PROMOTE YOUR PARTNERS


the bigger companies, for example, Birmingham has recently become a CSR City, with a focus on education. A company that’s giving back to the community or getting actively involved sets itself apart from its less altruistic counterparts. When asking for money, goods or


services, don’t be frightened to ask the sponsor what they had in mind, then give them options. I usually have three different projects in mind at any time, these can be tailored to suit the answer to your question. If they say they wanted to sponsor something for £500, there is little point in asking for £10,000. If they are open to what you have


to offer I give three options. One might be several thousand pounds – this gives you a chance to test exactly how open they are – another option might be half the amount needed, as the project could be co-sponsored. Thirdly, I give a ‘budget’ or ‘chance to dip your toe in the water’ option. It’s always easier to ski downhill


than miss an opportunity to gain extra money. Saying ‘No!’ should never be an option! This should be a negotiation,


not a take it or leave it situation. Don’t feel defeated if you only get a small amount of money in the rst instance. Sometimes it is better to start off small, then build a relationship.


Demonstrate impact! Give examples of previous work you have done and the difference it has made to the business, the impact it has had on the children and any success the business has had via its association with the school. This might include press cuttings,


photographs, PR material or testimonials. You want to tempt the business to sign up and be part of the success story you are creating. I use my LinkedIn account to


showcase everything I do with businesses – this gives them the opportunity to link to me, but also to post links on their website giving an independent view of the work they have done. I also use the news section of the school website, Twitter, the school newsletter, Best of Solihull (online), blogs, banners at


Our pupils were very excited when Walker- Adams brought in a real-life racing buggy!


Our Year 6 cooking club visited Oakes Farm to see the chickens and collect some eggs.


Our two main sponsors have their logos displayed regularly in our school newsletter.


Our page on The Best of Solihull website acts as a great conduit for advertising.


TIP: Ask the sponsor how much they had in mind and offer three options of varying amounts. It’s always easier to ski downhill than miss an opportunity to gain extra money. ‘No!’ should never be an option!


the summer and Christmas galas, plaques and trophies. When a sponsor has been in to visit your school, why not send a ‘thank you’ letter from the children? Another tip is to always invite


potential sponsors into your school to see examples of what has been done with existing sponsors. It is always better to show something tangible, as people cannot always imagine what it is you’re explaining.


And don’t underestimate the power of your school and the charm of your delightful pupils! As you build up your network


of businesses don’t forget that you can introduce them to each other. I have been successful in making introductions, opening doors and helping some of the sponsors even further by using my connections with other businesses. Networking is a powerful thing –


get it right and people will start to come to you. Go as a guest to Business Network International (BNI) or Business Over Breakfast (BOB) events or to any networking meetings that exist up and down the country, and visit a Chamber of Commerce function, but always, always sell yourself as a business!


Coming up next issue... In the autumn issue of FundEd (out 20 October) Howard looks at ‘passive’ income streams – schemes where the school receives money each time parents buy from participating local suppliers.


FundEd SUMMER 2016 43


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