Reprinted with special permission of Reading Is Fundamental (RIF)
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Why does RIF distinguish between third-party sponsorships that include marketing of the sponsorship by the sponsor and all other third-party sponsorships?
What is the difference between these sponsorships and those involving sponsor marketing?
Benefits RIF receives from marketing sponsorships
Benefits RIF marketing sponsors value
Issues to be addressed in creating sponsorships with sponsor marketing
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Why does RIF distinguish between third-party sponsorships that include marketing of the sponsorship by the sponsor and all other third-party sponsorships? |
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Reading Is Fundamental (RIF) has the opportunity to work with many different corporations, foundations and organizations who wish to sponsor some aspect of RIF. In some cases a prospective sponsor may simply be interested in making a grant to RIF for specific or general program support. In other cases an organization might wish to “adopt” for funding and volunteer involvement an RIF program(s).
In these cases and others like them, RIF's primary concern should be the viability of the sponsor to deliver resources that they have committed to RIF as well as the consistency of their mission, vision and values with RIF's mission, vision and values. Written pledges and/or agreements along with careful advance scrutiny of prospective partners should address these questions effectively. When questions are raised from advance review they should be resolved by RIF management in consultation, if necessary, with the Executive Committee of the Board.
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What is the difference between these sponsorships and those involving sponsor marketing? |
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There is an important distinction between sponsorships that deliver charitable donations and/or volunteer resources and those wherein the sponsor markets the sponsorship to his/her customers. Both kinds of relationship may provide money or other resources, but marketing sponsorships can also deliver visibility and reinforce (or detract from) RIF's brand, image and reputation.
Sponsorships that involve sponsor marketing rely upon public promotion of a sponsor's support for RIF and the children and families that we serve. This marketing is undertaken because sponsorship of RIF by a corporation adds value to its marketing proposition. That is, it gives the consumer another reason to choose the sponsor's product or service over a competitive brand. In addition, it demonstrates to the consumer that the brand is concerned about issues that matter to the consumer.
This public promotion can take the form of a reference in their advertising ("Proud sponsors of Reading Is Fundamental"), the distribution of RIF material or content (i.e., co-logo a family reading tips brochure), or the creation of a special joint event.
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Benefits RIF receives from marketing sponsorships include: |
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- Enhanced visibility, image and reputation with target audiences.
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Benefits RIF marketing sponsors value include: |
- Positive association with the best-known brand in the children's literacy category.
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- Association with an issue—literacy—that matters deeply to families with children, a key consumer target for many companies. Enhanced visibility, image and reputation with target audiences.
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- Credibility to their customers through the delivery of Reading Is Fundamental information.
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- Positive reinforcement of an organization's values to its employees.
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Issues to be addressed in creating sponsorships with sponsor marketing |
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There are many important issues to consider in creating sponsorships involving sponsor marketing. These include:
 Operational Issues: pertain to the details and structure of the marketing sponsorship
Business Issues: outline sound business practices
Legal Issues: ensure adherence with Reading Is Fundamental policy
Risk Management Issues: protect RIF from liability
Operational Issues
A written contract is the most effective way to ensure that all objectives and benefits are clearly specified, and is the best insurance against misunderstandings and liability. The following issues will be considered.
1. How long is the sponsorship proposed to exist?
Specify the beginning and ending dates for the sponsorship in the written contract. Long-term relationships work better than short-term ones.
2. What exactly does the sponsorship require RIF to undertake?
Specify what benefits RIF will provide. Examples of this could include:
Providing public relations support for a special event
Providing speakers, volunteers, materials, or demonstrations at a store
Producing or reviewing the content of educational brochures
3. How will RIF's name and symbol be promoted in conjunction with the name and symbol of the partner?
This is the most valuable benefit RIF can offer. However, this benefit must be handled very carefully. Always create and use language that properly characterizes the relationship between RIF and the other party. "Proud sponsors of Reading Is Fundamental" is appropriate language for businesses to use to describe their relationship with us. Avoid a free-standing RIF name and emblem without descriptive language as this may appear to be an endorsement.
4. Does the proposed sponsorship state or imply that RIF is endorsing the other organization or its products and services?
RIF does not endorse any commercial product or service. The statement "Proud sponsors of Reading Is Fundamental" is appropriate for businesses to use to describe their relationship with us.
While we don't endorse other organizations, we do produce materials and programs in conjunction with our marketing sponsors. In this case, our sponsorship may appropriately be perceived as endorsing the content of these materials and programs.
5. When will RIF receive compensation?
Specify a date in the contract by which RIF will be paid.
6. Who will sign the contract?
The Vice President for Development, CFO, COO or President should sign all contracts.
Business Issues
1. How do we price the sponsorship?
We consider how our sponsorship fee relates to other marketing opportunities including:
The cost to create a television commercial
The cost to print and distribute a Free-Standing Insert
The price that other non-profits are charging for their sponsorship, as well as any pricing deterioration that is occurring.
2. Does this sponsorship exclude any other prospective sponsorships?
RIF does not enter into exclusive relationships with anyone. However, be aware that affiliation with one organization may make a sponsorship less attractive to competing organizations.
Legal Issues
1. Does the proposed sponsorship involve any conflict of interest with RIF staff and volunteers?
Any appearance of impropriety must also be avoided.
2. Is the party proposing activities in which RIF may not engage?
A good rule of thumb is to consider the worst case scenario for any partnership activity; this should help you decide if the risk is acceptable to your chapter.
3. Does the contract indemnify RIF?
Risk Management Issues
1. Will the sponsorship withstand the "media test?" What if it made the headlines?
2. Would the sponsorship offend any specific groups?
It's important to consider not only the services and products our sponsor provides, but also the organization's leaders--who may appear at chapter events, act as spokespeople, or otherwise be visibly associated with RIF.
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