Seeking Sponsorship, Not a Grant

I conducted a workshop about approaching sponsors. After the workshop, I received this message and excellent question from a participant who was trying to get a sponsorship program off the ground:

"While our email to PepsiCo pitched marketing (see below)...we eventually received a response from the PepsiCo Foundation that they 'provide grants to youth development programs in the areas of leadership and entrepreneurship, primarily for urban and low-income youth'...and cannot fund us at this time. But, I want to underscore that we are interested in seeking sponsorship opportunities with PepsiCo, rather than apply for a grant.

Here is the email that was sent to the Manager of Corporate Contributions:

'We serve over 2,000 young people in our award winning Youth Development Center. It won a U.S. Department of Labor award - a designation which brought us national prominence. I know that our audience buys your products - they are middle school and high school students, many of whom come here after school and purchase Pepsi Cola, Mountain Dew, Aquafina, and Sierra Mist from our vending machines.

Although we are especially proud of our youth programs our reach goes beyond that - our organization has been a leader in the renaissance of our neighborhood

I would really like to set up a time to talk to you in the next couple of weeks.'

1. Hats off on using the email approach. However, if they were looking for sponsorship, they targeted the wrong department. The email was sent to the Manager of Corporate Contributions at PepsiCo. Of course they would respond in this way. The PepsiCo Foundation has very different goals (and budgets) than brand managers.

2. This is not a very effective way to begin a conversation. This is too heavy on the accomplishments of the organization. They should have bulleted out ways to help Pepsi with specific goals. At least this way they would show that they've done their research.

3. Unfortunately Pepsi probably doesn't care about the 2,000 youth mentioned in the email. They are already purchasing product in the vending machines. But, if the organization came up with a few bulleted points as to how they could help them build innovative relationships with this population and their families, it may have been more effective.

4. The closing is weak. Of course they really want to talk to Pepsi, buy why would Pepsi want to talk to them? How can they open a conversation to discuss ways to work together to achieve goals a, b and c.

In my opinion, the email was sent to the wrong person and wasn't effective in convincing the contributions person that she should forward this email to a brand manager or follow up with a conversation. In fact, a Manager of Corporate Contributions at PepsiCo is most likely very low in the decision-making totem pole.