Make a Difference

sponsor \ˈspän(t)-sər\ n.
1: one who assumes responsibility for some other person or thing
2: a person or an organization that pays for or plans and carries out a project or activity


What is the best way to make a difference and help yourself get ahead at the same time?


I got my start in designing jewelry by donating items to silent auctions of charities that I supported. I reasoned that they could get more from my donation than I would give them as cash. And I reasoned that I would be able to show my work to a wider audience and have them remember me when they might be in need of something that I could help them with.


I have actually had people tell me that they would never give away their services or product as much as I do. And people who have told me that they get too many requests for donations. But I have not been disappointed by my choice. On the contrary, I have great name recognition in this community and a perception that I am willing to help.


This past weekend we had several of our own BNI Point To Success members hosting events and so that got me thinking about how that is a great way to not only network but market. By either hosting an event or sponsoring an event you increase the potential exposure for your business, if it is done well.

It doesn't make sense to sponsor an event that you have no ties to. If you are interested in sponsoring an event, choose carefully what that event might be and how much time, talent and treasure you are willing to put into it. Consider the following:

• What is the target market for the event? How closely do they represent the target market that you are attracting?


• What kind of exposure can you get for your investment? Can you get that same exposure without the investment?


• Do you need to be at the event? Or can your name be enough?


• Are there any other sponsors? If so, are any of them a competitor?


• Do you have a goal for being there?


• Why wouldn't you do it?

Case in point....

When Rick Oppermann of Sugar Cubed indicated that he wanted to hold an event to celebrate his two years in business, the members of our Mastermind Power Team jumped on board. We all brainstormed various possibilities. Ultimately, Rick chose to involve many of the downtown businesses that have been so supportive of his business in a treasure hunt that would benefit them all, culminating in free chocolate (who doesn't love that?). He was practicing the Giver's Gain philosophy by encouraging patrons to visit those businesses during the event.

For my part, his event made sense to me and attracted the same sort of people who could be my potential clients. I jumped in to offer a custom piece of jewelry aptly titled "Moonstruck" to the event. In essence, I became a sponsor of his event. My only request was that he raffle off the piece with the proceeds going to a charity of his choice. Now we are helping the Central Wisconsin Children's Museum by raising money, Rick's clients have the opportunity to win a piece of original jewelry, and my name is on all the flyers. It is a win-win-win situation.

Helping to sponsor Rick's event enhances our relationship because I am helping Rick meet a goal. And someday when I am sponsoring my own event, Rick might be inclined to help me out. It is like putting a "deposit" in a "relationship bank account" and that generous donation could certainly come back to grow my own business in time. That is the giver's gain way.

Working Words of Wisdom:

"What you do makes a difference and you have to decide what kind of difference you want to make."