South Carolina's statewide afterschool network, the South Carolina Afterschool Alliance, capitalizes on its statewide Lights On Afterschool event as an opportunity to attract new sponsors from the business community and to recognize their existing funders - thus motivating sponsors to continue and expand their support of SCAA's important work for afterschool in South Carolina.

Background
Each year, the South Carolina Afterschool Alliance (SCAA) hosts an event for Lights On Afterschool at the State House with the governor and his education/legislative advisor. SCAA sees Lights On Afterschool as an important tool in its efforts to bring the afterschool issue to the attention of policymakers, including the governor. Past Lights On event activities have included a parade down Main Street to the Capitol building, a fitness session and a governor-sponsored breakfast for business leaders.

In 2005, the South Carolina Afterschool Alliance secured more than $2,500 in cash from various businesses, plus additional in-kind support, for its Lights On Afterschool event.

SCAA credits its sponsorship successes to mining all potential business connections, developing a clear set of benefits for sponsors and ensuring that sponsors' contributions are recognized in a meaningful way. Dedicating part of its Lights On Afterschool event to honor existing funders and supporters is a key part of SCAA's long-term fundraising and development plan.

How They Did It - Strategies for Success
The South Carolina Afterschool Alliance started planning, and prospecting, early.

In August, SCAA contacted the managers of local businesses in Columbia, South Carolina's capital. For example, Zelda Waymer, executive director of the South Carolina Afterschool Alliance, capitalized on strong relationships with the state's Chamber of Commerce to approach a local Home Depot. Ms. Waymer did some research on the company and its founder and wove what she learned into her Lights On sponsorship pitch to the Home Depot store manager. She also hand-delivered a proposal that articulated the SCAA's mission, the purpose of the Lights On event, and the partners and guests who would be involved. She even prepared a sample news release that mentioned Home Depot's support. Said Ms. Waymer, "Knowing what you need when you approach them is very good. Be specific in your request because they will have no clue what you need." Her work resulted in an in-kind donation worth about $500 for the network to make signs representing each county in the state.

Ms. Waymer repeated the process with several other local businesses, tapping into any connection she could find through SCAA's valuable network of partners and supporters. Her efforts led to positive results and garnered both funding and in-kind support from numerous sponsors. For example, the Sysco Corporation donated food and the network received cash funding from Palmetto Richland Memorial Hospital ($1,000), South Carolina Electric and Gas ($1,000) and First Citizens Bank ($500). In approaching the bank, the group went directly to the president.

Ms. Waymer strongly recommends finding out who is connected to whom and then building on those connections. "It's whatever gets you in the door," she said, "but be prepared to tell them how their contribution will be recognized. [Tell them] what the public will know or see about this event and how the business was involved."

Sponsor Recognition
Lights On Afterschool sponsors were recognized in three main arenas: media (press materials), promotional items (T-shirts with sponsor logos), and policymaker acknowledgement (the governor's remarks). After the event, each sponsor received a thank-you gift basket that included event T-shirts, the press release, a DVD of the event, and other promotional items that were distributed at Lights On Afterschool.

The potential business sponsor's desire for recognition is strong. Ms. Waymer is convinced that the inclusion of a recognition ceremony to honor afterschool champions during Lights On Afterschool has made their event better and more attractive to business sponsors. Essentially, a good event begins to recruit for itself because other potential sponsors want a moment in the spotlight at the next event.

At the 2005 Lights On event, the South Carolina Afterschool Alliance honored select afterschool champions who made significant contributions to the network and to the community. For example, Staples was honored for the company's philanthropy, including their donation of printing materials for the network's annual conference in March 2005, a service worth $15,000. (Since Lights On 2005, Staples also has sponsored a back-to-school bash for teachers and afterschool coordinators and has provided care packages for classrooms and afterschool programs.) Other champions honored at 2005's celebration were:

• Judge Bill Byars, state director of the South Carolina Department of Juvenile Justice, and the SC Legislative Black Caucus. Judge Byars and the Black Caucus established and fund Teen After-School Centers.
• The Sisters of Charity Foundation, which provided matching funds for the Alliance.
• The South Carolina Education Oversight Committee, for funding for a program tool kit and providing $250,000 from their budget for the network to help improve the quality of afterschool programs statewide.

Tips from South Carolina

• Start planning as early as possible.
• Have all your information organized.
• Know what you want from sponsors when you approach them.
• Don't be afraid to ask. Fear can be one of your worst enemies, but you have nothing to lose. Shoot for the stars; you never know.
• Most important, have someone connected to the business community on the Lights On Afterschool sponsor recruitment committee. They know whom to ask and have credibility with the possible business sponsor.