Soliciting Corporate Sponsors Steps to Successful Partnerships - Layne Gray with FirstGiving

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Soliciting Corporate Sponsors Steps to Successful Partnerships - Layne Gray with FirstGiving

  1. 1. FirstGiving Webinar:Corporate Sponsor Solicitation
  2. 2. 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.
  3. 3. What You’ll Learn.© 2011 Vivanista Inc.
  4. 4. “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
  5. 5. What You’ll Learn• Why corporations give• Steps in the solicitation process
  6. 6. What You’ll Learn• Why corporations give• Steps in the solicitation process• How to set realistic quantifiable goals
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. Set Goals.© 2011 Vivanista Inc.
  11. 11. Fundraising GoalsIndividual Nonprofit Organization
  12. 12. Fundraising GoalsIndividual Nonprofit Organization• Raise Money • Raise Money
  13. 13. Fundraising GoalsIndividual Nonprofit Organization• Raise Money • Raise Money • Build a community
  14. 14. Fundraising GoalsIndividual Nonprofit Organization• Raise Money • Raise Money • Build a community • Attract and maintain a volunteer base
  15. 15. Fundraising GoalsIndividual Nonprofit Organization• Raise Money • Raise Money • Build a community • Attract and maintain a volunteer base • Establish a sustainable relationship
  16. 16. Fundraising GoalsIndividual 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
  17. 17. Generate Revenue $$$© 2011 Vivanista Inc.
  18. 18. Sponsorship Channels Events Web site Cause Sponsor Marketing Corporate Sponsors Crowd Matching sourcing Program
  19. 19. Think Like A Sponsor.© 2011 Vivanista Inc.
  20. 20. Why Do Corporations Sponsor? Give Back To New Customer The Community Cultivation Corporate Giving Employee Client Entertainment Engagement
  21. 21. How It Works.© 2011 Vivanista Inc.
  22. 22. 12 Steps To Solicitation 5. Research target list of 9. Make benefits-1. Train the Committee sponsors oriented presentation 6. Send personalized letters 2. Set financial goals 10. ‘Ask for the order’ to past sponsors 3. Develop program 7. Send personalized letters 11. Over-deliver what overview to new prospective sponsors you promised 4. Analyze & report 8. Follow-up by phone to set 12. Thank sponsors inaudience demographics up in-person meetings every way possible
  23. 23. 12 Steps To Solicitation 5. Research target list of 9. Make benefits-1. Train the Committee sponsors oriented presentation 6. Send personalized letters 2. Set financial goals 10. ‘Ask for the order’ to past sponsors 3. Develop program 7. Send personalized letters 11. Over-deliver what overview to new prospective sponsors you promised 4. Analyze & report 8. Follow-up by phone to set 12. Thank sponsors inaudience demographics up in-person meetings every way possible
  24. 24. 12 Steps To Solicitation 5. Research target list of 9. Make benefits-1. Train the Committee sponsors oriented presentation 6. Send personalized letters 2. Set financial goals 10. ‘Ask for the order’ to past sponsors 3. Develop program 7. Send personalized letters 11. Over-deliver what overview to new prospective sponsors you promised 4. Analyze & report 8. Follow-up by phone to set 12. Thank sponsors inaudience demographics up in-person meetings every way possible
  25. 25. 12 Steps To Solicitation 5. Research target list of 9. Make benefits-1. Train the Committee sponsors oriented presentation 6. Send personalized letters 2. Set financial goals 10. ‘Ask for the order’ to past sponsors 3. Develop program 7. Send personalized letters 11. Over-deliver what overview to new prospective sponsors you promised 4. Analyze & report 8. Follow-up by phone to set 12. Thank sponsors inaudience demographics up in-person meetings every way possible
  26. 26. 12 Steps To Solicitation 5. Research target list of 9. Make benefits-1. Train the Committee sponsors oriented presentation 6. Send personalized letters 2. Set financial goals 10. ‘Ask for the order’ to past sponsors 3. Develop program 7. Send personalized letters 11. Over-deliver what overview to new prospective sponsors you promised 4. Analyze & report 8. Follow-up by phone to set 12. Thank sponsors inaudience demographics up in-person meetings every way possible
  27. 27. 12 Steps To Solicitation 5. Research target list of 9. Make benefits-1. Train the Committee sponsors oriented presentation 6. Send personalized letters 2. Set financial goals 10. ‘Ask for the order’ to past sponsors 3. Develop program 7. Send personalized letters 11. Over-deliver what overview to new prospective sponsors you promised 4. Analyze & report 8. Follow-up by phone to set 12. Thank sponsors inaudience demographics up in-person meetings every way possible
  28. 28. 12 Steps To Solicitation 5. Research target list of 9. Make benefits-1. Train the Committee sponsors oriented presentation 6. Send personalized letters 2. Set financial goals 10. ‘Ask for the order’ to past sponsors 3. Develop program 7. Send personalized letters 11. Over-deliver what overview to new prospective sponsors you promised 4. Analyze & report 8. Follow-up by phone to set 12. Thank sponsors inaudience demographics up in-person meetings every way possible
  29. 29. 12 Steps To Solicitation 5. Research target list of 9. Make benefits-1. Train the Committee sponsors oriented presentation 6. Send personalized letters 2. Set financial goals 10. ‘Ask for the order’ to past sponsors 3. Develop program 7. Send personalized letters 11. Over-deliver what overview to new prospective sponsors you promised 4. Analyze & report 8. Follow-up by phone to set 12. Thank sponsors inaudience demographics up in-person meetings every way possible
  30. 30. 12 Steps To Solicitation 5. Research target list of 9. Make benefits-1. Train the Committee sponsors oriented presentation 6. Send personalized letters 2. Set financial goals 10. ‘Ask for the order’ to past sponsors 3. Develop program 7. Send personalized letters 11. Over-deliver what overview to new prospective sponsors you promised 4. Analyze & report 8. Follow-up by phone to set 12. Thank sponsors inaudience demographics up in-person meetings every way possible
  31. 31. 12 Steps To Solicitation 5. Research target list of 9. Make benefits-1. Train the Committee sponsors oriented presentation 6. Send personalized letters 2. Set financial goals 10. ‘Ask for the order’ to past sponsors 3. Develop program 7. Send personalized letters 11. Over-deliver what overview to new prospective sponsors you promised 4. Analyze & report 8. Follow-up by phone to set 12. Thank sponsors inaudience demographics up in-person meetings every way possible
  32. 32. 12 Steps To Solicitation 5. Research target list of 9. Make benefits-1. Train the Committee sponsors oriented presentation 6. Send personalized letters 2. Set financial goals 10. ‘Ask for the order’ to past sponsors 3. Develop program 7. Send personalized letters 11. Over-deliver what overview to new prospective sponsors you promised 4. Analyze & report 8. Follow-up by phone to set 12. Thank sponsors inaudience demographics up in-person meetings every way possible
  33. 33. 12 Steps To Solicitation 5. Research target list of 9. Make benefits-1. Train the Committee sponsors oriented presentation 6. Send personalized letters 2. Set financial goals 10. ‘Ask for the order’ to past sponsors 3. Develop program 7. Send personalized letters 11. Over-deliver what overview to new prospective sponsors you promised 4. Analyze & report 8. Follow-up by phone to set 12. Thank sponsors inaudience demographics up in-person meetings every way possible
  34. 34. Set Financial Goal$© 2011 Vivanista Inc.
  35. 35. Setting Financial Goal$• Sponsorship program levels – Exclusivity at highest level
  36. 36. Setting Financial Goal$• Sponsorship program levels – Exclusivity at highest level• Any previous sponsorship revenue
  37. 37. Setting Financial Goal$• Sponsorship program levels – Exclusivity at highest level• Any previous sponsorship revenue• Sponsorships of similar events or campaigns
  38. 38. 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
  39. 39. How to Find: Past Sponsors Committee Members Other Charitable Events LocalProspective advertisers Chamber of Corporate Commerce / BBB Sponsors Internet: LinkedIn / Facebook
  40. 40. Create A Pitch.© 2011 Vivanista Inc.
  41. 41. Creating the PitchThere are many reasons a corporation is willing to sponsor:
  42. 42. Creating the PitchThere are many reasons a corporation is willing to sponsor:• Personal relationships
  43. 43. Creating the PitchThere are many reasons a corporation is willing to sponsor:• Personal relationships“I look who sent the solicitation letter and if I donot know them or they’re not a client, I skimthe first paragraph to see if someone I do knowrecommended they contact me, or if there’ssomeone mentioned who is important to the firm.”- Executive from leading financial institution
  44. 44. Creating the PitchThere are many reasons a corporation is willing to sponsor:• Personal relationships• Customer request
  45. 45. Creating the PitchThere 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.
  46. 46. Creating the PitchThere are many reasons a corporation is willing to sponsor:• Personal relationships• Customer request• Employee involvement
  47. 47. Creating the PitchThere are many reasons a corporation is willing to sponsor:• Personal relationships• Customer request• Employee involvement• Target Audience demographics
  48. 48. Creating the PitchThere 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 tosponsor an event where there’s a consistency in theaudience being served.”- Erika Kasel, Vice President of Marketing, Chanel USA
  49. 49. Creating the PitchThere are many reasons a corporation is willing to sponsor:• Personal relationships• Customer request• Employee involvement• Target Audience demographics• Commitment to cause
  50. 50. Creating the PitchThere 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
  51. 51. Creating the PitchThere 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
  52. 52. Creating the PitchThere are many reasons a corporation is willingto 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
  53. 53. Making the Pitch• Hand-outs: – Presentation – Sponsorship Benefits – Audience demographics – Sponsorship Sign-up form
  54. 54. 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
  55. 55. Overcoming Objections• Budget• Charter• Planning cycle• Interest level• Not decision maker• Previous commitments
  56. 56. Overcoming ObjectionsOBJECTIONS/YOUR QUESTIONS:• Budget:• Charter:• Planning cycle:• Interest level:• Not decision maker:• Previous commitments:
  57. 57. Overcoming ObjectionsOBJECTIONS/YOUR QUESTIONS:• Budget: What sponsorship could fit into this year?• Charter:• Planning cycle:• Interest level:• Not decision maker:• Previous commitments:
  58. 58. Overcoming ObjectionsOBJECTIONS/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:
  59. 59. Overcoming ObjectionsOBJECTIONS/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:
  60. 60. Overcoming ObjectionsOBJECTIONS/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:
  61. 61. Overcoming ObjectionsOBJECTIONS/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:
  62. 62. Overcoming ObjectionsOBJECTIONS/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?
  63. 63. Solicitation Tips1. You must follow-up, assume they will not
  64. 64. Solicitation Tips1. You must follow-up, assume they will not2. It’s a numbers game
  65. 65. Solicitation Tips1. You must follow-up, assume they will not2. It’s a numbers game3. A lack of response is not a NO
  66. 66. Solicitation Tips1. You must follow-up, assume they will not2. It’s a numbers game3. A lack of response is not a NO4. A NO is not a rejection
  67. 67. Solicitation Tips1. You must follow-up, assume they will not2. It’s a numbers game3. A lack of response is not a NO4. A NO is not a rejection5. Executives’ assistants are your ally
  68. 68. Solicitation Tips1. You must follow-up, assume they will not2. It’s a numbers game3. A lack of response is not a NO4. A NO is not a rejection5. Executives’ assistants are your ally6. Choose committee members carefully
  69. 69. Solicitation Tips1. You must follow-up, assume they will not2. It’s a numbers game3. A lack of response is not a NO4. A NO is not a rejection5. Executives’ assistants are your ally6. Choose committee members carefully7. Don’t promise anything you cannot deliver
  70. 70. Corporate Sponsorship Solicitation In Summary.© 2011 Vivanista Inc.
  71. 71. Summary• Craft a professional presentation
  72. 72. Summary• Craft a professional presentation• Do your homework
  73. 73. Summary• Craft a professional presentation• Do your homework• Pluck the low-hanging fruit first
  74. 74. 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
  75. 75. 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
  76. 76. 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
  77. 77. 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!
  78. 78. 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
  79. 79. Questions?© 2011 Vivanista Inc.

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