SPONSORSHIP PERSPECTIVESLiesl Jurock and Jen McParland, SFU2009 LEAD PROGRAM WORKSHOP

Outline

• Background & Theory• Your perspective• Sponsor’s perspective• Sponsorship process• Activity• Getting the goods in your hands• Appreciation & relationship-building

Background &Theory

• History of sponsorship in Canada

Sponsorship vs. Donation

• Sponsorship - A cash and /or in-kind fee paid to an event/cause in return for access to the exploitable commercial potential associated with that property

• Donation – something that is given in charity, esp. a sum of money

• Source: Brita Cloghesy-Devereux, November 2009

To Think About…

• What do you want from sponsors?

• Do you encompass your cause?

• How are you being authentic?• Why are you worth their time?• What do you offer that is

unique?• Do your research! • What’s your pitch?

Your perspective

• Get into your event groups

• Discuss your event in terms of your sponsorship needs

• What are you asking for?

• Who might you approach?

Sponsor’s Perspective

• What do sponsors have to gain by aligning with you?

• What are their target demographics and how do you fit in?

• What are their marketing avenues and how do you fit it?

• What is their corporate social responsibility strategy and how do you fit in?

Sponsorship Process

• The package• Contact management• Follow up• Meetings

The Pitch

• New sponsor - Before sending package

• New sponsor - After sending package

• Returning sponsor

Activity

• In your group, brainstorm what could be in your sponsorship package

• Prepare a pitch to a sponsor • Pitch your idea to another group,

then switch • Group debrief

Getting the Goods

• Timelines• Reminders• Invoicing• Delivery/Set up

Relationship-Building

• Meet and greet• Thank you’s• Regular contact• Adding value

Questions?

• Thank you!

• Contact us:o Liesl Jurock – lrjurock@sfu.cao Jennifer McParland – jcm3@sfu.ca