Finding the key to sponsorship in a charity context

For my internship, I thought the most rewarding experience would be to help out a charity or non for profit group, and I was correct.

Firstly, Second Chance Horse Rescue is a non for profit group dedicated to equine welfare throughout Western Australia. The organisation was established in 2006 and has rehabilitated over 120 horses, whilst improving the lives of countless others. Many of the horses that come into the charity’s care come from abusive or neglectful homes.

 The group rely heavily on the public’s donations and support, many volunteers help at fundraising events and foster the horses in care until they are adopted out. Many of these horses take years of rehabilitation and handling until they can be safely adopted. Gaining knowledgable foster carers is a major problem the organisation faces, this is an area I will be addressing later in the internship.

However organization is holding their annual Beginner’s Horse Show on Sunday the 22^nd of September at the Walangarra Pony Club in Wungong. I was trusted to create a sponsorship proposal and research potential sponsors.

Drafting a sponsorship letter was difficult as I have never done anything life that before, I had never created one throughout my uni life, luckily I found a large degree of examples on the internet to gauge the type of template that was needed.

So I got busy in  drafting up a sponsorship letter, coming up with sponsorship levels and guidelines. After that was set, I brainstormed with the committee in what benefits the organisation could offer to potential sponsors.

We came up with four levels offering a range of benefits from Facebook and website advertisement, printed advertisement in the show guide on the day of the event. Ring sponsorship turned into our largest offering as well as a free stall at the event for businesses.

The final sponsorship proposal was then submitted to the committee and that’s when my research began. Having been in the equestrian industry for most of my life I had a good idea to what businesses I should approach. I sent letters and emails to a range of stock feeds, tack stores, horse studs, vetinaries, riding schools, trainers, horse breakers. The committee agreed to focus on the equestrian industry for the time being.

My next dilemma would be to approach the committee in sending sponsorship proposals to local businesses in the Wungong area, it would mean alerting the sponsorship proposal but it might open up another key market.

We realised by invoking emotion and sympathy into these letter we got a better response by the equestrian community.  One slogan we used was "Help us to help them", we also used a number of before and after photographs depicting successful stories that the organisation has achieved. By creating sympathy for the horses and the conditions they are in, we realised the community was more willing to give. By seeing a photo on an unhealthy horse we received a greater reaction then by writing about it. I guess in this situation a photo does speak a thousand words. This approach was never been used before and we have seen a dramatic increase already in the number of sponsors compared to last year. 

After all it is a fundraising show.

I’ve had a very good response so far with many of the higher sponsorship spots already gone.  It felt great knowing that this proposal and my contribution may save a number of horses in the future. The funds raised will help provide the best medical care, training and general rehabilitation for the horses surrendered into care. It was great to know that the efforts I helped produce will give a horse a second chance at life.

Below is Second Chance's Ebony before and after she was rehabilitated