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Corporate sponsorship Solicitation Made Easy


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An easy to follow presentation if you are a non-profit looking to answer these types of questions:

How do we ask companies to partner?
What do we have to offer a corporate sponsor?
What are we doing wrong? We ask for support all the time, but never get it.
Companies partner once, but don’t renew. Why?
How can we be like…?

Published in: Marketing
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Corporate sponsorship Solicitation Made Easy

  1. 1.   Corporate  Sponsorship   Solicita0on  Made  Easy   Equip.  Exchange.  Empower  
  2. 2.   “The  key  element  to  success  is   confron3ng  the  right  ques3ons.”           ~  Tom  Tierney,  Chairman  &  Co-­‐founder,  The  Bridgespan  Group  ~  
  3. 3. Challenges   •  How  do  we  ask  companies  to  partner?     •  What  do  we  have  to  offer  a  corporate  sponsor?     •  What  are  we  doing  wrong?  We  ask  for  support  all   the  >me,  but  never  get  it.       •  Companies  partner  once,  but  don’t  renew.  Why?       •  How  can  we  be  like  chairty:water?    
  4. 4. The  8  Essen0als       1.   If  anything  was  possible,  what  would  your  organiza>on  look  like?     What  would  its  impact  be  on  the  world?         2.  If  you  could  describe  what  your  organiza>on  does  in  a  few  key  word  phrases,   what  would  those  be?     3.  What  is  your  most  pressing  problem  as  an  organiza>on  right  now?   4.  If  you  could  wave  a  magic  wand,  what  would  you  ask  for  in  order  to  solve  the   problem(s)  men>oned  above?   5.  To  help  you  accomplish  your  goals,  what  does  your  ideal  team  or  outside   partner(s)  look  like?     6.  What  legacy  do  you  want  your  organiza>on  to  have?   7.  What  is  your  ideal  start  >me  &  how  much  >me  are  you  willing  /able  to  invest  to   see  things  develop?     8.  What  financial  commitment  are  you  willing/able  to  invest  to  see  things  develop?  
  5. 5. “Our  goals  can  only  be  reached  through  a   vehicle  of  a  plan,  in  which  we  must  fervently   believe,  and  upon  which  we  must  vigorously  act.   There  is  no  other  route  to  success.”         ~  Stephen  A.  Brennan  ~  
  6. 6. Partner  Ac0on  Plan       Renew   Target   Acknowledge   Define   Engage   Outreach   Iden>fy  needs  |  Navigate  towards  solu>ons  
  7. 7. Tracking   Rela0on-­‐ ship   Level   Point   Person   Company   Contact   Name   Title   Contact   info:   Info/interests   Ini0al  “Ask”   Achieves   goal  of…   1   Execu>ve     Director   Large   Company     Jane  Doe     VP  of  West   Coast   Marke>ng   Jane.doe.L   -­‐  Met  @  X   networking  event.     -­‐  Married  with  3   children.     -­‐  Loves  baseball   -­‐  Never  acended   an  event.     Purchase  a   table  @   annual  gala   for  $5,000     Introducing   them  to  the   org  &   bringing   poten>ally   10  new   prospects  to   the  event   3   Board   member  X   Amazing   John  Doe     Opportunity     CEO   John@AO. com   Purchased  table  @   gala  past  3  years.     Program  alum.     Upgrade   giving  to     $10,000+   Achieves  X   board   members   Give  &  Get   goal  of   $5,000  
  8. 8. Target     Who  you  know   •  Your  team–  Staff,  board  members,  high-­‐level   volunteers  etc.     •  Your  donors  -­‐-­‐  Super  fans,    networkers,  business   owners,  big  givers,  employees  of  great  companies     •  Your  greater  community–  Facebook,  Twicer,   YouTube  etc.  
  9. 9. Target     Who  you  want  to  know     •  Make  your  dream  list  -­‐-­‐  Companies  &  Individuals   •  Share  it  with  your  community      
  10. 10. Target     Who  you  don't  know  you  should  know  (…  yet!)       •  Be  open  to  introduc>ons       •  Track  your  research–  Dig  deeper  into  your  target  companies     •  Who  are  their  compe>tors?     •  Who  are  their  partners?    
  11. 11. Leverage  FREE  Resources    
  12. 12. Define  Rela0onships       (-­‐1)  Damaged–  Someone  who  has  had  a  bad  experience  in  any   capacity.  The  rela>onship  needs  repairs       (0)  Prospect  –  A  poten>al  contact,  someone  you  haven’t  met  yet   and  are  adding  to  your  ac>on  plan     (1)  New  -­‐  You  have  been  introduced,  &  will  follow  up  on  the   conversa>on     (2)  Engaged  -­‐  They  have  an  understanding  of  the  club,  maybe   acended  an  event  or  made  a  visit,  but  haven’t  made  a  dona>on     (3)  Donor  –  They  have  a  deep  understanding  of  the  club  and  have   commiced  money  to  the  organiza>on      
  13. 13. Outreach     Knowing  what  prospects  care  about     makes  “asking”  easier     •  Know  what  you  want  &  what  it’s  for     •  Keep  The  Ask  Simple   •  Focus  on  what  your  organiza>on  does  best     •  Why  it’s  important  to  your  organiza>on?    
  14. 14. Engage   •  Be  authen>c     •  Use  real  stories   •  Be  prepared  to  answer  tough  ques>ons     •  Have  all  materials  ready     •  Have  fun  &  enjoy  the  opportunity  to  share  your  passion   for  your  organiza>on        
  15. 15. Acknowledge     Partners  &  Donors  are  your  celebri>es         Be  thankful       Be  informa>ve     Make  it  personal    
  16. 16. “Lead  with  generosity.”         ~  Keith  Ferrazzi,  Ferrazzi  Greenlight  &     author  of  Who’s  Got  Your  Back?  &  Never  Eat  Alone~  
  17. 17. Renew       •  Focus  on  growing  rela>onships  &  your  network       •  Ask  how  you  can  help  them-­‐-­‐  make  an  introduc>on,   set-­‐up  a  VIP  visit,  etc.     •  Offer  incen>ves  that  help  you  &  your  team      
  18. 18. Measuring     •  Keep  your  measuring  tools  simple  and  consistent     •  Aim  to  hit  your  50%  mark  at  the  mid  point  of  your  major   fundraising  benchmarks       •  Goals  should  be  checked  quarterly  at  each  board  mee>ng   •  Each  board  mee>ng  should  include  the  following:   •  Individual  Give  &  Get  Reports     •  Donor  list  for  current  fiscal  year   •  Review  of  the  master  Donor  Ac>on  Plan    
  19. 19. Tips  &  Tricks     •  Plan  Ahead-­‐-­‐  Get  on  the  radar  before  budgets  sesng  in   January     •  Leverage  free  resources  for  research       •  Engage  Your  Team–  Have  board  members  and  staff  work  with   you  on  your  ask       •  Be  a  good  example-­‐-­‐Write  your  check  on  >me  and  feel  good   about  your  giving.  It’s  contagious!       **  Secret  Tip:  Fashion  brands  or  high-­‐end  retailers  are  usually  in  their  offices   through  the  holidays.  It’s  a  great  >me  to  get  them  on  the  phone!  **      
  20. 20.   Things  to  Remember….       •  Listen,  listen,  listen!   •  It  is  about  the  personal  connec>on  you  create   with  the  people  in  the  company  that  macers     •  Be  flexible  &  willing  to  look  at  various  op>ons  
  21. 21.       Be  bold.  Be  brave.  Be  open.         Worst  case  scenario,  you  get  everything   you  ask  for  and  more!  
  22. 22. Got  Ques>ons?  |  @bradyhahn