Influencing sponsors isn’t just about developing really good relationships, you must also deliver a commercial and social return.

That return can be many things to a sponsor for example, aligning branding to gain more sales through your advertising campaigns. It could be an opportunity for their staff to participate in the event or to garner community awareness that they are giving back locally through their Corporate Social Responsibility program.

Procuring sponsorship brings with it many highs and lows. The excitement when they say ‘yes’ (and you actually have it in writing!), to the weeks where you receive, no after no.

One truth we must all accept is that sponsors like to be aligned with positive and energetic organisations.

I’m sure you have heard the adage ‘people are attracted to success’— it’s so true!

I’ve seen this many times, where a committee get’s so tired they decide not to run an event again, only to have another group take up the challenge. With their motivation and enthusiasm, they manage to obtain sponsorship income that far exceeds that of the previous year’s event (yes, I’m talking cash – not just in-kind!).

There are many ways that we have influence at the decision table, although much of our work needs to be done well in advance of the decision and while there are a lot of finer points such as the language you use. How you determine brand impression, how you present the package and the angle you sell it, ultimately it’s really down to how you market and present your organisation and what you’re offering.