Offering your financial support or goods/services to charities is an excellent way to gain exposure and to give back to the community at the same time. Start by writing a list of charity groups or organizations that reflect your values and your target market. Gather information about their events and the fundraisers they are planning. Get as many details as possible.

I recommend you create a form that includes the following details –
Sponsorship Form
Name of group/organization
Mission/philosophy
Number of Board Members
Contact information
Event & Date
Location
Participants
Invitees
Activities
Ticket Prices

Sponsorship Marketing Opportunities
Written Recognition Programs
Posters, Flyers
Verbal Announcements
Promotion in Newspapers
Auction
Brochure Handouts of Sponsors Material
Gift Bags
Fashion Show
Display Table for Sponsors
Sponsor’s Banner Display
Miscellaneous

It is also ideal to give to charities that are soliciting your support. For your convenience and theirs you can post this form on your website. I recommend you appoint a committee that reviews all requests and opportunities once every month. The charities should fill out your form so that the committee can make informed decisions. Here is a script you may want to use when getting back to a charity after the committee has met. “Our committee has met and reviewed all of the requests we received this month. There are so many worthwhile organizations such as yours and we are honoured to be a part of as many events as possible. The committee has decided we will provide you with ____.” Try not to decline the charity. If a charity has gone through the effort to complete and submit the form, it is worth something, even if it is your company’s promotional products. Always give something, even if it is minor.

If a charity approaches you the day before they need an answer, and your committee does not sit for two weeks, their lack of planning is not your problem. Simply say, “I am so sorry you missed our committee’s deadline to make a decision for this event. Please keep us in mind for next year. Remember our committee sits on the first of every month.” Using the ‘committee’ makes the decision less personal for the business owner/manager and reduces the pressure of an emotional decision that often results in giving too much or giving to organizations that are not a good fit.

It is appropriate to ask for a letter of reference from a charity if you have provided goods or services utilized by the group. If you have simply given a donation or provided a door prize or auction item, request a letter recognizing your support of the charity. These letters could be proudly displayed in your Brag Book, prominently displayed in your place of business and on your website.
Giving back to the community that has been part of your success shows gratefulness and community spirit. Finding the charities that are a right fit for your business means everybody wins.

This form is also ideal to give to charities that are soliciting your support. I recommend you appoint a committee that reviews all requests and opportunities once every month. The charities should fill out your form so the committee can make informed decisions. Here is a script you may want to use when getting back to a charity after the committee has met. “Our committee has met and reviewed all of the requests we received this month. There are so many worthwhile organizations such as yours and we are honoured to be a part of as many events as possible. The committee has decided we will provide you with ____.” Always give something, even if it is minor. Try not to decline the charity. If the charity has gone through the effort to complete and submit the form, it is worth something, even if it is your company’s promotional products.

The rules should remain the same for all charities. If a charity approaches you the day before they need an answer, and your committee does not sit for two weeks, their lack of planning is not your problem. Simply say “I am so sorry you missed our committee’s deadline to make a decision for this event. Please keep us in mind for next year. Remember our committee sits on the first of every month.” Using the ‘committee’ makes the decision less personal for the business owner/manager and reduces the pressure of giving too much or giving to organizations that are not a good fit.

It is appropriate to ask for a letter of reference from a charity if you have provided goods or services utilized by the group. If you have given a donation, or provided a door prize or auction item, request a letter recognizing your support of the charity. These letters should be proudly displayed in your Brag Book or prominently displayed in your place of business.

So many businesses have been blessed in this lucrative Alberta economy, it is only right that we share.

Written by Lori Colborne, President - LSL Marketing Consultants
Lori Colborne is an international speaker, consultant & author of “Innovative Marketing Made Easy!