Nonprofit Nation Podcast: Mastering Nonprofit Sponsorships with A.J. Steinberg
Episode Release Date: July 30, 2025
Host: Julia Campbell
Guest: A.J. Steinberg, Founder of Queen Bee Fundraising
Introduction
In this insightful episode of Nonprofit Nation, host Julia Campbell delves into the intricacies of securing and leveraging sponsorships for nonprofit organizations. Joined by A.J. Steinberg, a seasoned fundraising expert with over two decades of experience, the conversation unpacks strategies to transform sponsorships from mere transactions into enduring partnerships that propel organizational missions forward.
1. A.J. Steinberg’s Journey in Nonprofit Fundraising
A.J. Steinberg shares her humble beginnings in the nonprofit sector, highlighting her evolution from a volunteer to a professional event planner in Malibu, California. Her hands-on experience with traditional tools like paper and spreadsheets laid the foundation for her deep understanding of event-based fundraising. Recognizing the need for effective sponsorship strategies, A.J. founded Queen Bee Fundraising to simplify the process for nonprofits aiming to secure corporate sponsorships that go beyond event support to fuel comprehensive fundraising strategies.
A.J. Steinberg [03:04]: “I wanted to raise money so good can be done in the world… put on the gala that transforms organizations.”
2. Common Oversights in Securing Sponsorships
A.J. identifies a critical oversight many nonprofits make: attempting to secure sponsorships in isolation. She emphasizes the importance of involving the entire team, including board members and honorees, in the sponsorship process. These stakeholders often possess valuable assets and relationships that can be leveraged to attract sponsors effectively.
A.J. Steinberg [04:23]: “The development team often overlooks the fact that they can't do it alone and they shouldn't do it alone.”
3. Sponsorship vs. Partnership: Understanding the Difference
The conversation distinguishes between one-time sponsorships and year-long partnerships. A.J. advocates for building long-term relationships with sponsors, allowing them to have ongoing ownership and engagement with the nonprofit’s initiatives.
A.J. Steinberg [05:18]: “We call them partnerships when it's over a period of time.”
4. Assessing Organizational Readiness for Sponsorships
Determining readiness involves assessing financial goals and understanding what assets the organization can offer to potential sponsors. A.J. emphasizes viewing sponsorship dollars as marketing investments rather than pure donations, enabling nonprofits to present valuable offerings that align with sponsors’ marketing budgets.
A.J. Steinberg [05:22]: “Sponsorship dollars are marketing dollars… you have to think, what can we do in terms of offerings to businesses?”
5. Developing Sponsorship Packages and Pricing Tiers
A.J. provides actionable advice on creating attractive sponsorship packages. She recommends "sexying up" offerings by clearly articulating the value and duration of sponsor exposure. Establishing multiple sponsorship levels, informed by research and comparable organizations, ensures accessibility and aspirational opportunities for various businesses.
A.J. Steinberg [18:07]: “Take a look and see what they're offering and people like me who are professionals, take a look and see what we're offering and copy it.”
6. Initiating Contact with Potential Sponsors
While warm introductions are ideal, A.J. acknowledges that cold calls can sometimes yield positive results if approached strategically. She illustrates this with an example of successfully securing a high-end travel agency as a sponsor by aligning their interests with the event’s demographic.
A.J. Steinberg [21:05]: “It's a cold call… but if you lead with relevant value, it can work out well.”
7. Recognition and Maintaining Sponsor Relationships
Effective recognition extends beyond the event itself. A.J. highlights the importance of ongoing acknowledgment through social media, emails, and personalized thank-you notes. Post-event engagement, such as sharing photos and impact stories, reinforces the value of the sponsorship and fosters long-term loyalty.
A.J. Steinberg [27:53]: “We take pictures of everything… and send them via email… that’s when you’re going to get a phone call saying, ‘We want to make sure this sponsorship is yours next year.’”
8. Transitioning to Formal Partnerships
Organizations ready to move beyond one-time sponsorships should identify assets that offer sustained value throughout the year. Whether it’s ongoing program sponsorships or branding opportunities within facilities, these elements create meaningful and lasting partnerships.
A.J. Steinberg [23:41]: “When you identify assets that are going to be around throughout the year, that is the time to really craft a great sponsorship.”
9. Current Trends in Nonprofit Events
In the post-COVID era, A.J. observes a shift away from traditional silent auctions towards more engaging and personable event experiences. She advocates for creating memorable interactions that prioritize relationship-building over maximizing every dollar through bidding, thereby enhancing the overall guest experience.
A.J. Steinberg [31:56]: “Focus on creating engaging, memorable, personable, intentional events and move away from silent auctions.”
Conclusion and Key Takeaways
As the episode wraps up, A.J. Steinberg offers three essential strategies for nonprofits to enhance their sponsorship efforts:
- Involve Your Team: Engage board members and stakeholders in the sponsorship process to leverage their networks and assets.
- Reassess Offerings: Continuously evaluate and enhance your sponsorship packages to align with sponsor needs and market trends.
- Invest in Presentation: Develop visually appealing sponsorship decks that resonate with marketing professionals, showcasing your understanding of branding and value.
Julia Campbell echoes the importance of collaboration and strategic planning, encouraging nonprofits to utilize available resources and templates to streamline their sponsorship endeavors.
Julia Campbell [30:04]: “You can't do it alone. Use templates and look for examples.”
Resources and Further Learning
For those interested in elevating their sponsorship strategies, A.J. Steinberg offers a Sponsorship Toolkit and conducts half-day workshops and board retreats. You can connect with her through her website:
- Queen Bee Fundraising: QueenBeeFundraising.com
- Email: aj@queenbeefundraising.com
Final Thoughts
This episode of Nonprofit Nation serves as a comprehensive guide for nonprofits aiming to master the art of sponsorships. By shifting the perspective from seeking funds to offering valuable partnerships, organizations can build sustainable relationships that significantly amplify their impact.
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