How To Get Corporate Sponsorship For Anything


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Getting Corporate Sponsors for Your Idea, Book, Business or Event!
Have You Thought About Sponsorship For Your Business, Event, Book, Show, Speaking or Charity?
The bank declined your loan application. Mom, Dad, and friends don't have money to spare. So how can you fund your business's growth, book publication, idea, or live event? The answer is ‘corporate sponsorship’.
Corporate sponsorship can provide a vital source of funding. To secure sponsorship you need to understand what sponsors are looking for and offer benefits and value that meet their needs.

This presentation is an answer to your prayer.

How To Get Corporate Sponsorship For Anything

  1. 1. SEMINAR ON: Getting Corporate Sponsorships for Your Ideas, Events, Books, Business and Dreams
  2. 2. Facilitated By Chinedum Azuh CEO Learning Lab Nigeria, Online Consultant With USA Learning Annex, Self-Publisher, Radio/TV Personality and a Syndicated Columnist with Over 500 Articles. Empowerment Speaker and Gospel Preacher on High Demand. Producer of the Motivational Radio Program “Motivation To Prosper with Chinedum Azuh”.
  3. 3. Presented @ Success Attitude Development Centre 36 Esuola Street ,Off Ago Palace Way Ikota, Isolo, Lagos, Nigeria Date: Friday 30th August 2013.
  4. 4. Direct Contact Mobile: +2348032069925
  5. 5. Purpose of Presentation To show you how to get corporate sponsorships for your business, ideas, books, events etc.
  6. 6. “My business is too small. Sponsorship is for “big” Companies “We cannot offer much value to sponsors”. By answering the following questions, you will realize that your company can add value to sponsors by building relationships with brands that fit your mission. Common Misconceptions
  7. 7. Why is my audience valuable? This is perhaps the most important thing for your sponsor. Consider which companies align with your brand and want To talk to your audience. Information you should provide: • Who is your audience? • How many will come? • Demographic information (age, education, profession, income group • Promotion and Media Plans to attract the audience
  8. 8. How is my event credible? Build Credibility A company is always weary about what the outcome of their sponsorship will be. They might no get what they signed up and for and end up losing money. In order to build your credibility as the host, provide the potential sponsor some information about previous events. To include in proposal: CD full of images, videos, and highlights Testimonials from attendees and sponsors Add some PR clippings List of previous sponsors and their benefits Attendance highlights and demographic
  9. 9. Seeking sponsorship is not necessarily about seeking for the big money upfront, it is about finding your company a new partner that wants to work with so you both grow and both become more successful. Keep in mind
  10. 10. How to Get Corporate Sponsorship for Your Small Business Sponsorship is a mutual business proposition that offers something in exchange for a financial commitment from a corporation. Corporations get a return on their financial “investment,” enhance their profile, associate their brand with a cause or attract customers who support that cause. Sponsorship typically involves a contractual relationship between the non profit and the corporate sponsor.
  11. 11. How do you even get started pursuing sponsorship? Getting funding from corporations may be a great opportunity for your organization to increase your budget but– you should never haphazardly create a corporate sponsorship program for the sake of filling a budget deficit Before pursuing support from corporations, you first need to know your organizations goals, and then ask and answer these questions:  What is your organization trying to achieve?  Can you effectively tell your organizations story?  What value could your organization provide to a prospective corporate sponsor?  What impact could a corporation make by partnering with your organization?
  12. 12. Why would a corporation want to sponsor me, my brand or my organization? Corporations must market, sell, build brand loyalty and long term repeat customers. The bottom line is if you can offer an opportunity for a corporation to positively influence their ideal customer or advance their marketing objectives, there is an opportunity for you to get sponsored.
  13. 13. What are some of the biggest challenges when seeking sponsorship? Two of the biggest challenges are crafting a strong value proposition: What can you offer that will give sponsors a good return on their financial investment. The second big challenge is getting the attention of a sponsor when you don’t already have a relationship with them.
  14. 14. Who makes funding decisions within a corporation? Who should you approach? There are no hard and fast rules about who makes the funding decision in corporations. Many companies have multiple buckets of funding available through different teams, products or business lines. It’s important to do your research about the funding available and evaluate whether your value proposition fits within what the corporations goals for the funding. The Community Relations, Marketing, Public Relations and Sales Teams are great teams to contact first.
  15. 15. How do you even reach those people? The best approach is to identify your “connectors” and leverage the relationships that exist between you and your prospective sponsor. Take some time to write out that list of “connectors” that you know, then think of their potential connections.
  16. 16. How do I determine my value or what to “sell” to an organization?  First, you need to determine what your prospective sponsors business goals are and how what you and your organization can help them meet those goals. This can require some digging. Great places to start researching the goals of a prospective sponsor include: their recent press releases, annual reports.  Find out what demographic audience your potential sponsor is most interested in. One great way to collect a demographic analysis is to collect the press and or media kits from the types of magazines or radio station that audience reads or listens to.
  17. 17. As you craft your sponsorship offerings, what should you keep in mind? It’s not all about offering to promote a sponsors logo. Think of meaningful opportunities to connect your sponsor to their core audience– that goes beyond logo recognition. Think about it–does an organization like Pepsi really need to splash their logo on your event or project so that people will continue to drink Pepsi?
  18. 18. What makes a great sponsorship proposal? Overall, your proposal should be a through representation of your organization, and the value of partnering. View your sponsorship proposal as a business pitch, with professionally presented content and layout, and make sure the proposal can stand on its own if you are unable to get a face to face meeting with your prospect.
  19. 19. What other types of benefits can an organization offer to a potential sponsor?  Access to VIPs  Client entertainment opportunities  Complimentary or discounted admission tickets to special events  Opportunities for employees to participate/volunteer  Employee team building  Sampling, couponing and sales  Access to Mailing Lists  Opportunity to collect data from constituents  Mention in press releases  Access to promotional giveaways  Mailing inserts  Discounted media buys
  20. 20. How to Submit a Proposal We are always looking for exciting new platforms and experiences to bring to our audience. Our goal is ultimately to find ways to meaningfully connect with our subscribers and market. If you feel you have an interesting proposal we must see, let us know. What we do not support : Short term opportunities. We understand that the relationship between a sponsor and a property takes time and so we are looking for opportunities that we can learn and grow over the years Sponsoring Individuals Religious or political activities Activities unrelated to the Nigerian market Opportunities that do not show a clear reason for Etisalat’s involvement. Sponsorship Guide
  21. 21. Sponsorship Guide Cont’d (Sending your Proposal) Who you are, what you stand for, what you have done Description of the sponsorship property – date(s), location(s) Detailed timeline of activities •Target audience – including relevant market research •Details of other confirmed sponsors and level of spsonsorship rights owned, references from past and existing sponsors •Media plan and partners, details of confirmed commitments •Details of all on-going media exposure, television, print, radio where Etisalat would receive exposure •Level of sponsorship sought and number of sponsors being sought •Sponsorship amount requested (cash and/or in-kind) •Benefits of sponsorship with an estimation of worth •Expected participation/attendance/viewing numbers •Specific ideas that will differentiate Etisalat and make our involvement relevant. The completed proposal should be sent via email to Proposals for the coming year should be submitted prior to October of the current financial year. Thank you and we look forward to potentially building a relationship
  22. 22. Contacts of MTN and Airtel Corporate Communications Airtel Emeka Oparah Director, Corporate Communications & CSR Airtel Nigeria. Airtel Head Office, L2 Banana Island, Ikoyi, Lagos, Nigeria. Email: MTN Funmi Omogbenigum GM Corporate Communications. Email:
  23. 23. Sample Sponsorship Proposals
  24. 24. Final Tips  Approach potential sponsors with confidence and remember that you are offering value that can advance their objectives. Be persistent as you will hear “no” much more than you hear “yes”