Sponsorship Policy

• Purpose
• Scope
• Underlying Principles
• Policy Statement
• Accountability
• Related Library Policies
• Definition of Terms
• Appendicies
• Contact
• Appendix 1

Approved: May 26, 2014

Revised: March 24, 2025

Purpose

The purpose of this policy is to establish an approach to sponsorship that:

• aligns with the Toronto Public Library's mission, vision and values;
• provides guidance to facilitate and support opportunities for sponsorship; and
• creates a systematic approach to negotiating, managing and reporting on sponsorships.

Scope

This policy applies when a corporation contributes to Toronto Public Library (TPL or the “Library”) rooms, programs, collections, and services in return for marketing or other promotional considerations, as described below in the definition of sponsorship.

This policy does not apply to:

• philanthropic gifts or donations;
• advertising;
• grants or funds obtained from other levels of government;
• arrangements where the Library sponsors or contributes to external projects of other organizations; and
• sponsorships that solely support Toronto Public Library Foundation (the “Foundation”) events and activities.

Where the sponsorship involves naming as part of the marketing and promotional considerations provided, the sponsorship arrangement will also comply with TPL's Naming policy.

Underlying Principles

Public funding is the principle source of financial support for TPL and all public libraries in Ontario. Corporate sponsorships provide additional support that enables TPL to accelerate and scale impact. Sponsorships can help advance the mission of the Library over time, and enable innovation to meet community needs.

The Library welcomes mutually beneficial sponsorships that enrich the lives of residents by enhancing library services.

In developing sponsorship arrangements, the Library will:

• ensure the public service objectives of the Library or of the sponsored rooms, programs, collections and services are not compromised;
• protect its principle of intellectual freedom and equity of access to its programs, services and collections;
• protect the confidentiality of customer records;
• ensure that sponsors do not have any influence on the goals and objectives of Library programs, materials selection practices, policies, and strategic priorities of the Library

Programs, events or activities for which sponsorship is sought must align with the Library's strategic priorities, annual business plan or be included on the Library's list of fundraising priorities.

Policy Statement

TPL recognizes that public funding is the principal and most important source of funding for its services. The Library endorses the Canadian Library Association's Position Statement on Corporate Sponsorship Agreement in Libraries (Appendix 1) which supports the importance of public funding for the public good, while allowing libraries to pursue supplementary funding.

Publicly funded libraries can and do explore other sources of funding, such as grants, donations, and sponsorships, to ensure that they provide the best possible services to their communities. Corporate sponsorships provide additional support that enables TPL to enhance the level, extend the range, or improve the quality of library service.

In this context, the Library welcomes and encourages the business community to support the Library through sponsorships that provide resources, including financial revenue and/or in-kind contributions, to enhance rooms, programs, collections and services to the community.

1. Merit of Sponsorship

   • 1.1 The Library is committed to engaging in sponsorships which maximize benefits to the Library and its users.
   • 1.2 Sponsorships must benefit the Library by allowing it to maintain, enhance, promote and/or market approved Library rooms, programs, collections and services.
   • 1.3 In return for providing certain benefits to the sponsor, the Library will receive resources in the form of funding, products, services or other in-kind contributions which can be used directly in support of the sponsored rooms, programs, collections and services or indirectly to support other Library services.
   • 1.4 Sponsorships are intended to enhance and accelerate Library initiatives, and supplement, but not replace, public funding for library services.

2. Appropriateness of Sponsor

   • 2.1 The Library is committed to selecting appropriate sponsors for Library rooms, programs, collections and services.
   • 2.2 Prior to TPL engaging in a sponsorship arrangement, the TPL Foundation will conduct a risk screening assessment to assess the reputation of the potential sponsor, the nature of the sponsor's business and the effect that an affiliation with that sponsor will have on the Library's public image. The assessment will be shared with the City Librarian prior to approval of the sponsorship.
   • 2.3 The sponsorship must not confer a personal benefit, directly or indirectly, to any particular Library employee, Foundation employee, or Toronto Public Library Board (“TPL Board”) member.
   • 2.4 The Library will decline sponsorship proposals from parties that are disqualified from doing business with the City or the Library.

3. Appropriateness of Sponsor for Children

   • 3.1 The Library will give special consideration to sponsorships involving or targeted to children under the age of thirteen years, including attention to evolving community values and standards.
   • 3.2 The Library will not seek or accept sponsorships for rooms, programs, collections and services involving or targeted to children, including, but not limited to the following criteria:
     • from corporations whose products cannot be legally sold or distributed to children;
     • from corporations whose products are inappropriate for use by children;
     • that involve commercial advertising to children.

4. Appropriate Benefits for the Sponsor

   • 4.1 The sponsor will receive a benefits package and level of recognition that is commensurate with the value of its contribution.
   • 4.2 The TPL Foundation, working in collaboration with the Library, will determine whether the opportunity involves a single or multiple sponsor(s) and will inform potential sponsors of the nature of the arrangement and the names of potential co-sponsors.
   • 4.3 The sponsorship must not result in, or be perceived to result in any competitive advantage, benefit or preferential treatment for the sponsor outside of the sponsorship agreement.
   • 4.4 The sponsorship must not interfere with existing or potential future contractual opportunities, including but not limited to current and upcoming TPL procurements.
   • 4.5 There will be no actual or implied obligation to purchase the product or services of a sponsor.
   • 4.6 Pursuant to this policy, a range of sponsor benefits may be negotiated including, but not limited to, naming, public recognition, and/or the placement of the sponsor's name and/or logo on Library property (e.g. rooms, collections, website) and/or on digital or printed materials (e.g. posters, bookmarks, flyers, banners, brochures).
   • 4.7 Where the sponsorship involves naming, the sponsorship arrangement will comply with TPL's Naming policy.
   • 4.8 Recognition may be in conjunction with, but not necessarily limited to, the programs, events, services or activities which are supported by the sponsor.

5. No Endorsement

   • 5.1 While sponsorship involves an association between the sponsor and the Library, the Library will not endorse the sponsor or their products and services.
   • 5.2 Sponsors are prohibited from implying that their products, services or ideas are endorsed by the Library.
   • 5.3 The Library reserves the right to explicitly disclaim endorsement of sponsors.

6. 6 Adherence to Library Policies

   • 6.1 All sponsorship arrangements must be in accordance with all relevant Library policies, including but not limited to Conflict of Interest policy, Procurement policy, Access to Information and Protection of Privacy policy, Equity Statement and Intellectual Freedom Statement.
   • 6.2 Should a specific sponsorship arrangement require an exception to an existing Library policy, it will be subject to TPL Board approval.

7. Sponsorship Solicitation

   • 7.1 The Library is committed to an open, transparent and accountable sponsorship process while adhering to confidentiality with respect to business interests of some sponsors, particularly during the negotiation phase.
   • 7.2 As a general principle, information about opportunities for sponsorship with the Library will be made available publicly.
   • 7.3 In order to expedite sponsorship development, a formal competitive process is not required when soliciting sponsorship opportunities or when the sponsorship opportunity is initiated by a third party.
   • 7.4 In soliciting sponsors, the TPL Foundation may identify and approach a number of potentially interested and suitable sponsors for each available sponsorship opportunity.

8. Approval of Sponsorships

   • 8.1 Prior to the solicitation of sponsors for a Library project, the sponsorship component of the project must receive concept approval from the City Librarian or delegate.
   • 8.2 The City Librarian may approve sponsorships which are:
     • 8.2.1 valued at $500,000 or less per year;
     • 8.2.2 have a term of three years or less;
     • 8.2.3 cumulative sponsorships from a particular corporation for the same purpose that do not exceed $500,000 in a given fiscal year; and
     • 8.2.4 in compliance with this policy.
   • 8.3 The TPL Board must approve all sponsorships which do not meet all of the above criteria, or which involve the naming of Library branches, rooms, programs, or collections.
   • 8.4 Once sponsorship negotiations are complete, and appropriate approvals have been received from all parties, the general terms of the sponsorship will be included in an annual report to the TPL Board and, will be disclosed to the public at the appropriate time.
   • 8.5 The local Councillor will be informed when there is a ward-specific sponsorship for a specific branch with a value of more than $50,000.
   • 8.6 The Library reserves the right to refuse any sponsorship that it, in its sole discretion, considers to be inappropriate or unsuitable to the advancement of the mission and objectives of the Library.

9. Written Agreements

   • 9.1 All sponsorships must be documented and be authorized and signed by the appropriate authorities for the Foundation, the sponsor and, if appropriate, the Library. Written agreements must cover all substantial terms and conditions of the sponsorship arrangement.
   • 9.2 The Foundation shall draft a written agreement (e.g. confirmation letter, memorandum of understanding, etc.) consistent with the size, complexity and scope of the sponsorship.
   • 9.3 All sponsorships valued over $100,000 require a written legal contract (e.g. sponsorship agreement).
   • 9.4 All sponsorship agreements will be for a fixed term.
   • 9.5 The sponsorship must not create an ongoing legally binding financial obligation for the Library beyond the term of the agreement.
   • 9.6 The Library will retain ownership and control over any sponsored assets, including, but not limited to: events, services, programs, facilities, rooms, features etc.

Accountability

The Director, Policy, Planning and Performance Management, is responsible for implementation of this policy and will work in collaboration with the TPL Foundation.

As per the Letter of Understanding between the Toronto Public Library Board and the Toronto Public Library Foundation Board, the Foundation is the fundraising arm for the Toronto Public Library. According to the Letter of Understanding, the Foundation's functions broadly include having responsibility for soliciting and negotiating sponsorships on behalf of the Library.

Pursuant to the Letter of Understanding, the Library may also engage in sponsorship opportunities through mutual consultation with the Foundation.

As the TPL Board is required to comply with the Municipal Freedom of Information and Protection of Privacy Act (MFIPPA), any personal information collected, used, disclosed and stored by the Library and the TPL Board pursuant this policy will adhere to MFFIPA requirements.

Related Library Policies

• Advertising Policy
• Naming Policy

Definition of Terms

Advertising is a business arrangement where an external organization purchases or leases space, or time, on any form of Library property for the purpose of communicating with the public with the intent to influence their choice, opinion or behavior. Unlike ‘sponsorship' it involves the use of contracted public advertising in set locations, for a set period of time. Advertising does not imply any reciprocal partnership arrangement since the advertiser is not entitled to any additional benefits beyond access to the space or time.

A Donation is a philanthropic gift or arrangement where a donor, generally either an individual, estate, or philanthropic foundation, contributes financially and/or in-kind goods or services to the Library. Donations are eligible for a tax receipt. In the case of philanthropic donations from a corporation, while most donors expect some form of recognition as a result of their gift, the recognition is marginal in value relative to the value of the gift as defined by the Canada Customs and Revenue Agency. Where the recognition is significant enough that it provides a commercial advantage, this would be considered a sponsorship as defined below.

Donor recognition is the practice of appreciating and promoting the support and contributions of donors to the TPL. Donor recognition may take many forms, including acknowledgement letters, newsletter, website or social media recognition, a donor recognition wall or digital display, recognition plaques, and naming opportunities.

A Sponsorship is a mutually beneficial business exchange between the Library and a corporate organization whereby the sponsor contributes funds and/or in-kind contributions to the Library in return for commercial advantage including naming, recognition, acknowledgement or other promotional considerations such as publicity, merchandising opportunities, etc. Because of these marketing benefits, a sponsorship does not qualify for a tax receipt.

Appendices

• Appendix 1: Canadian Library Association's Position Statement on Corporate Sponsorship Agreements in Libraries

Contact

• Director, Policy, Planning and Performance Management

Appendix 1

Canadian Library Association's Position Statement on Corporate Sponsorship Agreements in Libraries

Libraries enrich lives, provide information needed for work and daily living, and foster informed communities which are essential to a democratic society. In recognition of this important function, communities support libraries through public funding. The library's first priority is to ensure the continuation and growth of this primary relationship – public funding for the public good.

CLA encourages and supports advocacy to maintain and develop public funding as the principal source of support for public, school, academic and government libraries.

Publicly funded libraries can and do explore other sources of funding, such as grants, gifts, donations, partnerships and sponsorships, to ensure that they provide the best possible services to their communities. Corporate sponsorships are one source of additional support that allows libraries to enhance the level, extend the range, or improve the quality of library service.

To ensure that partnerships enhance the library's image and add value to library services, libraries need to develop policies and sponsorship agreements that outline the conditions and the benefits of the sponsorship arrangement.

CLA believes that the following principles are important in developing sponsorship policies and agreements. Libraries have a responsibility to:

1. demonstrate that sponsors further the library's mission, goals, objectives and priorities, but do not drive the library's agenda or priorities.
2. safeguard equity of access to library services and not allow sponsorship agreements to give unfair advantage to, or cause discrimination against, sectors of the community.
3. protect the principle of intellectual freedom and not permit sponsors to influence the selection of collections, or staff advice and recommendations about library materials, nor require endorsement of products or services.
4. ensure the confidentiality of user records by not selling or providing access to library records.
5. be sensitive to the local political and social climate and select partners who will enhance the library's image in the community.

June 21, 1997