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Corporate sponsorships have grown up. Remember when it was a big deal that a company put its logo on a Little League team’s jersey or sponsored a float in the local parade? Today, many high-profile nonprofit events could not survive without serious corporate support. But writing the check is just the start.

Recently, Des Moines’ Youth Emergency Services & Shelter (YESS) held its first-ever Derby Duck race. The organization exceeded its duck adoption goal by almost 100 percent, thanks to amazing support from the presenting sponsor, NCMIC Group Inc. What did NCMIC’s leaders do that was so remarkable?

They funded the event fairly: The Presenting Sponsor fee provided the seed money to get this new event off the ground and feeling secure from day one.

They engaged their employees: They hosted employee kickoffs, gave their employees time off to serve on committees, held adoption sales competitions and hosted a 15-foot duck in their corporate front yard.

They served on the steering committee: Several key NCMIC Group leaders were active in every facet of the event’s planning and execution.

They rolled up their sleeves and worked it: On the day of the event, it seemed as if 100-plus NCMIC Group employees were on hand and pitching in.

They took the charity into their hearts: They toured YESS facilities, offered assistance in other areas and no doubt will continue the relationship long after the last duck dries off.

Hats off to YESS and NCMIC Group for putting on a stellar event and raising lots of money for Iowa’s kids.

Note: McLellan Marketing Group promoted this event pro bono.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2007 Drew McLellan