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For-Profits and Nonprofits Alike Can Benefit From Strategic Sponsorship of Their Custom Publications

By The CCM Team

Nonprofits should take a page from their for-profit cousins and embrace sponsorships in their custom publications. In the past we’ve discussed the importance of private-sector partnerships, and this is a fine example of one aspect of such a relationship. (The eBook we published on this very topic is available in our Nonprofit Resource Center.) 

Sponsorships can make the difference between a lackluster execution and a powerhouse custom publication that engages your communities like nothing you’ve done before. And for nonprofits, what’s more important than engagement?

What to consider:

Maintain the right balance of sponsored pages and editorial content. You’re not in the business of selling advertising, so don’t feel obligated to offer a full menu of options at different price points. In fact, the sponsorship units should be restricted to full-page increments. By taking “fractional units” out of the equation, you avoid running the risk of cluttering things up. Restrict the number of sponsors allowed and grant each of them a category exclusive.

How to “sell” the sponsorship concept? Start by making a short list of potential sponsor organizations – those who’ve supported your events and publications in the past. Talk it up with your board members as well. Put a solid plan together. The publication sponsorship could be part of a ‘package’ that affords the sponsoring organization tickets to your events, VIP passes (in the case of museums and others where on-site events are common) and other perks. The distinction with this particular benefit is that it’s a gift that keeps on giving – expanding the reach of the publication and the wonderful storytelling contained therein. And if your sponsor is an enterprise with a large number of employees, every one of them is a potential donor, connector or ambassador.

Let’s recap the benefits.

Sponsorships can help you:
  • Extend the budget
  • Enable increased distribution or publication frequency
  • Stimulate new private-sector partnerships or strengthen existing ones
  • Enable higher quality content, such as more original photography or higher-level graphic design, for more effective storytelling
If you’re planning a new or expanded content platform, but are concerned about the extra strain it might put on your brand new 2019 budget, think about offering sponsorships. It can be done without sacrificing publication integrity. Contact CCM to exchange ideas.
Consonant Custom Media

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Mike Eisgrau
Dir. of Business Development

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Tampa Bay

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Steve Smith
Publisher | Creative Director 

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John Wark
Consulting Editor | Dir. of Business Development

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