Corporate Sponsorship for Non-Profits and Athletes

Corporate Sponsorship: How to Get it

Are you seeking corporate sponsorship for your non-profit? Or are you an athlete trying to fund your running, cycling, or snowboarding career as a brand ambassador? Well if so, it’s that time of year again when non-profits and adventure sports athletes begin courting outdoor and lifestyle brands.

What Are Your Corporate Sponsorship Goals?

Before you run out and ask a company to sponsor you, or your event, you should clearly outline your goals. Here are a few things to ask yourself or your team:

How will a company benefit by sponsoring you or your non-profit? What is the value-added?
What does success look like? And, what do you expect for a return on their investment (ROI)?
How will you achieve your goals?
Is this a one-time ask or do you have long-term plans?
Could there be a tax write-off for their contribution?

As an athlete or brand ambassador, your goal may be to lock in sponsorship dollars to help you cover the cost of your adventures. Everything from travel, food, and accommodations to race entries, equipment, and apparel to make it through another season.

However, as a non-profit, your goal may be to raise critical funds to build and maintain mountain bike trails. Or provide financial support for those facing a life-threatening illness.

What Are Their Goals?

Whatever your goals are, have you thought about what the goals are for the outdoor or lifestyle brand you are courting? They may be seeking the right non-profit partners or athletes that will represent their company in a positive light. And, to help them better tell their story. But in the end, most brand ambassadors should expect to help generate revenue.

This blog will teach you how to plan for the ask before you call, email, or tweet their Corporate Sponsorship or Marketing Manager.

Being a Brand Ambassador for Betty Designs not only means sharing images in the latest kits, or showing up for a swim, bike ride, or run, but that you embody the Betty spirit!

Where To Make A Connection to a Potential Corporate Sponsor

Outdoor + Lifestyle Industry Events and Adventure Sports Festivals

This dance of corporate sponsorship happens in many places. Online and in-person. One of the biggest chances we’ve had to meet with lots of big outdoor brands has been at industry events and trade shows. If you haven’t read our latest blog on the Best Events to Attend to Grow Your Brand, get on it!

Here are a few industry events to check out in the U.S. where you can find lots of your favorite outdoor and lifestyle brands under one ‘roof’:

Tradeshows are perfect places to connect with potential corporate sponsors as an athlete or non-profit.

A More Intimate Courting of Corporate Sponsors

A more intimate courtship of corporate sponsors also happens at your local coffee shop or during your gondola ride up the mountain. While you’re checking the surf or during your bike ride down the coast. The smart non-profits and athletes become aware that all of their chance meetings could lead to potential corporate partners who could fund their next project.

Therefore, take off those stretchy pants, throw on something a bit fancier, or get into your cycling kit, and make the time to network. Attend that Trail Talk at your favorite brewery. Sign up for the local running club. Volunteer for your neighborhood clean-up. Stay involved in your community to better connect with potential local sponsors.

In addition, if you’re courting a corporate sponsor and you don’t already own their gear, products, or services, pony up! Get more familiar with the brand you want to help fund your projects. And show them that you are paying attention.

For athletes, show your potential corporate sponsor some love by wearing their gear and using their products!

10 Tips To Help You Secure Corporate Sponsorships

We know you came here for action, not just a good read. So here are some tips to help find those coveted corporate sponsorships. And keep those relationships for years to come.

1. Do Your Homework

Does the outdoor or lifestyle brand you’re seeking sponsorship from support non-profits, individual athletes, or teams? Do they have an established brand ambassador program or a give-back component? Do they regularly make donations of products or services? And finally, do you or your non-profit organization meet their requirements?

2. What Do You Have in Common?

Next, do you or your non-profit actually use and like their products or services? Do you live in the same town where their corporate headquarters is located? Lastly, do you have any connections at the company that could make an introduction to their Marketing Manager or Corporate Sponsorship Coordinator for you? LinkedIn is great for this!

We love Yakima’s rooftop tent, along with our Subaru Crosstrek from Frank Subaru. These are not paid sponsorships, but we show them all some love every chance we get!

3. Follow them on Social Media

Are you connected with the brand you’re seeking sponsorship from on LinkedIn, Facebook, Instagram, or Twitter? If not, get on it. In addition to the follow or like, start to read their content. Respond and engage with them. Get to know more about the brand and what their interests are.

4. Look at your data and share relevant content on social media

Facebook, Twitter, and Instagram make it easier than ever to view your non-profit organization’s insights and audience demographics. And, if you are not using a Facebook Business page, set one up now. The same goes for Instagram. Or, transition to an Instagram business page. These take a few minutes to set up and are essential to tracking your reach and engagement, which is what a potential sponsor would be interested in.

Not sure what to post? Learn how to take better photos! Or, follow these social media best practices to better connect with that potential corporate partner. Begin to curate content that might be of interest to them.

Taking good photos and creating fun graphics does not have to be hard work. Tools like Canva can help!

5. Develop a corporate sponsorship proposal, media kit, and/or a website

By developing an online presence beyond social, you can let potential corporate sponsors learn more about you and your mission. In addition, they’ll know that you’re serious and not just looking for freebies. You can use a tool like Squarespace to easily create a beautiful website in a few days! Read more about how you do not need a complicated WordPress site to get your message out there.

Second, if you do not have a simple press kit, media kit, or slide deck to email or share in person, create one! What should you include?

Your mission, vision, and values
Goals and how you will reach them
Accolades (awards, results, achievements)
Social presence
Number of email subscribers
Current sponsors/partners
Project specifics, timeline, and budget
Oh, and photos!

Be clear about who you or your non-profit organization is and the impact supporting you will have on a broader scale. Outline your action plan and ways in which your potential sponsor will benefit from the partnership. In addition, you can create a separate sponsorship proposal that provides all the specifics. Read more about how we’ve helped other non-profits and athletes!

However, if content writing, web development, and graphic design are not things you want to spend your time on, here are tips on how to hire someone to help and what you can expect to pay.

6. Make the Connection

If you or your non-profit is looking for something more than just free gear, you will need to do more than simply apply for their brand ambassador or corporate sponsorship program.

Already have a connection with the brand? Then this next part is easy. If not, do some research! Here are steps to take when making that first connection:

Say hello but keep it simple. Share what you have in common.
Attach or link to your media kit, press kit, or sponsorship proposal
Ask if you can have 15 minutes of their time to chat.
Find out when their next fun event is and be there.
Get a meeting on the calendar at the next big industry trade show. Then, at big events like Sea Otter or Outdoor Retailer, you’re not just wandering the aisles.

Build relationships. Keep in mind, this is about building a long-term relationship between you and a brand. Not about short-term cash and free product. It’s easier to keep a corporate sponsorship you already have for another season than to find a brand new one.

We love working with athletes to help them secure corporate partners. No longer is there a need to win races. Just being a good human and producing great content can go a long way.

7. Follow-up

A potential corporate sponsor agreed to your call or meeting. Now it’s up to you to be prepared and follow up. Send the proposal, share your media kit and be on time for the meeting.

Having a Customer Relationship Management (CRM) system in place can help you track who you’ve spoken with, where you’re at in the relationship, and what the next steps are. Need help finding a CRM that will work best for your needs and your budget? Give us a shout and we’ll help you get organized!

8. Always be closing

After all this work, at some point, you need to make the ask. Move your project forward by asking for what you need, and then shut up. Seriously. The negative self-talk after you’ve made your ask, or the “and if you can’t do $5,000 then maybe you can just do $500, or a case of Clif Bars for our next event…” Just stop.

Be confident in yourself, your mission, or the mission of your non-profit, and what you can accomplish with the support of a great corporate partner. Structure a deal that adds value to both your mission and the goals of the brand. Get it in writing whenever possible.

Capture fun images that showcase your sponsor’s products and make people smile.

9. Surprise and Delight

Congratulations on making the ask and securing a corporate sponsor! Remember, this is a long-term relationship, so check in with them on a regular basis.

Surprise and delight your sponsors with one of these:

thank you note with a photo
tag ’em in your Insta story
monthly e-newsletter where you share project updates
create monthly content for them to use- photos, videos, copy. Learn how to take better photos and videos!
set up a meet n’ greet so they can get to know you and your team
host a happy hour to show off their products

10. Meet those Sponsorship Requirements

Ensure you are meeting the terms of your agreement with each sponsor. Send in reports on time and early. Provide content each month instead of waiting until the end of the year. And, help them impress their bosses by going that extra mile. Make it easy for them to say yes next year!

Need more ideas on how to find corporate sponsors? Check out our Facebook or LinkedIn posts. Read more of our blogs about brand ambassadors and sponsorship. Or sign up for our newsletter below.

Until next time,

Meredith McConvill

10 Tips to Secure Corporate Sponsorship for Non-Profits and Athletes