15 myths and mistakes of selling sponsorships
TRANSCRIPT
15 Myths and
Mistakesof Selling Sponsorships
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15 Myths and
Mistakesof Selling Sponsorships
Dustin GilbertSENIOR BUSINESS DEVELOPMENT REPRESENTATIVE
SPONSORSHIPS.
AUDIENCE POLL
What is the biggest challenge you face when
selling sponsorships?
Myth #1Sponsorships Just Benefit
Your Association
WHATis a sponsorship?
WHATis a sponsorship to the customer?
WHATis a sponsorship to you?
Myth #2That’s A Wrap!
Your Event is Over & It’s Time To Relax…
FACT: The majority of your sponsorship selling and dollars should come from renewals from the
prior year.
Myth #3If It Worked Last Year, It
Will Work Again Next Year
THE TRADITIONAL APPROACH
Meet Joe Joe is the owner of Joe’s
Plumbing and Water Damage Repair
Sponsorship Package Options:
1. Gold, Silver or Bronze Sponsorship OR
2. “DRAIN IT” Sponsorship
Get Creative With Your Sponsorship Real Estate
Myth #4Category Exclusivity Does
Not Add Value To Your Sponsorship Packages
Category Exclusivity
Giving the right to one organization within any given industry, product or service
category exclusive sponsorship rights
Myth #5The More Sponsors, The
Better
How Many Sponsors Is Ideal?
It’s simple – there is no right answer. The number of sponsors that you have is
dependent upon the:– Event– Anticipated attendance– Type and quality of attendees– Promotional and marketing efforts utilized
Logo Soup
Myth #6Cash Is King
In-Kind Donations
Noncash contributions and/or contributed services Example: A supermarket or local grocer donates a food for your
event
Remember to steer clear of “logo soup”
Myth #7Accounting For In-Kind
Donations Is The Same As Accounting For Cash
Nonprofit Accounting Basics
There are specific to account for in-kind donations
Be smart and know the accounting guidelines that you need to follow to properly account for these donations on your financial statements
Myth #8The Deeper The Pocket, The Better The Sponsor
Who Should You Be Selling To?
Qualifying Potential Sponsors
Research and qualify potential sponsors Ask: Is this sponsorship the right fit? Understand potential sponsors’ marketing
objectives and leverage them with your organization’s marketing
Myth #9Fundraising & Sponsorships
Are One In The Same
AUDIENCE POLL
Do you currently bundle multiple event
sponsorships into one sponsorship package?
Myth #10Discounting Sponsorships
Should Be Avoided To Maximize Revenue
Bundle, Bundle, Bundle!
Give sponsors the option to bundle their sponsorship and marketing dollars over multiple events
Myth #11Spell Check Catches All
Errors
The Proposal
Tailor sponsorship proposals based on the sponsorship package
Be specific and ensure that all sponsorship details are explicitly outlined
Always have someone proofread the final proposal before submission
Myth #12You Set the Value Of Your
Sponsorships
Pricing Your Sponsorships
Be realistic - your sponsorship is only as valuable as potential sponsor’s perceive it to be
Communicate value Don’t over promise and under deliver Always remember sponsorship sales are all about
yearly renewals
Myth #13Your Event Attendees Want
To Interact With Your Sponsors
ENGAGEMENT.
Myth #14New Customer Acquisition
Is the Only Metric Your Sponsor Cares About
Sugar Coat Statistics
Make your sponsors feel GREAT about their sponsorship – Share stats to pump up the value
of your sponsorship (ex. social media metrics)
– Understand your sponsors’ goals– Remember, savvy sponsorship
buyers care about SALES
AUDIENCE POLL
Do you provide your top tier sponsors with
performance metrics after your event?
Myth #15You Thought Your Event Was A Huge Success, So Your Sponsors Feel The
Same
The Fulfillment
Report
