Strategies for Boosting Revenue Through Corporate Sponsorships
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The document discusses strategies for non-profit organizations to successfully generate revenue through corporate sponsorship. It defines corporate sponsorship as companies paying to associate with events. It provides dos and don'ts for sponsorship, such as believing in the value you offer but not being desperate. It also discusses assessing an organization's assets, packaging those assets to sponsors, focusing on benefits over features in sales, and maintaining the revenue pipeline from traditional to alternative sources.
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Strategies for Boosting Revenue Through Corporate Sponsorships
- 1. The Revenue Game STRATEGIES FOR SUCCESS S&S MANAGEMENT CONSULTING SERVICES, INC. SANDSCONSULTING.NET
- 2. Definition of sponsorship Corporate sponsorship is a form of advertising in which companies pay to be associated with certain events. When the sponsorship of a nonprofit or charitable event is involved, the sponsorship activity is often referred to as event marketing or cause marketing. S&S MANAGEMENT CONSULTING SERVICES, INC. SANDSCONSULTING.NET
- 3. Dos and don’ts of corporate sponsorship DO believe in the tremendous value your organization offers the corporate sector. DON’T be desperate. DO put your sponsors’ goals at the heart of discussions. DON’T operate as if you’re In the mail order business. DO build trusting relationships. DON’T use corporations’ online forms. DO know what you have to offer sponsors. S&S MANAGEMENT CONSULTING SERVICES, INC. SANDSCONSULTING.NET
- 4. Dos and don’ts of corporate sponsorship DO educate staff, board members, and volunteers about who your sponsors are. DO engage your board members. S&S MANAGEMENT CONSULTING SERVICES, INC. SANDSCONSULTING.NET
- 5. Taking stock of your assets Active Transportation Health Benefits Economic Benefits Environmental Benefits Social and Equity Benefits S&S MANAGEMENT CONSULTING SERVICES, INC. SANDSCONSULTING.NET
- 6. S&S MANAGEMENT CONSULTING SERVICES, INC. SANDSCONSULTING.NET The Delaware Complete Communities Toolbox is a product of the Institute for Public Administration (IPA) at the University of Delaware, with support from the Delaware Department of Transportation
- 7. Packaging your assets Partnerships Deliver….. ◦ Passionate Participants ◦ Persuasive Sales Climate ◦ Deeper Relationships with Customers ◦ Year-Round Exposure Platform Opportunities ◦ Aquatics ◦ Fitness / Wellness ◦ Golf ◦ Athletics S&S MANAGEMENT CONSULTING SERVICES, INC. SANDSCONSULTING.NET
- 8. Packaging your assets Benefits….. ◦ Category Exclusivity ◦ Promo Rights ◦ Access via Display/Surveying/Mailing ◦ On-Site Signage / Recognition Title and Co-sponsor Opportunities Major Events Major Programs ◦ Youth Recreation ◦ Teen Recreation ◦ Senior Recreation S&S MANAGEMENT CONSULTING SERVICES, INC. SANDSCONSULTING.NET
- 9. Value-based selling Feature vs Benefits ◦ What’s the difference? ◦ A pool is a feature, aerobic exercise is a benefit ◦ Senior programs are a feature; fellowship and social interaction are benefits ◦ Youth Sports is a feature; teamwork and physical growth is a benefit ◦ Trails and Walking Paths are a feature; improved health and reduced risk of diseases such as heart disease, hypertension, colon cancer, and diabetes are benefits S&S MANAGEMENT CONSULTING SERVICES, INC. SANDSCONSULTING.NET
- 10. Sales Funnel And don’t forget post-sale fulfillment S&S MANAGEMENT CONSULTING SERVICES, INC. SANDSCONSULTING.NET
- 11. The Revenue Pipeline S&S MANAGEMENT CONSULTING SERVICES, INC. SANDSCONSULTING.NET •Property taxes •Admission fees •Program fees •Memberships Traditional Sources of Revenue •Sponsorships •Cash •In-Kind Alternative Revenue Sources •Secure philanthropic support Park District Foundations
- 12. Pulling it all together S&S MANAGEMENT CONSULTING SERVICES, INC. SANDSCONSULTING.NET
- 13. Applying the Principals of Maslow S&S MANAGEMENT CONSULTING SERVICES, INC. SANDSCONSULTING.NET
- 14. S&S MANAGEMENT CONSULTING SERVICES, INC. SANDSCONSULTING.NET
- 15. Thank You S&S MANAGEMENT CONSULTING SERVICES, INC. SANDSCONSULTING.NET Steve Schapiro stevenischap@gmail.com 847-804-7127
Editor's Notes
- Planning for active transportation and parks and recreation infrastructure are complementary initiatives. Trails, pedestrian and bicycle infrastructure, and shared-use paths provide opportunities for people to walk, bike, take non-motorized transportation in safe places. HEALTH A report issued by NRPA quantifies the contribution of public parks to the physical activity and health of community residents. It affirms that physical activity is critical to good health, and parks provide a venue in which physical activity can occur. In addition, a report on The Health Benefits of Parks by the Trust for Public Land provides strong evidence that people exercise more when they have access to parks. Regular physical activity can improve health and reduce the risk of diseases such as heart disease, hypertension, colon cancer, and diabetes. Exercise and active lifestyles can also provide psychological benefits, improve mental health, and alleviate symptoms of depression and anxiety. ECONOMIC According to a report by the NRPA and the American Planning Association (APA) on The Role of Parks in Shaping Successful Cities, parks can attract consumers to nearby downtown regions, spur the opening of local restaurants, and increase tourism. ENVIRONMENTAL According to a report by the NPRA, parks facilities conserve natural resources and wildlife habitat, protect air and water quality, and preserve open space for current and future generations.
- SOCIAL AND EQUITY BENEFITS According to an analysis of social equity and parks conducted by NPRA, public parks provide equal access to all citizens regardless of age, gender, socioeconomic status, ethnicity, or ability. Parks and recreation facilities can foster community pride, bring people together, create destination-oriented places, and connect people to each other and nature.
- OPPORTUNITIES ESTIMATED ANNUAL REACH PUBICIZE AWARDS WON PUBLICIZE RENOVATIONS AND IMPROVEMENTS TO FACILITIES, ETC.
- OPPORTUNITIES ESTIMATED ANNUAL REACH PUBICIZE AWARDS WON PUBLICIZE RENOVATIONS AND IMPROVEMENTS TO FACILITIES, ETC.
- Remember to sell the benefits, not the features. Corporate Partners want to be associated with organizations that reduce stress, improve physical and emotional well-being, etc. Park Districts are in a unique position to be that “go to” organization