Why Is It So Hard to Sell Sponsorship?

Recipe for Successful Sponsorship Acquisition

  1. Insights from Nonprofit Industry Survey
  2. Understand what Sponsorship is and isn’t
  3. How to Work with Busy Prospects
  4. Sponsors are Flooded with Proposals, yours must be on Target
  5. Skilled Selling makes a Huge Difference
  6. A Campaign is the Best way to Sell Sponsorship

North American Sponsorship Continues to Grow

  • Why is it growing?
  • How can you take advantage of that?

IEG’s Nonprofit Sponsorship Survey

Do you have difficulty securing meetings and conversations with corporate contacts in marketing and other departments outside of corporate philanthropy?

For the full survey, click here.

Definitions: Sponsorship or Philanthropy?


  • Corporate funding for a nonprofit with no expectation of a commercial return.
  • These funds can come out of either corporate giving programs or corporate foundations.


  • Defined by IEG in 1982 as a commercial relationship between a company and a property in which the company pays a fee in return for access to the exploitable commercial potential associated with the property.
  • The payment is unrestricted and the amount is based on the value of the rights and benefits included in the sponsorship rather than on the budget or need of the rights holder.