{"id":116209,"date":"2024-08-22T10:00:00","date_gmt":"2024-08-22T14:00:00","guid":{"rendered":"https:\/\/bloomerang2dev.wpengine.com\/?p=116209"},"modified":"2025-10-02T09:31:03","modified_gmt":"2025-10-02T13:31:03","slug":"ask-an-expert-how-to-approach-sponsorship-giving-levels","status":"publish","type":"post","link":"https:\/\/bloomerang.com\/blog\/ask-an-expert-how-to-approach-sponsorship-giving-levels\/","title":{"rendered":"[ASK AN EXPERT] How To Best Approach Sponsors Around Different Giving Levels"},"content":{"rendered":"

Our\u00a0Ask An Expert<\/a>\u00a0series features real questions answered by\u00a0Claire Axelrad, J.D., CFRE, our very own Fundraising Coach<\/a>, also known as Charity Clairity.\u00a0<\/strong>Today\u2019s question comes from a nonprofit employee who wants advice on how to approach sponsorship giving levels without seeming pushy:\u00a0\u00a0<\/b><\/p>\n

Dear Charity Clairity,<\/i><\/p>\n

We are a small nonprofit. We usually have a few events annually bringing in added revenue. This year is our 60<\/i>th<\/i> year in our community. A 60<\/i>th<\/i> Anniversary Celebration is scheduled, and the sponsorship giving levels are higher than we normally ask for. Many choices of levels and an option to place an ad.\u00a0 My question is, I have heard from a few agencies I connected with and they say they are going to sponsor. I would like to ask what level they are considering \u2013 but I don\u2019t want to seem too pushy. My CEO will want information, that I do not have. Any suggestions?<\/i><\/p>\n

— Fear to Tread<\/i><\/p><\/blockquote>\n

Dear<\/i> Fear to Tread,<\/i><\/p>\n

As Franklin D. Roosevelt famously said in his inaugural address, \u201cthe only thing we have to fear is fear itself<\/i>.\u201d<\/p>\n

Don’t be afraid about seeming ‘pushy”<\/h3>\n

By even using this word, you’re putting a negative spin on what should be seen as an\u00a0opportunity\u00a0<\/i>for these sponsors. It\u2019s something you would love<\/i> for them to be able to take advantage of \u2013 not something you\u2019re trying to browbeat them into. It’s not just good for you; it’s good for them too.<\/p>\n

When you come from a place of fear in fundraising, you\u2019re going to be dead on arrival.<\/h3>\n

Which is why I so often talk about my philosophy of philanthropy, not fundraising<\/a>. The former connotes \u201clove (philos<\/i>) of humanity (anthropy<\/i>)\u201d while the latter focuses on money \u2013 something most people don\u2019t like to talk about in polite company. It\u2019s also why I so often work with organizations and boards to help them overcome fundraising fear<\/a>.<\/p>\n

Shifting your approach will go a long way towards shifting your results in a positive direction<\/h3>\n

As one of my mentors, and founder of The Fundraising School, Hank Rosso, taught me: \u201cFundraising is the gentle art of teaching the joy of giving<\/i>.\u201d When you approach your work from the perspective of giving, not taking<\/i>, you\u2019ll bring both yourself and your supporters greater comfort and joy.<\/p>\n

How might you approach a conversation with potential sponsors in a manner that focuses on joy?<\/h3>\n

Begin by retiring the \u201ctin cup\u201d approach that feels like begging. Stop with the \u201clet\u2019s twist their arm\u201d or \u201clet\u2019s hit them up\u201d or \u201cget them to give \u2018til it hurts’\u201d approaches that feel not just coercive, but even violent. Replace them with an uplifting, joyful approach that actually makes people feel good about the opportunity with which you\u2019re presenting them. After all, we know from MRI research that even simply considering making a gift brings people a jolt of feel-good dopamine \u2013 what\u2019s been called the \u201cwarm glow\u201d effect.<\/p>\n

If someone tells me they\u2019re considering a sponsorship gift, I would immediately respond with something like this:<\/b><\/p>\n

“That’s so wonderful!!!!\u00a0 Do you have an idea what level makes the most sense to you? I’d love to chat about the benefits available with the different opportunities we have so we can save a spot that will give you the biggest bang for your buck!”\u00a0\u00a0<\/i><\/p><\/blockquote>\n

Play up the scarcity factor a bit<\/h3>\n

One of the principles of influence we\u2019ve learned from research in psychology, neuroscience and behavioral economics is people have a fear of missing out (FOMO<\/a>). So, let them know you only have X spots available for some of the top tiers. Think about what you can offer at various levels that will entice them. Here are some ideas:<\/p>\n