Sponsorship Revolution

Thought I had shared and talked about this before, New Sponsorship Revolution (Abby Clemence), if you’re in the charity sector and you haven’t read it, click now.

I’ve often said there are better ways that charity and business can “work” better together. With the right business connection, savings can be made, other income streams can be opened and more.

Read New Sponsorship Revolution now.

As usual your comments, thoughts or other are welcome.

Corporate Giving, Makes Corporates Smell of Roses

We all like to see individuals and business get behind a community organisation, those who give do so for a variety of reasons. And, the feedback, the feeling they get for their giving is varied too.

This article on www.nzherald.co.nz is a good read, it isn’t new findings, but worth the read nonetheless.

Read the article here Successful corporate giving

What do Sponsors Want?

When looking for donors for your organisation, have or do you look at what donors are wanting in return for their support?

I feel that gone are the days of simply adding their logo to letterheads, receipts are gone and, perhaps even a link on your wesbite to thiers may not be what’s in the best interests of sponsor-organisation partnerships these days.

Partnerships is the key here, any sponsorship arrangement is a partnership between your organisation and the other party to the ”agreement”.

You need to spend time looking at what you can offer a potential sponsor, what their likely expectations are, as well as look at what others are offering their sponsorship partners.

I’ve worked with a varierty of sponsors, some who only want a link to their website on the organisations, some who don’t want anything at all in return; but, others who want help from the organisation through use of donor contact information for marketing purposes – this is a minefield, given privacy act issues.

Some have asked that in return for their annual support, that they’d like the organisation to provide staff for company events, help with office work.

You need to spend time looking at what you are able to offer sponsors, and, yes look at what they want. It’s not one size fits all, and unless you get it right for each and every sponsor you’re not going to get the ROI for you and the sponsor right.

Talk with others in the sector about what is and isn’t working; give me a yell and I’ll help you with some planning to help with your sponsor acquistion and partnerships.

Contact me at charitymattersnz@gmail.com

Business Support

It’s estimated that business donations account for six percent of the donations some non-profits receive.

If this is the case then the question must be asked “how much time and energy is being used to reach and nurture this group?”

Is the time you’re putting into gaining business support being used wisely?

If residential – general support if the main income source for non-profits, wouldn’t it pay to spend more time gaining and nurturing this sector?

There are non-profits who are spending at least one third of their time concentrating on gaining business support, time they would be better off spending maintaining and growing the other support they already have.

If a stationary store knew that they were spending too much time growing one section of their product range, with little or no tangible result; they would stop and instead grow the area/s that they know they are making a profit from.

Non-profits should be doing the same.

When was the last time you reviewed where your support was coming from and what adjustments did you make in your focus in maintaining and gaining support?

I’d be keen to hear your views on this … leave a comment below.

Executive Success: Company oils wheels of charity

When the charity her business was supporting kept emailing to ask who she was, Sarah Townsend knew it was time to make some changes.

Townsend loved the ethos behind the environmental charity 1% for the Planet, which seemed to be a natural fit for The Aromatherapy Company, the home fragrance brand she co-founded 25 years ago.

But to the well-resourced New York organisation, The Aromatherapy Company was just a very small dot in a very big world, says Townsend.

“I think they do a fantastic job but they didn’t even know who we were or what we were doing so I just sort of felt that really we could manage the 1 per cent better within our own community.” She looked around for a local equivalent, but struggled to find a strong organisation with good infrastructure that wasn’t already well supported.

Read full article on NZHerald

Spray and Walk Away – Wrong

Much of the giving done by businesses isn’t planned, it is in the main part just giving as approached with no clear direction, no commitment for the long haul.

Businesses seem to use the “Spray and Walk Away” approach; quite possibly as a quick way to give back but with little thought about how they could be doing more with the same amount of support.

Business giving can build stronger communities, and it’s in this vane of thinking that business should give strategically – but before any business gives it would make sense to encourage input from internal stakeholders – employees should be part of the decision making process.

With strategic giving, a business could do more with their charitable contributions. Instead of $50 here and there, a business could combine their annual giving “budget” to make one or several larger contributions that could well do more for the organisation/s.

When a business gives lots of smaller amounts, they are doing good, but could be doing more (and do it better) if they sat down and spent some time to evaluate where their charitable passions lie.

Any business needs to be strategic with their business giving, and we need to all remember that not all business giving is truly just because it is the right thing to do, a lot of business giving is strategic in that it’s aimed to also satisfy business needs – it’s planned.

Some, not all businesses, give as a way to promote the business, to gain new business opportunities and to be seen as being philanthropic.

No matter why a business gives, it is important to think how it can give in a better, more targeted way.

Make a decision where you want to give

Do you wan to give locally, nationally or internationally

What age group, younger customers and staff could mean a youth based organisation

Staff, have you had staff affected by something

Ask, ask, ask – your staff and customers should all be part of the decision making process. Think Z with their “token campaigns


Create a list of organisations that best match your criteria

Talk with your shortlisted organisations about what you can best do for them

Again, talk with your staff about the shortlisted organisations – are your staff still onboard?

Be part of it

Want to make in impact – show it

Don’t just make staff attend – get involved yourself

Think that t-shirt is too much for you – think again – lead from the outset.


If you’re still unsure about how you are best to give – talk to others in your industry, talk to more clients – you will find the right match, often it’s staring people in the face.