sponsorship townsville saturday 2 june 2012
TRANSCRIPT
Sponsorships, Collaborations and
Partnerships
Townsville, 2 June 2012
House Keeping
• Evacuation• Mobile Phones• Facilities• Morning Tea• Have Fun
Presenters today
• Kelly Thompson
Active 8 Training Solutions
• Gerard Byrne
Volunteering North Queensland
Today’s Program
• Introduction to Sponsorship
• Collaborations
• Partnerships
• Townsville Opportunities
First some data -
The follow data from Pro Bono Australia offers some interesting insights into community organisations in Australia.
www.probonoaustralia.com.au
The Golden Rule
Australians work about 1800 hours per annum to earn incomes of $50,000 pa. But are only prepared to put in a few hours to seek major sponsorships. Like any endeavour, you need to put in the effort to be successful.
Are you prepared to put in the effort?
What is Sponsorship?Sponsorship can be defined as: "a relationship between a provider of funds, resources or services and an individual, event or organisation which offers in return some rights and association that may be used for commercial advantage".
Sponsorship can be a good way for a community group or not-for-profit organisation to access revenue - either over a period of time or as a one-off to support an event - services or goods.
In return for that revenue or those goods and resources, a group or organisation offers exposure, positive image, profile and publicity. (www.ourcommunity.com.au)
Top 10 tips for Sponsorship Hunters (Ourcommunity)
There's no such thing as free money.Sponsorship is not just about your needs, it's about the sponsor's objectives.
Sponsors don't have to love you.Sponsors don't need to share your passion for your cause in order to sponsor you. They just need to be able to see the commercial benefit.
Look for a good fit.Do your very best to gain sponsorship from companies or brands that seem a natural fit with your event or organisation.
It's a job for a team.Be sure your whole organisation understands why sponsorship is important to you and is prepared to treat your sponsors like marketing partners.
No logos.Sponsorships are more than sticking logos on everything. While you can offer to put logos where you want, also offer your sponsors far more substance.
Top 10 tips for Sponsorship Hunters (Ourcommunity)
Get in early.For your benefit, as well as the sponsors, start at least twelve months before an event if you're looking for any substantial sponsorship.
Get in writing.Firm up all details of your arrangement in writing. That way no-one is left in any doubt as to what has been agreed to.
Aim big.It's better to get a couple of big sponsors than lots of small ones, if at all possible. There's less clutter for them, and less sponsor management for you.
Service the sponsors.Don't ever think that once you've got the cheque your job is done. If you don't service sponsors properly, they will never give you another cent, will badmouth you - or worse, you could end up in court.
Check it out.Read a book or two, and start networking with people in the business. This is a very rewarding field, but it requires some very specific skills to be successful.
Grants are not sponsorship
Grants are most often a once only financial payment (assistance) provided by government, foundation or trust in order to assist in the development of a project, purchase of an artwork, educational endeavours, or similar.
Grants are almost always non-commercial in nature. Generally, the benefit is in the delivery of the activity or item supported by the grant.
Source: www.sponsorshipunit.com.au
Source: www.prnc.org.au/wp-content/uploads/Building-Collaborative-Partnerships-Tips-and-Tools.pdf
Collaboration Continuum
Source: www.dpac.tas.gov.au/divisions/policy/collaboration_-_a_tasmanian_government_approach/9
Source: www.ourcommunity.com.au/funding/funding_article.jsp?articleId=3105
PENRITH NETBALL ASSOCIATION
Case Study
Case study: Penrith Netball Association - Maintaining sponsor relationships
Penrith Panthers has sponsored the Penrith Netball Association for over 20 years. Here is Honorary Secretary, Joy Gillett’s tips for success in maintaining sponsor relationships.
•Develop personal relationships – regularly meet with the people involved and talk to them personally, make the sponsor feel valued.•Invite sponsors to all social functions – presentations, opening days and other special events and mention their sponsorship at those times. •Promote them at every opportunity – Penrith Panthers is referred to in advertising, competition draws, the annual calendar, banners at the courts and uniforms worn by Penrith representative players.•Use their facilities – the Association holds functions and events at Panthers, encourages team members to make use of the facilities and the executive are Panthers social members.•Thank them – in all speeches and at presentation events, thank your sponsors!
Source: www.dsr.nsw.gov.au/sportsclubs/ryc_sponsor_happy.asp
QUEENSLAND RAIL Case Study
Queensland Rail Sponsorship guidelines The following guidelines have been developed to assist sponsorship seekers in preparing proposals.
In general, Queensland Rail will only consider proposals that occur primarily in Queensland and have a direct link to at least two of the following criteria:
•Provide a platform for Queensland Rail to enhance its positive image and reputation in Queensland communities. •Enhance liveability or provide a lasting legacy for a Queensland community. •Provide a platform for Queensland Rail to demonstrate its commitment to corporate citizenship by being socially and/or environmentally responsible. •Alignment with Queensland Rail’s priority commitment to safety. •Support Queensland Rail’s positioning as an employer of choice. •Support the use of rail as a positive mode of transport; enhance the experience of travelling on trains or the physical environment around railways.
Preferred benefits sought:
•Naming rights opportunities, category exclusivity and activities that are not overly cluttered with multiple sponsors. •Extended brand promotional opportunities beyond logo placement and event signage. •Opportunity to promote rail safety. •Opportunity to demonstrate Queensland Rail’s commitment to customer service. •Opportunity to promote Queensland Rail Travel, Ticket Central or any other of Queensland Rail’s commercial products and services. •Distinctive and experiential customer and stakeholder engagement opportunities. •Ability to offer engagement with Queensland Rail employees or for them to be actively involved.
Proposals must:
•Be submitted using the relevant application form•Contain a clear outline of what the activity is aiming to achieve for the community. •Provide details of the level of investment sought and the benefits available to Queensland Rail for that investment. •List all other sponsors associated with the activity or the proposed sponsorship portfolio structure. •Include any relevant support data such as market research, profile of audience, expected participation numbers etc. •Include timelines for key milestones and occurrences for the planned activity. •Demonstrate how your organisation can successfully implement the activity and provide reporting on its outcomes. •Demonstrate how the proposal will be implemented to ensure mutually beneficial outcomes. •Provide your organisation’s ABN and state if the organisation is GST registered.
Proposals that won’t be considered:
•Requests for sponsorship that may pose a reputational risk to Queensland Rail through association with:•Activities, products or services that may pose an unacceptable safety risk to participants or could be harmful to the environment. •Organisations that are financially unsound or involved in practices that may cause reputational risk. •Activities that are for an individual’s gain or profit. •Promotion of a particular religious or political issue. •Activity that may be viewed as morally inappropriate or discriminatory.
More information
Email [email protected] Call our sponsorships team on 07 3072 1182
THE ONE THING MOST FAIL TO DO
TOWNSVILLE AIRPORT SPONSORSHIP
Case Study
Townsville Airport Sponsorship Summary
Top 10 tips for Sponsorship Hunters (Ourcommunity)
There's no such thing as free money.Sponsorship is not just about your needs, it's about the sponsor's objectives.
Sponsors don't have to love you.Sponsors don't need to share your passion for your cause in order to sponsor you. They just need to be able to see the commercial benefit.
Look for a good fit.Do your very best to gain sponsorship from companies or brands that seem a natural fit with your event or organisation.
It's a job for a team.Be sure your whole organisation understands why sponsorship is important to you and is prepared to treat your sponsors like marketing partners.
No logos.Sponsorships are more than sticking logos on everything. While you can offer to put logos where you want, also offer your sponsors far more substance.
Top 10 tips for Sponsorship Hunters (Ourcommunity)
Get in early.For your benefit, as well as the sponsors, start at least twelve months before an event if you're looking for any substantial sponsorship.
Get in writing.Firm up all details of your arrangement in writing. That way no-one is left in any doubt as to what has been agreed to.
Aim big.It's better to get a couple of big sponsors than lots of small ones, if at all possible. There's less clutter for them, and less sponsor management for you.
Service the sponsors.Don't ever think that once you've got the cheque your job is done. If you don't service sponsors properly, they will never give you another cent, will badmouth you - or worse, you could end up in court.
Check it out.Read a book or two, and start networking with people in the business. This is a very rewarding field, but it requires some very specific skills to be successful.
Golden Rules of Sponsorship
Selling sponsorship can be considered an art form. Improve your chances of winning the deal by using these golden rules:
•Offer an opportunity and not a problem - Offer a solution to a potential sponsor’s problems, such as providing a bottom line saving or profit.•Target companies with the right fit - Does your target audience's demographics - psychographics and geographic location - fit with those of the company or brand to be promoted? •Offer rights that the company can exploit - Offer value for money - price your 'product' to ensure your organisation will benefit from the relationship and that the sponsor will make a profit. Make sure your product is priced similarly to comparable products. •Stand out from the clutter - Make sure your proposal is addressed or delivered to the person who has the power to say ‘yes’. Often the contents of a courier bag are treated with more respect than an envelope received in the mail. •Be professional - Make sure your representatives, including volunteers, always present themselves in a professional manner and understand what is required of a commercial relationship.•Be persistent, not a pest - Following up a sponsorship request is necessary, but not to the extent that you interrupt the recipient’s ability to do their job. It will take time for a potential sponsor to come to grips with what you are offering and for a relationship to grow and develop.
Source: www.dsr.nsw.gov.au/sportsclubs/ryc_sponsor_selling.asp
Source: www.dsr.nsw.gov.au/sportsclubs/ryc_sponsor.asp
Social Media and Sponsorship
Social Media is becoming a major factor in Sponsorship in Australia for both Sponsors and Recipients.
Facebook and Sponsorship
Effective Facebook use can appeal to sponsors. Check out the Townsville Road Runners Club.
Twitter and Sponsorship
Twitter can be used successfully to gain support, and promote the sponsor’s aim. However, regular content and followers is essential.
Linkedin and Sponsorship
Linkedin is a form of Social Media that appeals to corporates. It is becoming increasingly important for major sponsorship campaigns.
Skype and Sponsorship
Skype is a form of video conferencing, which is not widely used in sponsorship. Very useful to plan and manage campaigns.
Evernote and Sponsorship
Evernote is used by more experienced fundraisers to collect, manage, and collaborate on data for sponsorship campaigns.
iPad and Sponsorship
iPads are very useful to display information, store data, and communicate with sponsors. Also, they convey a professional image.
Fast Broadband (NBN) and Sponsorship
Fast Broadband is being introduced to Townsville, allowing for very rapid communication and high impact graphics.
YouTube and Sponsorship
Along with other forms of Social Media, YouTube use is growing rapidly. YouTube is the second fastest search engine in the world.
Townsville City Council Councillors
Division / Councillor
1 Sue Blom2 Tony Parsons3 Vern Veitch4 Jenny Lane5 Patrick Ernst6 Trevor Roberts7 Gary Eddihausen8 Ray Gartrell9 Colleen Doyle10 Les Walker
Members of Parliament
• Ewen Jones (Townsville)
• David Crisafulli (Mundingburra)
• John Hathaway (Townsville)
• Sam Cox (Thuringowa)
Who can help?• Volunteering North Queensland• Townsville City Council• Fundraising Institute of Australia• Ourcommunity (Melbourne)• Local Members of Parliament• Library references on fundraising
Nothing in this world can take the place of persistence. Talent will not; nothing is more common than unsuccessful people with talent.
Genius will not; unrewarded genius is almost a proverb.
Education will not; the world is full of educated failures. Persistence and determination alone are omnipotent.
Calvin Coolidge
