Before we get started, I know that while “sponsorship” is a huge thing in the blogging world, not everyone is a blogger. Let’s define sponsorship before getting started:
Sponsorship is essentially advertising on a blog, purchased by another blogger or by a business, and almost always includes a banner ad on the sidebar. As a sponsor, you will be introduced to another blogger’s readers, usually through an in-post introduction, mentions on social media and sometimes by participating in a giveaway of a product or gift card.
What differentiates blog sponsorship from typical paid advertisements is the relationship aspect. Blog sponsorship is like being brought into a new social circle by a friend: the other blogger invites you in, introduces you around and vouches for the quality of your character–or in this case, your content–and thus you’ve gained introduction to a whole new circle of potential friends–or in this case, readers.
The difference between advertising and sponsorship, though, is that advertising is purely transactional. Sponsorship is based on the premise of a relationship, both between you and the blogger you’re sponsoring and between that blogger and all of her readers.
I decided to officially offer a sponsorship program in February with a few goals, which I shared here along with a request for your thoughts. To sum it up: I wanted to support other bloggers and build a sense of community, I wanted to share potential new favorite blogs with readers, and I wanted to make income that I could reinvest in my blog (which was, up to this point, a hobby and a training ground for future freelance projects). It was also clear to me from the get-go that I wanted to make sponsorship part of my actual content, not something that felt haphazard. I also recognized that the addition of sponsorship to Jaybird affects two groups of people.
Sponsors
So far, I’ve been lucky in that many of my sponsors write blogs that I already read, comment on, and share with you through social media and weekly link roundups. What could be easier than to keep promoting them? I’ve also had the joy of meeting new-to-me bloggers and finding some cool shared connections (AmeriCorps alums, what up!).
Putting these positive experiences aside, it’s important to be realistic that once you accept a sponsor you are engaged in a transaction. A sponsor pays for exposure and I want to make the experience as rewarding as it can possibly be. It doesn’t matter whether or not we have a previous relationship; once someone comes on as a sponsor, I owe them the same enthusiastic efforts I would give anyone else.
To me, that means a few basic things: sending and replying to emails promptly, treating each blogger or business representative as individual with a unique perspective (ahem, because that’s who they are), thinking of possible individual introductions to make or helpful resources to share, and of course, following through on the terms of our agreement. Again: sponsorship isn’t just advertising; it’s about being supportive and building community. When offering sponsorship at that level becomes unsustainable, I’ll know that I either need to downsize the number of spots available or that I’ve entered a new phase and need to reconsider what I can offer.
Readers
I started this blog to write. I wanted to be helpful and I wanted to share lessons about life as I lived them. Over time I realized that I could also connect with readers as friends, online and off, and that became the most rewarding part of blogging. While I’ve incorporated sponsorship into my blog, I didn’t start it to sell things. It’s important that my actions, with sponsors and in other areas, reflect those original intentions.
The main thing I keep in mind with sponsorship is that, as a blogger, I have a responsibility to readers to remember that I’m vouching for each person whose blog I share. If I begin to share people and products who aren’t a good fit, the trust that I’ve established with readers begins to crack. I’ll stop being a source for quality posts and recommendations and risk losing readers’ interest and support.
Even if content is sponsored, I want it to be interesting. I hope that you’ll actually want to read it, because that’s what you come here for after all! For example, I have a business-sponsored post next week that I’ve been giggling about for weeks because I’ve had so much fun writing it (and talking about it with Jim, who is just tickled to be featured prominently*). That’s the kind of personalized, authentic sponsored content I dig.
Rethinking Sponsorship
With all this in mind, I decided to rethink the way I share new bloggers with you on Jaybird and on social media. It’s not a dramatic change, and yes, I’m aware that I probably take all of this too seriously, but I do feel that even small sums of money and relation-based transactions deserve thoughtfulness…and transparency, since making any kind of income in the blogging world is often murky territory.
Since my weekly link roundups have been surprisingly popular (and they’re fun to put together), they will of course continue…and that’s where I’ll showcase a few favorite posts from each sponsor. They’ll be labeled as featured links from a sponsor and written just like the others along with a short introduction. Instead of repackaging that post into posts across social media, I’ll introduce sponsors or share their content with a post crafted especially for each platform. If there’s interest, I’ll put together more group posts where everyone weighs in on a topic that’s heavy on my mind, like this one: What’s Better than Doing It All? These small changes allow me to pursue sponsorship in the authentic, if time-intensive, way I want to while hopefully sharing the best of a new blog with you.
As with anything in blogging, I’m figuring it out as I go. I love the process and have learned that it’s important to check in and ask myself a few questions periodically:
It’s helpful to have guiding questions for any regular practice, and I’ve found that to be especially true with blogging–a “hobby” to which I dedicate a ton of time and effort. Returning to these questions, and others, reminds me why I started blogging. It reminds me that although a lot has changed along the way, the desire for connection has been a powerful constant the whole time.
So as a reader (and maybe even a blogger yourself) how do you feel about sponsorship?
Your comments are, time and time again, the most important thing–when I first asked about offering sponsorship, your feedback shaped how I created the process. I greatly appreciate your input and I hope you notice that it makes a difference here!
*Just kidding. That’s actually part of the post: the not-quite-love-story of Jim and Jaybird. Stay tuned for more.
Questions I Ask Myself Before Accepting a Sponsor
Before I say yes to a sponsor, I pause and run through a mental checklist. It’s not about being overly cautious; it’s about being honest with myself and protecting the community we’ve built here. These questions help me stay true to the original purpose of Jaybird.
- Would I recommend this blog or product to a friend without being paid? If the answer is no, it’s a no from me.
- Does this align with the topics and values I already write about? I’d never feature a sponsor that clashes with my core themes or feels like a stretch.
- Will my readers genuinely benefit from discovering this sponsor? I want every introduction to feel like a gift, not an interruption.
- Am I excited to work with this person or brand? If I’m not looking forward to the collaboration, it shows in the content.
If I can answer these with a confident yes, then I move forward. If not, I politely decline. It’s that simple, and it keeps sponsorship from feeling like a compromise.
What Sponsorship Actually Looks Like on Jaybird
When a sponsor comes on board, I want the experience to be seamless for everyone. Here’s how it typically works: a sponsor purchases a spot for a set period, and during that time they receive a sidebar ad, an in-post introduction, and regular mentions on social media. Sometimes we collaborate on a giveaway or a guest post, which adds extra value for readers.
I also make it a point to introduce sponsors in a way that feels natural—like I’m telling you about a friend I think you’ll love. That means writing a personal note about why I admire their work, not just slapping up a banner and calling it a day.
Behind the scenes, I keep a simple spreadsheet to track sponsor dates, deliverables, and any special requests. This helps me stay organized and ensures I never miss a mention or an email. Being reliable is part of being a good partner.
Balancing Sponsored Content with Organic Content
One of my biggest fears when I started offering sponsorship was that the blog would become overrun with ads and lose its voice. To prevent that, I limit the number of sponsored posts and collaborations each month. I want the majority of what you read here to be purely from my own brain, prompted by life and curiosity—not by a contract.
I also turn down sponsorship opportunities that don’t feel right, even when they offer a nice paycheck. It’s tempting to say yes to everything, especially when you’re trying to grow, but I’d rather have fewer sponsors and maintain trust than churn out content that feels forced.
The key is transparency: when a post is sponsored, I say so clearly. I never want you to wonder if I’m being genuine or just trying to sell you something. That honesty is what keeps this space safe and enjoyable.
Long-Term Considerations for Your Blog and Brand
If you’re a blogger considering sponsorship, I encourage you to think beyond the immediate income. Ask yourself: Does this fit with where I want my blog to be in a year? Five years? Sponsorship can be a wonderful way to build community and support your work, but it can also pull you off course if you’re not careful.
Remember that your blog is your own, and you get to set the rules. You can say no to a sponsor without explanation. You can change your offerings as your blog grows. You can decide that sponsorship isn’t for you at all. There’s no single right way to blog, but there is a right way for you.
Above all, protect the trust you’ve built with your readers. They are the reason your blog has value, and without them, no sponsor would be interested. Treat that trust as the precious thing it is, and you’ll never go wrong.