Increasing Sponsorship Support April 2013

Topics How To Target and Win New Sponsors How To Cultivate and Keep Them

National Sponsors Sailing World/Cruising World West Marine Gosling’s Rum North Sails Scott Kennedy Offshore Sailing School Ken Gardiner Modelmaker (select markets) Moorings (select markets)

Cash Sponsorship Opportunities Defray event expenses Sponsorship of local Leukemia Cup presentation Travel for celebrity involvement where applicable

In-Kind Sponsorship Opportunities Donation of goods and services –Food/Beverage –Fundraising Incentives –Race Trophies/Awards –Sound equipment –Printing –Entertainment –Venue –Furniture/Equipment Rental –Sunscreen –Video presentation / promotional ads

Sponsorship Opportunities Media –Ads in local sailing publications –Radio and TV event promotion Kickoff

Resources Your Event Committee Ad-hoc Sponsorship Committee (Southern YC) Commodore and Yacht Club Officers West Marine/North Sails local managers – their customer base Your current sponsors Regional sponsors in other markets Gosling’s Distributor Event participants

Best Practice Providing participant fundraising credit for cash sponsorships Make your participants part of your “sales force”

Resources From Home Office Chapter Customizable PowerPoint Sample Chapter Proposals Chapter Customizable Proposal Testimonial Letters –Gary Jobson –Doris Colgate Staff Support

Opportunities For Local Event Sponsor Promotion T-Shirts Web Site Social Media ExactTargets Banner Acknowledgment during Event Remarks/Sponsor Representative remarks at event Party product sampling Small signage Ad in program book Promotional items in skipper/sailor bags Recognition in The Chapter Report eNewsletter Press releases

Hospitality Opportunities Tickets to Event Parties Access to Spectator Boat Framed Commemorative Burgee

Cash Sponsorship Levels Up to local conditions Home Office can assist with setting/evaluating levels –Standard guidelines calendar 2014

Georgia Sponsorship Levels Presenting Sponsor $25,000 Regatta Sponsor $10,000 Commodore Sponsorship - $5,000 Skipper Sponsorship - $2,500 Crew Sponsorship - $1,500

Louisiana Sponsorship Levels Title $15,000 Admiral $10,000 Commodore $7,500 Tactician $5,000 Skipper $1,500 Crew $500

San Francisco Sponsorship Levels Title Sponsor $35,000 VIP Sponsor $20,000 Spinnaker Sponsor $10,000 Windward Sponsor $5,000 Local Sponsor $2,500

Sponsorship Targets Food & Beverage –Wine –Caterers Boating –Marinas –Boat Dealers/Brokers –Marine Service Providers –Boat Insurers –Boat Purchase Loan Providers –State or Regional Marine Trade Association –Marine Publications

Sponsorship Targets Casual Clothing –Sailing apparel –shoes Financial Services Healthcare Services & Biotech/Pharma Companies Real Estate & Construction Companies Foundations

Winning Sponsorship Support The power of the volunteer ask –Present prospects to your committee and assign a committee contact to each company. –Allow them to be the main point of contact for the ask and follow-up

How To Retain Sponsors Continual Communications of LLS Advances Involvement on Event Committee Touch Points –Kickoff –Flyer –Fundraising Planning Meeting –In-Person Coffee/Lunch –Phone Call – /ExactTarget –Special occasion – holiday card, birthday –Go Sailing!

Gary Jobson’s Sponsorship Recruitment and Retention Tips

It helps to include celebrities, community leaders and elected officials at opening ceremonies and award presentations. The added bonus of sponsorship is reaching beyond the traditional sailing audience. Cross promotion by different sponsors through hospitality is an effective marketing tool. Social activities build goodwill and are everyone's reward.

Gary Jobson’s Sponsorship Recruitment and Retention Tips Create a local tie-in between organizer and sponsors. The organization running the event must have a good reputation. Check the credentials of the organization closely before signing on. Remember, the deal between the event and sponsor is a two-way street. Both must work together.

Gary Jobson’s Sponsorship Recruitment and Retention Tips An attractive venue is important. There must be a good location on site for showing a sponsor's product. Sampling and sales gets consumers involved with their product. Have a plan for achieving your sponsor's goals. Communicate early with event organizer in writing and during pre-event planning meetings. The event should match the quality of a sponsor's product.

A Corporate Contact’s Insider Tips

Sponsorship Sports Marketing Tips 1.Understand sponsor’s objectives. RESEARCH! What are they doing, how are they leveraging it? 2.Make proposal pretty, make it quick, make it perfect. Mistakes/ugliness = lack of respect for my time. 3.Be creative with your proposal. Show me that you are a businessperson AND a human being. 4.Be realistic with your proposal. Look at your own budgets. What do you need?

Sponsorship Sports Marketing Tips 5. Have an editor. Labor over details. Spell- check doesn’t catch when you really meant “shot”. 6. Understand “in-kind” or “couponing” does not mean “FREE” to me. Just like government, someone has to pay! 7. Understand measurement. Days of “impressions” are gone - replaced with more complex engagement metrics. 8 Share the load. More “turnkey” the better. Words “opportunity to do ‘X’” should never be in proposal.

Sponsorship Sports Marketing Tips 9. Skirting decision makers (i.e. me, agency) and going to senior management usually doesn’t work out well. 10. Templated proposals NEVER a good idea. “Today I got one meant for competitor, but addressed to me! ‘I may not be the only guy invited to the dance, but make me feel that way.’” 11. Marketing budgets for biz objectives. Donations come from philanthropic budgets. Know the difference. 12. Unless requested, save 100-page PowerPoint decks with lots of pictures for someone who cares. 13. Chill with super-aggressive follow up.

Next Webcast Event Participants - May 16, 2013, 3 pm Eastern: How to use your fundraising page/letter writing/wraparound fundraising ideas Volunteer Leaders - May 23, 2013, 3 pm Eastern: Involving the entire sailing community