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
