Sponsorships—people and organizations that know or perceive that your work, values and perspectives are in line with their practices, are willing to invest in your public and private programs. However, your challenge is to know what kind of programs they want sponsor and to identify a minimum of five ways in which they will benefit from their investment. You need to know how much to ask each potential sponsor.

Most programs can be sponsored. Sponsors have no problem investing in women, children and animals programs. Health care, beauty, and fitness also have numerous potential sponsors. Educational and professional programs are sponsored by organizations with vested interests—a return for their investment. Here are a few things to consider when thinking about sponsorship.

• Can a sponsor speak for 5 minutes about their business?
• It is possible to include their business logo in all promotional and program materials?
• Can you provide a free presentation for their employees or any group of their choice?
• Will you be able to give several tickets at no charge to their people to attend your event?
• Are you able to offer discounted rates for their registration in your future programs?
• Are you willing to provide sponsors names and contacts of all participants of the event?
• Is it possible to include their business logo and brief history on your online sites?
• Can you promote their products and services to your audiences?
• Are you ready to exclusively use their products/services for your business needs?

In-kind sponsors are equally important. From free coffee to free facility, that is money you save.

• Can you get materials printed at no charge?
• Is it possible to have a free meeting place?
• In case you use audio/video equipment, how can you get them donated?
• Can you have volunteers doing registration for you?
• Can a food cooking business provide meals?

Direct exchange of services is a win-win strategy. Consider offering to speak, train or consultation to their leaders and employees in exchange for facility, refreshments and audio/video equipment. Have your programs approved for continuing education credits. Many industry specific organizations sponsor programs that are aligned with their business goals. Mortgage companies, for instant, sponsor educational programs for real estate agents.