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The Power of Sponsorships!



  Deborah Spector, President
Creative Solutions & Innovations
   deborah@creative-si.com


              Creative Solutions & Innovations
            | www.creative-si.com | 404.325.7031
Why Corporate
         Sponsorships?
 Increased revenues
 Volunteers
 In-kind contributions
 Attract & retain donors
 Provide gateway for board members




                Creative Solutions & Innovations
              | www.creative-si.com | 404.325.7031
Strong Revenue Source
North American businesses spent more
 than $17.2 billion sponsoring events in
 2010. These included charity
 galas, athletic contests, concert
 series, and the like -- according to IEG
 Sponsorship Report.


                        Creative Solutions & Innovations
December 2011
                      | www.creative-si.com | 404.325.7031
Building Partnerships
Marketers learned that programs that
  combine loyalty with value equal
  profit.
Sponsorships are about building effective
  partnerships that enhance both an
  organization’s mission & the sponsors
  business goals.

                 Creative Solutions & Innovations
               | www.creative-si.com | 404.325.7031
How do nonprofits recognize
      sponsorships?




           Creative Solutions & Innovations
         | www.creative-si.com | 404.325.7031
Awareness of value
Is your nonprofit aware of the value of sponsorships?




                      Creative Solutions & Innovations
                    | www.creative-si.com | 404.325.7031
10 Attributes of nonprofits with successful
        sponsorship programs - #1
 Entrepreneurial culture that allows for risk taking
  and sets benchmarks for achieving financial goals in
  new ventures.
 Flexible & can quickly assemble effective,
  cross-functional teams around tasks. These teams
  are efficient, solve problems and report
  information.
 Know that programming is everything. Their events
  and programs are superior.
 Understand that sponsorship is an exchange of frees
  for marketing assets, not a fundraising tool to pay
  the cost of a project or answer a budget shortfall.
                      Creative Solutions & Innovations
                    | www.creative-si.com | 404.325.7031
10 Attributes of nonprofits with successful
        sponsorship programs - # 2
   Know their audience and possess detailed, up-to-
    date intelligence.
   Conduct aggressive outreach. These nonprofits
    understand the value of communication.
   Leaders and staff enjoy regular contact with
    business-people, not only to seek revenue.
   Keep sales materials ready to go to keep
    communications flowing between themselves &
    their prospects.


                       Creative Solutions & Innovations
                     | www.creative-si.com | 404.325.7031
10 Attributes of nonprofits with successful
        sponsorship programs - # 3
   Know it takes time to build a sponsorship program,
    develop realistic timelines and project revenues
    accordingly.
   Have written policies to guide their negotiations,
    have buy-in across the organization to support the
    sponsorship effort with action & deliver on
    promises.




                       Creative Solutions & Innovations
                     | www.creative-si.com | 404.325.7031
Steps for securing sponsors - #1
 Put together a sponsorship team.
 Hold a brainstorming session to identify companies
  and local businesses that would want to reach your
  audience.
 Speak with your board, members and volunteers and
  find out with which companies they have
  relationships and if they are willing to pursue or
  provide contact information for your sponsorship
  committee to use.



                     Creative Solutions & Innovations
                   | www.creative-si.com | 404.325.7031
Steps for securing sponsors - #2
Research your prospects before you approach.
 Do you have an understanding of why current
  sponsors support your event?
 When do they set their marketing/sponsorship
  commitments?
 Do they sponsor specific organizations or causes?
 Do you provide access to their target audience?
 Do you have key influencers to help you reach your
  prospects?


                      Creative Solutions & Innovations
                    | www.creative-si.com | 404.325.7031
Steps for securing sponsors - #3

Set sponsorship levels:
 Make sure the benefits at each level are distinct and
  enticing enough to encourage new sponsors to
  participate and to encourage previous sponsors to
  move up a level.
 You should base your sponsorship levels on the
  benefits to the sponsor.
 Be flexible and be prepared to customize levels to
  meet their marketing needs.


                      Creative Solutions & Innovations
                    | www.creative-si.com | 404.325.7031
Steps for securing sponsors - #4

Be prepared to call prospects and pitch your event as
  a great marketing opportunity.
 You have 20 seconds to describe your audience,
  some of the marketing benefits and to offer to
  email your package.
 Be sure and post your sponsorship levels on your
  event website.
 Follow up, follow up, follow up! Once you’ve made
  your pitch and sent your proposal, don’t let the
  opportunity slip away.

                      Creative Solutions & Innovations
                    | www.creative-si.com | 404.325.7031
Steps for securing sponsors - #5
 Cultivate your relationships by staying in touch
  before & after the event, not only when you receive
  their money.
 Always give your sponsors all the publicity you
  promised.
 Provide links to all the publicity posted on your site.
 Thank your sponsors & then thank them some more.
 Don’t go overboard & spend a lot of money on
  presents.
 Create baskets with donated goods for sponsors’
  gifts.

                       Creative Solutions & Innovations
                     | www.creative-si.com | 404.325.7031
Resources
Sponsorships:
•    Patricia Martin, Made Possible By: Succeeding With
     Sponsorship Jossey-Bass, 2004
•    National Council for Nonprofits
     www.councilofnonprofits.org/resources/resources-type/toolkit
     s/corporate-sponsorship-toolkit
•    Why do companies sponsor Charitable Events, Joanne Fritz
     about.com
     - http://nonprofit.about.com/od/causerelatedmarketing/qt/s
     ponsormotivation.htm
•    IEG’S Nonprofit Sponsorship Survey
     http://www.sponsorship.com/Resources/IEG-s-Nonprofit-Spon
     sorship-Survey.aspx
                            Creative Solutions & Innovations
December 2011
                          | www.creative-si.com | 404.325.7031
Thank You!


            Please contact
  deborah@creative-si.com for sample
         sponsorship timeline.




December 2011     Creative Solutions & Innovations
                | www.creative-si.com | 404.325.7031

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The power of sponsorships

  • 1. The Power of Sponsorships! Deborah Spector, President Creative Solutions & Innovations deborah@creative-si.com Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 2. Why Corporate Sponsorships?  Increased revenues  Volunteers  In-kind contributions  Attract & retain donors  Provide gateway for board members Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 3. Strong Revenue Source North American businesses spent more than $17.2 billion sponsoring events in 2010. These included charity galas, athletic contests, concert series, and the like -- according to IEG Sponsorship Report. Creative Solutions & Innovations December 2011 | www.creative-si.com | 404.325.7031
  • 4. Building Partnerships Marketers learned that programs that combine loyalty with value equal profit. Sponsorships are about building effective partnerships that enhance both an organization’s mission & the sponsors business goals. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 5. How do nonprofits recognize sponsorships? Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 6. Awareness of value Is your nonprofit aware of the value of sponsorships? Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 7. 10 Attributes of nonprofits with successful sponsorship programs - #1  Entrepreneurial culture that allows for risk taking and sets benchmarks for achieving financial goals in new ventures.  Flexible & can quickly assemble effective, cross-functional teams around tasks. These teams are efficient, solve problems and report information.  Know that programming is everything. Their events and programs are superior.  Understand that sponsorship is an exchange of frees for marketing assets, not a fundraising tool to pay the cost of a project or answer a budget shortfall. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 8. 10 Attributes of nonprofits with successful sponsorship programs - # 2  Know their audience and possess detailed, up-to- date intelligence.  Conduct aggressive outreach. These nonprofits understand the value of communication.  Leaders and staff enjoy regular contact with business-people, not only to seek revenue.  Keep sales materials ready to go to keep communications flowing between themselves & their prospects. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 9. 10 Attributes of nonprofits with successful sponsorship programs - # 3  Know it takes time to build a sponsorship program, develop realistic timelines and project revenues accordingly.  Have written policies to guide their negotiations, have buy-in across the organization to support the sponsorship effort with action & deliver on promises. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 10. Steps for securing sponsors - #1  Put together a sponsorship team.  Hold a brainstorming session to identify companies and local businesses that would want to reach your audience.  Speak with your board, members and volunteers and find out with which companies they have relationships and if they are willing to pursue or provide contact information for your sponsorship committee to use. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 11. Steps for securing sponsors - #2 Research your prospects before you approach.  Do you have an understanding of why current sponsors support your event?  When do they set their marketing/sponsorship commitments?  Do they sponsor specific organizations or causes?  Do you provide access to their target audience?  Do you have key influencers to help you reach your prospects? Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 12. Steps for securing sponsors - #3 Set sponsorship levels:  Make sure the benefits at each level are distinct and enticing enough to encourage new sponsors to participate and to encourage previous sponsors to move up a level.  You should base your sponsorship levels on the benefits to the sponsor.  Be flexible and be prepared to customize levels to meet their marketing needs. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 13. Steps for securing sponsors - #4 Be prepared to call prospects and pitch your event as a great marketing opportunity.  You have 20 seconds to describe your audience, some of the marketing benefits and to offer to email your package.  Be sure and post your sponsorship levels on your event website.  Follow up, follow up, follow up! Once you’ve made your pitch and sent your proposal, don’t let the opportunity slip away. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 14. Steps for securing sponsors - #5  Cultivate your relationships by staying in touch before & after the event, not only when you receive their money.  Always give your sponsors all the publicity you promised.  Provide links to all the publicity posted on your site.  Thank your sponsors & then thank them some more.  Don’t go overboard & spend a lot of money on presents.  Create baskets with donated goods for sponsors’ gifts. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 15. Resources Sponsorships: • Patricia Martin, Made Possible By: Succeeding With Sponsorship Jossey-Bass, 2004 • National Council for Nonprofits www.councilofnonprofits.org/resources/resources-type/toolkit s/corporate-sponsorship-toolkit • Why do companies sponsor Charitable Events, Joanne Fritz about.com - http://nonprofit.about.com/od/causerelatedmarketing/qt/s ponsormotivation.htm • IEG’S Nonprofit Sponsorship Survey http://www.sponsorship.com/Resources/IEG-s-Nonprofit-Spon sorship-Survey.aspx Creative Solutions & Innovations December 2011 | www.creative-si.com | 404.325.7031
  • 16. Thank You! Please contact deborah@creative-si.com for sample sponsorship timeline. December 2011 Creative Solutions & Innovations | www.creative-si.com | 404.325.7031