A couple of years ago I was speaking to a local business owner during a pilates class. I no longer remember the whole content of the conversation, but one aspect has remained in my mind. He said that he no longer supported community organisations because he noticed that when he did, they never acknowledged or thanked him for his support, leaving him feeling resentful and used.
Though it was some time ago, I probably thought it was true for some (but not most) community organisations. I hadn’t given it much thought since then, except for when I am asked by community groups to provide services in the form of vouchers each year. However, over the weekend, I was dismayed to hear a very similar story from another local trader.
A lovely couple with a highly popular product, after living in the area for about a year, are now considering moving back to Melbourne. There are a couple of reasons for this, but one they discussed with me in depth was the lack of support or appreciation they have been feeling from their local community.
When I asked them what they meant, they explained that in their first twelve months of business, a community group approached them, asking them to support the group’s fund raising efforts. Every time they complied, with a generous gift to be sold, auctioned, given as a prize, etc. In all that time, they did not receive a thank you in any form, or any information on the results of the fundraiser. On the few occasions when they followed up to ask how the events had transpired (such as the amount of money raised, whether it was successful, whether their own donated products had proved popular), they couldn’t get a response. After twelve months of trying to support the community, but receiving no acknowledgement or even information in return, the couple decided to stop donating products and services. At this decision, the couple were then abused.
Sponsorship should be mutually beneficial to both parties, so, in response to this unfortunate situation, I’ve put together the ABCs of sponsorship: what you, as a community organisation, should be providing to your sponsor, to ensure ongoing support and appreciation.
A Inform your sponsor. If you want a local business to support your organisation, you need to be prepared to explain exactly what they are supporting. If you are asking them to donate goods, explain what they will be used for (such as a fundraising auction), the same goes for cash donations. If you are asking them to donate time and services, explain to them why this will not only be valuable for the community, but valuable to their business too.
B Follow up. If your community group has been sponsored, the chances are that your sponsors are interested in your efforts. Let your sponsors know how their contribution affected your group in a positive way. Let them know if you reached your fundraising targets, or other goals.
C Acknowledge your sponsor. They are donating time, money and products at their own expense to help you and the community. When your event/fundraiser is over, thank your sponsor. You can do this via a letter or certificate of appreciation, or even a simple phone call. You can view a letter of appreciation here.
You can also download templates for certificates of appreciation from the Microsoft Office site here. It can take a lot for some businesses to contribute, but doesn’t take a lot to thank them for their efforts. If you do so, you’re more likely to guarantee their permanent support.
It may look a bit daggy, but a certificate of appreciation says a lot.
