Sponsorship Townsville Saturday 2 June 2012

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Sponsorship Townsville Saturday 2 June 2012

  1. 1. Sponsorships,Collaborations and PartnershipsTownsville, 2 June 2012
  2. 2. House Keeping • Evacuation • Mobile Phones • Facilities • Morning Tea • Have Fun
  3. 3. Presenters today • Kelly Thompson Active 8 Training Solutions • Gerard Byrne Volunteering North Queensland
  4. 4. Today’s Program • Introduction to Sponsorship • Collaborations • Partnerships • Townsville Opportunities
  5. 5. First some data -The follow data from Pro Bono Australiaoffers some interesting insights intocommunity organisations in Australia. www.probonoaustralia.com.au
  6. 6. The Golden RuleAustralians work about 1800 hours perannum to earn incomes of $50,000 pa.But are only prepared to put in a fewhours to seek major sponsorships.Like any endeavour, you need to put inthe effort to be successful. Are you prepared to put in the effort?
  7. 7. What is Sponsorship?Sponsorship can be defined as: "a relationship between aprovider of funds, resources or services and an individual,event or organisation which offers in return some rights andassociation that may be used for commercial advantage".Sponsorship can be a good way for a community group or not-for-profit organisation to access revenue - either over a periodof time or as a one-off to support an event - services or goods.In return for that revenue or those goods and resources, agroup or organisation offers exposure, positive image, profileand publicity. (www.ourcommunity.com.au)
  8. 8. Top 10 tips for Sponsorship Hunters (Ourcommunity)Theres no such thing as free money.Sponsorship is not just about your needs, its about the sponsors objectives.Sponsors dont have to love you.Sponsors dont need to share your passion for your cause in order to sponsor you. Theyjust need to be able to see the commercial benefit.Look for a good fit.Do your very best to gain sponsorship from companies or brands that seem a natural fitwith your event or organisation.Its a job for a team.Be sure your whole organisation understands why sponsorship is important to you andis prepared to treat your sponsors like marketing partners.No logos.Sponsorships are more than sticking logos on everything. While you can offer to putlogos where you want, also offer your sponsors far more substance.
  9. 9. Top 10 tips for Sponsorship Hunters (Ourcommunity)Get in early.For your benefit, as well as the sponsors, start at least twelve months before an event if yourelooking for any substantial sponsorship.Get in writing.Firm up all details of your arrangement in writing. That way no-one is left in any doubt as to whathas been agreed to.Aim big.Its better to get a couple of big sponsors than lots of small ones, if at all possible. Theres lessclutter for them, and less sponsor management for you.Service the sponsors.Dont ever think that once youve got the cheque your job is done. If you dont service sponsorsproperly, they will never give you another cent, will badmouth you - or worse, you could end up incourt.Check it out.Read a book or two, and start networking with people in the business. This is a very rewarding field,but it requires some very specific skills to be successful.
  10. 10. Grants are not sponsorshipGrants are most often a once only financial payment(assistance) provided by government, foundation or trustin order to assist in the development of a project,purchase of an artwork, educational endeavours, orsimilar.Grants are almost always non-commercial in nature.Generally, the benefit is in the delivery of the activity oritem supported by the grant.Source: www.sponsorshipunit.com.au
  11. 11. Source: www.prnc.org.au/wp-content/uploads/Building-Collaborative-Partnerships-Tips-and-Tools.pdf
  12. 12. Collaboration ContinuumSource: www.dpac.tas.gov.au/divisions/policy/collaboration_-_a_tasmanian_government_approach/9
  13. 13. Source: www.ourcommunity.com.au/funding/funding_article.jsp?articleId=3105
  14. 14. PENRITH NETBALL ASSOCIATION Case Study
  15. 15. Case study: Penrith Netball Association - Maintaining sponsor relationshipsPenrith Panthers has sponsored the Penrith Netball Association for over 20 years. Hereis Honorary Secretary, Joy Gillett’s tips for success in maintaining sponsor relationships.•Develop personal relationships – regularly meet with the people involved and talk tothem personally, make the sponsor feel valued.•Invite sponsors to all social functions – presentations, opening days and other specialevents and mention their sponsorship at those times.•Promote them at every opportunity – Penrith Panthers is referred to in advertising,competition draws, the annual calendar, banners at the courts and uniforms worn byPenrith representative players.•Use their facilities – the Association holds functions and events at Panthers,encourages team members to make use of the facilities and the executive are Pantherssocial members.•Thank them – in all speeches and at presentation events, thank your sponsors!Source: www.dsr.nsw.gov.au/sportsclubs/ryc_sponsor_happy.asp
  16. 16. QUEENSLAND RAIL Case Study
  17. 17. Queensland Rail Sponsorship guidelinesThe following guidelines have been developed to assist sponsorship seekers inpreparing proposals.In general, Queensland Rail will only consider proposals that occur primarily inQueensland and have a direct link to at least two of the following criteria:•Provide a platform for Queensland Rail to enhance its positive image andreputation in Queensland communities.•Enhance liveability or provide a lasting legacy for a Queensland community.•Provide a platform for Queensland Rail to demonstrate its commitment tocorporate citizenship by being socially and/or environmentally responsible.•Alignment with Queensland Rail’s priority commitment to safety.•Support Queensland Rail’s positioning as an employer of choice.•Support the use of rail as a positive mode of transport; enhance the experience oftravelling on trains or the physical environment around railways.
  18. 18. Preferred benefits sought:•Naming rights opportunities, category exclusivity and activities that are not overlycluttered with multiple sponsors.•Extended brand promotional opportunities beyond logo placement and eventsignage.•Opportunity to promote rail safety.•Opportunity to demonstrate Queensland Rail’s commitment to customer service.•Opportunity to promote Queensland Rail Travel, Ticket Central or any other ofQueensland Rail’s commercial products and services.•Distinctive and experiential customer and stakeholder engagementopportunities.•Ability to offer engagement with Queensland Rail employees or for them to beactively involved.
  19. 19. Proposals must:•Be submitted using the relevant application form•Contain a clear outline of what the activity is aiming to achieve for thecommunity.•Provide details of the level of investment sought and the benefits available toQueensland Rail for that investment.•List all other sponsors associated with the activity or the proposed sponsorshipportfolio structure.•Include any relevant support data such as market research, profile of audience,expected participation numbers etc.•Include timelines for key milestones and occurrences for the planned activity.•Demonstrate how your organisation can successfully implement the activity andprovide reporting on its outcomes.•Demonstrate how the proposal will be implemented to ensure mutuallybeneficial outcomes.•Provide your organisation’s ABN and state if the organisation is GST registered.
  20. 20. Proposals that won’t be considered:•Requests for sponsorship that may pose a reputational risk to Queensland Railthrough association with:•Activities, products or services that may pose an unacceptable safety risk toparticipants or could be harmful to the environment.•Organisations that are financially unsound or involved in practices that may causereputational risk.•Activities that are for an individual’s gain or profit.•Promotion of a particular religious or political issue.•Activity that may be viewed as morally inappropriate or discriminatory.
  21. 21. THE ONE THING MOST FAIL TO DOMore informationEmail sponsorships@qr.com.auCall our sponsorships team on 07 3072 1182
  22. 22. TOWNSVILLE AIRPORT SPONSORSHIP Case Study
  23. 23. Townsville Airport Sponsorship Summary
  24. 24. Top 10 tips for Sponsorship Hunters (Ourcommunity)Theres no such thing as free money.Sponsorship is not just about your needs, its about the sponsors objectives.Sponsors dont have to love you.Sponsors dont need to share your passion for your cause in order to sponsor you. Theyjust need to be able to see the commercial benefit.Look for a good fit.Do your very best to gain sponsorship from companies or brands that seem a natural fitwith your event or organisation.Its a job for a team.Be sure your whole organisation understands why sponsorship is important to you andis prepared to treat your sponsors like marketing partners.No logos.Sponsorships are more than sticking logos on everything. While you can offer to putlogos where you want, also offer your sponsors far more substance.
  25. 25. Top 10 tips for Sponsorship Hunters (Ourcommunity)Get in early.For your benefit, as well as the sponsors, start at least twelve months before an event if yourelooking for any substantial sponsorship.Get in writing.Firm up all details of your arrangement in writing. That way no-one is left in any doubt as to whathas been agreed to.Aim big.Its better to get a couple of big sponsors than lots of small ones, if at all possible. Theres lessclutter for them, and less sponsor management for you.Service the sponsors.Dont ever think that once youve got the cheque your job is done. If you dont service sponsorsproperly, they will never give you another cent, will badmouth you - or worse, you could end up incourt.Check it out.Read a book or two, and start networking with people in the business. This is a very rewarding field,but it requires some very specific skills to be successful.
  26. 26. Golden Rules of SponsorshipSelling sponsorship can be considered an art form. Improve your chances of winning the deal byusing these golden rules:•Offer an opportunity and not a problem - Offer a solution to a potential sponsor’s problems, suchas providing a bottom line saving or profit.•Target companies with the right fit - Does your target audiences demographics - psychographicsand geographic location - fit with those of the company or brand to be promoted?•Offer rights that the company can exploit - Offer value for money - price your product to ensureyour organisation will benefit from the relationship and that the sponsor will make a profit. Makesure your product is priced similarly to comparable products.•Stand out from the clutter - Make sure your proposal is addressed or delivered to the person whohas the power to say ‘yes’. Often the contents of a courier bag are treated with more respect thanan envelope received in the mail.•Be professional - Make sure your representatives, including volunteers, always present themselvesin a professional manner and understand what is required of a commercial relationship.•Be persistent, not a pest - Following up a sponsorship request is necessary, but not to the extentthat you interrupt the recipient’s ability to do their job. It will take time for a potential sponsor tocome to grips with what you are offering and for a relationship to grow and develop. Source: www.dsr.nsw.gov.au/sportsclubs/ryc_sponsor_selling.asp
  27. 27. Source: www.dsr.nsw.gov.au/sportsclubs/ryc_sponsor.asp
  28. 28. Social Media and SponsorshipSocial Media is becoming a major factor inSponsorship in Australia for both Sponsorsand Recipients.
  29. 29. Facebook and SponsorshipEffective Facebook use canappeal to sponsors. Check out theTownsville Road Runners Club.
  30. 30. Twitter and SponsorshipTwitter can be used successfullyto gain support, and promote thesponsor’s aim. However, regularcontent and followers is essential.
  31. 31. Linkedin and SponsorshipLinkedin is a form of Social Mediathat appeals to corporates. It isbecoming increasingly importantfor major sponsorship campaigns.
  32. 32. Skype and SponsorshipSkype is a form of videoconferencing, which is not widelyused in sponsorship. Very usefulto plan and manage campaigns.
  33. 33. Evernote and SponsorshipEvernote is used by moreexperienced fundraisers to collect,manage, and collaborate on datafor sponsorship campaigns.
  34. 34. iPad and SponsorshipiPads are very useful to displayinformation, store data, andcommunicate with sponsors. Also,they convey a professional image.
  35. 35. Fast Broadband (NBN) and SponsorshipFast Broadband is beingintroduced to Townsville, allowingfor very rapid communication andhigh impact graphics.
  36. 36. YouTube and SponsorshipAlong with other forms of SocialMedia, YouTube use is growingrapidly. YouTube is the secondfastest search engine in the world.
  37. 37. Townsville City Council CouncillorsDivision / Councillor 1 Sue Blom 2 Tony Parsons 3 Vern Veitch 4 Jenny Lane 5 Patrick Ernst 6 Trevor Roberts 7 Gary Eddihausen 8 Ray Gartrell 9 Colleen Doyle 10 Les Walker
  38. 38. Members of Parliament • Ewen Jones (Townsville) • David Crisafulli (Mundingburra) • John Hathaway (Townsville) • Sam Cox (Thuringowa)
  39. 39. Who can help? • Volunteering North Queensland • Townsville City Council • Fundraising Institute of Australia • Ourcommunity (Melbourne) • Local Members of Parliament • Library references on fundraising
  40. 40. Nothing in this world can take the place ofpersistence. Talent will not; nothing ismore common than unsuccessful peoplewith talent.Genius will not; unrewarded genius isalmost a proverb.Education will not; the world is full ofeducated failures. Persistence anddetermination alone are omnipotent. Calvin Coolidge
  41. 41. Volunteering North Queensland vnq@volunteeringnthqld.org.au 07 47 25 5990 Townsville City Council 1300 878 001

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