How to Identify, Land and Retain Sponsorship Deals

That Solo Life, Episode 323: How to Identify, Land, and Retain Sponsorship Deals Episode Summary

In this episode, Karen Swim, APR, and Michelle Kane welcome back Anetra Henry, founder of Anetra Henry Consulting. Anetra brings her expertise in nonprofit sponsorships to the table, guiding solo PR pros and communicators through each step of the sponsorship journey. The conversation covers the essentials: identifying aligned sponsors, developing sustainable strategies, managing relationships, and understanding the real costs and rewards of sponsorship. Whether you're new to sponsorship deals or want to deepen your approach, this episode is packed with insights, practical advice, and wisdom from the frontlines of nonprofit development and communications.

Episode Highlights

• [01:13] Anetra shares her career update and the relaunch of Anetra Henry Consulting, focusing on helping nonprofits secure sustainable revenue through corporate sponsorships.
• [03:32] Adjusting sponsorship strategies in the face of industry shifts and navigating workforce and philanthropy changes.
• [04:39] Why most nonprofits overlook ongoing sponsor relationships and the pitfalls of only thinking about annual galas.
• [05:08] Viewing corporate sponsorship as a reliable stream of income and integrating it into long-term planning.
• [06:05] The communicator’s role in sponsorship: leveraging storytelling and impact reports to retain and nurture sponsors.
• [09:10] Managing PR crises and evaluating potential sponsors: assessing reputational risk and the importance of thorough vetting.
• [14:30] The four most common sponsor “personality types” and how to work effectively with each: The Fisher, The Decisive, The Egocentric, and The Infiltrator.
• [19:39] Understanding the true cost of sponsorship management for nonprofits and associations—what every dollar really takes to earn.
• [22:57] Are nonprofits embracing AI? The current landscape and smart ways to use AI for prospecting and admin without losing a human touch.
• [26:09] Balancing the heart and business of nonprofit work: reminders for communicators and PR pros who serve mission-driven organizations.
• [28:47] Anetra's advice for listeners: take care of yourself, know your value, and support nonprofits while maintaining sustainable business practices.
• [28:48] How to connect with Anetra: her website, LinkedIn, and book for practical guidance on sponsorship success.

About Anetra Henry

Anetra Henry is the founder of Anetra Henry Consulting, where she helps nonprofits and associations secure strategic, sustainable corporate sponsorships. With over 20 years of experience in nonprofit growth, sponsorship strategy, and communication, Anetra partners with organizations to develop actionable plans that bolster revenue and impact. She is also the author of the “Sponsorship Success Guide,” designed for purpose-driven teams seeking reliable funding and practical tools. Please connect with Anetra on LinkedIn.

 

Related Episodes & Additional Information

• Get your copy of Anetra’s book: Sponsorship Success Guide
• Episode 254: The Work of Diversity, A Conversation with Anetra Henry

Host & Show Info

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR Pro, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

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