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Promotional Fund-Raising Is Essential For Any Event To Be Successful
by
Getting sponsors for special events is really fund-raising, and that's a scary concept to most people in the recreation field. Having a sponsor merely lend its corporate good wishes to an event won't cut it. A check to help defray the costs of the event is not only nice, but necessary to get the job done. Additionally, a visible and marketable alliance with this corporate partner will lend credibility and prestige to the event. So, like it or not, fund-raising is essential to a successful event. There is no great mystique to promotional fund-raising. Expertise comes with experience. Every event teaches something new and helpful that can be applied the next time around. The key to any successful fund-raising project is thorough planning and a well executed game plan based on a good solid event. After that comes the political reality—contacts. Getting the right people is paramount. Personal visibility is a great asset. It's absolutely true that it's who, not what, you know that really counts. In fund-raising, while the what (the knowledge and experience) certainly helps, the who makes it happen. A personal
relationship opens doors and makes a positive response more likely. Increasing the odds in ones favor is the sign of a good fundraiser. Fund-raising is a somewhat new concept for park and recreation professionals. Corporations have set aside a certain amount of money for community relations. While competition is bound to be tough this year because of a soft and unpredictable economy, there are funds available. The park and recreation field has as much of a chance to receive support as any other field. Successful fund-raising requires action. If nothing is done, nothing is exactly what will happen. Apply for funds. In time, success will follow. Start by asking the same questions a good press release answers. What is the event? How will it be accomplished? When will it be held? Where will it take place? Who will be the hand-picked sponsorship partner? Why should corporate sponsors agree to sponsor an event? This brings us back to what. What is in it for the sponsors? Selecting an event that's an old favorite provides a prospective sponsor with a demonstrable history of success. A new event that can be tailored around a sponsor has its own advantages and appeal also. It's important to schedule the event at a convenient location with plenty of available parking. Make sure the selected date does not conflict with other events. In convincing a prospective sponsor on the merits of underwriting the event, show him the advantages of forming a team, the private and public sectors coming together to provide something wonderful for the community. Visibility and great public relations is the payoff for the sponsor, which means a boost in business and a reputation as a community "good guy." The public/private sector partnership is 20 percent planning, 20 percent perseverance, 20 percent perspiration, 20 percent personality and 20 percent public relations. Put these all together and the result is a 100-percent payoff. Pick the event carefully Brainstorming with staff is the first step. It is surprising how effective this technique can be in coming up with innovative programming ideas. Besides, several heads are better than one. Consider the larger businesses in the area. As a rule, they are the only ones with enough money to get involved in the sponsorship of community events. Work backwards trying to determine the type of events that might appeal to a specific prospect. Whatever the approach, a good match between the event and sponsor is a necessary ingredient.
What is it going to cost? Preparation of a budget for the event should take into account all direct and indirect costs as envisioned in the initial concept. What are equipment and supply expenses? Will renting or leasing equipment or supplies be necessary? What about publicity, printing, artwork or design expenses? How about postage costs? Will tents be used? What are the plans for refreshments? Don't forget those hidden costs usually taken for granted such as the labor involved. Are there participant and/or spectator fees? How many participants and spectators are projected? What about contingencies? Cover all bases. Present the prospect with a realistic picture of actual costs. Don't be afraid of big numbers. Corporations use them all the time. Do the necessary homework and get organized. Prospective sponsors do not want to deal with amateurs. As the pro at planning events of this type, show them the expertise they are looking for to convince them to join the team and become a partner. Less than 3 percent of all donated money goes to civic or public agencies. The competition for those dollars is tough. There's lots of rejection in the fund-raising game. But keep on asking. Sooner or later the chemistry will be right and the right sponsor will be matched with the right event. The event is going to reach the audience the sponsor has targeted in its corporate marketing plan. In reviewing that well-documented proposal that took so much staff time, they're bound to see that in underwriting the event, they're going to get more bang for their advertising buck. When that moment comes, the match has been struck. The sponsor is in the bag. Hat-in-hand time The event has been selected, the budget determined, a prospect picked out, and a marketing plan is in place. Now get ready to put together a winning proposal. First, find out who the right contact person is. Review all resources. Someone who knows someone is always an asset. A personal contact is best, but not always possible. At the very least, call the company and find out the name of the community relations person. There's nothing worse than a "Dear Friend" or "To Whom It May Concern" proposal letter. Those come from people who don't care enough to find out who the letter should go to and companies are hardly likely to care enough to respond favorably to that kind of slipshod request. Once armed with a contact, write the proposal. Since the message is being targeted to a specific company, the "shotgun," or form letter approach is out of the question. Community relations people can tell a form letter a mile away, so avoid them at all costs. Tailor a plea to the specific prospect. Be clear and concise. Don't use recreation jargon. Be businesslike and explicit, short and sweet. Try to keep the proposal to one page if possible. Start by introducing the agency and describe its reputation in the community. Avoid overstatement. Be matter-of-fact and honest. Emphasize the partnership aspects of working together for the benefit of the community. Tell them why they were picked above all others for this great opportunity. Tell them about the visibility and publicity they will get in the community. Convince them that they can't live without this event and if the event is (continued on page 29)
Promotional Fundraising Is Essential For Any Event To Be Successful (continued from page 25) worthy of support. Send a copy of the agency's brochure, press clippings and photos from past special events to the prospective sponsor. Keep the proposal letter basic and limited to the facts about the event. The important thing is to sound knowledgeable, confident, professional and well-organized. What happens after they answer? If the answer is no, call the contact and try to find out why the proposal didn't appeal to them. Maybe the company doesn't sponsor events of this type. If they do but refused the opportunity offered, it would be helpful to find out what they didn't like about the concept. This will save time and trouble when approaching them again in the future. Even with a no reply, be sure to write the company and thank them for considering the proposal. Keep the door open. No one knows what tomorrow holds in store. Stay on good terms with the prospect. There's always the next time. In the event of a maybe answer, be flexible. The concept is not set in stone. As far as authority permits, try negotiating. If they want a mailing list of all participants in the event to use for business purposes, that might be a problem. As long as their concerns don't conflict with district policy, the concept can be changed to satisfy both parties. Keep the channels of communication open. Give a little for the sake of the partnership. What comes after a yes answer? When the prospect becomes the sponsor, what then? First of all, determine the extent of involvement the sponsor wishes to have. Do they merely wish to send a check and wait to hear how everything went, or do they wish to become more actively involved in the program? Don't forget the many resources the sponsor has. Maybe the company can provide art and design services. Maybe they can do the printing of publicity materials. Maybe they would be willing to provide some or all of the volunteers needed on the day of the event. If the sponsor wants to do more, welcome him with open arms. The more involved he becomes, the more likely he is to take ownership of the event and be back again next year. Getting the event off the ground The budget is in place. The event has been selected along with the time, date, location and other details as outlined in the proposal. The sponsor has bought in. Now, sit down and make a reverse calendar. Start with the date of the event and work backwards. Include everything. Make a timetable of such items as when to order supplies, when to send out press releases, when to get materials to the printer, when to send out mailings, when to have checks issued, and so on. Build in a few extra days for any problems that could arise. Allow plenty of lead time. It takes more than a few weeks or a few months to do a really effective job in implementing a large-scale special event. Don't rush it. Do it right. Get the staff involved. Make assignments. It is also very important to keep in touch with the sponsor. Let him know what's happening. Even if he just wants to send the check and say "good luck," don't ignore him until the event is over. Keep him informed. Send him copies of publicity materials, press clippings, posters, flyers and mailers. Let him know how everything is progressing every step of the way. It is crucial to let the sponsor know he is appreciated and a real part of the team. Give him plenty of visibility. Make sure everyone knows who's paying the bill. Use his logo on everything. There should be no doubt who the sponsor of the event is. Don't grab the cash and forget where it came from. Convey gratitude and appreciation to the sponsor for all the involvement and support. Mention the sponsor in the next brochure. Send a letter to the editor of the local newspaper raving about that sponsor. Send a Christmas card. Take the main contact to lunch. Stay in touch and pave the way for next year. Final comments It can't be emphasized enough that the bottom line in the fund-raising game is contacts. Get involved in the community. Join the Chamber of Commerce, Rotary, Optimists, or Lions clubs. Have various members of the staff belong to every club in town. This is very helpful when it comes time to seek help from community service organizations. Make friends in the community. The best laid plans can most certainly be even more successfully achieved based on who you know and who knows you. Get a copy of the local Chamber of Commerce promotional booklet and let it be a fund-raising resource directory. These brochures usually list every business in town and their contact people. Get involved. Visibility in the community is imperative. Read the local papers carefully. Opportunities come at unexpected times. There may be some new companies moving into the area that would welcome the chance to get a little additional publicity. They might like to tie in with and sponsor a special event already on the schedule. The opportunities are endless and everywhere. Learn to recognize what they are and take advantage of them. Fund-raising is really a full-time job and it can be a drag. Rejection is a major part of the job, so get used to it. Ask 100 times and get turned down 99 times. The one "yes" makes it all worthwhile. Rejection is not pleasant, but it's a reality. Take it like a pro and gear-up once again. Sooner or later, you'll be successful. Getting sponsors for those important special events gives those events added luster and credibility in the community. The prestige rubs off on the agency. Because of that partnership, the event will be an even greater success. The only thing that's more fun than getting a yes answer is getting the check. The only thing better than getting the check is finding a new friend and partner in the business community. Togetherness works wonders. About the Author Brenda Segal is the Public Information and Fund-Raising Coordinator for the Deerfield Park District.
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