Handling sponsorship requests can be challenging. You need to strike a balance between maintaining relationships and ensuring the sponsorship is beneficial for the company. Companies should consider establishing clear selection criteria when they are bombarded with requests for sponsorships, donations, or ad purchases from clients, centers of influence (COIs), influential community members, and friends.

When developing these criteria, consider:

• The size of the financial request

• The importance of the requesting party

• The fit with your company's marketing goals

It's important to evaluate if the opportunity aligns with your niche's interests and values, and what impact it could have on your brand. Consider factors like cost-effectiveness and the chance to connect with key decision-makers.

By adopting a structured process, you ensure a thorough evaluation of each sponsorship request, helping you make well-informed decisions.