
• Where are you going to hold the program?
• Is your location easily accessible and centrally located?
• Is there parking available?

Don't forget any details. Your prospective sponsor wants to know that you've covered all your bases and you know what you're doing.

When are you going to hold your event? Do you have any competition? (Scheduling something on a Sunday when the Bears are playing is not a great idea!) Consider all your options and come up with a program theme, time, date and location which guarantees the greatest public response. Understandably, no one can predict the weather. Often unexpected things come up that you could not have possibly anticipated. Give yourself the greatest possible latitude to pull off a successful event. Planning makes things happen . . . well.

List Mutual Benefits in Proposals
Once you have all your details nailed down, contact the appropriate person at your target company or organization. Write them a concise proposal. Don't get cute or overly chatty. Let them know what you plan to do and what response you anticipate from the public. Let them know that you've selected them as the best possible sponsor for the event and the reasoning behind your selection. No one will give you money out of the goodness of their heart. There has to be a "payoff. Let them know what's "in it for them."

Most companies like to have the reputation as "good guys" who are interested in the community. Everyone likes publicity. Offer to display their company logo in all publicity.

Every special event you offer is not equally attractive to prospective donors. . . . Pick your best events, channel all of your creativity and efforts and make them special enough to attract an enthusiastic sponsor.

Tailor your appeal to a specific company. Don't send out a "shotgun letter" (the same letter to several different companies with just the name and address changed). Corporate contribution people can smell a "clone" letter a mile away. You want your prospective sponsor to know that they, and only they, are the appropriate partner for your event. Everyone likes to feel special. Everyone appreciates knowing that they have been specially selected from many others, even when it comes to asking for money. They'll welcome a legitimate, well-organized appeal from someone who appears to know what they're doing. It's your job to convince them that you satisfy all those requirements.

Budget Preparation — Include the Details!
Prepare your budget carefully and include everything. Make sure that all contingencies are anticipated. Will you need to rent space? Will you need to purchase or lease special equipment? What are your set-up and takedown costs? Is there labor involved? How much and how long? Are you paying performers?

What about, postage and printing.

Maybe your sponsor can help you out with printing or artwork. Many companies love to give "in-kind" donations; they can save you lots of money. Try to include your sponsor actively in all aspects of the event. The more they participate, the more involved they are, the greater the sense of ownership they have in the event. Careful care and tending of your sponsor's concerns creates an excellent prospect for next year!

Don't be afraid of big numbers. What may sound like a lot of money to you may be just a pittance to a large company. State your budgetary needs matter-of-factly. You're dealing with businessmen and women. They understand the realities of budgeting. If your proposal is sound, and well substantiated, they'll respond.

Once you have your acceptance, you can put your marketing plan into action. Generate lots of publicity, and make sure your sponsor is prominently featured in everything that you do. Send out mailers, print posters, distribute flyers, send in press releases. Every time someone in your community turns around, they should get hit with your message. Repetition, repetition, repetition. If people don't come to your event, it shouldn't be because they didn't know about it. No sponsor likes to "throw a party" and have a handful of people attend. Audience development guarantees not only the success of this particular event, but may put you in great shape for "going to the well" once again next year!

Plan Flexibility Into Your Timeframe
Plan ahead in the fundraising partnership. Develop a "backwards calendar." Start with the date of your event and work backwards, including all facets of the process. Include time for printing and mailing and other time-consuming operations. Throw in a few days for delays. Give yourself plenty of time to pull this off in a timely fashion. Projects of this magnitude can't be accomplished in a few weeks ... or even a few months. It takes lots of time and detailed planning to come up with an event, get it sponsored, and pull it

off successfully. Don't cramp your own style. Give yourself a break. You don't want to come off looking like a disorganized amateur.

Keep in touch with your sponsor. Let them know what's going on. Send them clippings that appear in the paper. Send them copies of your P.R. materials. Let them know that you're doing all that you can to guarantee the success of your mutual undertaking. If they wish to become more actively involved, welcome them with open arms. If they want to hand out free balloons or refreshments the day of the event, terrific! They'll have a good time, and you'll have a "meaningful relationship" you can count on again and again.

Remember to say "Thanks!" The whole process started with a "please" . . . and it should end with an expression of appreciation.

When the whole thing is over, and, of course, highly successful, remember to say thanks. The whole process started with a "please" ... it should end with an expression of appreciation. Even if you've been turned down in the first place, remember to say "thanks for considering our proposal; maybe we can work together at some time in the future to benefit the entire community." Let your sponsor know how grateful you are for their support. Mention them in your next brochure. Keep that door open for next time or next year. Write a letter to the editor of your local paper expressing your thanks. Ask your audience or participants to tell your sponsor how great they are for presenting this program. Send them a card at Christmas. Keep in touch. Cultivate the contact and keep it going. You'll have a good friend in the business community you can rely on. They did a nice thing for you . . . don't let them forget it, and for heaven's sake, don't you forget it!

Fundraising can be tedious. You can meet lots of rejection, but you have to keep picking yourself up off the floor, dusting yourself off, and starting all over again. The successful fundraising events you present to the public make it all worthwhile.

Keep on plugging away. Keep making those contacts and attempting to generate new monetary resources for your park district. If you keep on asking, sooner or later, someone is going to say "yes." When the funds begin, the fun begins!

ABOUT THE AUTHOR:

Brenda Segal is the Public Information and Fundraising Coordinator for the Deerfield Park District.