How To Pitch Corporate Sponsors
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Raising money can be the hardest step in launching your project, event or start-up. You can be passionate about your idea and convince a lot of people with your passion, but it takes the right information. Learn how to ask for what you need, and close the deal. Join us in Toronto's finest surroundings for 60 minutes of valuable info, links and the tactics you need to start applying immediately after leaving the workshop. ------------------------------------------------------------------- Presented by Towa Beer, a cause marketing specialist who has been presenting events, causes and great ideas to funders for the past decade. She has personally raised millions for large and small clients. Miss Beer brings all of her fundraising experience, an extensive mentor network, and many free templates to each workshop.
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How To Pitch Corporate Sponsors
- 2. Courting Corporate $$’s Creative Class 1A www.MyMentorSaid.com
- 3. WHAT STAGE ARE YOU @?
- 4. Stage of growth Interest rates Amount of risk
- 5. The stage in the business cycle that you are in, will define the type and source of funding you need
- 7. How to approach a potential corporate partner
- 12. 1. Solve a real problem 2. NO incremental costs 3. that’s worry free 4. creates new revenue 5. builds community and consumer trust.
- 13. Solve a real problem
- 16. It’s important that you show that this is a TURNKEY request, with no additional costs.
- 17. Worry free
- 20. Reveal (New) Hidden Revenue
- 24. With all these elements combined, you end up with a partnership that fits everyone…
- 26. What 2-3 brands would be a good fit with your product or event? Who is your perfect match?
- 27. THE APPROACH
- 28. What is in YOUR pantry? • What do you have in abundance? • What assets do you have to offer THEM? • What is it about your event that inspires the sponsor to participate? • Why is this important?
- 32. The What Brief description of your organization, outline of the event, project, or program for which you are seeking support. The Who - Demographics including number of attendees, age, socioeconomic status - Identify how your proposal matches the target market of the proposed sponsor - How will YOU increase their market share?
- 33. The When, Why and How Using your “Pantry list” of benefits, show how your project complements the potential sponsor’s goals and philosophy. Detail how you plan to market their involvement, where they will be seen, and experienced by the target.
- 35. Program $ Lift Program Profit Margin % Program Cost Program ROMI Program Cost The simplest formula for calculating marketing ROI is: (Gross Profit – Marketing Investment) Marketing Investment
- 36. So if you assume your business makes a 50% profit margin, and your marketing campaign brings in $50,000 in revenue you only made $25,000. Your ROI is actually 0%: ($25,000 – $25,000) $25,000
- 38. 1. 2. 3. 4. 5. Cover Page About Us Our Audience/Community The Case for Support Your Marketing/Promotion 6. Features, Benefits & ROMI 7. Your Partnership Offer 80%
- 39. Customize The Ask 8. Your Unique Sales Offer 9. Promotion & Marketing 10.Reporting the Proof 11.Contact Info 20%
- 40. What $100,000 actually buys across TV, online video, mobile, direct marketing, and social media.
- 43. Cover Page 80%
- 45. About Us 80%
- 46. About CBCF The Canadian Breast Cancer Foundation is Canada’s leading breast cancer charity through: • funding relevant, impactful and innovative research • supporting and advocating for the breast cancer community The Foundation is a trusted leader The Foundation is the country’s leading organization committed to creating a future without breast cancer and since its inception over 25 years ago, has invested over $248 million in the most relevant and innovative research. The Foundation is the largest funder of breast cancer research in Canada. Insight and Perception CBCF ranks in the top 5 national charities measured for support and in the top 3 for brand perception. (C’volution,TrojanOne) 46
- 48. Activating our community Last year: • • • • • Yard Sale for the Cure’s media presence generated almost 400,000 online impressions with consistent RTs from the blogging community 70,000 Ontarians participated in the Canadian Breast Cancer Foundation CIBC Run for the Cure CBCF Ontario partnered with over 400 community events Over 20,000 letters were sent to the Ontario Government as part of a campaign to improve quality breast cancer screening in Ontario. Our social media audience increased by 400% during the first two weeks of the campaign CBCF was awarded the most influential non-profit in social media by Hill & Knowlton (Oct 2011) CBCF Facebook Page 48
- 50. Case study: Liberty Village Art Crawl Challenge: customized partnership opportunities in return for cash & prizes from a local restaurant. Win/Win = Promotion & prizing festival + increased traffic & awareness to the business Result: Restaurant sales went up due to increased awareness & support from the target community during campaign. Client secured cash & prizes.
- 51. Restaurant Partnership Customized promotions: • Provide discounted coupons for entrée or dessert to participants & artists of LVAC • Display posters in venue • Host an exhibit with an artist and we will invite the media “With any purchase of $50 or more at any artisan booth, enjoy a free entrée!” • Host the media launch, 10am breakfast event • Custom beverage • Provide grand prize basket for participants
- 52. Marketing Channels To capitalize on the Foundation’s large online follower base, Yard Sale for the Cure’s marketing channels are primarily online, with radio and print media seamlessly integrated into the overall marketing channels. Facebook Page Yard Sale for the Cure Website Yard Sale for the Cure Print/OOH
- 53. Features, Benefits & ROMI 80%
- 54. Recognition • www.yardsaleforthecure.com and cbcf.org/Ontario and Atlantic sites – – – – • Logo recognition on the Sponsors and Partners section of the website. Includes link to full page layout and description of partnership, including a link out to your Target Canada™ website. 8,000 visitors to Yard Sale for the Cure website , March-May 2012 period Host a Featured Auction with your branded car, product, signed item or premium service and be featured online. Yard Sale for the Cure e-communications: – – Recognition in e-communications slated for distribution during Yard Sale season, March 25th to September 30th 245,000+ subscribers • Logo on all t-shirts produced for province of Ontario (760) • Online Celebrity Yard Sale “Webisodes” – – Opportunity to place product or CEO in an episode of the YSC Micro-Series Brand association with celebrity, YSC and on site activation at local sites
Editor's Notes
- Hold her until everyone is ready to start
- Thank you for coming, my name is Towa Beer and I'm here to talk to you today about funding your projects through corporate sponsorship.Please hold your questions to the end….we have 30 minutes for all your questions
- In order for me to tailor my presentation today, could you please share with me…How many of you here today have Registered your business? Self or Incorporated?How many are looking for project based funding for a one-off activity?How many of you already have a corporate bank account for your business?
- There are other options to corporate partnership that I cover in another workshop that include government, endowments, foundations and private lenders. Make sure to give me your email address so I can share our FAQ sheet with links to government funding programs.Some criteria to consider when figuring out where to look for funds are… your stage of growth, are the terms reasonable, with a low interest rate? And what is the potential impact to your credit rating? What is the amount of risk?
- The stage in the business cycle that you are in, will define the type and source of funding you need. When I first introduced myself, I asked how many of you were in stage one and two…
- There are times when the ASK is such a compelling case for inclusion that a partner seems obvious.What type of event do you think this is based on the sponsors you see on their banner wall?Tea company with Mother’s day eventWater company with a sports event
- Who do you want to be with is as important as who you don’t.The NoNOlistFind out as much as you can about them, their products, their line of business.
- 80% of the work involved in securing a corporate partner takes place well before the first call is madeMany questions have to be asked so we know exactly whom we are contacting and what do WE have that they need to reach their business goals?
- A great match happens because there is a great fit. This is an ad for running shoes for a fundraising event!!Rubbermaid for Yard SaleTea for Mother’s Day BrunchEsso for Driving ExpoThink ahead to determine what 3-4 brands fit so seamlessly with your product or event that they could be in an advert like this one!
- These are the five key steps to preparing an partnership offer
- When looking for a way to increase the bone marrow registry, a young man in an ad agency created this packaging and sent it to his client, Band-Aid to see if they’d agree. They did and it works. It solved a problem and engaged an audience while providing credibility and authenticity to the corporate partner
- You can’t keep going back to the well to get more money. Your contract is likely based on a quote you provided and aside from a 10% contingency, the project planner needs to stay on budget.
- DO NOT come in and present a solution for them that ends up costing MORE than the client has negotiated. Come in UNDER budget!! Death by a hundred small cuts
- Make your proposals or case for support from the perspective of the client first.Show them how this partnering opportunity will tap a new audience for them, or engage a new demographic, or perhaps appreciate their existing customers in a new cool way?
- Apple has created a “fan base” a passionate brand following and continue to inspire overnight line ups for new launches.Think about how you can offer extra services (free wifi in all apple stores) products (those bags are awesome) and knowledge (genius bar staff) to your potential customer
- How can you reward your loyal customer or supplier? Do they want to meet a new customer, sample their product, engage with youth?
- A great match happens because there is a great fit. This is an ad for running shoes for a fundraising event!!Rubbermaid for Yard SaleTea for Mother’s Day BrunchEsso for Driving Expo** Okay everyone time to get out those pens and write something down.***
- YOU are someone’s perfect match
- now you understand WHO YOU WANT, we can start to build something to attract themLike offering a skittish squirrel a piece of FOOD…what do you have to entice them?
- Before you start writing the proposal, take stock of what’s in Your Pantry?what assets do you have to offer?
- Very important to the partner is where you show HOW will you measure the ROI they are giving you.Fans lead to revenue!so HOW can the work that you are doing turn into revenue for them? Or better reputation with the customer?Using the middle section, explain HOW you will drive activity up to the top and measure it.
- All the information about who you are, what you are doing and how you will bring them a return on their cheque to you is included in a sponsor package.Some call it a “deck” but this is the tool for conversation starting, negotiating and haggling!
- Tell us a little bit about yourself in the proposal now
- Time to put it all together so let’s break it out into three parts and define what we are talking aboutTake time to tailor the proposal to the sponsor you are soliciting (don’t just edit and replace text!)
- Show how you are going to help them reach their goals, for less effort than they are doing now.
- Everyone always wants to know about how to get sponsorship. Like a young man asking how to meet a beautiful woman….
- A key performance metric when evaluating a marketing campaign isreturn on investment (ROI). Return on investment = gain from investment/ cost of investment[There are many misconceptions about how this metric is calculated. Some might think that if you spend $25,000 on a campaign and it brings in $50,000 in revenue, that they have gotten a 100 percent ROI.
- Remember, this method doesn’t account for things like the cost of goods, your business’ expenses and other overhead factors. You want to calculate your ROI based on gross profit on the product/service you are selling, not simply the revenue.
- The majority of your sponsorship proposal will stay the same, customize the rest
- Whether you are pitching to Pepsi or Coke - this part would normally remain the same
- This is the part that you customize for each partner that you are approaching…
- Modern marketers must make tradeoffs between spend and reach. For example, $100k will get you a two-sided direct mail postcard sent to 100,000 people, a Direct mail campaign with a double sided postcard that will reach 100,000 homes, one month campaign of real time bidding on Goodle Ad Words, yields 2.5 million impression, OR four broadcast commercial spots on Bravo seen by 1.85 million.Shell out a little more, $150k, and get one day of sponsored Twitter trends, an exposure of 18 million Twitterers. $200k gets you a Facebook display ad campaign seen by 266 million OR spend five hundred thousand at YouTube for 1 day of your ½ page video ads and reach over 24 million
- So now we understand all the ways to present the information….let’s see how I’ve done it in the past!
- Lets recap what goes into a complete partnership request or sponsorship proposal
- Use their logo in the master file so they know it’s about them
- ----- Meeting Notes (2013-10-31 14:59) -----Have them appear one at a time, each one is logical
- Note the total reach from the facebook page, mention of the online impressions, how many people participated and how engaged they are
- ----- Meeting Notes (2013-10-31 14:59) -----Have them appear one at a time, each one is logical
- We were able to provide actual examples of how we planned to connect the sponsor into the event experience.We showed a variety of ideas for them to consider, illustrating how much time we thought about THEM and THEIR needs.The most successful metric was the amount of people who presented the artisan coupon. It proved good or bad that there was a connection with the event participants.
- What marketing channels can they expect to see their logo in?
- ----- Meeting Notes (2013-10-31 14:59) -----Have them appear one at a time, each one is logical