Finding Prospective Sponsors Research similar projects, programs, or events internal to JMU and at external organizations and identify the types of companies that sponsor them. Think locally and consider small businesses and local companies in our community for support; although some may not be able to donate cash, they may be a great source for a gift-in-kind. Focus on businesses that might want to reach your same audience or that have demonstrated an interest in your cause or community. Relationships are key. Use connections you already have to companies for better luck with finding a sponsor; cold calling is usually less successful but can work with persistence. Leverage your existing personal and professional connections. Connect with the CFR team and we will use our internal resources for corporate prospecting to identify potential matches.
Aligning with Sponsor Interests By answering the following questions, you’ll be able to pitch why a company should want to sponsor your project, program, or event: • If the company has sponsorship requirements, read through and understand them thoroughly • Analyze the types of activities the company typically sponsors • Determine whether your initiative aligns with the company’s mission • Does your event promote the brand or image of the company? • Does your work align with the company’s organizational values? • Has the company given to similar organizations? • Does the company have a connection to JMU? To your project, program, event or academic area, etc.?
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James Madison University CFR Charitable Sponsorship Toolkit
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