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Business, Operations & Fundraising·Lesson 32 of 49

Thanking & Recognizing Sponsors

The first and most important step in keeping a sponsor: genuine, prompt gratitude.

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Gratitude is the foundation of retention

The number-one reason sponsors stop giving is feeling unappreciated or unseen. The fix is simple and nearly free: thank sponsors quickly, sincerely, and repeatedly. FIRST's Fundraising Toolkit guidance on building long-term partnerships and nonprofit best practice agree that a thank-you should be the start of a relationship, not a transactional receipt.

Thank promptly and personally

  • Send a personalized thank-you (email or, even better, a handwritten note) within a few days of a gift.
  • Have students sign cards or write notes - a sponsor would rather hear from the kids they are funding than from a form letter.
  • Keep the first thank-you focused on gratitude; do not immediately ask for more.
  • Always provide a tax receipt / acknowledgment with your org's tax-exempt info for their records.

Deliver the recognition you promised

Fulfilling tier benefits is a matter of trust. Track each sponsor's level and make sure they actually receive what they paid for:

  • Logos on the robot, banner, t-shirt, trailer, and website, sized to their tier
  • Social-media features and shout-outs at events
  • A plaque or certificate where promised
  • A robot demonstration at their site for top-tier sponsors
  • A spot on your 'Our Sponsors' web page with a link to their site

Keep a simple checklist per sponsor so nothing slips. A sponsor who was promised a robot logo and does not see it will not renew.

Make recognition visible and public

Public recognition multiplies the value sponsors receive. Announce new sponsors on social media, feature them in your pit display, mention them in press and at demonstrations, and thank them at school and community events. Visibility is part of what they are buying.

Action step

Build a sponsor-recognition tracker (one row per sponsor: tier, benefits owed, benefits delivered, thank-you sent). Send a personalized, student-signed thank-you to your three most recent supporters this week.

Key takeaways

  • Thank sponsors within days, personally and ideally from students; the first thank-you should not ask for more
  • Track and actually deliver every tier benefit you promised - undelivered recognition kills renewals
  • Make recognition public (social media, pit display, demos, press); visibility is part of what sponsors are buying

Go deeper

Lesson quiz

Required

Answer all 3 questions correctly to complete this lesson.

1.According to FIRST's 'How To: Sponsor Relations' guidance, when listing sponsorship tiers and the benefits each tier receives, a team should:

2.A concrete way FIRST suggests teams recognize and thank sponsors who have STEM-related staff is to:

3.Why does FIRST frame sponsorship as a 'two-way street' when teams thank sponsors?

Answer every question to submit.