Presenter: Mazarine Treyz, AuthorThe Wild Woman's Guide to Fundraising

About the presenter

Mazarine Treyz, Author of The Wild Woman's Guide to Fundraising

Cofounder of the Moon Balloon ProjectFundraised for international, national, and

local, small charities.Creator of the first fundraising Android

Apps. Raised hundreds of thousands of dollars

in sponsorships for nonprofits.Writer at

http://wildwomanfundraising.com, with over 21,000 monthly readers.

Poll

Have you ever polled or surveyed your former sponsors?

Have you ever asked your sponsors what other nonprofits are giving them?

Have you ever asked sponsors to brainstorm a brand new sponsorship experience for your event?

What you'll learn today

1) How to Get Your Foot In the Door with Sponsors (How to meet them)

2) How to use your website to make your nonprofit attractive to sponsors (with lots of real life examples!)

3) What your sponsors are really hungry for

4) Phrases Your Sponsors LOVE to hear

5) Learn when to pitch sponsors! (When your sponsors make budget decisions)

6) What to Bring To Your Sponsorship Meeting

7) How to find and show your demographics

8) Seven key elements of a good sponsorship proposal

9) How to help sponsors measure the impact of sponsorship

10) Best practices for your sponsorship report (with tons of examples!)

11) BONUS: Lots of real world examples of sponsorship reports from the best

12) BONUS #2: New ideas for how to renew sponsors

AND MORE

How Can You Get Your Foot in the Door?

“We are looking for sponsors for our Walk in October and our Gala. We would like add new ones and upgrade the old ones.

How do I enlist our board to help? How do I get past the secretary?”

How Can You Get Your Foot in the Door?

Ask HR if you can come in and make a lunchtime presentation/performance to employees.

Go to ribbon cuttings and other Chamber of Commerce events.

Go to conferences and trade shows for their industry.

How Can You Make Your Website Attractive to Sponsors?

How NOT to do it:http://leukemiaball.org/?page_id=10

How Can You Make Your Website Attractive to Sponsors?

How TO do it:Example from the Humane Society Website & Sponsor Packet http://www.regonline.com/builder/site/tab3.aspx?EventID=1021617

How Can You Make Your Website Attractive to Sponsors?

Example from the March of Dimes Website

Profiles of how other companies have sponsored you

Include a section with pictures specifically aimed at corporate volunteers.

How Can You Make Your Website Attractive to Sponsors?

Example from Partnerships for Parkshttp://partnershipsforparks.org/get_involved/volunteer/volunteer_company.html

To show that you're ready, list things like:

Affinity Program Cause marketing/Trademark License Corporate Volunteer Opportunities Sponsorship Advertising Ad Revenue Share Additional opportunities

Example from HumaneSociety.org

How can you Make your website attractive to sponsors?

What your sponsors are really hungry for

What your sponsors are really hungry for

What you can provide to sponsors that they care about most-from IEG Sponsor Report 2012http://www.sponsorship.com/IEGSR/2012/03/16/Old-Habits-Do-Die--Sponsor-Survey-Sees-Less-Relian.aspx

What your sponsors are really hungry for

What sponsors want to change in consumers-from IEG Sponsor Report 2012

What your sponsors are really hungry for

What sponsors want the sponsorship to accomplish-from IEG Sponsor Report 2012

What sponsor categories Should You Look For?

From IEG Sponsor Report 2011

When do sponsors make decisions?

When you should be getting those sponsorship commitments-From IEG Sponsor Report 2012

What makes a Good Sponsor Testimonial?

SXSW Sponsor Testimonial:

“SXSW has been instrumental to the development of the Sonicbids brand since day one. Being a major music sponsor of SXSW offered us unparalleled exposure to a highly targeted group of customers.” - Panos Panay, CEO of Sonicbids

What makes a Good Sponsor Testimonial?

What does the sponsor want?

“Unparalleled exposure to a highly targeted group of customers.”“A platform to directly interact with our often hard to reach target” “Exposed them to our products” What sets you apart?“For a relatively modest investment” (cheap for the price)

Will they be back?“Next year, we will be back to support SXSW.”

Phrases your sponsors love to hear

“Are the sponsorship benefits we’re providing appropriate for your needs?”

“We’ve done some research on your brand”

“We’ve come up with some creative ideas for leverage you may want to consider.”

“How will you be measuring the results of this investment?”

MORE Phrases your sponsors love to hear

“What perceptions and behaviors are you trying to change with this sponsorship?”

“How will you be measuring your results against those objectives? Have you developed targets off of benchmarks?”

What experiences have you had with other nonprofits that worked? Anything you would do differently?

What makes our event unique IS: . . .

YET MORE Phrases your sponsors love to hear

Ask specific questions about their:

Key Messages Operational Issues Visibility Reputation Product positioning Sales Goals New product roll-out Workforce Consumer Market penetration

What to bring to your meeting

Brainstorming hat: Ask them if they could have anything with this sponsorship, what could it be?

Stories: Short case studies or testimonials of how other sponsors have done unusual and successful things with sponsoring events like yours.

Magnifying Glass: Give evidence that you understand their brand (attitude, attributes), target markets (psychographic more than demographic), and objectives.

How can you measure the kinds of people at your event?

● Have local college students ask people some questions.● Make them answer a survey when they buy tickets. ● If your sponsor has deep pockets, you might want to get them to

pay for Third-party analytics firms or digital analytics companies

How do you Find Your Demographics?

Sample Survey questions:

● Where attendees live ● Income level● The types of events they attend ● Car they drive● Type of job they have● # of children● Leisure activities they enjoy

How do you Find Your Demographics?

How Can You Show Your Marketing Impact & Demographics?

“Our convention brings together over 400 mental health professionals to one place where we offer continuing education workshops.”

“I have been sending out pretty much the same sponsorship/exhibitor information each year so am just looking at ways to freshen things up a bit.”

How Can You Show Your Demographics?

Examples from the National Urban League conference and SXSW

How Can You Show Your Demographics?

Examples from AFP Conference sponsor brochure 2012

What psychographics do they care about?

What are the specific kinds of people they target?

What do they want them to know, believe, feel, or understand?

What do they want these people to do?

Do they have an experience they'd like to create for a certain kind of person?

How Can You Show Your Marketing Impact?

How Can You Show Your Marketing Impact?

How Can You Show Your Marketing Impact?

demographics

Must Do:Must Know:

● Learn the psychographics of your donors/attendees

● Match with the desired audience of your sponsor

● Survey your attendees with free surveymonkey surveys

● Make people fill out a survey if they are registering or paying for their ticket to your event

● Remind the sponsor in images how they stand to gain by being publicly involved with your cause.

Ideas to help sponsors measure impact

Create funnels such as:

Access to sponsorship-driven promotions, unique content, or something else with a purchase.

Click-throughs to purchase from a sponsor micro-site or social media activities.

Ideas to help sponsors measure impact

Create other funnels such as:

Calls to hotlines and/or SMS from people wanting to learn more about the sponsor's products.

Click throughs to do things that are trackable and could lead to purchase from sponsors' micro-site or social media (Examples: Downloading software, creating an appointment, filling out sponsor survey).

Elements of a good sponsorship proposal

Use these headers in your proposal:

1)Sponsorship Opportunity: Short, no more than 2-3 paragraphs

2)Marketing Objectives

3)Measures of Success

4)Value to Sponsor

5)Unique Marketing Initiatives

6)Terms and Conditions

7)Call to Action

How Can you Renew your sponsors?

Build in benefits that get sponsors closer to a yes

Deadline incentives

Introduce sponsors to each other

How Can You Renew Your sponsors?

What are the best things about this event for attendees?

What are the worst things about this event for attendees?

What ways can the sponsor make the event better for attendees?

How can the sponsor improve the worst things and enhance the best things?

How can You renew Your Sponsors?

In the Bonnaroo festival organizers pride themselves on an “integrated approach to brand partnerships.”

Picture from Bonnaroo festival 2009, Odwalla sample booth

How Can You Renew Your Sponsors?

Offer Unique Brand Experiences To Improve Event for Attendees

Ideas to help you brainstorm for -A-Thon Sponsors:

Complimentary bottles of water with sponsor logo Kids-booth and complimentary child-care and projects UV activated bracelet that tells participants when to put on sunscreen?

How Can You Renew Your Sponsors?

Offer Unique Brand Experiences To Improve Event for Attendees

Ideas to help you brainstorm for Gala Sponsors:

Complimentary champagne Complimentary valet parking Award named after sponsor for leadership volunteer Donate a useful high end product to the raffle.

How Can You Renew Your Sponsors?

Think Different: Customized Volunteer Opportunities: Example NY Careshttp://www.newyorkcares.org/for_companies/customized_volunteering.php

Yearlong Sponsorship: Example from SF Food Bankhttp://www.sffoodbank.org/donate/corp_sponsors.html

What Do Sponsors Want POST-Event?

A timely Sponsorship Report!

Sponsorship Report Things to Include:

Participant/attendee Demographics/Psychographics

On-site exposure: Document through photos, samples and reproductions Report number of people that received samples, coupons, etc.

Advertising and media exposure:

Print, TV, Radio: Copies of all ads and articles in which sponsor’s name or logo appears Circulation figures and advertising rate card values

Additional outcomes: Employee participation

Sponsorship Report Things to Include:

Samples of onsite sponsor exposure from SXSW & Hampton Classic Horse Show sponsor report 2010

Best Practices for Your Sponsorship Report

Best Practices for Your Sponsorship Report

Example from Flickr

Make it visual. Show what they get.

Sample of onsite sponsor signage from Hampton Classic Horse Show sponsor report 2010

Best Practices for Your Sponsorship Report

Sample of press coverage from Hampton Classic Horse Show sponsor report 2010

Best Practices for Your Sponsorship Report

How do you Convey Your media reach?

Examples from National Urban League sponsor package 2012 & Hampton Classic Horse Show Sponsor Report 2010

Best Practices for Your Sponsorship Report

Must Do:

Estimate reach -Social Media Channels -Offline Channels

Estimate Demographics -Pre and Post-Events -Event itself

Include pictures of what sponsors will get, incl. booth space, ads, etc.

Must Know:

Help your sponsors see themselves in the picture at your event.

It's up to them to measure how this sponsorship made them money.

Find out how they measure the impact of the sponsorship.

Best Practices for Your Sponsorship Report

What about inkind donations?

Think about everything you want people to pay for, all of the components of your event cost, and beyond.

Sample from National Urban League inkind sponsor description 2012

What about inkind donations?

Checklist: What can You Ask For?:

Donated Products, e.g.: Computers, Food

Donated Meeting/Event Space, e.g.: for Board meetings

Technical Expertise

(There is a bigger checklist in the bonus materials)

Want more resources?

Check out these free resources:

Http://PowerSponsorships.com

http://practicalsponsorshipideas.com/blog/31-create-a-winning-

sponsorship-proposal

IEG Sponsor Report at http://sponsorship.com/IEGSR

Http://sponsorpark.com

http://sponsorpitch.com/articles

Want more resources?

Places to find sponsors:

USA & Canada: http://bizjounals.com (Book of lists)

UK: Third Sector Suppliers' Guide http://blueboomerang.co.uk

Australia & USA: ABI/Inform Database (at your local central library)

USA: Foundation Center Directory (at your local central library)

Thank you for all that you do for your cause.

I would love your honest feedback on this presentation. I am always trying to improve. Follow up questions Mazarine Treyzinfo@wildwomanfundraising.comPhone:  (512) 763-5161 

Thank you for attending today!

How can you be vague about your sponsorship levels?

This is how SXSW does it:

Requirements for participation by Super Sponsors: Each Super Sponsorship is negotiated separately in order to customize the package to suit the sponsor’s specific marketing strategy. Super Sponsorships confirmed by late 3rd to early 4th quarter deliver the greatest value to sponsor brands.

SXSW Super Sponsorships can deliver between $500,000-900,000+ in tangible value to sponsors for a fraction of the cost. Each Super Sponsorship is negotiated separately in order to meet the marketing objectives and budget of each sponsoring brand. SXSW Super Sponsorships range in price – generally $140,000 and up- depending on the final assets included in each package.