By: Erin Williams

High-five! You secured a sponsor for your Peer-to-Peer (P2P) event! As a fundraiser, this always feels like a win for your organization. But obtaining vs. retaining are two different things. Fortunately, there are things that you can do to increase your chances of winning their support year after year.

Here’s what we suggest:

1. MAKE IT THE EASIEST EVENT THEY’VE EVER SUPPORTED

It’s all in the details.

Make sure your sponsor knows how to get a hold of you. Get in touch with the right person – ideally, the one who committed to the sponsorship. Provide them with tangible information on the event. Clearly convey what is expected from them such as logos or banners and the timeline for delivery.

2. DELIVER WHAT YOU PROMISED

Sponsorship benefits can range from social media mentions, to logo placements, to radio advertisement and more. Make it a priority to carry out the benefits that their sponsorship level includes.

3. COMMUNICATE

Don’t discount the handwritten thank you.

A handwritten thank you from someone who has been impacted by their generosity can be very meaningful. You might also think about sending one of these from a board member. It takes just a few minutes to circulate a thank you card for a board member to fill out prior to the start of a meeting.

4. PROVIDE A POST-EVENT ROI

A reason to get back in front of them!

Write up a summary of how much your event raised, the advances your organization was able to make, and how their support had a hand in it. Additionally, provide proof that you advertised them as promised. This could include screenshots of social media posts, your website, photos of banners on event day, or a t-shirt with their logo on it. Additional things to include are photos of the event and a save the date for next year. Once you’ve complied these items, get on their calendar to present it to them in person.

5. STAY IN TOUCH THROUGHOUT THE YEAR

It’s easy to remember your sponsors at renewal time. However, find reasons to stay on their radar in the off season. Consider sending cards out for holidays that occur opposite the event.

6. STAY VISIBLE

Perhaps your sponsor is a business that you and your supporters are able to patronize. Supporters often prefer to give their business to those who support their nonprofit of choice. Being visible will keep your organization top of mind when the giving budget comes around for the next fiscal year.

7. SPREAD THEIR GOOD NEWS

Did your sponsor receive an award or accolade? Share their good news on your social media channels and remember to tag them in the posts.

What are your favorite tips to promote sponsor retention?

Need help with your sponsor strategy? Would you like to discuss other ways that we might be able to maximize your peer-to-peer event success? Schedule a complimentary call with us and let’s discuss ideas!