What My Basset Hound Can Teach Us About Corporate Sponsorship

Written By: Lori Zoss Kraska, MBA, CFRE

Since I was a little kid I've loved basset hounds! As a Gen Xer, I fondly remember pop culture bassets like Fred from the movie Smokey & the Bandit and Flash from the 80's TV show Dukes of Hazzard. Needless to say, as an adult, I chose to adopt the bassets I've had from amazing local rescues. My current basset hound, Lucy, has quite the personality and as I walk her around the neighborhood or watch her track a scent in my yard, I couldn't help but think how much she can teach us about corporate sponsorship!

1. Patience Pays Off

🦴 Basset Hounds are famous for their patience, waiting calmly for the right moment to act.

Corporate partnerships don't usually happen after one conversation or one email. Companies need time to evaluate the opportunity, budget appropriately, and build internal buy-in. Leaders must stay steady and persistent—continuing to nurture the relationship without appearing impatient or pushy. True partnerships are built over time, not in a single sales cycle.

2. Follow the Scent Relentlessly

🐾 Once a Basset Hound catches a scent, they are relentless in following it to the source.

Similarly, once you identify a sponsor prospect that aligns with your mission, you need a plan to steadily pursue the relationship. That means regular check-ins, personalizing communications, and continuously demonstrating how your organization can help the company achieve its goals. Persistence, combined with purpose, keeps your mission top of mind.

3. Loyalty and Trust Matter

🐕 Basset Hounds form strong bonds once they trust someone—they’re loyal for life.

Trust is the foundation of every successful corporate relationship. Sponsors want to know that your organization will deliver on promises, manage their brand well, and truly appreciate the partnership. Leaders should focus on consistent follow-through, transparency, and celebrating sponsor contributions. The goal isn’t just a one transaction deal—it’s a lasting, mutually beneficial relationship.

4. Adapt to the Environment

🌳 Basset Hounds skillfully navigate varied environments—woods, fields, sidewalks—without losing focus.

Likewise, leaders must adapt their sponsorship strategies to changing landscapes. Economic shifts, leadership changes at a company, or evolving CSR priorities can alter a sponsor’s interest. Staying flexible—by adjusting proposals, offering new activation ideas, and customizing benefits—shows your organization is a nimble, valuable partner worth investing in.

5. Don’t Underestimate the Power of Being Memorable

🎩 A Basset Hound’s distinct appearance and personality make them unforgettable.

In a sea of sponsorship requests, being "just another proposal" won’t cut it. Leaders must craft sponsorship offerings that stand out through storytelling, mission impact, and creative opportunities that spark a company's imagination. Being memorable doesn’t mean being flashy—it means clearly communicating how your organization offers something no one else can.

6. Listen Carefully to Pick Up Key Signals

👂 A Basset Hound’s long ears help scoop up scents, guiding them to the right path.

Listening is one of the most underutilized sales skills in corporate partnership development. Instead of pitching first, listen carefully to what corporate decision-makers are telling you—about their marketing goals, social responsibility priorities, and internal challenges. Active listening helps you pick up "signals" that allow you to tailor your proposal to meet their specific needs—leading to a stronger chance of closing the partnership.

7. Find and Embrace Your Howl

🐾 Basset Hounds are famously vocal. When they successfully track a scent—or just want attention—they proudly let the world know with their signature, unmistakable howl.

Purpose-driven organizations shouldn’t be shy about sharing their successes and celebrating their impact. Corporate sponsors want to align with organizations that are confident, visible, and proud of the difference they make. Be your own best advocate. Share success stories, showcase outcomes, and let potential and current sponsors see the powerful results of their partnership. Your "howl"—your story of impact—attracts new opportunities and strengthens existing relationships.

At first glance, it might seem like a basset hound wouldn't have much to teach us about the world of corporate sponsorships—but look closer, and the lessons are powerful. Patience, persistence, trust, adaptability, memorability, active listening, and proudly sharing your impact—these are the very traits that drive long-term partnership success. In today’s competitive landscape, purpose-driven organizations that embody these traits will not only attract corporate sponsors but will build lasting, meaningful relationships. So the next time you're crafting a sponsorship pitch or nurturing a corporate partner, channel a little Basset Hound energy—and watch what happens. 🐾