Sponsorship – It’s Not Just For Fun Runs
budget is tight this year. There is no money for incentives, new
equipment or expensive programs."
words are all too familiar to wellness managers. If austere resources
are a problem for your program, it’s time to think outside
who have never sought corporate sponsors for their programs are
overlooking a valuable potential resource. Even those who have used
corporate sponsors often restrict their usage to some major event like
a fitness challenge or health fair.
some point, most managers have used the many resources available
through non-profit associations (United Way, public health departments,
etc.). Typically, the mission of non-profits is to raise awareness
about some health or lifestyle issue. This is a form of sponsorship.
And while the motivation to provide sponsorships is different for the
organizations mentioned in this article, the principle is the same. It
is just the methods that are different.
corporate sponsor can be any business or organization that is willing
to provide funds, services, resources or support in return for highly
visible recognition from the company receiving its sponsorship
donation(s). Potential corporate sponsors for worksite programs fall
into four broad categories:
Current or prospective company customers
Current or prospective company sub-contractors, vendors, or strategic
Local businesses that would like to increase employees patronage
Traditional and complementary healthcare schools and agencies
you can identify and target your corporate customers and suppliers, but
many local businesses represent opportunities for sponsorship (if you
just ask!): medical equipment supply stores, pharmacies, local
hospitals, rehabilitation centers, supermarkets, care centers for kids
or senior citizens, health food stores, restaurants, movie theaters,
movie rental stores, fitness centers, recreational facilities, theme
parks, spas and sports apparel/equipment stores.
the corporate sponsor is a customer or supplier of your organization or
a local business, there are many ways to tap into their resources.
Options to explore are:
prizes or incentives that are either relevant to the event’s
theme/message or highly valued by the target audience: For example,
blood glucose monitors, blood pressure cuffs, jump ropes, exercise
equipment, sports clothing, food scale, vitamins, sports/nutrition
drinks, child safety seat, meditation tapes, free service(s) at a local
spa, healthy prepared food choices from grocery store, fruit from a
produce stand, limited time membership at a fitness center or weight
loss center, dinner at a healthy choice restaurant, pass to a movie
theater or local theme park, etc.
support: manpower at events, secretarial support, collating program
material or mass mail-outs, DVDs, free use of equipment or
a facility, etc.
support: It is important to be specific as to what the monetary support
will cover, i.e., purchase of certain brochures, books, videos, office
or audiovisual equipment; fees for a guest speaker or fitness
instructor; printing; banners; posters; licensing of a turnkey wellness
healthcare-related schools including nursing, public health, health
education and dietitians have a community service requirement for
graduation. Explore opportunities for internships within your company
or manpower support for major events. If you need to accomplish a
specific project; for example, screening healthy choices in vending
machines or monitoring work stations for ergonomic problems, students
may be the answer.
health schools often affiliate with their local state professional
associations to raise awareness about their profession. An example
would be massage therapy students providing worksite massages in
connection with a stress management or injury prevention program.
do all categories of corporate sponsors expect in return? They want to
see their name used in marketing the program, displayed during the
event and included in any other way possible. Make every effort to
thank them publicly. Be sure to send them a sincere "Thank You" letter
after the event or donation, preferably signed by the CEO or some other
senior manager. Highlight the benefits your organization derived from