Soliciting Corporate Sponsors: Steps to Successful Partnerships
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The document provides steps for nonprofits to successfully solicit corporate sponsors, including researching prospective sponsors, sending personalized solicitation letters, following up with phone calls to schedule in-person meetings, making a benefits-oriented presentation that emphasizes how sponsorship aligns with the corporation's interests, over-delivering on promised benefits, and sending thorough thank you messages. The webinar also discusses why corporations provide sponsorships and how to set sponsorship levels and financial goals.
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Soliciting Corporate Sponsors: Steps to Successful Partnerships
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
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
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
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
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
32. 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
33. 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
34. 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
35. 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
41. 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
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
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
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?
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
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
91. 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