Soliciting Corporate Sponsors: Steps to Successful Partnerships

1. Soliciting Corporate Sponsors: Steps to Successful Partnerships Presented by: Layne Gray, Founder of Vivanista

2. 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

3. Who is FirstGiving

4. Fundraising solutions Peer-to-Peer Donor Fundraising Pages Analytics and Online Donations and Event Market Registrations Research Personal Support for your nonprofit, donors, and fundraisers Easy, tested, and secure transaction processes for the donor

5. 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.

8. 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.

9. 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.

10. 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.

11. 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 © 2011 Vivanista Inc. 11-12 for volunteers & Nonprofits

13. “I have a day job and don’t have time to read each “We never want to say no to our valued clients.” letter fully. I look who sent it and if I do not know them, or they’re not a client, I skim the fir - Giles Marsden, leading Group Director for Tiffany & Co. their Foundation grant committee Executive from former financial institution who sits on What You’ll Learn • Why corporations give

14. What You’ll Learn • Why corporations give • Steps in the solicitation process

15. What You’ll Learn • Why corporations give • Steps in the solicitation process • How to set realistic quantifiable goals

16. 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

17. 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

18. 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

20. Fundraising Goals Individual Nonprofit Organization

21. Fundraising Goals Individual Nonprofit Organization • Raise Money • Raise Money

22. Fundraising Goals Individual Nonprofit Organization • Raise Money • Raise Money • Build a community

23. Fundraising Goals Individual Nonprofit Organization • Raise Money • Raise Money • Build a community • Attract and maintain a volunteer base

24. Fundraising Goals Individual Nonprofit Organization • Raise Money • Raise Money • Build a community • Attract and maintain a volunteer base • Establish a sustainable relationship

25. Fundraising Goals Individual Nonprofit Organization • Raise Money • Raise Money • Build a community • Attract and maintain a volunteer base • Establish a sustainable relationship • Market the organization through new channels

27. Sponsorship Channels Event s Cause Web site Marketin Sponsor g Corporate Sponsors Crowd Matching sourcing Program

29. Why Do Corporations Sponsor? Give Back To New Customer The Community Cultivation Corporate Giving Employee Client Engagement Entertainment

31. 12 Steps To Solicitation 5. Research target list 9. Make benefits- 1. Train the Committee of sponsors oriented presentation 6. Send personalized 2. Set financial goals letters to past sponsors 10. „Ask for the order‟ 3. Develop program 7. Send personalized 11. Over-deliver what overview letters to new prospective sponsors you promised 4. Analyze & report 8. Follow-up by phone 12. Thank sponsors in audience demographics to set up in-person meetings every way possible

36. 12 Steps To Solicitation 5. Research target list 9. Make benefits- 1. Train the Committee of sponsors oriented presentation 6. Send personalized 2. Set financial goals letters to past 10. „Ask for the order‟ sponsors 3. Develop program 7. Send personalized 11. Over-deliver what overview letters to new prospective sponsors you promised 4. Analyze & report 8. Follow-up by phone 12. Thank sponsors in audience demographics to set up in-person meetings every way possible

37. 12 Steps To Solicitation 5. Research target list of 9. Make benefits- 1. Train the Committee sponsors oriented presentation 6. Send personalized 2. Set financial goals letters to past sponsors 10. „Ask for the order‟ 3. Develop program 7. Send personalized 11. Over-deliver what overview letters to new prospective sponsors you promised 4. Analyze & report 8. Follow-up by phone to 12. Thank sponsors in audience demographics set up in-person meetings every way possible

38. 12 Steps To Solicitation 5. Research target list 9. Make benefits- 1. Train the Committee of sponsors oriented presentation 6. Send personalized 2. Set financial goals letters to past sponsors 10. „Ask for the order‟ 3. Develop program 7. Send personalized 11. Over-deliver what overview letters to new prospective sponsors you promised 4. Analyze & report 8. Follow-up by 12. Thank sponsors in audience demographics phone to set up in- person meetings every way possible

39. 12 Steps To Solicitation 5. Research target list 9. Make benefits- 1. Train the Committee of sponsors oriented presentation 6. Send personalized 2. Set financial goals letters to past sponsors 10. „Ask for the order‟ 3. Develop program 7. Send personalized 11. Over-deliver what you overview letters to new prospective sponsors promised 4. Analyze & report 8. Follow-up by phone 12. Thank sponsors in audience demographics to set up in-person meetings every way possible

40. 12 Steps To Solicitation 5. Research target list 9. Make benefits- 1. Train the Committee of sponsors oriented presentation 6. Send personalized 2. Set financial goals letters to past sponsors 10. ‘Ask for the order’ 3. Develop program 7. Send personalized 11. Over-deliver what overview letters to new prospective sponsors you promised 4. Analyze & report 8. Follow-up by phone 12. Thank sponsors in audience demographics to set up in-person meetings every way possible

42. 12 Steps To Solicitation 5. Research target list 9. Make benefits-oriented 1. Train the Committee of sponsors presentation 6. Send personalized 2. Set financial goals letters to past sponsors 10. „Ask for the order‟ 3. Develop program 7. Send personalized 11. Over-deliver what you overview letters to new prospective sponsors promised 4. Analyze & report 8. Follow-up by phone 12. Thank sponsors in audience demographics to set up in-person meetings every way possible

44. Setting Financial Goal$ • Sponsorship program levels – Exclusivity at highest level

45. Setting Financial Goal$ • Sponsorship program levels – Exclusivity at highest level • Any previous sponsorship revenue

46. Setting Financial Goal$ • Sponsorship program levels – Exclusivity at highest level • Any previous sponsorship revenue • Sponsorships of similar events or campaigns

47. 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

48. How to Find: Past Sponsors Committee Members Other Charitable Events Local advertisers Prospective Chamber of Commerce / BBB Corporate Sponsors Internet: LinkedIn / Facebook

50. Creating the Pitch There are many reasons a corporation is willing to sponsor:

51. Creating the Pitch There are many reasons a corporation is willing to sponsor: • Personal relationships

52. 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

53. Creating the Pitch There are many reasons a corporation is willing to sponsor: • Personal relationships • Customer request

54. 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.

55. Creating the Pitch There are many reasons a corporation is willing to sponsor: • Personal relationships • Customer request • Employee involvement

56. Creating the Pitch There are many reasons a corporation is willing to sponsor: • Personal relationships • Customer request • Employee involvement • Target Audience demographics

57. 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

58. 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

59. 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

60. 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

61. 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

62. Making the Pitch • Hand-outs: – Presentation – Sponsorship Benefits – Audience demographics – Sponsorship Sign-up form

63. 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

64. Overcoming Objections • Budget • Charter • Planning cycle • Interest level • Not decision maker • Previous commitments

65. Overcoming Objections OBJECTIONS/YOUR QUESTIONS: • Budget: • Charter: • Planning cycle: • Interest level: • Not decision maker: • Previous commitments:

66. Overcoming Objections OBJECTIONS/YOUR QUESTIONS: • Budget: What sponsorship could fit into this year? • Charter: • Planning cycle: • Interest level: • Not decision maker: • Previous commitments:

67. 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:

68. 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:

69. 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:

70. 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:

71. 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?

72. Solicitation Tips 1. You must follow-up, assume they will not

73. Solicitation Tips 1. You must follow-up, assume they will not 2. It’s a numbers game

74. 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

75. 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

76. 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

77. 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

78. 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

80. Summary • Craft a professional presentation

81. Summary • Craft a professional presentation • Do your homework

82. Summary • Craft a professional presentation • Do your homework • Pluck the low-hanging fruit first

83. 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

84. 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

85. 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

86. 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!

87. 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

89. 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.

90. Connect with us in our social spaces Facebook: facebook.com/firstgiving Twitter: twitter.com/firstgiving FirstGiving Insights blog: http://insights.firstgiving.com Online Fundraising blog: http://blog.firstgiving.com FirstGiving for Runners blog: http://runners.firstgiving.com

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