Securing Sponsorships - Brampton's Non-Profit Workshop Series
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Securing Sponsorships Brampton's Non-Profit Workshop Series
AGENDA
Introductions
Sponsorship vs.
Donation
Sponsorship Trends
Valuation
The “Pitch”
Fulfillment +
Activation
Tips and Best
Practices
Questions/Discussion
This is a workshop
This is a “know” and
not a lecture -- so,
“how” -- meaning we
expect to talk to
will get practical but
one another
also get thinking
You will get these
You will not be
slides after, so no
bored, I promise!
need to jot it all
down
“SPONSORSHIP”
VS
“DONATION”
4
TRUE OR FALSE?
Sponsorships and donations to charities are eligible for charitable tax
receipts
Corporate sponsorships are often managed by the same office that manages
charitable donations
A sponsor gives money and services to an organization without expectation
of return/benefit
A donor gives money and goods to an organization without expectation of
return/benefit
When I donate to sponsor a kid participating in a race, I am a “sponsor” not
a “donor”
Written agreements are required for sponsors, but not for donors
A sponsor can also be a donor to an organization at the same time
Most sponsors care about logo placement
SPONSORSHIP DONATION
Sponsorship is a form of A donation is a gift made
advertising in which by an individual or an
organization to a non-profit
companies pay to be organization, charity, or
associated with certain private foundation.
organizations. When the Charitable donations are
sponsorship of a nonprofit commonly in the form of
or charitable event is cash, but they can also
involved, the sponsorship take the form of real
estate, motor vehicles,
activity is often referred to appreciated securities,
as event marketing or clothing, and other assets
cause marketing. or services.
Sources:
https://www.inc.com/encyclopedia/corporate-sponsorship.html
https://www.investopedia.com/terms/c/charitabledonation.asp
5 MINUTE
INTERACTION
Working in small
groups, you will be
presented with four
scenario and your
mission is to whether or
not the “sponsor” can
receive an official tax
receipt.
7
TRENDS IN SPONSORSHIP
8
LARGEST MARKETING ACTIVITY THAT HAS HAD THE
LARGEST COMMERICAL IMPACT IN 2019 (SO FAR)
Source:
https://www.smartinsights.com/managing-digital-marketing/marketing-
9
innovation/business-critical-digital-marketing-trends/
HOW DO YOU MOST PREFER TO LEARN ABOUT A
NEW PRODUCT OR SERVICE?
Source:
https://www.singlegrain.com/digital-marketing/digital-marketing-
10
trends-2020/4-YEAR ADVERTISING TOTAL
VERSUS
4-YEAR GIVING
Source:
http://causeintegratedmarketing.com/category/csr-
11
communications/EVENT MARKETING GOALS
Source:
https://www.marketo.com/event-marketing/
12VALUATION
13Source: http://theaudacious.ca/freebies/
TIPSHEET
KNOWING YOUR
AUDIENCE
Gender
Age
Values
Interests and
Pastimes
How do they
consume media (esp.
social media)
Spending/consumer
habits
Anything else?5 MINUTE
INTERACTION
Working in small
groups, you will be
presented with a
scenario. Your mission
is to develop a
“persona” of one of the
segments likely to
attend your charity
event.
16ASSETS GROUPINGS
Source:
https://lookup.mountvernonschool.org/hc/en-
17
us/articles/115003657694-2019-Corporate-Partner-Levels-and-
BenefitsVALUE METHOD OF VALUATION
Aim for 2 to 3 times
of the actual costs
18ASSET INVENTORY
Sampling opportunities Inclusion in sponsor- Televised ad
Demonstration/display related and media Access to pre- and/or
opportunities activities post-event research
Opportunity to sell Public relations Speaking opportunities
product on-site campaign designed for at event
(exclusive or non- sponsor’s market Access to or creation of
exclusive) (consumer or trade) ‘what money cannot buy’
Coupon, information or Inclusion in all print, experiences
premium (gift) outdoor, and/or Exclusive access to an
distribution broadcast event, area,
Merchandising (sponsor Inclusion on event contest/prize, service,
selling dual-branded promotional pieces celebrity or experience
products) (posters, brochures, for all or a specific group
Inclusion in all press buttons, apparel, etc.— of consumers
releases and media logo or name) The list goes on…
Source: http://www.partnershipgroup.ca/wp- 19
content/uploads/2014/11/ARPA_Half_Day_Workshop_Inventory_
Asset_DevelopmentValuation_October_23_2014.pdf5 MINUTE
INTERACTION
Working in the same
groups, build a list of
assets (examples
provided) and establish
a valuation for your
proposal.
20TIPSHEET
List ALL assets
Price them based on
potential value, not
cost
Group assets
together
Know your audience
Do not promise
things you can’t
deliver
That said, aim to
over-deliverIt’s a discovery
How can
discussion, not a
sponsorship of your
sales pitch
organization help
them?
You know what
you want, but do Apply the SMART
you know what Principles
they want?FOR THE SPONSOR FOR THE NON-PROFIT/CHARITY
What are their values, interests, and Know the basics and…
priorities?
How many people can you reach through
Who is their target audience?
marketing
What do they value in a partner?
Why do people engage with your cause
Where to they advertise?
Who is your target audience
How much do they spend on marketing?
What do you know about your target
What are their revenue projections? audience
All the potential assets that could be
offered to a sponsor
Who else are you planning to approach
for sponsorship?YOU:
“Can I present to you a few
options on how
organization could advance
your goals?”
SPONSOR:
“Yes.”
YOU:
“Great. I will send over a
short but detailed proposal
for your consideration and
will schedule a time to get
your feedback. Thank you.”
24BUT…
WHERE DO I
FIND THESE
SPONSORS?
25THE LAI METHOD FOR
PROSPECT IDENTIFICATION
Source: https://medium.com/@MaxMediaGroup/determining-
linkage-ability-and-interest-lai-via-cpd-34599257d5c2 26CASE STUDY:
SPONSORSHIP FOR THE WORLD CUP (2014)
Source: https://www.marketingcharts.com/charts/yougov-world-
cup-sponsor-identification-june2014 27CASE STUDY:
SPONSORSHIP FOR THE WORLD CUP (2014)
Source: https://www.marketingcharts.com/charts/yougov-world-
cup-sponsor-identification-june2014 285 MINUTE
INTERACTION
Working in small
groups, you will be
presented with a
scenario. Your mission
is to identify potential
sponsorship prospects.
29TIPSHEET
WHERE TO FIND
PROSPECTS
Your volunteers
The competition
Your networks
Demographic
alignment
Marketing and CSR
budget
Through the media
(esp. social media)
Anywhere else?BUT…
31Pro-tip: Gold, silver, bronze levels are on their way out. Try grouping based on a topic, theme or priority. “The Social Media Experience” “On-site, on-demand Package” “Quality Time is FaceTime”
TIPSHEET
MUST HAVES IN A
SPONSORSHIP
PROPOSAL
A story about “why”
Details about the
project/activity
List of assets and
deliverables
A concrete $ figure
ROI and fulfillment
details
A thank you statement
Why this sponsor over
another?
Anything else?5 MINUTE
INTERACTION
In your groups, evaluate
the sponsorship
proposal.
What works? What
doesn’t? How would
you make it better?
34FULFILLMENT & ACTIVATION
35SPONSORSHIP AGREEMENTS
TIPSHEET
MUST HAVES IN A
SPONSORSHIP
AGREEMENT
Timelines
Details of deliverables
Statement of indemnity
Payment details
Other special
contractual agreements
Exit clause
Signatories
Source: http://statusfirm.com/sponsorship-agreement-template/
365 MINUTE
INTERACTION
Review the sample
sponsorship contract
and discuss why each
section is important for
the sponsor AND for
you.
37TIPSHEET
SPONSOR
FULFILLMENT
MUST HAVES
Doesn’t need to be fancy
Data matters
Photographic “proof”
Testimonials
Results from surveys,
evaluations
A heartfelt thank you
Ask for feedback
If you’re confident, ask if
they would sponsor
again….IN PERSONQUESTIONS?
40HOW TO CONTACT
KRISHAN
PHONE
416-979-5000, ext 5926
EMAIL
krishan@ryerson.ca
TWITTER
@MehtaKrishan
LINKEDIN
@Krishan Mehta42
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