FUNDRAISING & SPONSORSHIP PRESENTED BY ………..

WHAT YOU’LL TAKE AWAY TODAY A changed attitude towards sponsorship and fundraising Ideas for fundraising activities How to promote your potential for sponsorship How to formalise a sponsorship proposal

FUNDRAISING

FUNDRAISING TYPES - Raising funds for your own society by: - participation in 3 rd party activity - participation in your own activity - Raising funds through financial partnerships

FUNDRAISING MUST KNOWS! Budgeting Fundraising Charity events Political societies

FUNDRAISING IDEAS ….. Usual Fundraising Ideas Raffles Bucket collections Coffee mornings Supermarket bag packs Pub quizzes Race nights Other Fundraising Ideas

IF YOU HAVE A PARTNER - KEEP IN TOUCH Results - tell them what you are doing with their money and what difference it makes Success stories - personal stories that show the effect they are having on student’s lives Action alerts - tell them what more they can do to help Gratitude - make them feel thanked, included, and loved How-to - show them how they can get involved personally

SPONSORSHIP

THERE IS A HUGE DIFFERENCE.… - Fundraising vs Sponsorship - objectives - relevancy - relationship

THE SPONSOR’S VIEW… - Remember, this is not a fundraising activity, it is a joint marketing activity - The sponsee must have the ability and desire to enter wholeheartedly into a marketing partnership

THE BASIC RULES STILL APPLY To be real & relevant sponsors must bring an added-value component to the targeted audience & then they must get the credit from the audience for bringing or enhancing the experience.

THE O’C&K PARTNERSHIP MODEL

REMEMBER – IT’S A JOINT AGREEMENT…. - both property owners and sponsors must agree that they are equally responsible for: 1) providing those relevant and enhanced consumer experiences 2) making sure the sponsor gets the credit

SPONSORS ARE LOOKING FOR … - A good working partner - Something they can amplify their relevance to individual people’s lives - Reasons not to give up sponsorship as a marketing tool, by choice

ACTIVITY FOR SPONSORSHIP SEEKERS A structured approach

PREPARATION - Is your society ready for sponsorship - Ensure you have internal support - Know your event audience (members) - Identify your sponsorship options

IDENTIFYING OPPORTUNITIES -Find your most attractive sponsorship offerings -Determine the ones you will never sell -Identify the full range of benefits you can offer -Be conscious of financial disconnect between your need and your value

TARGETING POTENTIAL SPONSORS  Identify what relationships you already have  Agree who you think would be a ‘good fit’  Decide on a target list  Do desk top research  How to get the information:  Annual reports- Industry databases  Websites- Forums  Social media- Traditional media

INTRODUCTORY LETTER (DOS) -Figure out who’s their best person to approach -Lead with their stated business objectives -Structure within their values -Use their words - Ask for the opportunity to show how good a partner you’d be

INTRODUCTORY LETTER (DON’TS) - Send a general letter to the CEO / MD - Talk about yourselves up front - Enclose a standard presentation - Explain their business objectives to them - Tell them what good value you represent

PROPOSAL DEVELOPMENT  Why most proposals fail  What information do they need in order to say yes  Make it easy for them to sell on – internally  Have proposal options / angles to consider  Price your offer fairly  Formalise your offer for presentation

PROPOSAL INSIGHTS 1 -Get the proper name and title of the brand manager. -Match specific brand(s) to the sponsorship opportunity (some have different product brands). -Find the brand’s target markets that you can match. -Link to overall marketing objectives for the brand(s) that you are targeting.

PROPOSAL INSIGHTS 2 -Study how they use other sponsorships to achieve their objectives. -Check whether they have any sponsorship exclusions (e.g. they mightn’t sponsor student events). -Determine how much lead time they need before the sponsorship term starts

SALES AND NEGOTIATION  Sponsorships are business decisions  Who should sell your sponsorship  Negotiate for mutual ‘wins’  Offer payment structure options  Formalise the deal – in writing

AFTER-SALES & MEASUREMENT  Over deliver on the agreement  Encourage the sponsor the leverage  Agree what reporting is required  Encourage the sponsor to measure their own results  Help to analyse / understand their real results

TAKEAWAYS -Decide whether you’re going to fundraise or get a partner. -Manage expectations -Decide to manage your own brand by being professional. -Always make new mistakes Thank You

PRACTICAL WORK