soliciting corporate sponsors: steps to successful partnerships
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Soliciting Corporate Sponsors: Steps to Successful Partnerships
Presented by: Layne Gray, Founder of Vivanista
How this webinar works
• A link to the slides and a recording will be sent after the webinar
• If you’d like to ask a question during the webinar, you can type it in the box on the right side of your screen
• Use the hashtag #fgwebinar to tweet about this webinar
Who is FirstGiving
Fundraising solutions
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Online Donations
© 2011 Vivanista Inc.
About Speaker: Layne Gray
• Founder of Vivanista• Conducts fundraising training for
nonprofits & volunteer groups• Consults w/organizations on
strategic fundraising campaigns• Has raised millions for nonprofits
as a volunteer• Corporate background; has
trained companies all over the world
© 2011 Vivanista Inc.
About
• Community for volunteer fundraisers, nonprofits & changemakers
© 2011 Vivanista Inc.
About
• Community for volunteer fundraisers, nonprofits & changemakers
• Resource library of tips, tricks and fundraising techniques
© 2011 Vivanista Inc.
About
• Community for volunteer fundraisers, nonprofits & changemakers
• Resource library of tips, tricks and fundraising techniques
• Pro Level: downloadable templates, guides and cheat sheets & weekly mentoring sessions
© 2011 Vivanista Inc.
About
• Community for volunteer fundraisers, nonprofits & changemakers
• Resource library of tips, tricks and fundraising techniques
• Pro Level: downloadable templates, guides and cheat sheets & weekly mentoring sessions
• Interactive master classes and training workshops
© 2011 Vivanista Inc.
About
• Community for volunteer fundraisers, nonprofits & changemakers
• Resource library of tips, tricks and fundraising techniques
• Pro Level: downloadable templates, guides and cheat sheets & weekly mentoring sessions
• Interactive master classes and training workshops
• Pre-packaged fundraisers for both large and small organizations
© 2011 Vivanista Inc.
About
• Community for volunteer fundraisers, nonprofits & changemakers
• Resource library of tips, tricks and fundraising techniques
• Pro Level: downloadable templates, guides and cheat sheets & weekly mentoring sessions
• Interactive master classes and training workshops
• Pre-packaged fundraisers for both large and small organizations
• First ever Fundraising Summit November 11-12 for volunteers & Nonprofits
© 2011 Vivanista Inc.
What You’ll Learn.
What You’ll Learn
• Why corporations give
“We never want to say no to our valued clients.”- Giles Marsden, former Group Director for Tiffany & Co. “We never want to say no to our valued clients.”- Giles Marsden, former Group Director for Tiffany & Co.
“I have a day job and don’t have time to read each letter fully. I look who sent it and if I do not know them, or they’re not a client, I skim the first paragraph to see if someone I do know recommended they contact me – or if there’s someone mentioned who is important to the firm.”- Executive from leading financial institution who sits on their Foundation grant committee
What You’ll Learn
• Why corporations give• Steps in the solicitation process
What You’ll Learn
• Why corporations give• Steps in the solicitation process• How to set realistic quantifiable goals
What You’ll Learn
• Why corporations give• Steps in the solicitation process• How to set realistic quantifiable goals• How to create and make a pitch
What You’ll Learn
• Why corporations give• Steps in the solicitation process• How to set realistic quantifiable goals• How to create and make a pitch• How to overcome objections
What You’ll Learn
• Why corporations give• Steps in the solicitation process• How to set realistic quantifiable goals• How to create and make a pitch• How to overcome objections• How to find prospective corporate
sponsors
© 2011 Vivanista Inc.
Set Goals.
Fundraising Goals
Individual Nonprofit Organization
Fundraising Goals
Individual
• Raise Money
Nonprofit Organization
• Raise Money
Fundraising Goals
Individual
• Raise Money
Nonprofit Organization
• Raise Money• Build a community
Fundraising Goals
Individual
• Raise Money
Nonprofit Organization
• Raise Money• Build a community• Attract and maintain a
volunteer base
Fundraising Goals
Individual
• Raise Money
Nonprofit Organization
• Raise Money• Build a community• Attract and maintain a
volunteer base• Establish a sustainable
relationship
Fundraising Goals
Individual
• Raise Money
Nonprofit Organization
• Raise Money• Build a community• Attract and maintain a
volunteer base• Establish a sustainable
relationship• Market the organization
through new channels
© 2011 Vivanista Inc.
Generate Revenue $$$
Sponsorship Channels
Corporate Sponsors
Events
Cause Marketin
g
Matching Program
Crowd sourcing
Web site Sponsor
© 2011 Vivanista Inc.
Think Like A Sponsor.
Why Do Corporations Sponsor?
Give Back To
The Community
New Customer
Cultivation
Employee
Engagement
Client Entertainment
Corporate Giving
© 2011 Vivanista Inc.
How It Works.
12 Steps To Solicitation
1. Train the Committee
2. Set financial goals
3. Develop program overview
4. Analyze & report audience demographics
5. Research target list of sponsors
6. Send personalized letters to past sponsors
7. Send personalized letters to new
prospective sponsors
8. Follow-up by phone to set up in-person
meetings
9. Make benefits-oriented presentation
10. ‘Ask for the order’
11. Over-deliver what you promised
12. Thank sponsors in every way possible
12 Steps To Solicitation
1. Train the Committee
2. Set financial goals
3. Develop program overview
4. Analyze & report audience demographics
5. Research target list of sponsors
6. Send personalized letters to past sponsors
7. Send personalized letters to new
prospective sponsors
8. Follow-up by phone to set up in-person
meetings
9. Make benefits-oriented presentation
10. ‘Ask for the order’
11. Over-deliver what you promised
12. Thank sponsors in every way possible
12 Steps To Solicitation
1. Train the Committee
2. Set financial goals
3. Develop program overview
4. Analyze & report audience demographics
5. Research target list of sponsors
6. Send personalized letters to past sponsors
7. Send personalized letters to new prospective sponsors
8. Follow-up by phone to set up in-person meetings
9. Make benefits-oriented presentation
10. ‘Ask for the order’
11. Over-deliver what you promised
12. Thank sponsors in every way possible
12 Steps To Solicitation
1. Train the Committee
2. Set financial goals
3. Develop program overview
4. Analyze & report audience demographics
5. Research target list of sponsors
6. Send personalized letters to past sponsors
7. Send personalized letters to new prospective sponsors
8. Follow-up by phone to set up in-person meetings
9. Make benefits-oriented presentation
10. ‘Ask for the order’
11. Over-deliver what you promised
12. Thank sponsors in every way possible
12 Steps To Solicitation
1. Train the Committee
2. Set financial goals
3. Develop program overview
4. Analyze & report audience demographics
5. Research target list of sponsors
6. Send personalized letters to past sponsors
7. Send personalized letters to new prospective sponsors
8. Follow-up by phone to set up in-person meetings
9. Make benefits-oriented presentation
10. ‘Ask for the order’
11. Over-deliver what you promised
12. Thank sponsors in every way possible
12 Steps To Solicitation
1. Train the Committee
2. Set financial goals
3. Develop program overview
4. Analyze & report audience demographics
5. Research target list of sponsors
6. Send personalized letters to past sponsors
7. Send personalized letters to new prospective sponsors
8. Follow-up by phone to set up in-person meetings
9. Make benefits-oriented presentation
10. ‘Ask for the order’
11. Over-deliver what you promised
12. Thank sponsors in every way possible
12 Steps To Solicitation
1. Train the Committee
2. Set financial goals
3. Develop program overview
4. Analyze & report audience demographics
5. Research target list of sponsors
6. Send personalized letters to past sponsors
7. Send personalized letters to new prospective sponsors
8. Follow-up by phone to set up in-person meetings
9. Make benefits-oriented presentation
10. ‘Ask for the order’
11. Over-deliver what you promised
12. Thank sponsors in every way possible
12 Steps To Solicitation
1. Train the Committee
2. Set financial goals
3. Develop program overview
4. Analyze & report audience demographics
5. Research target list of sponsors
6. Send personalized letters to past sponsors
7. Send personalized letters to new prospective sponsors
8. Follow-up by phone to set up in-person meetings
9. Make benefits-oriented presentation
10. ‘Ask for the order’
11. Over-deliver what you promised
12. Thank sponsors in every way possible
12 Steps To Solicitation
1. Train the Committee
2. Set financial goals
3. Develop program overview
4. Analyze & report audience demographics
5. Research target list of sponsors
6. Send personalized letters to past sponsors
7. Send personalized letters to new prospective sponsors
8. Follow-up by phone to set up in-person meetings
9. Make benefits-oriented presentation
10. ‘Ask for the order’
11. Over-deliver what you promised
12. Thank sponsors in every way possible
12 Steps To Solicitation
1. Train the Committee
2. Set financial goals
3. Develop program overview
4. Analyze & report audience demographics
5. Research target list of sponsors
6. Send personalized letters to past sponsors
7. Send personalized letters to new prospective sponsors
8. Follow-up by phone to set up in-person meetings
9. Make benefits-oriented presentation
10. ‘Ask for the order’
11. Over-deliver what you promised
12. Thank sponsors in every way possible
12 Steps To Solicitation
1. Train the Committee
2. Set financial goals
3. Develop program overview
4. Analyze & report audience demographics
5. Research target list of sponsors
6. Send personalized letters to past sponsors
7. Send personalized letters to new prospective sponsors
8. Follow-up by phone to set up in-person meetings
9. Make benefits-oriented presentation
10. ‘Ask for the order’
11. Over-deliver what you promised
12. Thank sponsors in every way possible
12 Steps To Solicitation
1. Train the Committee
2. Set financial goals
3. Develop program overview
4. Analyze & report audience demographics
5. Research target list of sponsors
6. Send personalized letters to past sponsors
7. Send personalized letters to new prospective sponsors
8. Follow-up by phone to set up in-person meetings
9. Make benefits-oriented presentation
10. ‘Ask for the order’
11. Over-deliver what you promised
12. Thank sponsors in every way possible
© 2011 Vivanista Inc.
Set Financial Goal$
Setting Financial Goal$
• Sponsorship program levels– Exclusivity at highest level
Setting Financial Goal$
• Sponsorship program levels– Exclusivity at highest level
• Any previous sponsorship revenue
Setting Financial Goal$
• Sponsorship program levels– Exclusivity at highest level
• Any previous sponsorship revenue
• Sponsorships of similar events or campaigns
Setting Financial Goal$
• Sponsorship program levels– Exclusivity at highest level
• Any previous sponsorship revenue
• Sponsorships of similar events or campaigns
• Economic factors impacting the corporation
How to Find:
Prospective Corporate Sponsors
© 2011 Vivanista Inc.
Create A Pitch.
Creating the Pitch
There are many reasons a corporation is willing to sponsor:
Creating the Pitch
There are many reasons a corporation is willing to sponsor:
• Personal relationships
Creating the Pitch
There are many reasons a corporation is willing to sponsor:
• Personal relationships
“I look who sent the solicitation letter and if I do
not know them or they’re not a client, I skim
the first paragraph to see if someone I do know
recommended they contact me, or if there’s
someone mentioned who is important to the firm.”
- Executive from leading financial institution
Creating the Pitch
There are many reasons a corporation is willing to sponsor:
• Personal relationships• Customer request
Creating the Pitch
There are many reasons a corporation is willing to sponsor:
• Personal relationships• Customer request
“We never want to say no to
our valued clients.”
- Giles Marsden, former Director,
Tiffany & Co.
Creating the Pitch
There are many reasons a corporation is willing to sponsor:
• Personal relationships• Customer request• Employee involvement
Creating the Pitch
There are many reasons a corporation is willing to sponsor:
• Personal relationships• Customer request• Employee involvement• Target Audience demographics
Creating the Pitch
There are many reasons a corporation is willing to sponsor:
• Personal relationships• Customer request• Employee involvement• Target Audience demographics
“Luxury brands, like Chanel, are more willing to
sponsor an event where there’s a consistency in the
audience being served.”- Erika Kasel, Vice President of Marketing, Chanel USA
Creating the Pitch
There are many reasons a corporation is willing to sponsor:
• Personal relationships• Customer request• Employee involvement• Target Audience demographics• Commitment to cause
Creating the Pitch
There are many reasons a corporation is willing to sponsor:
• Personal relationships• Customer request• Employee involvement• Target Audience demographics• Commitment to cause• Opportunity to entertain clients
Creating the Pitch
There are many reasons a corporation is willing to sponsor:
• Personal relationships• Customer request• Employee involvement• Target Audience demographics• Commitment to cause• Opportunity to entertain clients• Extension of current company marketing
Creating the Pitch
There are many reasons a corporation is willing to sponsor• Personal relationships• Customer request• Employee involvement• Target Audience demographics• Commitment to cause• Opportunity to entertain clients• Extension of current company marketing• Social media promotion
Making the Pitch
• Hand-outs:– Presentation– Sponsorship Benefits– Audience demographics– Sponsorship Sign-up form
Making the Pitch
• Hand-outs:– Presentation– Sponsorship Benefits– Audience demographics– Sponsorship Sign-up form
• Flow– Introductions– Thank them for any past sponsorship– Ask them questions to lead them to a Yes– Ask for the Order
Overcoming Objections• Budget• Charter• Planning cycle• Interest level• Not decision maker• Previous commitments
Overcoming Objections
OBJECTIONS/YOUR QUESTIONS:• Budget:
• Charter:
• Planning cycle:
• Interest level:
• Not decision maker:
• Previous commitments:
Overcoming Objections
OBJECTIONS/YOUR QUESTIONS:• Budget: What sponsorship could fit into this year?
• Charter:
• Planning cycle:
• Interest level:
• Not decision maker:
• Previous commitments:
Overcoming Objections
OBJECTIONS/YOUR QUESTIONS:• Budget: What sponsorship could fit into this year?
• Charter: If we could find a correlation, would it work for you?
• Planning cycle:
• Interest level:
• Not decision maker:
• Previous commitments:
Overcoming Objections
OBJECTIONS/YOUR QUESTIONS:• Budget: What sponsorship could fit into this year?
• Charter: If we could find a correlation, would it work for you?
• Planning cycle: If we extended the payment timeframe, would that be feasible?
• Interest level:
• Not decision maker:
• Previous commitments:
Overcoming Objections
OBJECTIONS/YOUR QUESTIONS:• Budget: What sponsorship could fit into this year?
• Charter: If we could find a correlation, would it work for you?
• Planning cycle: If we extended the payment timeframe, would that be feasible?
• Interest level: What are the key areas that get you interested in a particular charitable event or campaign?
• Not decision maker:
• Previous commitments:
Overcoming Objections
OBJECTIONS/YOUR QUESTIONS:• Budget: What sponsorship could fit into this year?
• Charter: If we could find a correlation, would it work for you?
• Planning cycle: If we extended the payment timeframe, would that be feasible?
• Interest level: What are the key areas that get you interested in a particular charitable event or campaign?
• Not decision maker: Who else within the organization should we meet with?
• Previous commitments:
Overcoming Objections
OBJECTIONS/YOUR QUESTIONS:• Budget: What sponsorship could fit into this year?
• Charter: If we could find a correlation, would it work for you?
• Planning cycle: If we extended the payment timeframe, would that be feasible?
• Interest level: What are the key areas that get you interested in a particular charitable event or campaign?
• Not decision maker: Who else within the organization should we meet with?
• Previous commitments: If we could help you reach a new audience, could you make room for this fundraiser?
Solicitation Tips
1. You must follow-up, assume they will not
Solicitation Tips
1. You must follow-up, assume they will not
2. It’s a numbers game
Solicitation Tips
1. You must follow-up, assume they will not
2. It’s a numbers game
3. A lack of response is not a NO
Solicitation Tips
1. You must follow-up, assume they will not
2. It’s a numbers game
3. A lack of response is not a NO
4. A NO is not a rejection
Solicitation Tips
1. You must follow-up, assume they will not
2. It’s a numbers game
3. A lack of response is not a NO
4. A NO is not a rejection
5. Executives’ assistants are your ally
Solicitation Tips
1. You must follow-up, assume they will not
2. It’s a numbers game
3. A lack of response is not a NO
4. A NO is not a rejection
5. Executives’ assistants are your ally
6. Choose committee members carefully
Solicitation Tips
1. You must follow-up, assume they will not
2. It’s a numbers game
3. A lack of response is not a NO
4. A NO is not a rejection
5. Executives’ assistants are your ally
6. Choose committee members carefully
7. Don’t promise anything you cannot deliver
© 2011 Vivanista Inc.
Corporate Sponsorship Solicitation In Summary.
Summary
• Craft a professional presentation
Summary
• Craft a professional presentation• Do your homework
Summary
• Craft a professional presentation• Do your homework• Pluck the low-hanging fruit first
Summary
• Craft a professional presentation• Do your homework• Pluck the low-hanging fruit first• Cultivate sponsors that believe in your cause or
your audience fits their marketing profile
Summary
• Craft a professional presentation• Do your homework• Pluck the low-hanging fruit first• Cultivate sponsors that believe in your cause or
your audience fits their marketing profile• Don’t give up
Summary
• Craft a professional presentation• Do your homework• Pluck the low-hanging fruit first• Cultivate sponsors that believe in your cause or
your audience fits their marketing profile• Don’t give up• Think outside the box
Summary
• Craft a professional presentation• Do your homework• Pluck the low-hanging fruit first• Cultivate sponsors that believe in your cause or
your audience fits their marketing profile• Don’t give up• Think outside the box• Remember that they will be
proud of how they helped
the cause!
Resources
• Vivanista Resource Library– Copy of the presentation– Guide to Corporate Sponsor Solicitation
• Videos: - Fundraising Events: http://youtu.be/fRZk2vIm8r0
- Fundraising Fundamentals: http://youtu.be/owKj_rzVTsc
- Social Media for Fundraising: http://youtu.be/NHxB40oq-iw
© 2011 Vivanista Inc.
Questions?
Thank you!
FirstGiving Webinar Attendees: 50% discount (must be purchased by October 25th 12:00am)
Go to: http://vivanista-summit.eventbrite.com/Use code: Webinar-VIP
Questions: layne@vivanista.com
© 2011 Vivanista Inc.
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