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Wild Woman Fundraising What your Sponsors REALLY Want Webinar - - PDF document
Wild Woman Fundraising What your Sponsors REALLY Want Webinar - - PDF document
Wild Woman Fundraising What your Sponsors REALLY Want Webinar Presentation Notes Slide 1 Websites we will visit: http://leukemiaball.org/?page_id=10 http://www.columbiamemorial.com/foundation/special-events.cfm
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Slide 15 Slide 16 Slide 17 Slide 18 Slide 19 MORE SXSW Sponsor Testimonials: "SXSW is a crown jewel in Miller's music strategy. It is a marquee, national- level platform and delivers experiences and insights that no other festival can achieve. And Austin's a pretty cool town alr eady."
- Peter Laatz, Miller Brewing Co., Manager of Entertainment Marketing
“When you think about how technology has changed the way people experience entertainment, our SXSW 2008 Super Sponsorship was an exceptional fit for us. Being integrated into all three aspects of the festival allowed us to intimately interact with both consumers and industry professionals in Music, Film and Interactive.”
- Janet Wenzel, Dell, Entertainment Marketing Manager
“Maxell has sponsored a number of high profile film festivals over the past two years, and none were able to deliver on our objectives as well as SXSW did. For a relatively modest investment, SXSW provided us with a platform to directly interact with our often hard to reach target - the independent filmmaker - in a way that not only exposed them to our products but also allowed us to show our sincere support for them and their films. Next year, we will be back to support SXSW.”
- Pat Byrne, Maxell, National Marketing Manager, Professional Media
Products Slide 20 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.”
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So think about what really makes a good sponsor testimonial. They want marketing opportunities, exposure to a certain target market, a platform, integration into all aspects of your event They want something that gives them a lot of bang for their marketing buck And you want the ultimate testimonial: “We Will Be Back Next Year” Slide 21 “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?” Slide 22 “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 makes our event unique IS: . . . (Ask yourself, how is our event different from other nonprofit events? What makes our nonprofit stand apart? How can we offer different or better things than other nonprofits offer?”) Slide 23 Remember, don’t just ask them, 'What are your objectives right now?' Try to ask specific questions about their: Key Messages Operational Issues Visibility Reputation Product positioning Sales Goals New product roll-out
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Workforce Consumer Market penetration Slide 24 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 proof of your reading. Give evidence that you understand their brand (attitude, attributes), target markets (psychographic more than demographic), and objectives. How you are different How your event is different Slide 25 Finding Your Demographics: HOW can you do it? 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 Slide 26 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 Slide 27 Sample ways to parse your demographics Slide 28 From the Urban League, the AFP, and SXSW Slide 29 What are the specific kinds of people they target? What are these people's lifestyles, priorities, motivations? What do they want them to know, believe, feel, or understand?
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What do they want these people to do? Choose their brand more often, try it for the first time, recommend it to others, or something else entirely? Do they have an experience they'd like to create for a certain kind of person? Slide 30 Slide 31 Just because you're getting the word out doesn't mean it will translate to sales. SO, how can you help sponsors measure the impact of the sponsorship? 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. Slide 32 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 (For example: Downloading software, creating an appointment, filling out sponsor survey). Slide 33 Elements of a good sponsorship proposal: Use these headers in your proposal: Sponsorship Opportunity: Short, no more than 2-3 paragraphs Marketing Objectives Measures of Success Value to Sponsor Unique Marketing Initiatives Terms and Conditions Call to Action (Show March of Dimes Sponsorship Proposal) Slide 34 How can you renew your sponsors? Build in benefits that get sponsors closer to a yes- Example: Luxury Car
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company sponsorship: Free valet parking for each person who drives that type
- f car.
Deadline incentives: If they re-up their sponsorship within 3 months after your event, give them a discount next year. Introduce sponsors to each other: allow them to network and create partnerships to bring you even higher levels of sponsorship. Slide 35 What are the best things about this event for the attendees? What are the worst things about this event for the attendees? What ways can the sponsor make the event better for the attendees? What are the ways in which their target market will decide to attend this event? How can the sponsor brand be there? How can the sponsor improve the worst things and enhance the best things? How can the sponsor make a memory of something useful they did at the event? What do my target markets care about? Are there any events, sports, programs, or causes that they really care about or which form part of their self- definition? (Eg, snowboarding, volunteerism, the arts, classical music, child safety, etc) What are all the ways that my target market consumes that event (eg, at the stadium, in a bar, at home with friends, reading about it in the paper, etc.)? Is my brand part of that experience? Could it be? How can we improve that experience? What are all the ways that my target market consumes my brand and competitor brands? What is their “brand experience”? Could that experience be improved using the unique benefits of sponsorship? Slide 36 In the Bonnaroo festival organizers pride themselves on an “integrated
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approach to brand partnerships.” “Instead of branded stages and intrusive signs,” they note, “we incorporate brands into the fabric of the festival experience.” Slide 37 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 Complimentary pictures of their friends and them participating in the ___-a- thon, available on mini-site Sun visors, umbrellas Kids-booth and complimentary child-care and projects UV activated bracelet that tells participants when to put on sunscreen? Slide 38 Offer Unique Brand Experiences To Improve Event for Attendees Ideas to help you brainstorm for Gala Sponsors: Complimentary champagne Complimentary valet parking Provide an Experience raffle item, like a vacation, or a ride in a private corporate jet Slippers for women who want to dance half-way through the night, with sponsor logo Award named after sponsor for leadership volunteer Donate a useful product to the raffle, like a powerful computer, a one-month lease on a vehicle, printing services, etc. Bag for event swag, swanky business card holder Slide 39 Think Different: Customized Volunteer Opportunities: Example NY Cares http://www.newyorkcares.org/for_companies/customized_volunteering.php Yearlong Sponsorship: Example from SF Food Bank http://www.sffoodbank.org/donate/corp_sponsors.html Slide 40 Slide 41 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:
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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 Slide 42 Bonnaroo: “Instead of branded stages and intrusive signs,” they note, “we incorporate brands into the fabric of the festival experience.” Slide 43 Examples Slide 44 Examples Slide 45 Examples Slide 46 Examples Slide 47 Examples Slide 48 Slide 49 Must Know: Help your sponsors put themselves into 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 & take responsibility for their own metrics. 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. Slide 50 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 Slide 51 Checklist: What can You Ask For?: Donated Products, e.g.: Computers, Food
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