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Corporate Sponsorships

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Building your Corporate Partner Packet

Our team is eager to help you customize a Corporate Partner Packet for reaching out to potential corporate partners. To help you be successful in your approach please watch this video from Don Carmichael, Founder of the Champion Group. This information will give you direction, insight and a great starting place for creating your Corporate Partner Packet.  

Here is a great Sample Corporate Partner Packet for a school that was very successful in their approach. Use this sample and the provided Benefits Worksheet to guide you in choosing your overall offerings and the most beneficial publications and media to offer to your Corporate Partners. Use this document to help in your planning.

Once you have worked through the Benefits Worksheet create a list of your Corporate Partner Incentives by sponsorship level and return this to me. From there our production team will create you a packet like the sample you saw above.  Ideally this is done during weeks 12 or 11 of your Master Timeline. 

Does my organization pay for corporate sponsors’ benefits?
Any perks given as a result of a sponsorship donation comes directly from the donation of the funds. For example, if you have promised ABC Corporation a billboard, then you would simply deduct the amount of the billboard ad from the corporate sponsor donation.

How do I get impressions?
Our innovative approach in getting corporate sponsors (regardless of the type of event you’re conducting) is based on providing clear, measurable exposure value to sponsors. We recommend recognizing sponsors through ads in local papers, chamber of commerce magazines, radio PSA’s recognizing top sponsors (recipients of the “Community Champions Award”), websites, etc.
Corporate Sponsor Benefits Worksheet

What to do when they say no to a monetary donation?
Kindly thank them for their time and if you feel comfortable, ask them if they could contribute an in-kind donation as door prize or award.

How do I pick a Corporate Sponsor Team?
In your role as the Corporate Sponsor Captain, you have the potential for bringing tens of thousands of dollars into your organization! Strong leadership and passion that can inspire your volunteers are essential qualities to drive the success of your recruitment efforts. With the other key members of your team, define your recruitment strategy with specific attention to forming a team of 5-10 Assistant Recruiters (each committing to solicit corporate sponsorships). Define the strategies for each potential sponsor category (vendors, organization’s donors, board members, personal business contacts) and assign a person to oversee that strategy and to be responsible for it. Set key deadline dates for each category. Inspect what you expect.

Where do I start?
  • Personal Contacts Strategy - Have your host team members bring their contact lists to your next meeting and spend time brainstorming prospective corporate sponsor prospects.
  • Donor Strategy - Get a donor list from your organization and define the recruitment strategy of those who own businesses or are key decision makers. If you have a large donor list, subcategorize the list into A, B, C priority groups. Focus on getting face-to-face with all A’s with the head of your organization. Continue face-to-face recruitment with B’s as able. Recruit the C category donors by phone calls if you run out of time.
  • Vendor Strategy - Get a vendor list and coordinate who will oversee contacting vendors. Key vendors should be contacted by your organization’s leadership.
  • Board Strategy - We recommend that every board member be responsible for recruiting one corporate sponsor. Have your organization’s board chairman lead this initiative. 

Why do I need a Corporate Sponsor packet and what do I do with it?
Create a professional looking package for your corporate team to pass out when soliciting donations.  You could put your organization’s logo on the outside of a pocket folder. On the inside, provide a letter of request on your letterhead, a brochure about your organization and the corporate sponsor benefits package. Give some consideration toward the best three giving levels to offer. Most will default to the lowest option. Generally, that option should be $250 or $500. We recommend $500 as the lowest option but always be willing to provide an “unpublished” $250 option if someone can’t pay the full $500.

Sample scripts for calling
Here’s a brief sample script to use when talking to a corporate sponsor prospect:
“Bill, thanks for letting us drop by for a few minutes. Let me tell you why I’m involved with (organization) and how we could really help each other through a corporate partnership opportunity. (Explain why you’re involved)…
 “Bill, our goal is to raise $40,000 through corporate partners like your company. We already have $15,000 in place. We’ve packaged some great recognition opportunities for your company if you’re able to help (explain). We want to recognize your company as a community champion through ads and radio spots we’ll be taking out at the end of the event. We have three giving levels: $2,500, $1,000, and $500. The most benefits are at the highest option. Would you be willing to consider a $2,500 sponsorship?...” 

Contacting corporate sponsors
  • Provide a corporate sponsor letter on organization letterhead. Many companies require something in writing before giving money. Pre-print a generic letter on your organization’s letterhead giving the date and location of the event and thanking the sponsor for supporting your event.
  • Always get face-to-face when making the sponsorship appeal. It’s too easy to say no over the phone or by letter. Sell the personal appointment over the phone, then sell your sponsorship opportunity face-to-face.
  • Have the right people making the sponsorship asks. The reality is that we all fall into social categories and are only effective within our peer level or below. If you put everyone into one of three categories based on socio-economics (A-B-C levels where A’s = High Income, B’s = Middle Income, and C’s = Low Income), you want “A’s” selling your sponsorships. B’s are only effective with other B’s and C’s. Most of your executives and business owners are “A” people; therefore, you want another “A” person making the ask.
  • Two are ideal; Three are too many. It’s best to have two people presenting the ask. Two are better than one. It’s advantageous to have a female and a male working together. Three or more is usually too much unless the individuals are good friends with the prospect.

 How do I find time in my day to do this?
Use your team to work through the contact strategy that you established. Look at your schedules as a team and find the best time to make contacts and presentations with your potential corporate sponsors. Set weekly goals and determine the best way to meet these as a team.

What is the secret to success?
Remember the reason you’re helping your organization. Pray and ask God to lead you to the right people. Look for ways to bless and appreciate that person regardless of whether or not he becomes a sponsor. This is a sales role, so make sure you have a sales-type of person involved in the ask. Your typical top-level sponsors are called Title Sponsors, Presenting Sponsors, or Partners. Title sponsors get their name attached to the event (ex: The 2011 Fed Ex-Harvest Christian School Golf Invitational).
If you can’t get a full event sponsor, you can break down the sponsorships by venue sponsor, gift sponsor, cart sponsor, food sponsor, etc. 

How do I keep my corporate sponsorship donations separate from other donations?
If you would like to keep your corporate sponsorship donations separate from other donations so that you can easily view them, we recommend creating a line specifically for corporate sponsors. This can be done by setting up a corporate sponsor line as if it were a separate fundraiser. You will need to have an email address that you have access to and that is not already in use by you or another fundraiser in the program. Once you have this email, go to your organization’s main fundraising page and click on “Become a Fundraiser.” Follow the steps to sign up, using “Corporate Sponsors” as the fundraiser name. After completing the steps, make sure to click on the link that will be sent to the email address you entered in order to complete the registration and create a password for this account.
Once you have completed the sign up and registration process, you will have “Corporate Sponsors” included in your list of fundraisers. This name will also be listed as an option of where to assign funds when you are entering offline donations. By selecting “Corporate Sponsors” as your Fundraiser when you enter cash or check donations from corporate sponsors, you will ensure that all of these donations are together and categorized as being corporate sponsorship funds.
  1. Identify if this donation was brought in by or should be assigned to a specific fundraiser. If so, move on to step two. If not, skip to step 4.
  2. Click on Participants. Search for the name of the fundraiser who should get the credit for this donation. Once you find them, click on their name, then click on Donations.
  3. Click on Pledges. Look to see if the donation is question is listed on the fundraiser’s Pledges page. If so, click on the pledge and confirm it to finalize the donation and have it automatically moved to your total donations. If it is not listed, move on to step 4.
  4. Click on Transactions from your home page, then click on Add Donation on the top right hand corner.
  5. The Constituent is the name of your donor. Start by searching their name on this page to see if they are already in the system. If they are, select them and move on to the next step. If they are not, enter them into the system by clicking on Add Constituent in the top right hand corner.
  6. Choose your donation type: Event/Campaign if the donation should just go under your general event page or Participant/Personal Campaign if the donation should be attributed to a specific fundraiser. Click next.
  7. Enter in the donation amount, how it is being paid, etc. Once you have filled out this page, click Complete Donation on the bottom right hand corner of the page.

How do I build a long-term sponsor relationship?
When you view Corporate Sponsors as relationships not transactions, you add value to their investment. Most organizations take sponsors’ money and give nothing in return. Look for intentional ways to add value to your corporate sponsors (interning, etc.) and build the relationship. This can be done through continued contact, showing them what was accomplished through their giving and keeping a connection to your cause. Define a specific communication plan for staying in touch with sponsors throughout the year to build future giving. 

How to thank sponsors
  • Plaques- that say thank you
  • Create a thank you package (t-shirt, newsletters, thank you letter and a certificate of appreciation)
  • Radio spot
  • Website presents
  • Local signs
  • Media exposure
  • Banner
  • Back of the T-shirt
  • Major donor on sleeve of shirt
  • Bring homemade goodies to store front
  • Banner to drop off that kids have made
  • This should be ongoing not just a one day thank you
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