SPONSORSHIP COMMUNICATION STRATEGY FOR THE ASTHMA SOCIETY OF CANADA:

IMPLICATIONS FOR NONPROFIT ORGANIZATIONS IN BANGLADESH

Abstract

The Seja’s Run is a public awareness building program conducted by the Asthma Society of Canada and the Alumni Association of the Toronto French School for the last 18 years. The empirical evidences have shown that the Seja’s Run event can be expanded beyond its present limited audiences and community. The secondary analysis, in this paper, on the non-profit industry in Canada has demonstrated that corporations are significantly contributing to non-profit sector in the form of grants, donation, in-kind supports and sponsorships. However, non-profit organizations need to come up with well-designed communication strategy for soliciting and thereby convincing corporations for sponsorships. Over the previous years, the Seja’s Run got sponsorship mostly through personal relationships and contacts of the people involved in the event committee. After evaluating the present scopes and future potentials of the Seja’s Run, five major current donors of the event were interviewed regarding the event. Based on the comments and feedbacks from these donors, this paper also presents a guideline for designing sponsorship communication strategy for the non-profit organizations in Bangladesh