What should be expected from a media sponsor when asked to sponsor an annual gala fundraiser? When it comes to local TV, radio and newspaper sponsorships (if your sponsorship levels range from $600 to $10,000) what is reasonable to ask in return? It doesn’t seem like 10k would get you much air time if you were buying it outright. We are hoping to raise $30-50k in our second year and have 250-300 people attending. — Walter R.

OUR RESPONSE

Walter, $10,000 can get you a decent reciprocal media exchange in a print publication. Typically, we have seen media sponsorships as barter deals of “sponsor benefits” such as logo placement and links on the nonprofit’s website, and logo on print collateral and event signage, or other special recognition or acknowledgment at the event, in exchange of ad space in the publications.

Larger sponsorship barter arrangements can include the publication creating a special insert in the publication or as a stand-alone product, or providing additional media coverage. The idea is to leverage the media sponsors’ infrastructure in a way that does not cost them a lot additionally but allows them to benefit from the positive association with your nonprofit. The media sponsor also has access to other resources such as reporters, on-air personalities, and advertisers.

The best media sponsorship deals benefit both parties equally at little cost to each. The idea is to be creative about what both parties bring to the table.

Howard Adam Levy, is Principal of Red Rooster Group, a New York based graphic design firm that creates effective brands, websites and marketing campaigns for nonprofits to increase their visibility, fundraising and communications effectiveness. Contact us at info@redroostergroup.com.

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