1. Soliciting Corporate Sponsors:
Steps to Successful Partnerships
Presented by: Layne Gray, Founder of Vivanista

2. How this webinar works
• A link to the slides and a recording will be
sent after the webinar
• If you‟d like to ask a question during the
webinar, you can type it in the box on the
right side of your screen
• Use the hashtag #fgwebinar to tweet about
this webinar

3. Who is FirstGiving

4. Fundraising solutions
Peer-to-Peer Donor
Fundraising Pages Analytics and
Online Donations and Event Market
Registrations Research
Personal Support for your nonprofit, donors, and
fundraisers
Easy, tested, and secure transaction processes for the
donor

5. About Speaker: Layne Gray
• Founder of Vivanista
• Conducts fundraising training for
nonprofits & volunteer groups
• Consults w/organizations on
strategic fundraising campaigns
• Has raised millions for nonprofits
as a volunteer
• Corporate background; has
trained companies all over the
world
© 2011 Vivanista Inc.

6. About
• Community for volunteer fundraisers,
nonprofits & changemakers
© 2011 Vivanista Inc.

7. About
• Community for volunteer fundraisers,
nonprofits & changemakers
• Resource library of tips, tricks and
fundraising techniques
© 2011 Vivanista Inc.

8. About
• Community for volunteer fundraisers,
nonprofits & changemakers
• Resource library of tips, tricks and
fundraising techniques
• Pro Level: downloadable templates,
guides and cheat sheets & weekly
mentoring sessions
© 2011 Vivanista Inc.

9. About
• Community for volunteer fundraisers,
nonprofits & changemakers
• Resource library of tips, tricks and
fundraising techniques
• Pro Level: downloadable templates,
guides and cheat sheets & weekly
mentoring sessions
• Interactive master classes and training
workshops
© 2011 Vivanista Inc.

10. About
• Community for volunteer fundraisers,
nonprofits & changemakers
• Resource library of tips, tricks and
fundraising techniques
• Pro Level: downloadable templates,
guides and cheat sheets & weekly
mentoring sessions
• Interactive master classes and training
workshops
• Pre-packaged fundraisers for both large
and small organizations
© 2011 Vivanista Inc.

11. About
• Community for volunteer fundraisers,
nonprofits & changemakers
• Resource library of tips, tricks and
fundraising techniques
• Pro Level: downloadable templates,
guides and cheat sheets & weekly
mentoring sessions
• Interactive master classes and training
workshops
• Pre-packaged fundraisers for both large
and small organizations
• First ever Fundraising Summit November
© 2011 Vivanista Inc.
11-12 for volunteers & Nonprofits

12. What You’ll Learn.
© 2011 Vivanista Inc.

13. “I have a day job and don’t have time to read each
“We never want to say no to our valued clients.” letter fully. I look who sent it and if I do not know them, or they’re not a client, I skim the fir
- Giles Marsden, leading Group Director for Tiffany & Co. their Foundation grant committee
Executive from former financial institution who sits on
What You’ll Learn
• Why corporations give

14. What You’ll Learn
• Why corporations give
• Steps in the solicitation process

15. What You’ll Learn
• Why corporations give
• Steps in the solicitation process
• How to set realistic quantifiable goals

16. What You’ll Learn
• Why corporations give
• Steps in the solicitation process
• How to set realistic quantifiable goals
• How to create and make a pitch

17. What You’ll Learn
• Why corporations give
• Steps in the solicitation process
• How to set realistic quantifiable goals
• How to create and make a pitch
• How to overcome objections

18. What You’ll Learn
• Why corporations give
• Steps in the solicitation process
• How to set realistic quantifiable goals
• How to create and make a pitch
• How to overcome objections
• How to find prospective corporate
sponsors

19. Set Goals.
© 2011 Vivanista Inc.

20. Fundraising Goals
Individual Nonprofit Organization

21. Fundraising Goals
Individual Nonprofit Organization
• Raise Money • Raise Money

22. Fundraising Goals
Individual Nonprofit Organization
• Raise Money • Raise Money
• Build a community

23. Fundraising Goals
Individual Nonprofit Organization
• Raise Money • Raise Money
• Build a community
• Attract and maintain a
volunteer base

24. Fundraising Goals
Individual Nonprofit Organization
• Raise Money • Raise Money
• Build a community
• Attract and maintain a
volunteer base
• Establish a sustainable
relationship

25. Fundraising Goals
Individual Nonprofit Organization
• Raise Money • Raise Money
• Build a community
• Attract and maintain a
volunteer base
• Establish a sustainable
relationship
• Market the organization
through new channels

26. Generate
Revenue $$$
© 2011 Vivanista Inc.

27. Sponsorship Channels
Event
s
Cause
Web site
Marketin
Sponsor
g
Corporate
Sponsors
Crowd Matching
sourcing Program

28. Think Like A
Sponsor.
© 2011 Vivanista Inc.

29. Why Do Corporations Sponsor?
Give Back To New Customer
The Community Cultivation
Corporate
Giving
Employee Client
Engagement Entertainment

30. How It Works.
© 2011 Vivanista Inc.

31. 12 Steps To Solicitation
5. Research target list 9. Make benefits-
1. Train the Committee of sponsors oriented presentation
6. Send personalized
2. Set financial goals
letters to past sponsors 10. „Ask for the order‟
3. Develop program 7. Send personalized 11. Over-deliver what
overview letters to new
prospective sponsors you promised
4. Analyze & report 8. Follow-up by phone 12. Thank sponsors in
audience demographics to set up in-person
meetings every way possible

32. 12 Steps To Solicitation
5. Research target list 9. Make benefits-
1. Train the Committee of sponsors oriented presentation
6. Send personalized
2. Set financial goals
letters to past sponsors 10. „Ask for the order‟
3. Develop program 7. Send personalized 11. Over-deliver what
overview letters to new
prospective sponsors you promised
4. Analyze & report 8. Follow-up by phone 12. Thank sponsors in
audience demographics to set up in-person
meetings every way possible

33. 12 Steps To Solicitation
5. Research target list 9. Make benefits-
1. Train the Committee of sponsors oriented presentation
6. Send personalized
2. Set financial goals
letters to past sponsors 10. „Ask for the order‟
3. Develop program 7. Send personalized 11. Over-deliver what
overview letters to new
prospective sponsors you promised
4. Analyze & report 8. Follow-up by phone 12. Thank sponsors in
audience demographics to set up in-person
meetings every way possible

34. 12 Steps To Solicitation
5. Research target list 9. Make benefits-
1. Train the Committee of sponsors oriented presentation
6. Send personalized
2. Set financial goals
letters to past sponsors 10. „Ask for the order‟
3. Develop program 7. Send personalized 11. Over-deliver what
overview letters to new
prospective sponsors you promised
4. Analyze & report 8. Follow-up by phone 12. Thank sponsors in
audience demographics to set up in-person
meetings every way possible

35. 12 Steps To Solicitation
5. Research target list 9. Make benefits-
1. Train the Committee of sponsors oriented presentation
6. Send personalized
2. Set financial goals
letters to past sponsors 10. „Ask for the order‟
3. Develop program 7. Send personalized 11. Over-deliver what
overview letters to new
prospective sponsors you promised
4. Analyze & report 8. Follow-up by phone 12. Thank sponsors in
audience demographics to set up in-person
meetings every way possible

36. 12 Steps To Solicitation
5. Research target list 9. Make benefits-
1. Train the Committee of sponsors oriented presentation
6. Send personalized
2. Set financial goals letters to past 10. „Ask for the order‟
sponsors
3. Develop program 7. Send personalized 11. Over-deliver what
overview letters to new
prospective sponsors you promised
4. Analyze & report 8. Follow-up by phone 12. Thank sponsors in
audience demographics to set up in-person
meetings every way possible

37. 12 Steps To Solicitation
5. Research target list of 9. Make benefits-
1. Train the Committee sponsors oriented presentation
6. Send personalized
2. Set financial goals
letters to past sponsors 10. „Ask for the order‟
3. Develop program 7. Send personalized 11. Over-deliver what
overview letters to new
prospective sponsors you promised
4. Analyze & report 8. Follow-up by phone to 12. Thank sponsors in
audience demographics set up in-person meetings every way possible

38. 12 Steps To Solicitation
5. Research target list 9. Make benefits-
1. Train the Committee of sponsors oriented presentation
6. Send personalized
2. Set financial goals
letters to past sponsors 10. „Ask for the order‟
3. Develop program 7. Send personalized 11. Over-deliver what
overview letters to new
prospective sponsors you promised
4. Analyze & report 8. Follow-up by 12. Thank sponsors in
audience demographics phone to set up in-
person meetings every way possible

39. 12 Steps To Solicitation
5. Research target list 9. Make benefits-
1. Train the Committee of sponsors oriented presentation
6. Send personalized
2. Set financial goals
letters to past sponsors 10. „Ask for the order‟
3. Develop program 7. Send personalized 11. Over-deliver what you
overview letters to new
prospective sponsors promised
4. Analyze & report 8. Follow-up by phone 12. Thank sponsors in
audience demographics to set up in-person
meetings every way possible

40. 12 Steps To Solicitation
5. Research target list 9. Make benefits-
1. Train the Committee of sponsors oriented presentation
6. Send personalized
2. Set financial goals
letters to past sponsors 10. ‘Ask for the order’
3. Develop program 7. Send personalized 11. Over-deliver what
overview letters to new
prospective sponsors you promised
4. Analyze & report 8. Follow-up by phone 12. Thank sponsors in
audience demographics to set up in-person
meetings every way possible

41. 12 Steps To Solicitation
5. Research target list 9. Make benefits-
1. Train the Committee of sponsors oriented presentation
6. Send personalized
2. Set financial goals
letters to past sponsors 10. „Ask for the order‟
3. Develop program 7. Send personalized 11. Over-deliver what
overview letters to new
prospective sponsors you promised
4. Analyze & report 8. Follow-up by phone 12. Thank sponsors in
audience demographics to set up in-person
meetings every way possible

42. 12 Steps To Solicitation
5. Research target list 9. Make benefits-oriented
1. Train the Committee of sponsors presentation
6. Send personalized
2. Set financial goals
letters to past sponsors 10. „Ask for the order‟
3. Develop program 7. Send personalized 11. Over-deliver what you
overview letters to new
prospective sponsors promised
4. Analyze & report 8. Follow-up by phone 12. Thank sponsors in
audience demographics to set up in-person
meetings every way possible

43. Set Financial Goal$
© 2011 Vivanista Inc.

44. Setting Financial Goal$
• Sponsorship program levels
– Exclusivity at highest level

45. Setting Financial Goal$
• Sponsorship program levels
– Exclusivity at highest level
• Any previous sponsorship revenue

46. Setting Financial Goal$
• Sponsorship program levels
– Exclusivity at highest level
• Any previous sponsorship revenue
• Sponsorships of similar events or campaigns

47. Setting Financial Goal$
• Sponsorship program levels
– Exclusivity at highest level
• Any previous sponsorship revenue
• Sponsorships of similar events or campaigns
• Economic factors impacting the corporation

48. How to Find:
Past
Sponsors
Committee
Members
Other Charitable
Events
Local
advertisers
Prospective Chamber of
Commerce / BBB
Corporate
Sponsors Internet: LinkedIn
/ Facebook

49. Create A Pitch.
© 2011 Vivanista Inc.

50. Creating the Pitch
There are many reasons a corporation is willing to sponsor:

51. Creating the Pitch
There are many reasons a corporation is willing to sponsor:
• Personal relationships

52. Creating the Pitch
There are many reasons a corporation is willing to sponsor:
• Personal relationships
“I look who sent the solicitation letter and if I do
not know them or they’re not a client, I skim
the first paragraph to see if someone I do know
recommended they contact me, or if there’s
someone mentioned who is important to the firm.”
- Executive from leading financial institution

53. Creating the Pitch
There are many reasons a corporation is willing to sponsor:
• Personal relationships
• Customer request

54. Creating the Pitch
There are many reasons a corporation is willing to sponsor:
• Personal relationships
• Customer request
“We never want to say no to
our valued clients.”
- Giles Marsden, former Director,
Tiffany & Co.

55. Creating the Pitch
There are many reasons a corporation is willing to sponsor:
• Personal relationships
• Customer request
• Employee involvement

56. Creating the Pitch
There are many reasons a corporation is willing to sponsor:
• Personal relationships
• Customer request
• Employee involvement
• Target Audience demographics

57. Creating the Pitch
There are many reasons a corporation is willing to sponsor:
• Personal relationships
• Customer request
• Employee involvement
• Target Audience demographics
“Luxury brands, like Chanel, are more willing to
sponsor an event where there’s a consistency in the
audience being served.”
- Erika Kasel, Vice President of Marketing, Chanel USA

58. Creating the Pitch
There are many reasons a corporation is willing to sponsor:
• Personal relationships
• Customer request
• Employee involvement
• Target Audience demographics
• Commitment to cause

59. Creating the Pitch
There are many reasons a corporation is willing to sponsor:
• Personal relationships
• Customer request
• Employee involvement
• Target Audience demographics
• Commitment to cause
• Opportunity to entertain clients

60. Creating the Pitch
There are many reasons a corporation is willing to sponsor:
• Personal relationships
• Customer request
• Employee involvement
• Target Audience demographics
• Commitment to cause
• Opportunity to entertain clients
• Extension of current company marketing

61. Creating the Pitch
There are many reasons a corporation is willing
to sponsor
• Personal relationships
• Customer request
• Employee involvement
• Target Audience demographics
• Commitment to cause
• Opportunity to entertain clients
• Extension of current company marketing
• Social media promotion

62. Making the Pitch
• Hand-outs:
– Presentation
– Sponsorship Benefits
– Audience demographics
– Sponsorship Sign-up form

63. Making the Pitch
• Hand-outs:
– Presentation
– Sponsorship Benefits
– Audience demographics
– Sponsorship Sign-up form
• Flow
– Introductions
– Thank them for any past sponsorship
– Ask them questions to lead them to a Yes
– Ask for the Order

64. Overcoming Objections
• Budget
• Charter
• Planning cycle
• Interest level
• Not decision maker
• Previous commitments

65. Overcoming Objections
OBJECTIONS/YOUR QUESTIONS:
• Budget:
• Charter:
• Planning cycle:
• Interest level:
• Not decision maker:
• Previous commitments:

66. Overcoming Objections
OBJECTIONS/YOUR QUESTIONS:
• Budget: What sponsorship could fit into this year?
• Charter:
• Planning cycle:
• Interest level:
• Not decision maker:
• Previous commitments:

67. Overcoming Objections
OBJECTIONS/YOUR QUESTIONS:
• Budget: What sponsorship could fit into this year?
• Charter: If we could find a correlation, would it work for you?
• Planning cycle:
• Interest level:
• Not decision maker:
• Previous commitments:

68. Overcoming Objections
OBJECTIONS/YOUR QUESTIONS:
• Budget: What sponsorship could fit into this year?
• Charter: If we could find a correlation, would it work for you?
• Planning cycle: If we extended the payment timeframe, would that be
feasible?
• Interest level:
• Not decision maker:
• Previous commitments:

69. Overcoming Objections
OBJECTIONS/YOUR QUESTIONS:
• Budget: What sponsorship could fit into this year?
• Charter: If we could find a correlation, would it work for you?
• Planning cycle: If we extended the payment timeframe, would that be
feasible?
• Interest level: What are the key areas that get you interested in a
particular charitable event or campaign?
• Not decision maker:
• Previous commitments:

70. Overcoming Objections
OBJECTIONS/YOUR QUESTIONS:
• Budget: What sponsorship could fit into this year?
• Charter: If we could find a correlation, would it work for you?
• Planning cycle: If we extended the payment timeframe, would that be
feasible?
• Interest level: What are the key areas that get you interested in a
particular charitable event or campaign?
• Not decision maker: Who else within the organization should we meet
with?
• Previous commitments:

71. Overcoming Objections
OBJECTIONS/YOUR QUESTIONS:
• Budget: What sponsorship could fit into this year?
• Charter: If we could find a correlation, would it work for you?
• Planning cycle: If we extended the payment timeframe, would that be
feasible?
• Interest level: What are the key areas that get you interested in a
particular charitable event or campaign?
• Not decision maker: Who else within the organization should we meet
with?
• Previous commitments: If we could help you reach a new audience,
could you make room for this fundraiser?

72. Solicitation Tips
1. You must follow-up, assume they will not

73. Solicitation Tips
1. You must follow-up, assume they will not
2. It’s a numbers game

74. Solicitation Tips
1. You must follow-up, assume they will not
2. It‟s a numbers game
3. A lack of response is not a NO

75. Solicitation Tips
1. You must follow-up, assume they will not
2. It‟s a numbers game
3. A lack of response is not a NO
4. A NO is not a rejection

76. Solicitation Tips
1. You must follow-up, assume they will not
2. It‟s a numbers game
3. A lack of response is not a NO
4. A NO is not a rejection
5. Executives’ assistants are your ally

77. Solicitation Tips
1. You must follow-up, assume they will not
2. It‟s a numbers game
3. A lack of response is not a NO
4. A NO is not a rejection
5. Executives‟ assistants are your ally
6. Choose committee members carefully

78. Solicitation Tips
1. You must follow-up, assume they will not
2. It‟s a numbers game
3. A lack of response is not a NO
4. A NO is not a rejection
5. Executives‟ assistants are your ally
6. Choose committee members carefully
7. Don’t promise anything you cannot deliver

79. Corporate Sponsorship
Solicitation In Summary.
© 2011 Vivanista Inc.

80. Summary
• Craft a professional presentation

81. Summary
• Craft a professional presentation
• Do your homework

82. Summary
• Craft a professional presentation
• Do your homework
• Pluck the low-hanging fruit first

83. Summary
• Craft a professional presentation
• Do your homework
• Pluck the low-hanging fruit first
• Cultivate sponsors that believe in your cause or
your audience fits their marketing profile

84. Summary
• Craft a professional presentation
• Do your homework
• Pluck the low-hanging fruit first
• Cultivate sponsors that believe in your cause or
your audience fits their marketing profile
• Don‟t give up

85. Summary
• Craft a professional presentation
• Do your homework
• Pluck the low-hanging fruit first
• Cultivate sponsors that believe in your cause or
your audience fits their marketing profile
• Don‟t give up
• Think outside the box

86. Summary
• Craft a professional presentation
• Do your homework
• Pluck the low-hanging fruit first
• Cultivate sponsors that believe in your cause or
your audience fits their marketing profile
• Don‟t give up
• Think outside the box
• Remember that they will be
proud of how they helped
the cause!

87. Resources
• Vivanista Resource Library
– Copy of the presentation
– Guide to Corporate Sponsor Solicitation
• Videos:
- Fundraising Events: http://youtu.be/fRZk2vIm8r0
- Fundraising Fundamentals: http://youtu.be/owKj_rzVTsc
- Social Media for Fundraising: http://youtu.be/NHxB40oq-iw

88. Questions?
© 2011 Vivanista Inc.

90. Thank you!
FirstGiving Webinar Attendees: 50% discount
(must be purchased by October 25th 12:00am)
Go to: http://vivanista-summit.eventbrite.com/
Use code: Webinar-VIP
Questions: layne@vivanista.com
© 2011 Vivanista Inc.

91. Connect with us in our social spaces
Facebook: facebook.com/firstgiving
Twitter: twitter.com/firstgiving
FirstGiving Insights blog:
http://insights.firstgiving.com
Online Fundraising blog:
http://blog.firstgiving.com
FirstGiving for Runners blog:
http://runners.firstgiving.com