How do you assess the value of your sponsorship offer?

Abby Clemence, Managing Director of Infinity Sponsorship addresses some questions from non-profit sponsorship seekers in an attempt to unravel some of the complexities involved in assessing the value of sponsorship.

1. When a not-for-profit organisation is seeking to engage a sponsorship partner, what is the best way to go about valuing their service, program, event or organisation prior to approaching a company or brand?

Sponsorship is a people business, which means in order to give yourself the best chance of success; you need to create a relationship with a company before you ask them for their investment.

Working out the value of your offering is probably the trickiest part of the sponsorship seeking process.  There are no hard and fast rules, and no widely upheld benchmark or central repository of information where sponsorship seekers can go to draw comparisons and contrasts to gauge the value of what they have to offer a sponsor.

Fortunately, or unfortunately this is the intrinsic nature of ‘partnership’ – a fantastic opportunity to create bespoke offerings that create win-win-win situations.  You win because your organisation receives much-needed funds, your corporate partner wins because they gain access to a previously untapped market and your supporters win because they receive greater benefits and services as a result of their alliance with you.

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