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6 Steps to build a Successful Sponsorship
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6 Steps to build a Successful Sponsorship

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  • Definition :  is the process of soliciting and gathering contributions as money or other resources, by requesting donations from individuals, businesses, charitable foundations, or governmental agencies ConceptPersonalOrganizationalNational==============Why?Charity OrganizationsStudent OrganizationsGraduation ProjectsSmall businessBanks and Stakeholders

6 Steps to build a Successful Sponsorship 6 Steps to build a Successful Sponsorship Presentation Transcript

  • HOW TO BUILD A SPONSORSHIP? By: Yasmine Madkour
  • Agenda:  Introduction  What’s Fund Raising?  Why Fund Raising?  Six Steps to Successful Sponsorship  Notes from personal experience  Workshop
  • What you should know before you start! Introduction
  • Introduction What’s Fund Raising?
  • Follow them and Have Fun! 6 Steps to Successful Sponsorship
  • Sponsorship Process
  • Sponsorship Process
  • “The success or failure of a business is linked to how well it understands its own products.” 1. Product Identification
  • 1. Product Identification Brainstorm all products Categorize the list into Owned and Not owned Categorize ‘Owned’ list into each of the three needs
  • 1. Product Identification Support for brand position Exposure of brand Increased access to target audience
  • 1. Product Identification Result: Products  Sponsor-able  Currently owned  Meet a sponsor need
  • Sponsorship Process
  • “How do we develop what we have, to better meet the needs of a sponsor?” 2. Product Development
  • 2. Product Development 1 List all the product’s features & group them 2 Identify how each feature meets one of the three sponsor needs & Label each feature 3 Identify how each feature can be strengthened to better meet the identified need 4 Categorize improvements into short-term, medium-term or long- term change
  • 2. Product Development Result: Profile  Detailed profile of current products
  • Sponsorship Process
  • “The success or failure of a business is linked to how well it understands its customers.” - Study the marketing Manager! 3. Identifying Sponsor Target Market
  • 3. Identifying Sponsor Target Market Research the businesses. Revise the list to include only businesses who can afford the sponsorship you require (the shortlist) Revise the list to include businesses which use sponsorship as part of their marketing plan Develop a list of businesses of suitable size and profile operating within your region
  • 3. Identifying Sponsor Target Market Research the businesses. Revise the list to include only businesses who can afford the sponsorship you require (the shortlist) Revise the list to include businesses which use sponsorship as part of their marketing plan Develop a list of businesses of suitable size and profile operating within your region
  • 3. Identifying Sponsor Target Market Research the businesses. Revise the list to include only businesses who can afford the sponsorship you require (the shortlist) Revise the list to include businesses which use sponsorship as part of their marketing plan Develop a list of businesses of suitable size and profile operating within your region
  • 3. Identifying Sponsor Target Market Research the businesses. Revise the list to include only businesses who can afford the sponsorship you require (the shortlist) Revise the list to include businesses which use sponsorship as part of their marketing plan Develop a list of businesses of suitable size and profile operating within your region
  • 3. Identifying Sponsor Target Market Result: Businesses  In your region  Use Sponsorship  Can Afford the Product
  • Sponsorship Process
  • “The sponsorship product ultimately becomes a made-to-order, customized product for the sponsor.” 4. Matching Product and Sponsor
  • 4. Matching Product and Sponsor 2. Set up a meeting with the marketing managers Goals Sponsorship use in past Planning & Budgeting time Product development Budget 1. Condense the target market Demographically Product/Brand Image Strong case 3. Condense the target list again Long term interest
  • 4. Matching Product and Sponsor 3. Condense the target list again Long term interest 2. Set up a meeting with the marketing managers Goals Sponsorship use in past Planning & Budgeting time Product development Budget 1. Condense the target market Demographically Product/Brand Image Strong case
  • 4. Matching Product and Sponsor 2. Set up a meeting with the marketing managers Goals Sponsorship use in past Planning & Budgeting time Product development Budget 1. Condense the target market Demographically Product/Brand Image Strong case 3. Condense the target list again Long term interest
  • 4. Matching Product and Sponsor Result: Shortlist
  • Sponsorship Process
  • “He who can sell is king!” 5. Selling the Product
  • The Three Key elements for selling Selling Sponsorship The Pitch Negotiation The close
  • Pitch 50.000 5.000
  • Proposal contents 1. Introduction 2. Introduction to the product 3. Key attributes of the product 4. How the product will meet their needs 5. Specifics of the sponsorship 6. The cost
  • Negotiation Competing Compromising Accumulating Avoiding Collaborating
  • Negotiation Techniques Tough Warm Numbers Dealer Personality
  • Negotiation W/W W/L L/W L/L
  • Negotiation x y z
  • Negotiation [Important Notes]  Hot bottle  Yes-Yes technique  Passion matters  Magic paper  Your last chance
  • Sponsorship Process
  • “A sponsorship’s failure is never the fault of the sponsor.” Or, in words we are more familiar with – “The customer is always right.” 6. Servicing the Sponsor
  • 6. Servicing the Sponsor 1. Ensure you get ‘the sell’ right. 2. Plan with your sponsor. 3. Constantly communicate with your sponsor. 4. Facilitate the planning of all the sponsor’s leveraging activities. 5. Constantly report to the sponsor. 6. Over-deliver on every element of the contract. 7. Discuss the product’s performance. 8. Protect your sponsor from ambush marketing. 9. Provide thorough post-analysis, while planning for the future.
  • Get notified!  If you need to get notified by any sessions, workshops (online or offline). Please fill in this form: http://goo.gl/sLquGl
  • Thank You Yasmine Madkour, Founder and Marketing Director, Doors Inc I have been working for 6 years in the marketing field from copy writing to branding and marketing communication. In parallel to my work in Marketing, I have been working and supporting NGOs, initiatives and voluntary projects (hard to tell names, they are too many) with training in various topics:  Organization Building  Marketing for NGOs  Social media for NGOs  Live on field work management.  Fundraising through Advertising and Sponsorship If you need more information or want to ask a question, don’t hesitate to contact me: @YasmineMadkour y@doors-inc.com