1. HOW TO BUILD A SPONSORSHIP?
By: Yasmine Madkour

2. Agenda:
 Introduction
 What’s Fund Raising?
 Why Fund Raising?
 Six Steps to Successful Sponsorship
 Notes from personal experience
 Workshop

3. What you should know before you start!
Introduction

4. Introduction
What’s Fund Raising?

5. Follow them and Have Fun!
6 Steps to Successful Sponsorship

6. Sponsorship Process

7. Sponsorship Process

8. “The success or failure of a business is linked to how well it
understands its own products.”
1. Product Identification

9. 1. Product Identification
Brainstorm all products
Categorize the list into Owned and
Not owned
Categorize ‘Owned’ list into each
of the three needs

10. 1. Product Identification
Support for brand
position
Exposure of
brand
Increased access to target
audience

11. 1. Product Identification
Result: Products
 Sponsor-able
 Currently owned
 Meet a sponsor need

12. Sponsorship Process

13. “How do we develop what we have, to better meet the needs of
a sponsor?”
2. Product Development

14. 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

15. 2. Product Development
Result: Profile
 Detailed profile of current products

16. Sponsorship Process

17. “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

18. 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

19. 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

20. 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

21. 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

22. 3. Identifying Sponsor Target Market
Result: Businesses
 In your region
 Use Sponsorship
 Can Afford the Product

23. Sponsorship Process

24. “The sponsorship product ultimately becomes a
made-to-order, customized product for the sponsor.”
4. Matching Product and Sponsor

25. 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

26. 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

27. 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

28. 4. Matching Product and Sponsor
Result: Shortlist

29. Sponsorship Process

30. “He who can sell is king!”
5. Selling the Product

31. The Three Key elements for selling
Selling
Sponsorship
The Pitch
Negotiation
The close

32. Pitch
50.000
5.000

33. 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

34. Negotiation
Competing Compromising
Accumulating Avoiding
Collaborating

35. Negotiation Techniques
Tough Warm
Numbers Dealer
Personality

36. Negotiation
W/W
W/L L/W L/L

37. Negotiation
x
y
z

38. Negotiation [Important Notes]
 Hot bottle
 Yes-Yes technique
 Passion matters
 Magic paper
 Your last chance

39. Sponsorship Process

40. “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

41. 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.

42. Get notified!
 If you need to get notified by any sessions,
workshops (online or offline).
Please fill in this form: http://goo.gl/sLquGl

43. 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