Raising money can be the hardest step in launching your project, event or start-up.
You can be passionate about your idea and convince a lot of people with your passion, but it takes the right information.
Learn how to ask for what you need, and close the deal.
Join us in Toronto's finest surroundings for 60 minutes of valuable info, links and the tactics you need to start applying immediately after leaving the workshop.
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Presented by Towa Beer, a cause marketing specialist who has been presenting events, causes and great ideas to funders for the past decade. She has personally raised millions for large and small clients. Miss Beer brings all of her fundraising experience, an extensive mentor network, and many free templates to each workshop.
28. What is in YOUR pantry?
• What do you have in
abundance?
• What assets do you have to
offer THEM?
• What is it about your event
that inspires the sponsor to
participate?
• Why is this important?
29.
30.
31.
32. The What
Brief description of your organization, outline of the
event, project, or program for which you are seeking
support.
The Who
- Demographics including number of attendees, age,
socioeconomic status
- Identify how your proposal matches the target market
of the proposed sponsor
- How will YOU increase their market share?
33. The When, Why and How
Using your “Pantry list” of
benefits, show how your
project complements the
potential sponsor’s goals and
philosophy.
Detail how you plan to market their involvement, where
they will be seen, and experienced by the target.
36. So if you assume your business makes a 50%
profit margin, and your marketing campaign
brings in $50,000 in revenue you only made
$25,000.
Your ROI is actually 0%:
($25,000 –
$25,000) $25,000
37.
38. 1.
2.
3.
4.
5.
Cover Page
About Us
Our Audience/Community
The Case for Support
Your
Marketing/Promotion
6. Features, Benefits &
ROMI
7. Your Partnership Offer
80%
39. Customize The Ask
8. Your Unique Sales Offer
9. Promotion & Marketing
10.Reporting the Proof
11.Contact Info
20%
46. About CBCF
The Canadian Breast Cancer Foundation is Canada’s
leading breast cancer charity through:
• funding relevant, impactful and innovative research
• supporting and advocating for the breast cancer community
The Foundation is a trusted leader
The Foundation is the country’s leading organization
committed to creating a future without breast cancer and
since its inception over 25 years ago, has invested over $248
million in the most relevant and innovative research.
The Foundation is the largest funder of
breast cancer research in Canada.
Insight and Perception
CBCF ranks in the top 5 national charities measured for
support and in the top 3 for brand perception.
(C’volution,TrojanOne)
46
48. Activating our community
Last year:
•
•
•
•
•
Yard Sale for the Cure’s media presence
generated almost 400,000 online
impressions with consistent RTs from the
blogging community
70,000 Ontarians participated in the
Canadian Breast Cancer Foundation CIBC
Run for the Cure
CBCF Ontario partnered with over 400
community events
Over 20,000 letters were sent to the
Ontario Government as part of a campaign
to improve quality breast cancer screening
in Ontario. Our social media audience
increased by 400% during the first two
weeks of the campaign
CBCF was awarded the most
influential non-profit in social media
by Hill & Knowlton (Oct 2011)
CBCF Facebook Page
48
50. Case study: Liberty Village Art Crawl
Challenge: customized partnership opportunities in
return for cash & prizes from a local restaurant.
Win/Win = Promotion & prizing festival +
increased traffic & awareness to the business
Result: Restaurant sales went up due to
increased awareness & support from the target
community during campaign.
Client secured cash & prizes.
51. Restaurant Partnership
Customized promotions:
• Provide discounted
coupons for entrée or
dessert to participants &
artists of LVAC
• Display posters in venue
• Host an exhibit with an
artist and we will invite
the media
“With any purchase of $50
or more at any artisan
booth, enjoy a free entrée!”
• Host the media launch,
10am breakfast event
• Custom beverage
• Provide grand prize
basket for participants
52. Marketing Channels
To capitalize on the Foundation’s large online follower base, Yard Sale for the
Cure’s marketing channels are primarily online, with radio and print media
seamlessly integrated into the overall marketing channels.
Facebook Page
Yard Sale for the Cure Website
Yard Sale for the Cure
Print/OOH
54. Recognition
•
www.yardsaleforthecure.com and cbcf.org/Ontario and Atlantic
sites
–
–
–
–
•
Logo recognition on the Sponsors and Partners section of the website.
Includes link to full page layout and description of partnership, including a
link out to your Target Canada™ website.
8,000 visitors to Yard Sale for the Cure website , March-May 2012 period
Host a Featured Auction with your branded car, product, signed item or
premium service and be featured online.
Yard Sale for the Cure e-communications:
–
–
Recognition in e-communications slated for distribution during Yard Sale
season, March 25th to September 30th
245,000+ subscribers
•
Logo on all t-shirts produced for province of Ontario (760)
•
Online Celebrity Yard Sale “Webisodes”
–
–
Opportunity to place product or CEO in an episode of the YSC Micro-Series
Brand association with celebrity, YSC and on site activation at local sites
Thank you for coming, my name is Towa Beer and I'm here to talk to you today about funding your projects through corporate sponsorship.Please hold your questions to the end….we have 30 minutes for all your questions
In order for me to tailor my presentation today, could you please share with me…How many of you here today have Registered your business? Self or Incorporated?How many are looking for project based funding for a one-off activity?How many of you already have a corporate bank account for your business?
There are other options to corporate partnership that I cover in another workshop that include government, endowments, foundations and private lenders. Make sure to give me your email address so I can share our FAQ sheet with links to government funding programs.Some criteria to consider when figuring out where to look for funds are… your stage of growth, are the terms reasonable, with a low interest rate? And what is the potential impact to your credit rating? What is the amount of risk?
The stage in the business cycle that you are in, will define the type and source of funding you need. When I first introduced myself, I asked how many of you were in stage one and two…
There are times when the ASK is such a compelling case for inclusion that a partner seems obvious.What type of event do you think this is based on the sponsors you see on their banner wall?Tea company with Mother’s day eventWater company with a sports event
Who do you want to be with is as important as who you don’t.The NoNOlistFind out as much as you can about them, their products, their line of business.
80% of the work involved in securing a corporate partner takes place well before the first call is madeMany questions have to be asked so we know exactly whom we are contacting and what do WE have that they need to reach their business goals?
A great match happens because there is a great fit. This is an ad for running shoes for a fundraising event!!Rubbermaid for Yard SaleTea for Mother’s Day BrunchEsso for Driving ExpoThink ahead to determine what 3-4 brands fit so seamlessly with your product or event that they could be in an advert like this one!
These are the five key steps to preparing an partnership offer
When looking for a way to increase the bone marrow registry, a young man in an ad agency created this packaging and sent it to his client, Band-Aid to see if they’d agree. They did and it works. It solved a problem and engaged an audience while providing credibility and authenticity to the corporate partner
You can’t keep going back to the well to get more money. Your contract is likely based on a quote you provided and aside from a 10% contingency, the project planner needs to stay on budget.
DO NOT come in and present a solution for them that ends up costing MORE than the client has negotiated. Come in UNDER budget!! Death by a hundred small cuts
Make your proposals or case for support from the perspective of the client first.Show them how this partnering opportunity will tap a new audience for them, or engage a new demographic, or perhaps appreciate their existing customers in a new cool way?
Apple has created a “fan base” a passionate brand following and continue to inspire overnight line ups for new launches.Think about how you can offer extra services (free wifi in all apple stores) products (those bags are awesome) and knowledge (genius bar staff) to your potential customer
How can you reward your loyal customer or supplier? Do they want to meet a new customer, sample their product, engage with youth?
A great match happens because there is a great fit. This is an ad for running shoes for a fundraising event!!Rubbermaid for Yard SaleTea for Mother’s Day BrunchEsso for Driving Expo** Okay everyone time to get out those pens and write something down.***
YOU are someone’s perfect match
now you understand WHO YOU WANT, we can start to build something to attract themLike offering a skittish squirrel a piece of FOOD…what do you have to entice them?
Before you start writing the proposal, take stock of what’s in Your Pantry?what assets do you have to offer?
Very important to the partner is where you show HOW will you measure the ROI they are giving you.Fans lead to revenue!so HOW can the work that you are doing turn into revenue for them? Or better reputation with the customer?Using the middle section, explain HOW you will drive activity up to the top and measure it.
All the information about who you are, what you are doing and how you will bring them a return on their cheque to you is included in a sponsor package.Some call it a “deck” but this is the tool for conversation starting, negotiating and haggling!
Tell us a little bit about yourself in the proposal now
Time to put it all together so let’s break it out into three parts and define what we are talking aboutTake time to tailor the proposal to the sponsor you are soliciting (don’t just edit and replace text!)
Show how you are going to help them reach their goals, for less effort than they are doing now.
Everyone always wants to know about how to get sponsorship. Like a young man asking how to meet a beautiful woman….
A key performance metric when evaluating a marketing campaign isreturn on investment (ROI). Return on investment = gain from investment/ cost of investment[There are many misconceptions about how this metric is calculated. Some might think that if you spend $25,000 on a campaign and it brings in $50,000 in revenue, that they have gotten a 100 percent ROI.
Remember, this method doesn’t account for things like the cost of goods, your business’ expenses and other overhead factors. You want to calculate your ROI based on gross profit on the product/service you are selling, not simply the revenue.
The majority of your sponsorship proposal will stay the same, customize the rest
Whether you are pitching to Pepsi or Coke - this part would normally remain the same
This is the part that you customize for each partner that you are approaching…
Modern marketers must make tradeoffs between spend and reach. For example, $100k will get you a two-sided direct mail postcard sent to 100,000 people, a Direct mail campaign with a double sided postcard that will reach 100,000 homes, one month campaign of real time bidding on Goodle Ad Words, yields 2.5 million impression, OR four broadcast commercial spots on Bravo seen by 1.85 million.Shell out a little more, $150k, and get one day of sponsored Twitter trends, an exposure of 18 million Twitterers. $200k gets you a Facebook display ad campaign seen by 266 million OR spend five hundred thousand at YouTube for 1 day of your ½ page video ads and reach over 24 million
So now we understand all the ways to present the information….let’s see how I’ve done it in the past!
Lets recap what goes into a complete partnership request or sponsorship proposal
Use their logo in the master file so they know it’s about them
----- Meeting Notes (2013-10-31 14:59) -----Have them appear one at a time, each one is logical
Note the total reach from the facebook page, mention of the online impressions, how many people participated and how engaged they are
----- Meeting Notes (2013-10-31 14:59) -----Have them appear one at a time, each one is logical
We were able to provide actual examples of how we planned to connect the sponsor into the event experience.We showed a variety of ideas for them to consider, illustrating how much time we thought about THEM and THEIR needs.The most successful metric was the amount of people who presented the artisan coupon. It proved good or bad that there was a connection with the event participants.
What marketing channels can they expect to see their logo in?
----- Meeting Notes (2013-10-31 14:59) -----Have them appear one at a time, each one is logical