1. FirstGiving Webinar:
Corporate Sponsor Solicitation

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

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

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

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. 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. 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. Set Goals.
© 2011 Vivanista Inc.

11. Fundraising Goals
Individual Nonprofit Organization

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

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

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

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

16. 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

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

18. Sponsorship Channels
Events
Web site Cause
Sponsor Marketing
Corporate
Sponsors
Crowd Matching
sourcing Program

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

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

21. How It Works.
© 2011 Vivanista Inc.

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 in
audience demographics up in-person meetings every way possible

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 in
audience demographics up in-person meetings every way possible

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 in
audience demographics up in-person meetings every way possible

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 in
audience demographics up in-person meetings every way possible

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 in
audience demographics up in-person meetings every way possible

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 in
audience demographics up in-person meetings every way possible

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 in
audience demographics up in-person meetings every way possible

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 in
audience demographics up in-person meetings every way possible

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 in
audience demographics up in-person meetings every way possible

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 in
audience demographics up in-person meetings every way possible

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 in
audience demographics up in-person meetings every way possible

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 in
audience demographics up in-person meetings every way possible

34. Set Financial Goal$
© 2011 Vivanista Inc.

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

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

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

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

40. Create A Pitch.
© 2011 Vivanista Inc.

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

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

43. 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

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

45. 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.

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

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

48. 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

49. 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

50. 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

51. 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

52. 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

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

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

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

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

58. 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:

59. 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:

60. 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:

61. 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:

62. 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?

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

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

65. 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

66. 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

67. 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

68. 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

69. 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

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

71. Summary
• Craft a professional presentation

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

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

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. 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. 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. 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. 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. Questions?
© 2011 Vivanista Inc.