University of Malaya is holding a workshop on getting corporate sponsors for events. The workshop will cover introducing the concepts of sponsorship and corporate social responsibility, discussing how to do cold calling to solicit sponsors, and how to conduct an effective presentation for potential sponsors. The document provides details on the workshop's objectives, date, time, and location. It also discusses concepts like what sponsorship and CSR are, different types of CSR programs, how to convert sponsorship to CSR initiatives, and 10 basic steps to obtaining a sponsor.

1. GETTING THAT SPONSORS
WORKSHOP
DATE : 2 9 TH N O V E M B E R 2 0 1 2
TIME : 9:00PM-10.30PM
VENUE : KOLEJ KEDIAMAN
PERTAMA, UNIVERSITIMALA
YA

2. Objective
 Introduce the fundamental of Sponsorship and
CSR
 Introduce the concept of cold calling
 Understanding the basic of effective presentation

3. Sponsorship and Corporate Social
Responsibility (CSR):
Concept, Relation and the Mutual
Business Partnership

4. Concerns :
 Sponsorship Myth #1:
Only “big names” get sponsored
 Sponsorship Myth #2:
There are very few sponsorship opportunities
 Sponsorship Myth #3:
Getting sponsorship takes a lot of work:

5. What is Sponsorship?
 Sponsorship is an investment, in cash or in
kind, in return for access to exploitable
business potential associated with an event or
highly publicized entity.
 The key words in this definition are
"investment", "access to", and "exploitable".

6. What is CSR
“CSR is a concept whereby organizations consider the
interest of society by taking responsibility for the impact
of their activities on
customers, employees, shareholders, communities & the
environment in all aspects of their operations.” –
Wikipedia
“….a business approach that creates long term shareholders
value by embracing opportunities & managing risks deriving
from economic, environmental & social development.” - Dow
Jones Sustainability Index
“CSR is the commitment of businesses to contribute to sustainable
economic development by working with employees, their families,
the local community & society at large to improve their lives in ways
that is good for business & for development.” - International
Financial Corporation (World Bank)

7. Types of CSR Program
• increase awareness of specific issue at the same time to involve
Invitation community in term of financial contribution, time & energy.
(Ajakan)
Usually done directly by company or by cooperation of
organizations
• Corporate organization would like to open the mind of
Awareness community of the designated issue so the community would
(Kesedaran)
know the real situation. Usually involve signing
petition, memorandum, picket and etc
Marketing • Some companies use CSR as medium to sell/promote products and
(Pemasaran) donate it to charity
Education
(Pendidikan) • More to educating community in change management
Contribution • Traditional method where organizations donate money, products, foods and
(Sumbangan) even materials
Voluntary • Usually organizations will invite their employee and
(Sukarelawan)
community to do charity work by using their energy and time

8. CSR in Malaysia
(i) Environment and climate change
(ii) Labour rights and human rights
(iii) Transparency and accountability
(iv) Institutionalization of CR
(v) Shareholders engagement
(vi) Talent management
(vii) Community investment
(viii) Supply chain and product safety
(ix) Social enterprises
(x) Poverty alleviation

9. Converting Sponsorship
to CSR Initiative
 Sponsorship = Donation  Less Contribution
 Sponsorship = Business Collaboration  High
Contribution
 Why?
 Donation doesn’t involve society and end users
 Donation doesn’t involve product marketing
 Donation doesn’t involve accreditation of brand
promotion
 Donation doesn’t involve future business/income

10. 10 Basic Steps to Get That Sponsor!
1. Determine type of event and who your audience is
2. Do Research
3. Make lots of phone calls
4. Send proposal letters
5. Set sponsorship levels
6. Follow up
7. Cultivate your relationships with sponsors
8. Cultivate your relationships with non-sponsors
9. Give your sponsors plenty of publicity
10. Cultivate relationships with sponsors, Part II

11. Determine type of event and who your audience is
 Sending "blind" proposals usually
does not work well. Knowing your
audience helps you figure out who
to solicit brainstorming. Think
about which companies and local
businesses are likely to be
interested in reaching your
audience

12. Steps to Determine Type of Event
1) WIIFM – What is It for ME? (Sponsors)
 ROI Return of Investments, Give Before You Gain
2) What Type of Benefit or Help You want to
Contribute. (CSR Concept Helping & Changing)
3) WIIFY – What is It For You (Organizer)
 Solid objectives , vision and mission
 Exposure. Branding and Cost Deduction

13. Good and Bad Program
 Keywords : Involve society not just the organizing committee- individual or
organizations

14. Research
 Quality research saves up to 50% of other work
 Use local business directories  for industry
oriented
 Use Bursa Malaysia for GLC, MNC and Berhad
companies
 Get the details of the person in charge and decision
maker
 Learn about your potential sponsors
 Download their CSR report or financial report
 Create a website/blog for your event

15. Local Business Directories
 Kuala Lumpur Stock Exchange
 www.malaysia-business-directory.com/
 www.smibusinessdirectory.com.my/
 www.malaysiabusinesslisting.com
 www.biznesdirectory.com/
 www.sourcemalaysia.com/
 www.smecorp.gov.my/v4/node/7
 www.yellowpages.com.my/
 www.hotfrog.com.my/
 http://www.securities.com/Public/company-
profile/MY/page1.html

18. Leads Generation
 Company
 Name
 Position
 General Line
 Direct Line
 Mobile

19. Leads Research

22. Proposal Letters
 It's important that sponsors feel you are
asking money specifically from their
company, and they're not just part of a
massive group.
 Keep your letters short
 Concentrate on the exposure the company
will receive for their money, not on how the
money will help you

23. Set sponsorship levels
 Make sure the benefits at each level are
distinct and enticing enough to encourage
previous sponsors to move up a level.
 Put a price on each benefit you'll offer and
add the prices in each level
 Be flexible and customize levels for some
sponsors to meet their marketing needs

24. Introduction to Cold
Calling: Fundamental of
Sales Pitch

25. Sales Pitch
 The most time-consuming—but ultimately money-saving—step:
Get on the phone and pitch your event as a great marketing
opportunity.
 Sales pitch structure
 Introduction
 Impact Statement
 Pre-Qualifying
 Feature and Benefits
 Probing
 Follow up
 Closing
 Your calls will vary with the type and size of company you contact
 KNOW YOUR SPONSOR'S BUSINESS BETTER THAN THEY DO
THEMSELVES

26. Preparation before Pitching
 Believe System will open the path on reaching the
right person
 Best source info is the phone Operator. Get name
and right designation before going through
 Secretary. Function is to guard the boss.
Your Goals
 Reach the right person/ DM (decision maker)
 Obtain direct number . Mobile number better
 Identify when DM will be available

27. Tips
 Comfortable and Confidence
 Voice tone . Sound professional
 Release of info to control conversation. (Name, Company
name, Purpose of call)
 Call at SMART time (early morning, 1 hour before lunch hour, after
working hours to avoid gatekeeper)
Dont’s
 Leave voice mails
 Leave name with gatekeeper and ask to call back
 Make appointment with gatekeeper to reach DM
 Send email to DM that have not call or qualified yet
 Speak with irrelevant person i.e Secretary, Junior exec, Irrelevant
department

28. Sales Pitch Element
Introduction
 Who are you, your company/organization
 Purpose of call
Impact Statement
 Short statement to get client hooked/ creates interest to the client. Get
ATTENTION
 Spend some time to create your impact statement
 Brainstorm on the phrases that could attract them
Pre Qualifying
 Don’t waste time. Find out if he/she is the right person or relevant
 Qualifying for industry relevancy, event suitability , DM etc
 Qualifying for interest vs willingness to involve
 Qualifying for objection and handling

29. Features and Benefits
 Talk about the event not the achievement of your organization
 Relate with impact statement
 Emphasize on Return of Investment for them (WIIFM)
Probing
 Identify the need of the client
 How will they benefit from this event
 Use Open End Questions
Closing/Trial Close
 Validate the buying signal. ABC (Always be Closing)
 Interest will go down with time.
 3 Calls (Pitch trial close, Call Back next day, Book/Blow)
Follow Up
 Arrange call back date and time

30. Example of Sales Pitch
Introduction
 a-HiMr Ahmad, this is Nadia calling from University
of Malaya. I thought you might be interested in
marketing your company's products/services at an
upcoming event we're hosting...do you have a few
seconds
 b-My name is Nadia from University of Malaya. I
wonder if you might help me. The reason I'm calling
is that I understand that you're the person who's in
charge of sponsorship/CSR event for A company. Is
that true? If its not, may I know who would be the

31. Impact Statement
 I’m calling in regards to business sponsorship that I
would like to discuss with your company. University
Malaya will be conducting a Corporate Social
Responsibility Program for the secondary school
students in the importance of English Language. From
the CSR Report that I saw in your website recently, I
believe that you also conduct this type of event. This
would be a good platform for a business partnership.
 The purpose of my call is to discuss further on CSR
initiative that your company and University of Malaya can
collaborate on. We will be conducing a English Language
camp for school students and from your CSR report I
believe that this might be something you would like to

32. Pre Qualifying
 We are looking for an exclusive corporate partnership
with your company as we are only looking for one partner
to conduct this event. From the profile of your
company, we believe you would be the right company to
join venture this event with
 Would you be the right person when it comes to
sponsorship matter?
 How can I get hold of him? Can I have his number?
 I understand you would be the right person who initiates
and heading the sponsorship matter, am I right?

33. Feature and Benefits
 a-This would be a good platform in term of your
company’s product marketing. I believe that by
participating in this program you could reach your
potential customers at the same time fulfilling the CSR
initiatives.
 b-Your company would be known by the participants
involve and this could increase your sales performance.
 c-But the most important benefit, your company would
have easier work process in conducting a CSR Program
that is required yearly by partnering with University
Malaya. UM would be responsible in doing all the
administration works, process flows, manpower and
follow up on behalf of A company. This would be a win-

34. Probing
 a- I was just wondering, when it comes to CSR program, does
your company usually sponsors and partner with university?
May I know which university you have collaborated with?
 b- Usually when it comes to CSR program or
sponsorship, how is the process in your company like? Would
you mind sharing with me so I can follow the process
accordingly?
 C-Usually what type of program that your company would
accept when it comes to sponsorship or CSR program?
 d-Do you have any CSR program that your company have
plan as we also have other activities in UM that can match
with your company need.

35. Set Up Follow Up Call
 I would send the sponsorship proposal
for your perusal and if let’s say you like
our idea/proposal, we can come to your
office and conduct the presentation
there? When do you prefer to conduct
the presentation ya? By the way can I
have your email and your mobile
number?

36. Closing
 I really appreciate that you could spend
some time with me on the phone. Do
you mind if I call you back by next week
Friday in the morning to get some
feedback on the proposal? Great. Its
been a pleasure speaking to you.
Thank you very much and have a good
day

37. Purpose of Cold Call

38. Conversation Expectations/Probing

39. Sales Techniques

40. Follow up
 Don't be afraid to call potential sponsors to find out their thoughts on
sponsorship
 Call the next day to inform upon receive of your proposal
 Set time for follow up
 Some interested companies may request face-to-face meetings, but
most sponsor communication will be done via phone, fax and e-mail.
 "This is Such And Such from My Organization. I just wanted to follow
up on the sponsorship request I sent. Do you have a few seconds?"
 If they don't, ask when would be a better time to call back. Then be sure
to call back at the requested time.
 If they say yes, your response might be: "Do you have any questions?
Does it look like something you might be interested in for this year?" If
they aren't interested, find out why not.
 Provide potential sponsors with a link to your organization's
website, instructions for signing up to become a sponsor, and the
deadline for submitting sponsorship information

41. Making the Great First
Impression: Conducting
Presentation and
Appointment

42. Conducting Presentation
 Do Your Research
 Look Professional
 Get There Early
 Build Rapport
 Start with an Agenda Statement
 Illustrate Your Point
 Ask for Feedback
 Watch Body Language
 Use a Trial Close at the End
 Leave Time to Chat

43. Do Your Research
 Know what your audience is looking for, and
tailor your presentation to fit. Not only will
this interest your audience, it will add to
your credibility if they know you've done
your homework.

44. Look Professional
 If you want your audience to take you
seriously, you need to look serious. When in
doubt, wear a suit. If the occasion is more
casual, at least make sure you look pulled
together – not sloppy.

45. Get There Early
 Plan your arrival so you'll be on
time, allowing for possible delays such as
traffic and construction. Few things give a
worse first impression than making your
audience wait for you.

46. Build Rapport
 Find out who exactly will be at the
meeting, and try to collect personal
information about the major decision
makers. T
 The Internet makes this fairly simple. Don't
just Google these folks; check out
Facebook, LinkedIn, Twitter, etc. for more
information. Knowing the CEO loves fly
fishing gives you a great conversation point.

47. Start with an Agenda Statement
 An agenda statement is a one-sentence summary of
your presentation. It gives you control of the
presentation in a friendly way, and makes a great
first impression.

48. Illustrate Your Point
 Have something for your audience to look at
– photos, graphs, slides, whatever.
Brochures work well because you can leave
them with your audience as a reminder of
your presentation.

49. Ask for Feedback
 When you finish discussing an important
point, pause and ask if your audience has
any questions. By inviting a response, you
draw them into the presentation and get
them thinking.

50. Watch Body Language
 If your audience is leaning forward in their seats and
nodding, they like what you have to say. If they're
leaning back with arms crossed, they're skeptical.
Snoring is also a bad sign.

51. Use a Trial Close at the End
 This means taking your audience's
temperature on what you've just presented.
You can say something like, “Does this
sound right?” or “So is that what you're
looking for?”

52. Leave Time to Chat
 After your formal presentation is over, try to
get some less formal talking time with the
decision makers to help build more rapport.
This might be a Q&A session, or just a chat.
If you're talking to a prospective
customer, you might ask for a tour of their
building.

53. Thank You !