2016-02-03 generating corporate sponsorship support
TRANSCRIPT
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Thrive. Grow. Achieve.
February 3, 2016
Lewis R. Flax, Flax Associates, LLC
Generating Corporate Sponsorship Support
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Generating Corporate Sponsorship Support
Raffa Learning Community Wednesday, February 3rd, 2016
9:00 AM – 11:00 AM
1899 L Street, NW
Washington, DC 20036
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Today’s Agenda
• Current status • Better results • Sponsorship revenue - events • Organizational partnerships and campaigns • One step at a time • Your plans – implementing next steps • Go do it!
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EVENTS
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Strategy: Events
• Corporate development strategy • Event(s) – Goals/objectives • Barriers to success • Overcoming the barriers • Generating a profit / achieving other objectives
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Limit Offerings
• Align with prior year / event • Supply vs. demand
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Restrict Benefits
• Restrict benefits of greatest value • Include offerings beyond the event • Force ‘buy-up’ as opposed to lower level of support
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Involvement
• Others involved • Promote others engaged • Spur interest
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Mentality
• Frequent questions • Leverage for our benefit • Beyond financial support
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Third Party Credibility
• Reference point • Connection
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‘Pre-Sell’ Sponsorships
• Conduct advance outreach • Gain early commitments • Notify and promote to others
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Seek Input
• Draft format • Edits, comments, and track changes • Seek feedback, value their input, and gain
buy-in
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Perfection?
• Final product • No customization • Time consuming
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A Sense of Urgency
• Deadlines • Others interested • Limited availability • Other options
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Straightforward and Simple
• List the top two or three benefits • Easy to read and understand • Simple!
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PARTNERSHIPS
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Event Attendance
Memorable?
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Fundraising Efforts: Approach
• Repeated requests – sponsorships/solicitations
• Difficult and time consuming • Impact on activities over time
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Corporate Perspective: Outreach
• Numerous solicitations for dollars • Corporate objectives? • Likely response
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A Change in Approach
• Engagement first; dollars second • Platforms and campaigns – not events • Establish a relationship
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Getting Started: Identify Assets
• Audience(s) • Programs/Events • Communication channels • Others
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Convert Assets to Benefits
• Determine assets of interest • Understand benefits from the sponsors
perspective • Consider other potential benefits
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Obtain Sponsor Input
Solicit feedback • Specific benefits • Other ways to engage • Successful partnerships • Activation ideas
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Internal Assessment
Clarify what is available for ‘sale’ • Ensure alignment with mission and culture • Determine parameters of involvement • Coordinate within your organization • Garner leadership/board support • Respect “Organizational Tension”
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Structure Benefits
• Establish platforms that align with corporate interests
• Bundle benefits strategically • Tier packages to incent companies to ‘buy-
up’ • Restrict benefits of greatest value • Establish other limited offerings at lower levels of support
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Connections
• Direct connections • Appropriate industries/companies • Focus on top prospects
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Next Steps
• Interest in improving results • Time/resources • Strategies and tactics • Actions in the next 30 days • Impact on your organization
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Your Host
Lewis Flax
– Secure corporate support – Develop strategy / plans to generate revenue – Business development outreach guidance – Offer training, coaching, and consulting – Review of documents and proposals
Email: [email protected] Phone: 202 266-2655 (w) 301 922-9309 (c) Web: www.flaxassociates.com
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Questions? Lewis Flax Flax Associates [email protected] (202) 266-2655 www.flaxassociates.com