Fundraising Ideas for the Fund Raiser

Home
Yellow Pages
Newsletter
Contact Information
Free Booklets
Fundraising Classifieds
Subscribe - Free
Fundraising ideas for a fundraiser Great new fundraising ideas for your next fundraiser
New Fundraisers FUNDRAISER OF THE MONTH "Looking for more fundraising choices?"

SUBSCRIBE FREE
Make sure you get all this good fundraising info every time we publish a new article!

Your Name:

Your E-mail Address:

We promise never to sell, rent, or give your email address to anyone else. PERIOD!

Bookmark This Fundraiser Site
Share this Fundraising Site
Fundraising Feed Subscribe in a reader


Article Archive

Fundraising Auctions

Fundraising Calendar

Fundraising Events

Grants

Fundraising Ideas

Nonprofit Leadership

Fundraising Letters

Nonprofit Newsletters

Planned Giving

Publicity

Fundraising Raffles

Fundraising Strategies

Volunteers

General




Fundraising Products, Services and Ideas

Fundraising Newsletter

Fundraising secrets, tips & hints

Factors Affecting Sponsorship Decisions

by Sylvia Allen


Editor's note: This is the fourth article in a 10-part article series on SPONSORSHIP DEVELOPMENT, contributed by Sylvia Allen, President of Allen Consulting, Inc., Holmdel, NJ.


First and foremost, sponsorship participation is a business decision. Yes, the CEO still exerts influence on sponsorship involvement but no longer is it done emotionally but, rather, on a business basis with measurable objectives.

Second, sponsorship decisions are not made on the spur of the moment nor are they made based upon someone sending a proposal to a prospective sponsor and having that person, just based on the proposal, making a decision to go to a sponsor. In sponsorship solicitation and sales it is very much like a courtship where each party wants to get to know the other better before joining together.

Depending upon dollar amounts involved, sponsorship decisions can take years. For those of us involved in the sales process one of the best traits one can have is tenacity! Basically, the sponsorship decision process involves a number of people at different levels with each assuming responsibility for one particular segment of the process, depending upon objectives for involvement and dollars involved. For example, it is entirely possible for the Director of Marketing, Sales Manager, Merchandising Manager, Public Relations Director and Human Relations Manager to all have some involvement in making a sponsorship decision. Each would want to study the sponsorship proposal to determine what elements, if any, impact their particular department's goals.

When selling sponsorships, keep in mind that the prime objective of the proposal is to whet the sponsor's appetite. Hopefully, you will have made initial contact with the potential sponsor to discuss his/her needs to ensure that your proposal is well-suited to these needs. Then, you will have sent a brief summation of the proposal, highlighting those issues previously discussed and emphasizing how the various marketing/sales/promotional opportunities dovetail with their current strategies in these areas. Last, you would try to get an appointment with the sponsor to discuss, in detail, how your program works and what sponsorship opportunities there are.

What should be in your package? It should contain the following:

  1. Media exposure (dollar value/ratings/readership, etc.);
  2. Marketing/merchandising/sales opportunities;
  3. Hospitality rights including tickets, VIP parking, etc.;
  4. Product exclusivity issue;
  5. Signage, on-site exposure (audio billboards, banners, etc.).;
  6. Listing of other participating sponsors;
  7. Brief history of the event/sport/venue/facility;
  8. Testimonial letters from previous sponsors.

All of that information should be typed, double spaced, and not be more than eight pages. Remember that the person receiving your proposal gets hundreds, if not thousands, of these proposals annually. The time spent on each one will be minimal and your proposal must stand out if it is to be noticed. If it is brief, and well-written, with the sponsor's objectives in mind, you will quickly get to the next step ... meeting and discussion.

Prior to that meeting learn all you can about your potential sponsors. What sponsorships have they done in the past? What are their corporate mission statements? If they are a public company, read their annual report. Do a data search at the library to discover how this organization approaches their market; what is their advertising strategy; who are their customers; what is their product line. In short, you want to be as knowledgeable as the person you will be meeting with so you can discuss how your sponsorship program is so well-suited to their organization.

Make sure you send a written summary after each meeting that outlines your discussion and reiterates how the sponsorship opportunity presented is appropriate. Be thorough in your follow-through and be consistent in your presentation of facts and figures. When you get a sponsorship commitment, write a contract that clearly, and carefully, outlines the terms of the contract and how each party benefits. This is your implementation road map and needs to be as accurate as possible. Then, deliver 110% and renewal will be hard to pass up!

AddThis Social Bookmark Button
AddThis Social Bookmark Button
 Subscribe in a reader

***********************


About the Author:

Sylvia Allen offers a wealth of public relations, event marketing, and sponsorship experience to her clients.

She has published several books and is the author of HOW TO BE SUCCESSFUL AT SPONSORSHIP SALES, publishes The Sponsorship Newsletter, has just finished a 60 minute video on sponsorship, and lectures all over the country on sponsorship (IFEA, National Main Street, etc.) as well as teaching at New York University.

She has sold everything from $25 to $4,000,000 sponsorships; she can be reached at 732-946-2711 or at sylvia@allenconsulting.com



Want to get more great fundraising information just like this?
Join our mailing list and we'll send you an email every time we publish a new article!

Your Name:

Your E-mail Address:

We promise never to sell, rent, or give your
email address to anyone else. PERIOD!


Editor's Picks

Fundraising Booklets
Cookiedough Fundraising
Scratchcard Fundraising
Safe Fundraising



Recommended Suppliers

Constant Contact
The gold standard in nonprofit email newsletter delivery. Custom newsletter templates, funding appeals, event updates & more. 20% nonprofit discount!

www.constantcontact.com


Recommended Books

7 Essential Steps to Raising Money by Mail
Learn with practical examples, detailed checklists, writing helps and other tools. Sample letters for different types of solicitations and for different nonprofit groups. A step by step guide to writing fundraising letters.

www.StepByStepFundraising.com

Silent Auction Guide & Toolkit
Learn how to create a successful silent auction fundraiser. Silent auction strategies, timelines, auction items and how to organize and display them, how to close an auction and take payments, and other add on fundraisers to boost the bottom line of your silent auction.

www.StepByStepFundraising.com

Let's Raise Money
The inside scoop about small group fundraising. Learn from the founder of a national fundraising company as he reveals secrets observed over nearly two decades of fundraising.
www.LetsRaiseMoney.com
Read a Free Excerpt

The Ultimate Guide to Planning a 5K Run or Walk Fundraiser
Plan a successful race from scratch. Proven marketing strategies, find and manage volunteers, maximize revenues, recruit and motivate teams. Checklists, forms, speadsheets, worksheets all included.

www.CharityMile.com

Secrets of the Charity Auction Experts
Learn from the experts! Discover the best selling auction items. How to get auction items donated. How to boost attendance. How to get more bids and higher selling prices. How to coordinating volunteers, staff and auction consultants.

www.StepByStepFundraising.com

Grant Writing for Beginners
Learn how to quickly and easily establish relationships with regional foundations and build a strong base of grant support for your nonprofit.

www.WriteGrantProposals.com
Read a Free Excerpt




Index / Subscribe Free / Contact Info / Fundraising Yellow Pages
Fundraising Newsletter / Fundraising Booklets
Fundraising Classifieds / Fundraising Links


ISSN 1530-5813 - Library of Congress, Washington DC, USA
copyright © 1996 - 2010 all rights reserved Fund$Raiser Cyberzine