SECURING CORPORATESPONSORSHIPS

“Do what you do best, and partner for the rest”

Developed and Presented by

Betty J. Parks, MBA

AGENDA

• Introduction and Overview• Corporate sponsorship Readiness• Strategies and tips to build effective partnerships and

corporate sponsorships• Step-by-Step approaches to search, obtain, and

maintain sustainable corporate sponsorships• Five strategies to guide and enhance development of

mutually beneficial partnerships • The importance of asset mapping in securing corporate

sponsorships• Other helpful tools

IT’S ALLABOUT

RELATIONSHIPS.BUT FIRST SEEK

UNDERSTANDING.

INTRODUCTION & OVERVIEW

What is corporate sponsorship and whyShould you care

Reasons you need corporate sponsorship-Someone else’s dollars-Build credibility-Secure publicity & press coverage

Corporate sponsorship a win-win situation

Fundraising vs. Partnership Focus on money Focus on Donor Quid pro quo Relationships One shot Interest ties to

mission Instant gratification Delayed

gratification Show me the money Expanded

commitment

KEY ELEMENTS

Do you have a plan & marketing effort in place? Do you know your demographics Do you have corporate sponsor experience What is the competitive environment like Gauge effort in reaching sponsors Are you a member in business community Is there entrepreneurial spirit in your

organization

CORPORATE SPONSORREADINESS

Ten Step Strategic Approach Determine your audience Set sponsorship levels

Pitch event – make a lot of phone calls

Send proposal letters Follow-up (no response)

BUILDING PARTNERSHIPS ANDCORPORATE SPONSORSHIPS

Ten Step Strategic Approach Cultivate relationships with sponsors Give sponsors plenty of publicity Cultivate relationships with sponsors Pt. 2

-Send thank you letters Follow-up, Follow-up, and more Follow-up

BUILDING PARTNERSHIPS ANDCORPORATE SPONSORSHIPS

Other Tips & Strategies - It’s all about the relationship: Ask volunteers/board members to approach potential sponsors Walk around the block/twice – write down names

& addresses of all companies nearby. Look forcompanies that:

-Demonstrate a genuine interest in your cause-Understand “partnership” & what it means.

BUILDING PARTNERSHIPS ANDCORPORATE SPONSORSHIPS

Keys to searching, obtaining & maintaining sponsorships: GOING IN CIRCLES

STEP-BY-STEP APPROACHES TO SPONSORSHIPS

1. Red dot - easy targets & closest supporters They provide important connections 2 Second outer ring companies that know

your organization3 Last outermost ring is where to spend

most of your time. Prospects that don’t know your organizations aren’t current sponsors..

Searching Sponsorships: Three Areas of Focus

Where to look for prospects Using social media. Blogging, Twitter, Linkedin Prospect management software: Record Everything

KEYS TO SEARCHING, OBTAINING & MAINTAINING SPONSORSHIPS

Obtaining Sponsorships

Stay prospect-centric Stand out from competition Don’t give an excuse to say no Persuasion is incremental Message or no message

KEYS TO SEARCHING, OBTAINING & MAINTAINING SPONSORSHIPS

Obtaining Sponsorships

Dealing with gatekeepers When o stop calling? Keep it short Bullet everything Use email to accelerate and entrap

KEYS TO SEARCHING, OBTAINING & MAINTAINING SPONSORSHIPS

Obtaining Sponsorships

Stop Networking & start building relationships.Shift from numbers and volume to quality and

relationships Build relationships increase your social capital &

reputation Build relationships in non-networking, low stress

situations because nothing is expected.

KEYS TO SEARCHING, OBTAINING & MAINTAINING SPONSORSHIPS

Obtaining Sponsorships

Always be ready to start a new relationship Reach out to your contacts continually Remember it’s all about relationships

KEYS TO SEARCHING, OBTAINING & MAINTAINING SPONSORSHIPS

Maintaining Sponsorships Once partnerships are formed, the work is not

complete. To achieve your goals continually maintain and

improve your partnerships. Setting aside time and effort to preserve your partnership will allow you and your partners to adapt to changes along the way.

Track and continue to work toward achieving your goals. This will result in a more effective and productive partnership that will continue long into the future

KEYS TO SEARCHING, OBTAINING & MAINTAINING SPONSORSHIPS

Five Strategies that Work:

1. Do your homework2. Assess yourself3. Keep eyes on the prize4. Become a social enterprise5. Innovate

STRATEGIES TO MUTUALLY BENEFICIAL PARTNERSHIP

Involves documenting tangible and intangible resources Asset mapping provides information about strengths and resources of a community and can help uncover solutions Once assets and resources are inventoried and depicted in a map, you can more easily think about how to build on these assets to develop relationships.

ASSET MAPPING SECURING SPONSORSHIPS

When to use Asset Mapping

• Starting a new local program and need information

about available resources

• Making program decisions

• To identify community assets and concernsMap results help determine new directions for your program or identify new programs that need to be developed.

 

ASSET MAPPING SECURING SPONSORSHIPS

Organize assets on a map as follows: Define community

-What are boundaries of community?-What are major demographics?-What events, features, product community known for?

Identify people as assets-Knowledge, skills, talents, interests-Resources they own-Relationships & connections

ASSET MAPPING (INTERNAL & EXTERNAL)

Identify places as assets Public, private, & nonprofit entities

-Institutions-Organizations-Businesses

Institutions-Schools, school districts-Colleges & universities-Government agencies (local, state, federal)-Libraries-Churches, church groups

ASSET MAPPING (INTERNAL & EXTERNAL)

Identify places as assets Organizations

-Services clubs-Business organizations-Charitable groups-Political organizations-Community celebrations-Neighborhood groups-Sports leagues-Youth clubs

Businesses-Schools, school districts-Colleges & universities-Government agencies (local, state, federal)-Libraries-Churches, church groups

ASSET MAPPING (INTERNAL & EXTERNAL)

ASSET MAPPING (INTERNAL & EXTERNAL)

Identify places as assets Businesses

-Local media-Health & fitness clubs-Small & large businesses-Corporations-Churches, church groups

Sample Asset Map

Identifying Sector Map

Sales Vendor Package Content

OTHER TOOLSSECURING SPONSORSHIP

THANK YOU!

START BUILDING RELATIONSHIPS

GAINCORPORATE SPONSORSHIPS