The power of sponsorships

The Power of Sponsorships!

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

| www.creative-si.com | 404.325.7031

Why Corporate
Sponsorships?
 Increased revenues
 Volunteers
 In-kind contributions
 Attract & retain donors
 Provide gateway for board members


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.

December 2011

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.


How do nonprofits recognize
sponsorships?


Awareness of value
Is your nonprofit aware of the value of sponsorships?


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.

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.


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.


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.


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?



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.



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.


 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.


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
December 2011

Thank You!

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

December 2011 Creative Solutions & Innovations

The power of sponsorships

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