“The first question I’m usually asked about sponsorship” said Heather Newell, “is whether the big corporates will give money to the group’s cause.” And the second question is usually “how much?”

Heather’s answer is to forget the big corporates and concentrate on providing a range of benefits to community businesses, where real relationships can develop between the non profit and the members of that business. “There are about 70 major corporates in New Zealand who employ a sponsorship manager and have a good reason to support grassroots community groups. On the other hand there are around 30,000 non profits, all of which could and do send off letters to those 70 companies. “The odds are against you, unless you have a very creative package of benefits,” said Heather.

Instead the best strategy outlined in Heather’s book The Beginners Guide to Sponsorship is to concentrate on building relationships with businesses in the local community. In many cases the person making the decision is the business owner who can decide exactly what kind of relationship best suits his or her business. They can offer a lot more than money and often their expertise, the help of their staff and their own contacts can make a huge difference to the resources of the community group. “Its much easier to understand the needs of a local business and be able to provide a sponsorship that meets those needs.” Heather said. “For example real estate agents want the opportunity to network and meet potential house sellers. Retailers want people to visit their showrooms. Bigger employers want to retain and motivate their skilled staff. If your community group can offer a sponsorship that meets these needs, your fundraising programme will be up and running.”

Heather’s book on sponsorship is unique in that it’s written specifically for the New Zealand market, where most fundraising texts are imported from overseas and don’t always reflect the local reality. Her company, Foresee Communications Limited, is now celebrating its thirteenth year of working in sponsorship around the country. The company also produces a monthly subscriber publication called Sponsorship Profile and is involved in a second publication called Fundraising in New Zealand.  Heather runs training workshops around the country on sponsorship and fundraising. She regularly talks to community groups and businesses promoting grassroots sponsorships. Her next series of training starts in September where she will be visiting Christchurch, Auckland and Wellington.

For more information and to order your copy of The Beginners Guide to Sponsorship, visit the website www.foresee.co.nz.