7. Making Past Sponsors feel
like Heroes
1. Have you ever felt…
2. You helped us achieve this, Mr. Doe.
3. You make turnarounds like this possible.
4. All of this happens because of organizations like
yours.
5. You help us keep that hope/dream/vision alive.
6. Without you, we could never have achieved so much.
7. I think you’ll understand…
8. You have the power to change all of that.
9. Your gift will change/save a life.
10.Thank you.
8. 12 Steps
5. Research target list of 9. Make benefits-oriented
1. Train the Committee
sponsors presentation
6. Send personalized letters
2. Set financial goals 10. ‘Ask for the order’
to past sponsors
3. Develop program 7. Send personalized letters 11. Over-deliver what you
overview to new prospective sponsors promised
4. Analyze & report 8. Follow-up by phone to set 12. Thank sponsors in
audience demographics up in-person meetings every way possible
9. How to Find:
Past
Sponsors
Committee
Members
Other Charitable
Events
Local
Prospective advertisers
Chamber of
Corporate Commerce / BBB
Sponsors Internet: LinkedIn
/ Facebook
11. 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
12. Why Not?
There are many reasons a corporation is NOT willing to sponsor
VALID: BETTER PLANNING
Budget NEEDED:
Does not fit within Not enough advanced
charitable giving charter planning
Not interested
Contact is not a decision
maker
Have already committed to
other organizations
13. Budget Considerations
• Which category does your fundraiser fit best
in?
– Community outreach
– Foundation
– Marketing
• Entertainment budget?
• Cause Marketing?
14. 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
15. Overcoming Objections
• 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?
16. Overcoming Objections
• 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: *Is there a donation you'd like to make on a
personal level?
17. 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
19. Summary
• Professional presentation
• Homework
• Past sponsors
• Cultivate compatible sponsors
• Don’t give up
• Think outside the box
• Remember that they will be
proud of how they helped
the cause!
20. 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
22. Role Playing Exercise
COMPANY: First Republic Bank
• Revenues : $1B Assets
• Structure: Headquartered in San Francisco with 50 branches throughout northern California
• Fundamental Donation Strategy: Like to give children’s education in local community
• Decision Maker: Stefanie Elmo
• Title: VP, Private Banking
• Role and responsibilities: Coordinate participation in local events to entertain clients
• CHARITY: JLSF
• EVENT: Fashion Show
• SPONSORSHIP PROGRAM
• Levels: Platinum-$25,000, Gold- $10,000, Silver- $5,000, Bronze- $1,000
• Benefits: 10 tix to dinner, program, social media
Goal: Become a major event sponsor
