Initial Cause Prospect Meeting: Support Levels - dummies

Initial Cause Prospect Meeting: Support Levels

By Joe Waters, Joanna MacDonald

While sponsorship and cause marketing are both win-win, they’re different in several important ways. One is how sponsorship programs frequently have levels of support (for example, $5,000, $10,000, $25,000) with corresponding benefits. If you invest in the $10,000 level, for example, you get your banner at the event, your logo on T-shirts, a booth to distribute product or info, and so on.

Some people think that cause marketing is like sponsorship, and they should prepare something with levels for the prospect. Forget using levels.

Here are two good reasons not to deal with levels in your meeting:

  • It limits the conversation. Anything with levels invariably limits your ability to explore different opportunities because you’re too busy trying to make things fit in a level, instead of talking about what the prospect needs and what you have to offer.

  • It may hurt your fundraising. With sponsorship, the corporate partner writes a check for the sponsorship level they want, and then you, the nonprofit, fulfills the benefits. But with cause marketing, the money generally comes from the consumer via register programs or product purchase, not from the company.

    The amount you raise varies depending on the company, time of year, and so on. So if you sell cause marketing by levels, you might give too much for too little or have a partner that raises their goal amount too quickly and stops fundraising. This is the last thing you want!