PINs workshop: Effective Sponsorship and Fundraising with David Lovelock (November 2013)
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PINs workshop: Effective Sponsorship and Fundraising with David Lovelock (November 2013)

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This is a presentation for our PINs workshop on sponsorship and fundraising with David Lovelock from D L & Associates

This is a presentation for our PINs workshop on sponsorship and fundraising with David Lovelock from D L & Associates

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PINs workshop: Effective Sponsorship and Fundraising with David Lovelock (November 2013) PINs workshop: Effective Sponsorship and Fundraising with David Lovelock (November 2013) Presentation Transcript

  • PART 1: Employer Engagement Maximizing “Money & Mind-Share” David Lovelock Not to be reprinted or used without written permission from DL & Associates employerengager@gmail.com 647.961.4166
  • Goal Today : • Learn about Employer Engagement & Generating Corporate Sponsors and its value to your organization • Tips on how to reach and engage employers • Consider how to overcome barriers preventing you from engaging employers & sponsors • Group exercises Not to be reprinted or used without written permission from DL & Associates 2
  • Where are your eggs ? Not to be reprinted or used without written permission from DL & Associates 3 View slide
  • Where are your eggs now ? Not to be reprinted or used without written permission from DL & Associates 4 View slide
  • Are you keeping the plates spinning? Not to be reprinted or used without written permission from DL & Associates 5
  • Keeping the plates spinning: Technology – database admin /social media Clients Staff Funders Volunteers Alumnus $ Board Employers Not to be reprinted or used without written permission from DL & Associates 6
  • You’re not alone out there! In Canada alone there are 85,432 registered charities competing for the donor dollar: • • • • • 18,358 welfare 5,782 health 13,831 education 33,262 religion 14,199 benefits to the community and other * Source : Charities Directorate of the Canada Revenue Agency, 2011 Not to be reprinted or used without written permission from DL & Associates 7
  • Watch for these signs! Employers/Funders $ Not to be reprinted or used without written permission from DL & Associates Clients / Members 8
  • Crisis…What crisis? “You never want a serious crisis to go to waste.” Not to be reprinted or used without written permission from DL & Associates 9
  • Crisis…What crisis? “You never want a serious crisis to go to waste. And what I mean by that is it’s an opportunity to do things that you think you could not do before” - Rahm Emanuel, Pres. Obama’s Former Chief of Staff & Chicago Mayor Not to be reprinted or used without written permission from DL & Associates 10
  • What time is it ? “It's 11:00 o’clock… Do you know where your children are ?” “It's the 11th hour… Do you know where your employers are ?” Not to be reprinted or used without written permission from DL & Associates 11
  • Employer Engagement (EE): What is it ? Not to be reprinted or used without written permission from DL & Associates 12
  • Key Premise #1 : “Fundraising is not an event, it is a process” Edgar D. Powell “Employer Engagement is not an event, it is a process” (David) Not to be reprinted or used without written permission from DL & Associates 13
  • Effective EE = a plan, a process and pleasant persistence 80% of sales happen on the 5th customer call * * According to Sales & Marketing Executives Club of Los Angeles Not to be reprinted or used without written permission from DL & Associates 14
  • Effective EE = a plan, a process and pleasant persistence 90% of all salespeople stop trying to make a sale before the 5th customer call. ** % Who Quit 12% 6% 10% 24% 48% ** Data from the Dartnell Corporation Not to be reprinted or used without written permission from DL & Associates After 1st Call After 2nd Call After 3rd Call After 4th Call After 5th Call 15
  • Key Premise # 2 : “It’s about the economy, stupid” (Bill Clinton) “It’s about the relationship, silly” (David) Not to be reprinted or used without written permission from DL & Associates 16
  • It’s about the relationship, silly Not to be reprinted or used without written permission from DL & Associates 17
  • Master the basics of relationship-building AIDA • • • • led me to Cecilia ! Awareness Interest Desire Action Not to be reprinted or used without written permission from DL & Associates 18
  • Authentically engage “What you do must reflect and serve the community in some way. For the community (employer)* to have an interest in having a donor or volunteer relationship with you, your organization must provide programs and services that authentically engage and serve its need.” - Ratna Omidvar - Pres. Maytree Foundation * inserted by me Not to be reprinted or used without written permission from DL & Associates 19
  • The origins of authentic engagement – story-telling Not to be reprinted or used without written permission from DL & Associates 20
  • Now it’s your turn to engage us ! As groups, select : - 1 Scribe - 1 Table Host 1. Share your own client success story that demonstrates value (help) you brought to a relationship with a client that does NOT involve $$$ (5 min) 2. As a group, choose one story. Include a situation, your action and the results (5 min) 3. Engage us with the story (3 min) Not to be reprinted or used without written permission from DL & Associates 21
  • Cost of engagement … advertising. "Half the money I spend on advertising is wasted; Not to be reprinted or used without written permission from DL & Associates 22
  • Cost of engagement … advertising. "Half the money I spend on advertising is wasted; the trouble is I don't know which half.“ Not to be reprinted or used without written permission from DL & Associates 23
  • D@W Corporate Service Guide Not to be reprinted or used without written permission from DL & Associates
  • D@W Corporate Service Guide Not to be reprinted or used without written permission from DL & Associates 25
  • Member/Employer Experience Member Intake Brand Service Delivery Your Org’n Your People Programs & Services Feedback loop Not to be reprinted or used without written permission from DL & Associates Jobs JD Support Job Postings Output Employed
  • Your Member Intake • • • • • • • • Where do your members come from (referrals, agencies, employers, associations, conferences, social media (website, LinkedIn, Facebook , Twitter, etc.) ? How far do they travel to come to you? Who are they (demographics)? Trends and shifts in age, gender, ethno-culture, client category? Why do members come to your organization? Review all member user surveys results Qualitative focus group of member users and non-users to determine what they like/ dislike, usage Quantitative survey of members to determine likes dislikes, use or non-use Why do members leave? (Lapsed member surveys) What will bring them back or earn their praise? Member Intake Brand Your Org’n Service Delivery Your People Programs & Services Feedback loop Not to be reprinted or used without written permission from DL & Associates Jobs JD Support Job Postings Output Employed
  • Your Brand “sweet spot” Not to be reprinted or used without written permission from DL & Associates 28
  • Your Brand • • • • How is your brand perceived in the marketplace, by members (and potential members), funders, employers, immigrant agencies, colleges, universities and other associations? How/where is the your brand promoted? Points of promo. contact with potential members& employers? How to leverage your brand to generate new and satisfied members? Is there a need to resolve any “brand confusion” between you vs. other organizations? Member Intake Brand Your Org’n Service Delivery Your People Programs & Services Feedback loop Not to be reprinted or used without written permission from DL & Associates Jobs JD Support Job Postings Output Employed
  • Employer Engagement: So, what’s in it for employers? • • • • • • Access/exposure to your members (potential customers) Public association with your brand in the community & marketplace Cost avoidance on acquiring talent = No head hunter/ recruitment fees & hiring and training subsidies. Brand awareness - Sponsorship opportunities and web banner ads to raise corporate profile Volunteer opportunities - (i.e. mentor, job shadow, speaking opps at info-session, networking, mock interviews) Fulfill their … Member Intake Brand Your Org’n Service Delivery Your People Programs & Services Feedback loop Not to be reprinted or used without written permission from DL & Associates Jobs JD Support Job Postings Output Employed
  • CSR Not to be reprinted or used without written permission from DL & Associates 34
  • Employers don’t give to you, they give through you They give through your organization to: • • • • • fix a problem they (or their customers) worry about; sustain or expand a solution they believe in; get into more of what they’re interested in; feel like they’ve made a difference; provide their employees with volunteer opps. Not to be reprinted or used without written permission from DL & Associates 35
  • What motivates people to give? Not to be reprinted or used without written permission from DL & Associates 36
  • What motivates people to give? • • • • • • • • • • • They’re already involved Common shared values Guilt Peer recognition Join others Improve community Concern for others Habit Tax benefits Respect for the person asking Someone ASKED Not to be reprinted or used without written permission from DL & Associates 37
  • Engagement Tools for $$$ • • • • • • • • • • Sponsorship (event, program) Ticket sales Silent auctions Direct mail solicitation Online donation (links -website & emails) Corporate/Foundation CFPs Naming rights Partnership ventures Fee-based services (from training to bake sales) Mobile Giving Not to be reprinted or used without written permission from DL & Associates 38
  • Sharing experiences… • "None of us is smarter than all of us." Not to be reprinted or used without written permission from DL & Associates 39
  • Now, it’s your turn to share an employer engagement success involving MONEY… As a group : • • • • • S – Situation C – Cash A – Action R – Results E – Eureka! (Aha!) Moment Not to be reprinted or used without written permission from DL & Associates 40
  • AIDA & The Donor Cultivation Cycle 1. AWARENESS Initial Contact (Suspect) 2. INTEREST Interest Meeting (Suspect) 5. Thank, Recognize & Steward (Client) 3. DESIRE Tour/Visit Non-Ask (Prospect) 4. ACTION Ask Meeting (Qualified Prospect) Not to be reprinted or used without written permission from DL & Associates 41
  • Advice for approaching employers 1. Align with their business strategy 2. Align with their philanthropic strategy 3. Define what “success” is and demonstrate outcomes 4. Steward your relationship 5. Continue to ask 6. Refresh your case for support 7. Don’t forget the basics (Cultivation Cycle) Not to be reprinted or used without written permission from DL & Associates 42
  • Events as employer engagement Not to be reprinted or used without written permission from DL & Associates 43
  • How big an event ? (How long is a piece of string ?) Sample Gala Revenue & Expenses Target Attendance = 300 attendees REVENUES Estimated Sponsorships Fee (8 @$10k each) Donations $80,000 $2,000 Ticket Sales (10 Corporate Tables(100ppl) @ $1000 per, Individuals and Alumni (200ppl) @ $100 per. $30,000 Silent Auction Raffle tickets 150 ppl x $10 Advertising in TCF Gala Brochure $4,000 $1,500 $5,000 $122,500 Total Revenue EXPENSES Estimated AV Event Production Venue Food & Beverage (300ppl @$40) Advertising & Promotion Trophies Engraving Trophies Photography @ Pre and At-Event and photo printing $15,000 $18,000 $12,000 $8,000 $300 $3,000 $400 Printing & Design Program Brochure Program Materials, Nominations, flyers, Invitation pamphlet, posters and signs Promotional Material for Gala : Menus, Corporate Logos Card, Program & Service Pamphlet $6,000 $1,800 Podiums signs and vinyl signs for future Gala Flowers for tables Photocopying Postage Courier Expense Volunteer Recognition Meeting Costs ( i.e. catering for all Selection Team meetings) Travel & Parking & Truck/Car Rental for Gala Stewardship & Plaques for Sponsors Contingency Costs & Misc. $250 $400 $100 $500 $200 $300 $1,200 $5,000 $700 $300 $2,000 $75,450 Total Gala Expenses Net Revenue $ 47,050 44
  • Top 10 To Do’s 1. “Know thyself” and sell the value you bring to your niche 2. Make everyone in your org’n an ambassador 3. Centralize and clean your donor/employer data 4. Identify & engage your Pareto Partners (20 % of your donors make up 80% of your donations) 5. Build your social media presence and be mobile-device friendly (but don't neglect your print collateral and other multi-channel ads) 6. Engage your Board for buy in, active participation, link to employer 7. Thank your donors and receipt them promptly 8. Keep your staff/partners informed about fundraising (what $ was raised, what will be done with it, stewardship report for sponsors) 9. Do the metrics - net surplus, scalable, future learning's 10. Celebrate your victories Not to be reprinted or used without written permission from DL & Associates 45
  • Top 10 Ways to Campaign Failure Not to be reprinted or used without written permission from DL & Associates 46
  • Top 10 Ways to Campaign Failure 1. Tell your sponsor/donors you love them, and if anything changes (or you need more $), you’ll get back to them 2. Who cares what you did wrong? Get over it and move on! 3. No stewardship reports for sponsors/donors 4. No need for progress reports. We’ll let you know when we hit the target 5. Don’t be SMART with your FR campaign 6. No need to train, thank or reward your volunteers 7. Stop praising your fundraisers – that’s their job! 8. Forget the pre and post party – an email will do. 9. Don’t rely on your board to make a donation or get involved 10. Lead from behind – don’t make yourself visible to staff or stakeholders Not to be reprinted or used without written permission from DL & Associates 47
  • Looking for employers to engage 1. Inner Circle 2. Middle Circle - contacts who know your friends and business partners 3. 3 2 Outer Circle 1 Not to be reprinted or used without written permission from DL & Associates - immediate friends and close business partners - contacts who you have no connection with or through 48
  • Looking for employers to engage 3 1 * www.NonprofitSocialNetworkSurvey.com Not to be reprinted or used without written permission from DL & Associates 49
  • Tapping your LinkedIn pipeline Not to be reprinted or used without written permission from DL & Associates 50
  • Now, it’s your turn … • What do you think prevents you from reaching out and engaging employers? • How can you engage employers? Not to be reprinted or used without written permission from DL & Associates
  • A few employer engagement tips… ASK them to participate in mock interviews INVITE them to selection teams REQUEST them to speak at info sessions RECRUIT them to advisory committees POLL them via opinion / feedback surveys SOLICIT their advice THANK them in person, in e-newsletter, external pubs, on your website WRITE a news articles with a quote from the employer INVITE them to breakfast sessions ACKNOWLEDGE a personal special occasion Not to be reprinted or used without written permission from DL & Associates 52
  • A few employer engagement tips… SEND them relevant industry info articles PROVIDE them a tour of your agency INVITE them to a networking event ASK them to be a mentor NOMINATE them for an award REQUEST a reference or letter of support to a proposal INTRODUCE them to a star job candidate PARTNER with them in a trade show OFFER onsite cultural competency training INVITE them to client class /graduation relevant to them Not to be reprinted or used without written permission from DL & Associates 53
  • Q: How often should you try to engage an employer? A: As often as you can, as long as: • you are adding value to the relationship; • you make them feel appreciated and included. Not to be reprinted or used without written permission from DL & Associates 54
  • To sum up: Employer Engagement (EE) • Determine your core competencies and develop / leverage capabilities • Develop new EE programs and services • Leverage alumni & volunteer support • Integrate EE offering into all levels of your agency • Measure/showcase success to sustain the relationships • Treat your employers like members because… • “It’s about the relationship, silly” Not to be reprinted or used without written permission from DL & Associates 55
  • PART 2: Corporate Sponsorship Shining a public spotlight on your cause David Lovelock Not to be reprinted or used without written permission from DL & Associates employerengager@gmail.com 647.961.4166
  • Goal Today : • Learn about sponsor engagement & its value to your org’n. • Tips on how to reach and engage sponsors • Do’s and Don'ts (sidestepping the pitfalls) • Group exercises Not to be reprinted or used without written permission from DL & Associates 57
  • Goal Today : • Treat events as a series or process, not just one-off events Not to be reprinted or used without written permission from DL & Associates 58
  • Fill in the blanks: Our corporate-sponsored event ? It was TERRI_ _ _ (you fill in the blanks!) Not to be reprinted or used without written permission from DL & Associates 59
  • Does your Board support your sponsored event? • 100 % buy in from Board is critical • Treat Board as source of intros, not income ($) • Invite to Non-ask events Not to be reprinted or used without written permission from DL & Associates 60
  • Master the basics of sponsorship-building • Awareness • Interest • Desire • Action Not to be reprinted or used without written permission from DL & Associates 61
  • Case for Support : what does your org’n stand for ? Not to be reprinted or used without written permission from DL & Associates 62
  • Getting back to basics – the 5 Ws (…and 2 Hs)! 1. What ? 2. Who ? 3. Why ? 4. Where ? 5. When ? 6. (How / How much) ? Not to be reprinted or used without written permission from DL & Associates 63
  • So, why do an event? • Spotlight your cause • Celebrate members’ success • Generate revenue • Publically thank supporters /sponsors • Attract new sponsors Not to be reprinted or used without written permission from DL & Associates 64
  • The Anatomy of an Event • Pre – Event • At - Event • Post - Event Not to be reprinted or used without written permission from DL & Associates 65
  • The upside of asking Not to be reprinted or used without written permission from DL & Associates 66
  • The upside of events • Good source of unrestricted/restricted money • Raises community/corporate awareness of your agency • Creates champions of leaders/volunteers that love the event • Creates / strengthens partnerships with sponsors • Gives board members and volunteers chance to get involved • Great for staff team-building Not to be reprinted or used without written permission from DL & Associates 67
  • The downside of asking Not to be reprinted or used without written permission from DL & Associates 68
  • The downside of events • Consume massive amounts of time • Difficult to find honorees / award recipients each year • Committee members volunteers who don’t follow through • Keeping the event “new” without “event fatigue” • Filling the room • Finding/keeping sponsors • Raising more money year after year • Tripping over other non-profits when it is “event season”; worry donors will have to choose • Rising costs to do the event • Sleepless nights and long weekends Not to be reprinted or used without written permission from DL & Associates 69
  • Before you venture down the Event Path, are you ready ? • Entrepreneurial culture • Flexible • Confident • Understand sponsorship • Know their target market Not to be reprinted or used without written permission from DL & Associates 70
  • Before you venture down the Event Path, are you ready ? • Engagement outreach • Connected to the corporate world • Collateral • Guidelines • Realistic about time Not to be reprinted or used without written permission from DL & Associates 71
  • Pre-Event – got an idea ? Not to be reprinted or used without written permission from DL & Associates 72
  • Pre-Event Goal: Choose the right type of event: • • • • • • • • • • • • • • Gala / Dance Formal or informal meals Food & Wine Tasting Car Wash Art Fair Karaoke Carnival Tournament / Contest (Poker, Chili, etc.) Sport Spectate: local team event: football, baseball, basketball, hockey Sport Participate: golf tournament, celebrity basketball game Performing Arts, Music, Comedy Show Milestone Event or Anniversary Holiday Social, Thanksgiving, Back to School A “Like” Event - a free online educational event on Facebook Not to be reprinted or used without written permission from DL & Associates 73
  • Let’s build an event! AppleCore Agency Mission statement: “When life hands you an apple, make applesauce”, Not to be reprinted or used without written permission from DL & Associates 74
  • It starts with a seed… Not to be reprinted or used without written permission from DL & Associates 75
  • … and roots Not to be reprinted or used without written permission from DL & Associates 76
  • Cash is not a four-lettered word Not to be reprinted or used without written permission from DL & Associates 77
  • Pre-Event – Let’s sell apples ! Not to be reprinted or used without written permission from DL & Associates 78
  • It takes a whole village to raise a “tree”? Not to be reprinted or used without written permission from DL & Associates 79
  • Pre-Event : Planning the Event Not to be reprinted or used without written permission from DL & Associates 80
  • Pre-Event: Speakers (Keynote and Emcee) Not to be reprinted or used without written permission from DL & Associates 81
  • Pre-Event: Attracting Attendees Not to be reprinted or used without written permission from DL & Associates 82
  • Get Visual ! • Humans are visual first, verbal second • Our decisions and actions are based on emotional reactions than rational thought • Visuals are the most effective comm’ns vehicles for evoking emotions and getting people to take action Not to be reprinted or used without written permission from DL & Associates 83
  • Get Visual Not to be reprinted or used without written permission from DL & Associates 84
  • How to reach them • Online - Your/ sponsor’s website, YouTube, FB, Twitter, LinkedIn, Flickr, Instagram • Phone – targeted script to audience • E-mail and printed collateral , enewsletters • Paid advertising – print, outdoor, television, radio, magazine • Traditional public relations, press releases • Advertorials Not to be reprinted or used without written permission from DL & Associates 85
  • Create a “no-pest” fly zone around your event! Not to be reprinted or used without written permission from DL & Associates 86
  • Who do companies sponsor events ? Not to be reprinted or used without written permission from DL & Associates 87
  • WIIFM? Not to be reprinted or used without written permission from DL & Associates 88
  • Steps to securing Sponsors • Step 1 - Create a “team sport” • Step 2 - Do your homework • Step 3 - Are sponsor benefits appealing ? • Step 4 - Pitch and follow-up • Step 5 - Cultivate and steward Not to be reprinted or used without written permission from DL & Associates 89
  • How to reach them • Online - Your/ sponsor’s website, YouTube, FB, Twitter, LinkedIn, Flickr • Phone – targeted script to audience • E-mail and printed collateral • Paid advertising – print, outdoor, television, radio, magazine • Traditional public relations • Advertorials • Committee work Not to be reprinted or used without written permission from DL & Associates 90
  • Sponsors / emcees can be your strongest supporters Suhana Meharchand, CBC News Network anchor, will host the 2013 Pioneers for Change Awards. Not to be reprinted or used without written permission from DL & Associates 91
  • What can you ask for ? • specific sponsor dollar level that meets their promotional needs and budget (1, 2, or 3 yr commitment) • in-kind donations • corporate table purchase • purchase seats for your clients, referrals for ticket sales and sponsorship • guest speaker emcee • ask for a tax receipt exchange (if you are a registered charity) Not to be reprinted or used without written permission from DL & Associates 92
  • Who do companies sponsor events ? Not to be reprinted or used without written permission from DL & Associates 93
  • Steps to securing Sponsors • Step 1 – Turn sponsorship into a “team sport” • Step 2 - Do your homework • Step 3 - Are sponsor benefits appealing ? • Step 4 - Pitch and follow-up • Step 5 - Cultivate and steward Not to be reprinted or used without written permission from DL & Associates 94
  • Sponsor Benefits Not to be reprinted or used without written permission from DL & Associates 95
  • Planning the Ask Who will you ask? What will you ask for? Understand there will be “no’s” But expect a YES… positive attitude is key to fundraising Not to be reprinted or used without written permission from DL & Associates 96
  • Before you ask, remember… 1. Give before asking 2. People give to people .. who represent a good cause 3. Do face-to-face engagement 4. Follow the plan Not to be reprinted or used without written permission from DL & Associates 97
  • Preparing for the Ask • Limit distractions • Inquire • Summarize • Take Notes • Empathize • Non-verbal Not to be reprinted or used without written permission from DL & Associates 98
  • Preparing for the Ask • Limit distractions • Inquire • Summarize • Take Notes • Empathize • Non-verbal Not to be reprinted or used without written permission from DL & Associates 99
  • AIDA & The Donor Cultivation Cycle 1. AWARENESS Initial Contact (Suspect) 2. INTEREST Interest Meeting (Suspect) 5. Thank, Recognize & Steward (Client) 3. DESIRE Tour/Visit Non-Ask (Prospect) 4. ACTION Ask Meeting (Qualified Prospect) Not to be reprinted or used without written permission from DL & Associates 100
  • 1. AWARENESS – Initial Contact Goal: - meet face-to-face with our probable donors. - requesting opportunity to meet, typically via email or by phone. - when you ask for this meeting mention: • “I am with X Association.” • “I’m reaching out to previous donors, corporate and community leaders to share our Campaign (Name) plans and get their feedback/ impressions.” • “I’d like 30 minutes of your time for a face-to-face meeting.” • “I’m not expecting you to make a donation at this meeting (perhaps later in the future, but not at the first meeting).” • “And I’ll be joined by (will another staff /client join you?)” Not to be reprinted or used without written permission from DL & Associates 10
  • 2. INTEREST – First F2F meeting (30 minutes) Goal: - learn more about the probable donor, their interest, community connections - share your plans for 2013 (focus on your key program areas) - determine the probable donor’s level of interest in your cause - move to next step (tour and/or ask) 1. Introductions (5 minutes). 2. Share your plans (10 - 20 minutes). 3. Agree on next steps (5 - 10 minutes). 4. Thank the probable donor (2 minutes). Not to be reprinted or used without written permission from DL & Associates 10
  • 3. DESIRE – Visit / Tour (45-60 minutes) Goal: - learn more about the probable donor, their interest, community connections - share your plans for 2013 (focus on your key program areas) - determine the probable donor’s level of interest in your cause - move to next step (tour and/or ask) 1. Welcome & review tour (5 minutes). 2. Tour the facilities and/or meet others (20 minutes). 3. Questions and answers (10 - 15 minutes). 4. Confirm next steps (2 – 5 minutes). Not to be reprinted or used without written permission from DL & Associates 10
  • 4. ACTION – The ask (30 minutes) Goal: - to secure a donation (a.k.a. an investment in X association) via written/verbal 1. Welcome and thank probable donor for ongoing interest (5 minutes) 2. Present proposal / make ask (5-10 minutes) 3. Solicit probable donors advice / feedback (5 - 20 minutes). 4. Thank and agree on next steps (2 - 5 minutes). Not to be reprinted or used without written permission from DL & Associates 10
  • The BIG ASK ! 1. Get the pleasantries and small talk out of the way 2. Make a transition 3. Make the connection 4. Make them cry (emote) 5. Make them understand why you need what you’re asking for 6. Make the ask Not to be reprinted or used without written permission from DL & Associates 10
  • The Proposal 1. About us (your story, vision, mission) 2. Shared values 3. The need (purpose of the event) 4. People impacted – real example 5. The deliverables 6. Timelines and expected outcomes 7. Total event budget 8. Specific amount requested 9. Recognition and benefits 10. Stewardship Not to be reprinted or used without written permission from DL & Associates 10
  • Handling objections Not to be reprinted or used without written permission from DL & Associates 10
  • Common objections Not to be reprinted or used without written permission from DL & Associates 10
  • 8 common objections • How will our money be used? • How much money actually gets to your clients (end-users)? • We already gave to charity Y, they do the same as you do, so why should we give to you as well? • Aren’t you supported by the government? Why should we give to you? • How does your agency support us? Or the community? • We don’t see the value in sponsoring your event • We don’t have the budget for sponsorship OR we can’t afford • We can’t make a decision right now OR it’s not the right time Not to be reprinted or used without written permission from DL & Associates 1. it 10
  • If they say no, then put on your “C.O.A.T.”… CAUSE? - Sometimes potential donors harbour negative issues and memories about your organization, other agencies, etc. Try to learn if there are unresolved issues that can be fixed. OPPORTUNITY? - We may have asked them to consider funding the wrong priority/program area. AMOUNT? - We have been too aggressive in our ask. It may be possible to agree on a smaller donation. TIMING? We may have asked at a bad time (declining sales, layoffs, stock market losses, etc.). Need to re-explore spreading payments out over a couple of years, having payments delayed and/or visiting them again later in the year. Not to be reprinted or used without written permission from DL & Associates 11
  • At-Event Not to be reprinted or used without written permission from DL & Associates 111
  • Post-Event Not to be reprinted or used without written permission from DL & Associates 11
  • Key take-aways • FR and corporate sponsored -event is a process, not a one-off activity • Make sure you have top 10 qualities to ensure your FR event success • Superb pre-event planning is # 1 critical success factor • Communicate your org’ns brand sweet spot to sponsors • Anticipate and prepare to overcome objections • Get visual / emotional with your mission and message • Continue the cycle – post-event analysis is kick-off for next pre-event Not to be reprinted or used without written permission from DL & Associates 11
  • Key take-aways • No magic bullet ! Not to be reprinted or used without written permission from DL & Associates 11