Chapter 9b: Effective Sponsorship Requests
“We make a living by what we get. We make a life by what we give.”
-Winston Churchill
Objectives
By the end of this chapter, students will be able to:
- Explain the importance of effective sponsorship requests in maintaining business reputation and stakeholder relationships.
- Identify the key elements of an effective sponsorship request in a business context.
- Analyze case studies to distinguish when to issue a sponsorship request.
- Apply the sponsorship request formula to create structured and impactful business communications.
- Critically examine real-world examples of corporate sponsorship requests in the water sustainability sector to understand best practices and common pitfalls.
Introduction
Partnerships with charities that address global water concerns may show an organization’s commitment to water sustainability (see a previous chapter on public-private partnership news releases). These partnerships can also include endorsements, gifts, volunteerism, or sponsorships.
Businesses cannot always address environmental concerns as nonprofits can. By donating, corporations may support others’ philanthropic initiatives. Therefore, nonprofits and small businesses need to write strong sponsorship requests to raise funds for their causes. Businesses can in turn boost their brand reputation by supporting causes that connect with their values. This chapter provides a formula for drafting persuasive sponsorship requests, which may also be used for other requests such as for donations or volunteers.
Why Explore Sponsorship Requests after the Water Sustainability Chapter?
Sponsorship requests play a pivotal role in securing the necessary funding and support from businesses for water sustainability projects. Nonprofits focused on water-related issues frequently depend on corporate sponsorships to make their initiatives financially viable. A strategically crafted sponsorship request can highlight the reciprocal benefits of the partnership, emphasizing how backing water sustainability efforts can bolster the sponsor’s reputation and align with their corporate social responsibility (CSR) objectives. [1]
Coca-Cola’s 2015/2016 sustainability report highlights how Coca-Cola’s partnerships with water-focused NGOs have enhanced its brand image and contributed to water stewardship goals. [2] World Wildlife Fund (WWF) also discusses the economic valuation of water and the benefits businesses can derive from water stewardship and partnerships with environmental NGOs. [3]
Endorsement and Sponsorship Between Businesses and Nonprofits
Endorsement is a public declaration of support for a person, product, or service. A political candidate usually receives an endorsement from a government official, important individual, or group. Marketers call product endorsers “influencers.” Influencers often promote their causes on social media. [4] For example, the UN Secretary General, UN Global Compact (UNGC), and Pacific Institute created the CEO Water Mandate in 2007 to promote business water stewardship worldwide. The Mandate allows corporations to exchange best practices and form collaborations to solve major water issues including shortage, quality, governance, and access to water and sanitation. Over 370 companies endorse the CEO Water Mandate. [5] Other NGOs that businesses can partner with include the following:
- Charity: Water
- Water for People
- Water.org
- Water Aid
- Blood: Water
- Thirst Project
- Drop in the Bucket
- Splash
- H20 for Life
- WATERisLIFE
A corporate sponsorship is when a corporation pays to be identified with a project or activity. Corporate sponsorships sometimes include a sponsor company funding a nonprofit organization’s initiative or program in return for publicity, brand awareness, and other identification. Supporting a popular and socially aware cause may benefit both sides, but a corporate sponsorship is a commercial arrangement. Many corporate sponsors describe their sponsorship perks as “doing well by doing good.” [6]
For example, Miracles in Action and Rotary sponsor The Ripple Effect Inc. This nonprofit provides sustainable development projects that change Maya Ixil lives. The Ripple Effect provides community water systems, education and help for sustainable agriculture, and clean-burning stoves to reduce house smoke for the Ixil. TRE gives quick relief to severe poverty victims in certain instances. this NGO.[7]
Other tools to keep organizations accountable and measure clean water are below:
- Water Footprint Implementation, collaborating with the Water Footprint Network, provides an assessment toolfor businesses to measure their direct and indirect water footprint in operations and goods.
- UN-Water oversees UN water and sanitation initiatives; it emphasizes worldwide efforts toward Sustainable Development Goal 6 “Clean Water and Sanitation” via statistics and status updates.
- The U.S. Geological Surveyprovides a variety of instructional content on the global water cycle, human impacts, water quality, ground and surface water, and other water-related issues.
- Water – Use It Wisely (WUIW)offers online content and newsletters about water-saving tips and projects.
Writing Effective Sponsorship Requests
Water-related nonprofits often require funding and support from businesses to carry out their initiatives. Writing a compelling sponsorship request involves clearly outlining the benefits of the partnership, the impact of the proposed project, and how it aligns with the sponsor’s values and goals. The following formula can be used to create an effective sponsorship request:
- Introduction
- Briefly introduce the nonprofit and its mission.
- Highlight the relevance of the proposed project.
- Project Description
- Provide a detailed description of the project, including objectives, timeline, and expected outcomes.
- Explain how the project addresses a significant water sustainability issue.
- Benefits to the Sponsor
- Outline the mutual benefits of the partnership.
- Highlight how the sponsor’s support will be acknowledged (e.g., media coverage, branding opportunities).
- Call to Action
- Clearly state the request for sponsorship.
- Provide contact information for follow-up.
Below is a template for an idea of how to put the above components into a letter. A real example of a sponsorship request in the form of a letter can be found in the appendix.
Example of a Sponsorship Request in a Letter Format [8]
[Date]
[Recipient’s name]
[Recipient’s title]
[Name of organization]
[Address of organization]
Dear [applicable honorific and surname of recipient],
[Write a hook to engage the recipient. Consider beginning with a fact, anecdote or response to an idea that relates to your event. Follow this with a call to action that introduces your event and invites the recipient to sponsor the event.]
[Provide details about the purpose of the event and show the recipient why it’s worthy of sponsorship. Consider relating it to aligned missions, current events, circumstances surrounding associated figures or some other aspect of the event that differentiates it from others.]
[Thank the recipient for considering sponsoring the event. State that you look forward to discussing the potential sponsorship of the event. Mention your preferred method of contact and how they can reach you.]
Best regards,
[Your name]
[Your title]
[Name of your organization]
Tips for Writing Effective Persuasive Requests
Writing effective persuasive requests, such as sponsorship requests, requires understanding the psychology of persuasion and employing strategic communication techniques. Below are some tips based on research in persuasive communication:
- Know Your Audience. Tailor your message to the interests and values of the potential sponsor. Understanding the sponsor’s priorities and aligning your request with their goals increases the likelihood of a positive response. [9]
- Establish Credibility. Build trust by demonstrating your organization’s reliability and past successes. Providing evidence of your nonprofit’s achievements and impact can establish credibility. [10]
- Highlight Mutual Benefits. Emphasize how the partnership will be beneficial for both parties. Show how the sponsor’s support will contribute to their corporate social responsibility goals and improve their public image. [11]
- Create a Sense of Urgency. Encourage prompt action by highlighting the time-sensitive nature of the project or the limited availability of sponsorship opportunities. This can motivate potential sponsors to act quickly. [12]
- Use Clear and Concise Language. Avoid jargon and overly complex language. Ensure that your request is straightforward and easy to understand, making it more accessible to a wider audience. [13]
- Incorporate Storytelling. Use stories to illustrate the impact of your project. Personal anecdotes and case studies can make your request more relatable and compelling (Denning, 2011).
Conclusion
A well-executed sponsorship request can significantly improve relationships with stakeholders, enhance reputation, and secure necessary support for water sustainability initiatives. Leaders in this sector must be particular about their communication, as their projects and services are essential, and any misstep can have widespread consequences. Partnering with corporations can help fund a nonprofit’s efforts to promote water sustainability that would not have otherwise been financially possible, and businesses can demonstrate their commitment to environmental stewardship by supporting such initiatives.
[1] Kotler, P., & Lee, N. (2005). Corporate social responsibility: Doing the most good for your company and your cause. Wiley.Top of FormBottom of Form
[2] The Coca-Cola Company. (2016). 2015/2016 Sustainability report. Retrieved from https://www.coca-colacompany.com/content/dam/journey/us/en/private/fileassets/pdf/2016/Annual-Review/Coca-Cola-2015-2016-Sustainability-Report.pdf
[3] World Wildlife Fund (WWF). (2013). The value of water: A framework for understanding water valuation, risk and stewardship. Retrieved from https://c402277.ssl.cf1.rackcdn.com/publications/575/files/original/WWF_The_Value_of_Water.pdf
[4] Banton, C. (2022b, March 6). Endorsements: Signatures, Insurance Riders, and Public Approvals. Investopedia. https://www.investopedia.com/terms/e/endorsement.asp
[5] CEO Water Mandate – Sign the Business Pledge for Water Stewardship. (n.d.). https://ceowatermandate.org/
[6] Kenton, W. (2020, March 23). Corporate Sponsorship: Definition, Examples, Benefits & Risks. Investopedia. https://www.investopedia.com/terms/c/corporate-sponsorship.asp
[7] The Ripple Effect Inc | Nonprofit Organization. (n.d.). https://www.therippleeffectinc.org/
[8] Indeed Editorial Team. How to write letter asking for donations or sponsorship. LinkedIn. https://www.indeed.com/career-advice/career-development/how-to-write-letter-asking-for-donations-or-sponsorship
[9] Perloff, R. M. (2020). The Dynamics of Persuasion: Communication and Attitudes in the 21st Century. Routledge.
[10] Cialdini, R. B. (2007). Influence: The Psychology of Persuasion. Harper Business.
[11] Kotler, P., & Lee, N. (2005). Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause. Wiley.
[12] Schwartz, B. (2004). The Paradox of Choice: Why More Is Less. HarperCollins
[13] Heath, C., & Heath, D. (2007). Made to Stick: Why Some Ideas Survive and Others Die. Random House.