Building Trust to Build Sponsorship Relationships

Building Trust to Build Sponsorship Relationships

July 23, 2025

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Charmaine Hammond

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It’s incredible to look at a project from that 30,000 view and reflect on just how important building trust is. Today while on an airplane, I did just that. Above the clouds, I reflected upon what has worked with sponsorship and community partnerships for the many projects and client projects I have been involved with. 

Reflections on Building Trust with Sponsors

Here’s what came up for me:

Relationships and trust are the roots from which all collaborations grow. Even when you are at the early stages of meeting with prospective sponsors and community partners, how you show up and communicate is either adding to or detracting from trust being built.
  • The prospective sponsor might be getting a sense you can pull off your project because you have clarity and support. Check mark for trust.
  • They might feel that you are open to considering their ideas, values, and needs. Another check mark for trust.
  • You might be asked a question for which you have no idea and you responded with something like, “That is such a great question. Let me think on that after our call, and I will get back to you tomorrow,” or “That is a good question; one that I think my team can answer better than I. Let me go back to them, and then I will check back in with you tomorrow.” Check mark for trust building.
  • You didn’t try and dodge your way around, you responded with integrity. And when you keep your commitment and follow up the next day, even better.
talking to sponsors - Building Trust to Build Sponsorship Relationships
Think about your recent conversations. Was how you showed up advancing and building trust? 

As trust is being developed, a relationship starts to form. Communication, keeping commitments, and getting to know more about each other and your businesses starts to solidify that relationship.  

Every little step you take makes a difference 

What actions and steps can you take today towards building trust with local brands, prospective partners, and sponsors?
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Category:
Relationship in business & sponsorship
Related Topics:
building relationships, building trust, collaborations, communication with sponsors
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About the Author

Charmaine Hammond

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Charmaine Hammond, CSP, has been in the business of changing lives and raising dreams for more than 25 years through teaching the principles of collaboration, partnership, and sponsorship. As a Certified Speaking Professional and best-selling author, Charmaine shares her unmatched speaking, sponsorship, and entrepreneurial experiences with business owners, nonprofits, authors, and speakers looking to expand the funding and reach of their projects.

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