by A.J. Steinberg, CFRE of Queen Bee Fundraising
Most nonprofit boards understand the importance of fundraising, yet when it comes to sponsorships, many board members hesitate to step up. They may feel they lack the right connections, worry about making an “ask,” or simply see sponsorship as something best left to staff.
The reality? Board members are uniquely positioned to help identify and secure sponsors. They have networks, credibility, and influence—powerful assets in sponsorship development. The key is equipping them with the right mindset, tools, and strategies to turn their passive support into active engagement.
1. Reframe the Role: From “Asking” to “Opening Doors”
One of the biggest barriers to board involvement in sponsorship is fear of solicitation. Many board members associate sponsorship with “asking for money” rather than building partnerships.
Solution: Reframe sponsorship as an opportunity for businesses to align with a cause, gain exposure, and support the community. Encourage board members to focus on making introductions rather than making the ask. A simple, “I’d love for you to meet our team and hear about this opportunity” is often all that’s needed to get the ball rolling.
2. Activate Their Networks with a Simple Exercise
Board members may not realize how many potential sponsors are within their personal and professional circles. A structured exercise can help them see the connections they already have.
Exercise: At your next board meeting, ask members to jot down:
- Three businesses they frequent (restaurants, gyms, stores)
- Three companies they work with professionally (vendors, service providers)
- Three friends or colleagues who work in businesses that market locally
Chances are, you’ll uncover multiple warm leads without much effort.
3. Provide Easy-to-Use Sponsorship Tools
Many board members hesitate to reach out because they don’t feel prepared to talk about sponsorship opportunities. Give them the confidence they need with:
- A one-page sponsorship overview (clear benefits, impact, and levels)
- A short email template they can personalize and send
- Key talking points for casual conversations
Keep these materials simple and accessible—something they can glance at quickly before reaching out to a potential sponsor.
4. Celebrate Small Wins and Build Momentum
Many board members hesitate to reach out because they don’t feel prepared to talk about sponsorship Recognizing and celebrating board members’ sponsorship efforts—big or small—helps build confidence and engagement. Did someone make an introduction? Secure a meeting? Even if it doesn’t lead to immediate sponsorship, acknowledge their effort.
At each board meeting, share a quick sponsorship update and shout out members who have taken action. Seeing progress motivates others to get involved.
5. Set Clear Expectations (and Lead by Example!)
Engaging the board in sponsorship isn’t a one-time request—it should be built into the board’s responsibilities.
- Add sponsorship prospecting as a standing board agenda item
- Establish a goal (e.g., each board member provides 1-2 sponsor leads per year)
- Have the board chair or development committee lead by example—when they take action, others follow
When board members see sponsorship engagement as part of their role—not just an optional task—they’re more likely to contribute.
The Bottom Line
Board members don’t have to be sponsorship experts, but they do need to be engaged. By shifting their mindset from fundraising to relationship-building, equipping them with the right tools, and creating a culture of action, you can turn your board into a powerful sponsorship development team.
Are your board members actively involved in sponsorship prospecting? If not, what challenges are you facing? Let’s discuss in the comments!
