sponsorship townsville saturday 2 june 2012

Sponsorships, Collaborations and

Partnerships

Townsville, 2 June 2012

House Keeping

• Evacuation• Mobile Phones• Facilities• Morning Tea• Have Fun

Presenters today

• Kelly Thompson

Active 8 Training Solutions

• Gerard Byrne

Volunteering North Queensland

Today’s Program

• Introduction to Sponsorship

• Collaborations

• Partnerships

• Townsville Opportunities

First some data -

The follow data from Pro Bono Australia offers some interesting insights into community organisations in Australia.

www.probonoaustralia.com.au

The Golden Rule

Australians work about 1800 hours per annum to earn incomes of $50,000 pa. But are only prepared to put in a few hours to seek major sponsorships. Like any endeavour, you need to put in the effort to be successful.

Are you prepared to put in the effort?

What is Sponsorship?Sponsorship can be defined as: "a relationship between a provider of funds, resources or services and an individual, event or organisation which offers in return some rights and association that may be used for commercial advantage".

Sponsorship can be a good way for a community group or not-for-profit organisation to access revenue - either over a period of time or as a one-off to support an event - services or goods.

In return for that revenue or those goods and resources, a group or organisation offers exposure, positive image, profile and publicity. (www.ourcommunity.com.au)

Top 10 tips for Sponsorship Hunters (Ourcommunity)

There's no such thing as free money.Sponsorship is not just about your needs, it's about the sponsor's objectives.

Sponsors don't have to love you.Sponsors don't need to share your passion for your cause in order to sponsor you. They just need to be able to see the commercial benefit.

Look for a good fit.Do your very best to gain sponsorship from companies or brands that seem a natural fit with your event or organisation.

It's a job for a team.Be sure your whole organisation understands why sponsorship is important to you and is prepared to treat your sponsors like marketing partners.

No logos.Sponsorships are more than sticking logos on everything. While you can offer to put logos where you want, also offer your sponsors far more substance.

Get in early.For your benefit, as well as the sponsors, start at least twelve months before an event if you're looking for any substantial sponsorship.

Get in writing.Firm up all details of your arrangement in writing. That way no-one is left in any doubt as to what has been agreed to.

Aim big.It's better to get a couple of big sponsors than lots of small ones, if at all possible. There's less clutter for them, and less sponsor management for you.

Service the sponsors.Don't ever think that once you've got the cheque your job is done. If you don't service sponsors properly, they will never give you another cent, will badmouth you - or worse, you could end up in court.

Check it out.Read a book or two, and start networking with people in the business. This is a very rewarding field, but it requires some very specific skills to be successful.

Grants are not sponsorship

Grants are most often a once only financial payment (assistance) provided by government, foundation or trust in order to assist in the development of a project, purchase of an artwork, educational endeavours, or similar.

Grants are almost always non-commercial in nature. Generally, the benefit is in the delivery of the activity or item supported by the grant.

Source: www.sponsorshipunit.com.au

Source: www.prnc.org.au/wp-content/uploads/Building-Collaborative-Partnerships-Tips-and-Tools.pdf

Collaboration Continuum

Source: www.dpac.tas.gov.au/divisions/policy/collaboration_-_a_tasmanian_government_approach/9

Source: www.ourcommunity.com.au/funding/funding_article.jsp?articleId=3105

PENRITH NETBALL ASSOCIATION

Case Study

Case study: Penrith Netball Association - Maintaining sponsor relationships

Penrith Panthers has sponsored the Penrith Netball Association for over 20 years. Here is Honorary Secretary, Joy Gillett’s tips for success in maintaining sponsor relationships.

•Develop personal relationships – regularly meet with the people involved and talk to them personally, make the sponsor feel valued.•Invite sponsors to all social functions – presentations, opening days and other special events and mention their sponsorship at those times. •Promote them at every opportunity – Penrith Panthers is referred to in advertising, competition draws, the annual calendar, banners at the courts and uniforms worn by Penrith representative players.•Use their facilities – the Association holds functions and events at Panthers, encourages team members to make use of the facilities and the executive are Panthers social members.•Thank them – in all speeches and at presentation events, thank your sponsors!

Source: www.dsr.nsw.gov.au/sportsclubs/ryc_sponsor_happy.asp

QUEENSLAND RAIL Case Study

Queensland Rail Sponsorship guidelines The following guidelines have been developed to assist sponsorship seekers in preparing proposals.

In general, Queensland Rail will only consider proposals that occur primarily in Queensland and have a direct link to at least two of the following criteria:

•Provide a platform for Queensland Rail to enhance its positive image and reputation in Queensland communities. •Enhance liveability or provide a lasting legacy for a Queensland community. •Provide a platform for Queensland Rail to demonstrate its commitment to corporate citizenship by being socially and/or environmentally responsible. •Alignment with Queensland Rail’s priority commitment to safety. •Support Queensland Rail’s positioning as an employer of choice. •Support the use of rail as a positive mode of transport; enhance the experience of travelling on trains or the physical environment around railways.

Preferred benefits sought:

•Naming rights opportunities, category exclusivity and activities that are not overly cluttered with multiple sponsors. •Extended brand promotional opportunities beyond logo placement and event signage. •Opportunity to promote rail safety. •Opportunity to demonstrate Queensland Rail’s commitment to customer service. •Opportunity to promote Queensland Rail Travel, Ticket Central or any other of Queensland Rail’s commercial products and services. •Distinctive and experiential customer and stakeholder engagement opportunities. •Ability to offer engagement with Queensland Rail employees or for them to be actively involved.

Proposals must:

•Be submitted using the relevant application form•Contain a clear outline of what the activity is aiming to achieve for the community. •Provide details of the level of investment sought and the benefits available to Queensland Rail for that investment. •List all other sponsors associated with the activity or the proposed sponsorship portfolio structure. •Include any relevant support data such as market research, profile of audience, expected participation numbers etc. •Include timelines for key milestones and occurrences for the planned activity. •Demonstrate how your organisation can successfully implement the activity and provide reporting on its outcomes. •Demonstrate how the proposal will be implemented to ensure mutually beneficial outcomes. •Provide your organisation’s ABN and state if the organisation is GST registered.

Proposals that won’t be considered:

•Requests for sponsorship that may pose a reputational risk to Queensland Rail through association with:•Activities, products or services that may pose an unacceptable safety risk to participants or could be harmful to the environment. •Organisations that are financially unsound or involved in practices that may cause reputational risk. •Activities that are for an individual’s gain or profit. •Promotion of a particular religious or political issue. •Activity that may be viewed as morally inappropriate or discriminatory.

More information

Email sponsorships@qr.com.au Call our sponsorships team on 07 3072 1182

THE ONE THING MOST FAIL TO DO

TOWNSVILLE AIRPORT SPONSORSHIP

Case Study

Townsville Airport Sponsorship Summary