Patrick moriarty sponsorship


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Patrick moriarty sponsorship

  1. 1. Successful SponsorshipsPatrick MoriartyDirector of Training and DevelopmentOur Community(
  2. 2. Sponsorship is NOT a donationit is a mutually beneficial relationship
  3. 3. Your aim – to get a major sponsor forAustralia Day 2014 in your community?
  4. 4. Who was the major sponsor forAustralia Day last year?
  5. 5. As a business why would I sponsoryour Australia Day event?.....If you can’t think of a compellingreason – don’t ask!!Maybe grants/donations might bebetter
  6. 6. Australia Day is many things to many people….and tobusiness it may simply be the pleasure of being involvedbut for many it will be about what business opportunitiescan be created andhow will that make my till ring!Major corporate partners may want the exposure and theconnection of their brand to your event – i.e. positioningtheir brand in the community – but even they will want toknow that they are getting value for money.
  7. 7. Australia Day is the nation’s largest community celebration, with 93% of Australiansconsidering January 26 our most important national day on the calendar.On Australia Day we come together as a nation to celebrate whats great aboutAustralia and being Australian. Its the day to reflect on what we have achieved andwhat we can be proud of in our great nation. Its the day for us to re-commit to makingAustralia an even better place for the future.On Australia Day, over 14.5 million Australians attended either an organisedcommunity event, or celebrated together with family and friends. Yet Australia Day ismuch more than barbeques and fireworks.It is more than another public holiday. It is more than the pride and excitement of newcitizens who call themselves Australian for the first time on 26 January after beingconferred citizenship.At its core, Australia Day is a day driven by communities, and the celebrationsheld in each town, suburb or city – unified by the celebration of what’s greatabout Australia and being Australian – are the foundation of its ongoing success.
  8. 8. This is not theend – this isreally thebeginning –now youMUST deliver
  9. 9. Step One – clarity around what it is you want and whatyou can deliverWhat services, resources, money, goods, abilities oropportunities does want or need from a relationship?andWhat can you give in return to make the arrangementattractive to a prospective partner?
  10. 10. Do Your Homework• The more you can find out about potential partners, thebetter• Saves time and energy• They will be doing their homework on you – makesure your website and other public material is up todate• Look for natural fit – some community organisations andbusinesses are made for each other• Obvious shared vision, shared market, shared interests,sometimes a shared need
  11. 11. Who do they partner with now?• Looking at your target’s existing sponsorships will give you agood idea of whether you will be compatible.• Is your target already in sponsoring similar?• Do you respect the other organisations they support?• Will you be in competition with the other partners?• Can the current partners offer the business something youcan’t?• Is there something special you can offer that their otherpartners can’t?
  12. 12. Values Match• This is one of the most critical aspects of any partnership –business or personal• It is impossible to have a genuine sponsorship with anorganisation with incompatible values.• Look at the public vision and values statement• Look at past conduct and how they addressed issues• Be careful how you use this information - never think that youcan hold a business to ransom by offering a partnership as away to ease their conscience or improve their reputation on acontentious issue
  13. 13. Fit’ is essential for a company considering a sponsorship. Youneed to identify possible link/s between the work and focus ofthe company and your planned Australia Day events.For example, links could be: health; wellbeing; quality; localproduce; community welfare; supporting youth; serving aspecific section of the community for years.These days look at Facebook – Twitter – what they are sayingand what others are saying about them
  14. 14. Make It Easy For ThemFind out their business drivers for partnership• The drivers for the decision makers can be very different towhat the business will present publically.• Could be:• New customer market? WA firm moving East• New Market Segment? Youth• Branding opportunity? Australian Positioning• Reputation? YOU OWN AUSTRALIA DAY• A chance for the new CEO or Managing Director to buildhis public profile?• If your organisation can deliver it, then make sure youinclude it in your proposal pitch
  15. 15. Make It Easy For ThemGive them plenty of time• Don’t approach a business with a tight turnaround time for a decision orat their peak season(s).• Understand and respect their deadlines and processes for approval andbe flexible. The more flexible you can be the more appealing you will beas a partner.• If you get to the negotiation phase, jointly set some ground rules arounddeadlines and reasonable expectations, but when you are wooing apartner, try and be accommodating.
  16. 16. Negotiating and PlanningRoles and Responsibilities•Determine who is responsible for what in each organisation.•Establish the sponsorship leads from the word go – key contacts•There will be many people within each organisation who may have a role -media and communication, finances, volunteer coordination, eventmanagement etc.• Always include the heads of organisation when determining roles andresponsibilities – need to be fully aware and involved in the partnership asspokespeople if nothing more.
  17. 17. Document, Document, DocumentFormalFor many businesses this is a legal requirement• Can be audited• Taxation records• Internal financial approvalsInformal• Follow-up note or email after meeting (minutes)
  18. 18. Document, Document, DocumentBare Minimum• Sponsorship agreement• Minutes of meetings• Media and communications plan• Financial and progress reports• Measurements
  19. 19. Communication• Should be a no-brainer, but communication is an incredibly neglectedarea of sponsorship• Breakdown in communication leads to a breakdown in the relationship• Basic rule – always communicate as you would like to becommunicated with – the how, the what, the why
  20. 20. Communication• If you think they might need to know, then they DO need to know• Consider contemplation a green light for communication• Heads-ups• Keep everyone on the same page• No surprises!!!
  21. 21. Maintain the love• Say thank you• Updates – let your partner know how the relationship is going, but alsohow the event is going• Special invitations – create a special role for your partner. Don’t burnthem out.• Your newsletter/media• Visits and tours (set ups)
  22. 22. Maintain the love• Say thank you• Updates – let your partner know how the relationship is going, but alsohow the event is going• Special invitations – create a special role for your partner. Don’t burnthem out.• Your newsletter/media• Visits and tours (set ups)
  23. 23. Tell the world and celebrate• Letters to the Editor• Media releases and photo opportunities• Your newsletter• Your website• Their newsletter• Their website• Presentations to employees• Letters to stakeholders• Letters to local Members• Morning/afternoon teaAsk your sponsor who they want you to tell and how
  24. 24. Stand By Your MatesExternal Problems• Both partners are susceptible to problems – financial, bad media,changing leadership• Understanding these problems, and supporting your sponsorappropriately, is crucial• You are under no obligation to support your sponsor if they have donesomething immoral, illegal, or in opposition to the values and intent ofthe agreement• If this happens it’s time to review the viability
  25. 25. I won’t say Good Luck – I’ll say GoodPlanningThank YouAny Questions?