AFP Leadership Academy 2011

VENDOR is no longer a dirty word: How tomake the most out of vendor and corporate sponsorships Sara Spivey, Chief Marketing Officer, Convio

Leadership is Hard

©Convio, Inc. | Page 3

Engage Partners©Convio, Inc. | Page 7

The ShiftSponsorship Buyer to Investment Seeker (IEG)• A buyer acquires something for limited use or to serve a single purpose• An investor seeks to maximize its return, exploring and developing multiple ways in which it can see dividends©Convio, Inc. | Page 8 Source: IEG Report: Invest, Don’t Buy: A Smarter Way to Sponsor

©Convio, Inc. | Page 9 Source: IEG Report: Invest, Don’t Buy: A Smarter Way to Sponsor

The First Step--Identification• Potential partners that have goal alignment with your mission• Potential partners that may be part of your donor network• Potential partners that may have a service• Build a “web”• Think different—”competitors”©Convio, Inc. | Page 10

Step Two - Partner Proposals • Be partner centered – what is in it for them? • Recognize and document the relationships you have with your partners to strengthen connection • Focus on strategic organizational thinking to further those partnerships — play to THEIR goals • Remain flexible, constantly changing in response to partnership needs (within reason) • Support the process with people and practices©Convio, Inc. | Page 11

Step Three - Investment Delivers• Raise more money & build stronger (and potentially more) relationships• Build capacity! (Resources, dollars, tools)• Bring more stakeholders into the process—make yourself “sticky”• Strengthen the organization, ensuring sustainability©Convio, Inc. | Page 12

What Partnerships Are Not• A strategy for the masses - FOCUS• Cookie cutter• Obvious to the partner• In someone’s head• On a bunch of sticky notes• Hit and run©Convio, Inc. | Page 13

Debunking Myths Corporations are not giving because of the economy.57% of corporations increased their givingthis past year despite lower profits. — Committee Encouraging Corporate Philanthropy©Convio, Inc. | Page 14 Source: Debunking Myths of Getting a Corporate Sponsor, Slideshare

Debunking Myths You need to hire a graphic designer to create your sponsorship proposal.Your proposal does not have to be fancy tobe viewed favorable. Connections can getyou priority consideration.©Convio, Inc. | Page 15 Source: Debunking Myths of Getting a Corporate Sponsor, Slideshare

Debunking Myths You can provide value to a corporation by putting their logos on everything.You must add value beyondlogo recognition.©Convio, Inc. | Page 16 Source: Debunking Myths of Getting a Corporate Sponsor, Slideshare

Debunking Myths You will get sponsored simply because you are aCorporate partnerships are a business good cause. value throughtransaction. You must addauthentically aligning with corporations.©Convio, Inc. | Page 17 Source: Debunking Myths of Getting a Corporate Sponsor, Slideshare

Debunking Myths You created the perfect prospect list and if we sendCorporate sponsorshipto all of them part proposals is successful in someone will sponsor.because of relationship. Focus oncorporations you already have arelationship with and a prospect researchsession can help you discover connections.©Convio, Inc. | Page 18 Source: Debunking Myths of Getting a Corporate Sponsor, Slideshare

What do partners look for?• Partners are searching for benefits that change attitudes and behaviors about their brand• Position your partnership opps as a B2B marketing platform—show a return on this investment as opposed to other things they could do with their time and money• Become an extension of the sponsor’s marketing department—”run together”• Build community through social media• Build alliances that deliver critical mass-long live Groupon!©Convio, Inc. | Page 19 Source: IEG Report : Growing Up : The Evolution of Association Sponsorships

BRAINSTORM and IDEA SHARING Spend a few minutes right now thinking of a short list of potential partner—why them? And what’s your value proposition? Examples of partnerships that work? Why?©Convio, Inc. | Page 20

5 Ideas that Potential Partners LOVE • Research collaboration • Scholarships/Matching gifts • Social media • Leveraging their SMEs • Chaperoned emails©Convio, Inc. | Page 21

Let’s Work Together• Questions?• Need copy of slides?• Request a speaker or content? www.convio.com/afpleadership• Want to read new research? www.convio.com/our-research©Convio, Inc. | Page 23

Let’s talk. Connect with us. ConnectionCafe.com Twitter.com/Convio Facebook.com/ConvioInc YouTube.com/ConvioInc Slideshare.net/Convio©Convio, Inc. | Page 25

Thank you! Sara Spivey, Chief Marketing Officer, Convio For more information contact:Jill Ward, Manager, Corporate Marketing, Convio 512.652.2602 | jward@convio.com

AFP Leadership Academy 2011

by Convio on Nov 07, 2011

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AFP Leadership Academy 2011 — Presentation Transcript