Sponsorships should be seen as a partnership where both parties involved partake in a mutually beneficial
relationship. Corporations provide Non-Profits with financial support and in return the Non-Profit provides the
Corporation positive recognition & PR and a potential boost in business. It is the responsibility of the Non-
Profit (and event team) to think through how they will positively affect the Corporations in the following areas:
Logo featured on all collateral and marketing materials: Ex. t-shirts, banners, signage,
newsletters, print and web ads, radio spots, tweets, Facebook posts, press releases, billboards, invites,
landing pages and email campaigns.
Thank them at every chance you can: public speeches, board meeting, ads, social media…etc.
Also brainstorm ways to provide them extra perks at the event—think a VIP reception with great PR coverage.
Open Communication & Follow Through:
You’ve secured the sponsorship-now make sure you are
following through with all you promised. Multiple follow ups and touch-points with your sponsor will help you
to cultivate the relationship and retain your sponsors from year to year
ROI Metrics (if applicable):
Give meaningful shout outs to your sponsors through various digital platforms
and then track the activity by reviewing metrics that can be shared with your sponsors! This is another
opportunity for you to “touch” your client by providing insights into the value of their sponsorship!
So what does a possible sponsorship structure look like?? It could look like the following:
Big perks should come with this sponsorship! Examples could be: providing creative input on the speaker,
multiple public thank yous and maybe even an opportunity to emcee the event!
Who doesn’t love to be the person who is responsible for everyone having a good time? A branded signature
cocktail or glassware can heighten the sponsor’s visibility.
Allow your dinner sponsors (and all sponsors) an opportunity to
speak and address the crowd. A creative
branded menu at each seat can set this sponsor apart!
By capturing video during the event, not only could it be used for marketing for the CFA Society, but it can be
“Powered By” the sponsor-creating continuous brand visibility, positive recognition and ROI.
Adding live music both before the program and after the program is a nice touch and helps enhance the
attendee experience. The musician can give the sponsor lots of shout outs between songs!
It is important to note that no matter the sponsor’s level-benefits to the sponsor should be thought through
and promises should be met!