afsp.org/SurvivorDay

Sponsorship and Donations Toolkit

IntroductionLocal sponsors can donate money or in-kind gifts, such as event space, food, or printing services. As you begin planning for International Survivors of Suicide Loss Day (ISOSLD or Survivor Day), consider anticipated event attendance, create an estimated budget, and decide whether to reach out to local foundations, business, or individuals (e.g., interested families of loss survivors) who may help cover your event costs.

Additionally, your local American Foundation for Suicide Prevention (AFSP) chapter is a wonderful resource when planning your Survivor Day event. Find your local chapter at afsp.org/chapters.

1International Survivors of Suicide Loss Day | Sponsorship and Donations Toolkit

How to Secure Donations or SponsorshipsThe earlier you approach possible sponsors, the better, since you can then offer to acknowledge their

contributions in your promotional materials, such as including their logo on your flyers.

Step 1: Identify Donors or SponsorsMake a list of possible donors and/or sponsors, deciding what, exactly, you will request from each. It is more

effective to ask for something specific than to ask for general support. Connect with your local chapter —

oftentimes, they will have existing relationships with potential sponsors.

Step 2: Call AheadCall potential donors and/or sponsors, to set up an appointment with the appropriate person (i.e. the decision maker).

Step 3: Prepare a Sponsorship PacketOffer possible donors and/or sponsors an information packet, outlining what Survivor Day is and how they

can contribute to your event. A customizable letter and form agreement are included at the end of this toolkit.

NOTE: Use of a sponsorship packet is optional; you may feel more comfortable making verbal or less formal

agreements with your community members.

Sponsorship Packet Tips

• Limit your sponsorship letter to one page

• If you’ve organized a Survivor Day event before, write about your accomplishments and explain how a

sponsorship will help create a better event this year

• Proofread carefully — ask a volunteer, or a member of your local chapter, to be a second proofreader

• Consider putting the letter and form agreement in a folder for a more polished presentation — include a

Survivor Day Postcard and Wallet Card, and an AFSP Brochure

Step 4: Meet with Potential Donors or Sponsors

Explain How a Sponsorship Will Benefit Them

You can offer to acknowledge the business in the following places:

• On your flyers and/or event programs

• In your opening and/or closing remarks on the day of the event

• With a sign next to any food, beverages, or flowers they’ve donated

• By displaying business cards or promotional flyers at your event (in an appropriate location)

Be open to other ideas that potential donors or sponsors may have about promoting their business, but use

discretion; companies should not be allowed to sell products or ask for donations at our event, or to approach

attendees in any way.

2International Survivors of Suicide Loss Day | Sponsorship and Donations Toolkit

Be Specific

For example, if you are approaching a restaurant, don’t ask for a donation of food; instead, ask for a light lunch

of sandwiches and salads, water and soft drinks, for approximately 30 attendees. Instead of asking for

flowers, ask for 40 roses—one per anticipated attendee. Or, ask your local print shop to photocopy 500

flyers. If you are asking someone for a cash donation, let them know what your fundraising goal is in terms of

covering expenses like space rental, audiovisual fees, or food.

Be Prepared for a “Maybe” or a “No”

• If a potential donor or sponsor is not quite ready to promise participation yet, give them time to think — but

leave them the packet and your contact information

• If you asked for a cash donation and they decline, ask if they would be willing to make a donation at a

different level

• If you asked for an in-kind donation and they decline, see if they are willing to offer a discount to help

reduce your overall budget

• A lot of businesses plan their budgets a year in advance, so if it is too late for them to contribute this year,

find out when you can submit a sponsorship request for the following year

• If your request for a sponsorship is declined, ask if the business would help publicize your event by displaying

or distributing posters or flyers

Step 5: Follow Up• Regardless of the outcome of your meeting, send a thank-you note

• If the potential donor or sponsor hasn’t promised participation yet, follow up with a phone call, and ask

them if they have any further questions

• If they do decide to donate or sponsor your event, have them fill out the sponsorship agreement form,

and provide them with your contact information, getting a contact person’s name and information at the

company — be sure to keep in touch, especially in the week leading up to the event

3International Survivors of Suicide Loss Day | Sponsorship and Donations Toolkit

Sponsorship Request Template[DATE]

Dear [NAME],

The holiday season can be a particularly difficult time for survivors of suicide loss. To help, we are bringing

the American Foundation for Suicide Prevention’s International Survivors of Suicide Loss Day (Survivor Day or

ISOSLD) here to [CITY, STATE] on [DATE]. Survivor Day was created through a resolution by the United States

Senate in 1999. Each year, thousands of suicide loss survivors around the world participate in Survivor Day

events to share their experience, gain insight, and find comfort in the knowledge that they are not alone.

Because our event is being organized independently by local volunteers, we’d welcome your help.

[Please consider sponsoring our event by making a donation. We are currently in need of funding to cover the following expenses: e.g., space rental fee.]

[Please consider sponsoring our event by providing an in-kind gift. We would welcome, e.g., a light lunch for about 40 attendees, photocopying of 500 flyers, …]

Sponsors who provide a minimum donation value of [$$] [This amount may vary depending on whether you expect to have just a few sponsors or several] will be acknowledged in print in [our promotional materials and/or event programs]. We will acknowledge all sponsors for their generosity at the event.

We invite you to take this opportunity to make a positive impact on the lives of survivors of suicide loss in our

community. By supporting this event, you will be sending an encouraging message to them that they are not

alone and that they are surrounded by a community of people who care.

If you wish to make a contribution to AFSP, we appreciate your donation. AFSP is a 501(c)(3) nonprofit

organization (tax ID 13-3393329); all contributions are tax-deductible. You can learn more about the American

Foundation for Suicide Prevention at afsp.org.

If you have any questions, please contact me at your convenience at [PHONE NUMBER] or [EMAIL].

Sincerely,

[NAME]

4International Survivors of Suicide Loss Day | Sponsorship and Donations Toolkit

Sponsorship Agreement[EVENT DATE] [CITY, STATE]

Name of business or individual:

If business, list contact person/title:

Address line 1:

Address line 2:

City: State: Zip:

Phone: Fax:

Email:

I would like to: (Please check all that apply)

� Make a gift in the following amount: $

Please make checks out to AFSP, [YOUR NAME AND/OR ORGANIZATION NAME]

� Donate the following product(s)/service(s):

Total value of donation: $

Authorized signature:

Date:

Please return this agreement to:

[YOUR NAME AND/OR ORGANIZATION NAME]

[If a 501(c), note your tax-exempt status and tax ID.]

[If the sponsorship benefits an AFSP chapter, note that AFSP is a 501(c)(3), tax ID 13-3393329.]

[PHONE NUMBER] [ADDRESS] [EMAIL]

afsp.org/SurvivorDay