Are you stuck in a rut
delivering modest tree-related
events on Arbor Day, with the
feeling that you never have enough
resources to deliver truly outstand-
ing events? If so, perhaps you have
been thinking of tapping into fund-
ing streams that might be available
from local companies who could be
persuaded to sponsor your events.
If you are uncertain of how to go
about working with potential spon-
sors, this article may assist you,
as it provides an overview of the
successful approach to generating
and managing sponsorships uti-
lized by the City of Surrey, BC.
Unlike philanthropic giving, spon-
sorship is a business arrangement
between two parties. By partner-
ing with sponsors, the City could
receive funding or in-kind resources
for the event from the sponsor,
while the sponsor will receive pos-
itive public exposure. Both parties
benefit from high attendance.
SPONSORSHIP OF MUNICIPAL FORESTRY
Programs & Events
by Owen Croy, Manager of Parks and Mary Rukavina, Special Events Manager,
City of Surrey, British Columbia • Photos by R. Chapman
(photomontage above - left side) Rock climbing at Surrey's Party for the Planet
(right side) The more visible the recognition of sponsors, the better.
As a starting point, you will need
to put together a sharp package for
potential corporate sponsors and
devote considerable amounts of
time arranging to make pitches to
corporate decision-makers. In gener
-
al, you should make fewer but more
comprehensive pitches after doing
your homework to understand as
much as you can about the compa-
nies that you are targeting. In order
to maximize the effectiveness of a
sponsorship campaign, you must
24 City Trees 24 City Trees
