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Wildly Successful Events - Webinar for Ignited Online Fundraising Community -January 2013

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Wildly Successful

Events:

Presenter: Mazarine Treyz, AuthorThe Wild Woman's Guide to Fundraising

How to Get Sponsorships


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About the presenter

Mazarine Treyz, Author of The Wild Woman's Guide to Fundraising

Over 21,000 monthly readers at http://wildwomanfundraising.com

Raised hundreds of thousands of dollars with sponsorships, all with techniques outlined in this webinar.

Poll

Who here is going to have an event in the next 6 months?

Have you ever run an event before?

Do you have a list of people to call for sponsorship?


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Starting out

What is sponsorship?

Sponsorship is when a corporation or government agency decides to give money to your nonprofit in exchange for marketing presence at an event.


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Terminology

� Sponsorship

� Corporate social responsibility

� Cause Marketing

� Co-Ventures

� Strategic Philanthropy

� Venture Philanthropy

Sponsorship is part of corporate social responsibility


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What You'll Learn Today

� How do you identify which corporations will sponsor you?

� Who do you need to talk to at corporations?

� How do you influence corporate decision-makers to sponsor your event?

� How much should your sponsorship levels be? What makes sense?

� How do you add value to justify different levels of sponsorship?

And more.

� How to identify people to help you acquire sponsorships?

� How to create a compelling sponsorship letter that gets results?

� What type of marketing exposure do corporations expect?

� What is the proper follow up procedure for sponsors?

� BONUS: How to make an extra $10,000 at your event.


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Ask yourself the following questions:

� Who has a brand that complements yours?

� Which categories work for your mission?

� How can you match your audience with a company's goals of changing perception and behavior?

Which corporations will sponsor you?

Speak in Psychographics:

�What are the specific kinds of people they target? What are these people's lifestyles, priorities, motivations?

�What do they want them to know, believe, feel, or understand?

�What do they want these people to do?

Ask them to BRAINSTORMIf anything were possible, what they would do with this sponsorship to help achieve those goals?



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Finding Your Sponsors CHECKLIST

Board member connections

ABI/INFORM Database

Corporations who are connected with your mission

Other nonprofit events or annual reports

The Business Journal Book of Lists

The City, County, or State/Province Departments

The Foundation Center database

The Newspaper


What are YOUR Top Categories?

Examples:� Car companies

� Financial Services firms

� Soft drink companies

� Clothing companies

� Grocery Stores

� Insurance companies

� Internet providersa



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Must Do:

�Survey board, staff and volunteers

�Brainstorm natural affinities

�Look at ABI/INFORM Database

�Look at sister nonprofits

�Look at The Business Journal's Book of Lists

Must Know:

� Learn the psychographics of your donors, match with the desired audience of your sponsor.

� What are your top Categories?

� Check out the IEG report on http://www.sponsorship.com/IEGSR


Who has the power to make the decision?

� The Brand Manager

� Senior member of the brand team

� Regional marketing manager

� Admin for CEO

Why not the sponsorship manager?

Because they are inundated


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Influence corporate decision-makers

� What are they concerned about?

� How can you show ROI and help them convince their boss?

� What are their objectives?

� What should you measure?

� Negotiation tactics

1) What are they concerned about?

� Take advantage of lower prices

� Right opportunities for business objectives

� Reflect the economy’s impact on customers

� Using new measurements for ROI

� Downturn: Cutting back



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2) How do you show ROI and convince them and the boss?

� Visibility� Attitude� Awareness� Behavior

In your meeting: Your goal with the meeting is to understand their needs.

Before you develop a proposal, you want to know that there is a solid fit between their brand and what you can offer.


3) & 4) What are the objectives? What do they want to measure?

Their objectives are simple. Change consumer perceptions. Change consumer behavior.

#1 Number of people expected at event#2 Offline Marketing Strategies with multiple channels#3 Online marketing strategies with multiple channels#4 Opportunities for multi-level long-term brand awareness.#5 Product interaction and placement.#6 How event theme/type of event fits with their brand.#7 Total reach



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5) Negotiation Tactics: How to renew and upsell current sponsors?

� Tell them straight out that you want to create a deal that works for their business objectives.

� Provide direct revenue opportunities

� Build in benefits that get sponsors closer to a yes

� Propose alternative deal structures


5) Negotiation Tactics: What if they try to lowball you?



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Must Do:

� Estimate reach/benefit/demographics -Social Media Channels-Offline Channels-Pre and Post-Events-Event itself

• Build in customized benefits for each sponsor.

Must Know:

� They want more customers and more cash.

� Preliminary meeting should be about their brand objectives.

� Convince the boss by:-360 Brand experience-Long term thematic branding opportunities


Sponsorship levels-where to start?

� Throw out the idea of sponsorship levels.

� Think of sponsorship BANDS that you can customize for each sponsor.

� Research what the market will bear

Other factors:

� Lead time before the event

� Uniqueness of what you offer


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Sample Sponsorship Bands

Principal – Premium level sponsors of our entire organisation or biggest events. Generally valued at over $400,000 in cash and/or goods

Major – Major partners using the sponsorship to achieve a wide range of marketing and business objectives. Generally falling in the range of $100-400,000 in cash and/or goods

Supporting – Lower level sponsors usually using the sponsorship to achieve a more limited number of marketing and business objectives. Generally valued at sub-$100,000 in cash and/or goods

Sponsorship bands

Cheap or Free ways to add value

� Banner on Website� Blog� E-newsletter

� Facebook� Twitter� Street Banner� Naming opportunity for

event award


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Who can help you get sponsors?

1. Board and their circle of friends.

2. Volunteers and staff.

3. Sister nonprofit sponsors

4. Most charitable companies in the Business Journal Book of Lists.

5. ABI/INFORM Database (good for international as well)

Board Strategies: Start here first.

A structural solution: You can also institute a new policy of new potential board members being required to sit on the development committee before they become board members.

Who can help you get sponsors?


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You need to be able to offer them what they crave.

Changing Perceptions, Changing Behavior.

What makes a good sponsorship letter?

Paragraph 1: Why you think they would care, in 2 sentences or less. Then name of your event, What, Where, and When, and that you're looking for sponsorship.

The first two sentences are the most important. Get this wrong, and your letter will fail.



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The most common mistakes in sponsorship letters:

� Don't assume they care about your mission.

� Don't tell them multiple stories about your mission.

� Don't give just one channel that you're using.

� Don't just talk about yourself. Talk about their business objectives.


What type of exposure do they expect?

Give Measurements, numbers of

� People interacting, seeing, hearing, touching, tasting at event

� Ad impressions on TV, Radio, Newspaper, Internet, other

� Weeks ahead and after that you will promote

� Pre-events and demographic of audience at exclusive pre-events


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Defining and setting objectives: Do you want 1 TV station? 1 radio station? 3 newspapers?

Sample Objectives: � 100 TV ads: seen by 200,000

� 1 newspaper ad: Seen by 150,000

� 50 radio ads: heard by 45,000

� Pre-event: 50 VIPs

� Logo on T-shirt: Seen by 50,000

Total reach: 445,050

What type of exposure do they expect?

Writing Your Letter

Must Do:

�Communicate your research and caring about their business realities.

�Do your research: Have they given at this level before?

�Communicate the need.

�Communicate your reach. Show the value.

Must Know:

� Your research will count for a lot.

� You have 10 seconds to grab their attention.

� Multiple touches are key. Call, meet, create proposal, email, follow-up.


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What is the proper follow up procedure?

Building relationships: How to start?

Remember: Good Sponsorship relationships take TIME.

Build up social currency.

Invest and Withdraw.



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Mention the person you know who knows them.

Request a meeting and say:Your goal with the meeting is to understand their needs, to create a customized offer.

Before you develop a proposal, you want to know that there is a solid fit between their brand and what you can offer. You don’t want to waste anyone’s time.

How to start the conversation with the Brand Manager?


Use LinkedIn

Connect with them via a branding or CSR group

Find out a point of connection between you



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Dealing with Rejection

It happens! Don't take it personally.It's not about you.


Call on a Thursday or a Friday, early, so you can get around the gatekeepers, AND they'll be in a good mood.



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Ask them if they got your letter or email. Pause.

How to Structure Your Call


Ask them if they got your letter or email. Pause.

Give a 10 second rundown of what your charity does, and why you think they would care.

How to Structure Your Call



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Must Do:

�Send letter on Monday.

�Email to followup your letter by Wednesday.

�Call on a Thursday or Friday morning.

�10 second pitch.

�Mention your estimated reach and demographics.

Must Know:

� The strongest connection is someone you both know.

� Get them to talk about themselves.

� Research the person you call. Has the company gotten an award recently?


Ways to get more out of your call



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What would you take?

Do you have other items you need?

Would you take non-monetary gifts?

How you can make an extra $10,000

Employee Volunteerism

Auction

Workplace Giving

Raffle

Paddle Raise


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Top corporate sponsors for 2012

Boeing

Johnson & Johnson

Microsoft

BP

State Street

Soros Fund Management

Source:http://doublethedonation.com/Content/TopCorporateGivingPrograms.html

Step 1: Go to your board, volunteers, staff, and find connections to corporations.

Step 2: Research corporations.

Step 3: Find the decision maker.

Step 4: Call gatekeeper in marketing and ask them what their brand and marketing priorities are, if not already stated on the website. Make sure there's a match.

Step 5: Write out your similarities to their brand.

11 Steps for Sponsorship


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Step 6: Write out your “Multi-dimensional marketing campaign” AKA what they get.

Step 7: Use these documents to write your letter,

Step 8: Send a letter or email to them on Monday,

Step 9: Follow up with a phone-call,

Step 10: Structure your phonecall to be based around what you know of their priorities. Refer to a person who mentioned that you should connect with them, if you can.

Step 11: Send them a thank you note, especially if they agree to sponsor.

11 Steps for Sponsorship


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Remember

Must Do:

� Start looking for sponsorships for your event 6 months in advance.

� Uncover your best prospects via your board and event committee.

Must Know:

� The money is there:Corporate donations accounted for $40 billion of contribution dollars in 2012.

� Adding value to your sponsorship to justify a higher level can be easier than you think.

� Reframe the conversation.

Questions?


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Thank you for all that you do for your cause.

I would love your honest feedback on this presentation. I am always trying to improve.

Follow up questions Mazarine [email protected]: (512) 763-5161

Thank you for attending today!

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