A Piece Of Cake
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This document provides guidance on creating effective sponsorship packages that sell. It outlines key ingredients to include such as a sales letter, fact sheet, sponsorship inventory, sponsorship levels and benefits, sponsorship agreement, and creative packaging. The sales letter should have a headline, opening sentence, teaser paragraph, and closing sentence. The fact sheet outlines who, why, what, when, cost, and contact information. The sponsorship inventory lists basic and premium event offerings. Sponsorship levels should have unique names, equate benefits to value, offer a variety of prices and activities, and include event photos. The agreement captures contact details, levels, tickets, payment, and signatures. Proposals can be packaged and delivered via mail, email, in person,
A Piece Of Cake
- 1. A PIECE OF CAKE: HOW TO CREATE SPONSORSHIP PACKAGES THAT SELL INGREDIENTS Sales Letter Fact Sheet Sponsorship Inventory Sponsor Levels & Benefits Sponsor Agreement Creative Packaging
- 2. Change in advertising sales promotion sponsorship since 2008 North America Annual growth of advertising, sales promotion and sponsorship from 2008 to 2011 (in percent)* Annual growth (in percent) 15 11.4 10 5.9 5 3.9 3.9 2 2 0.6 0 0 -0.6 -3.3 -5 -4.6 -7.1 -10 2008 2009 2010 2011* Advertising Sales Promotion Sponsorship Diese Statistik kann in PPT nur ausschnittweise gezeigt werden. Bitte laden Sie f端r vollst辰ndige Wiedergabe die Exceldatei der Statistik. Note: further information regarding this statistic, such as comments and footnotes, can be found at the end of this Dossier on page 12 Source: IEG, 2011 IEG Sponsorship Report, page 2
- 3. SALES LETTER Basic Ingredients HEADLINE Statement Over 5,000 People Save Babies on April 28th OPENING Sentence We invite you to WXY Company to join over 5,000 people on April 28th in an effort to prevent birth defects and prematurity at the 30 th Annual March of Dimes March for Babies. TEASER Paragraph CLOSING Sentence I will follow up with you by April 1st to discuss your support of March for Babies. SIGNATURE Include signature of Event Chair, Board Chair or Honorary Chair P.S. Statement Include testimony from existing sponsor or notable supporter
- 4. FACT SHEET Who -Name of Organization Why -Purpose of the event What -About the event activities and brief event statistics (if available) When -Date, Time and Location Cost Contact Information -Contact Person -Phone Number -Email Address -Organization and event website Example: FAMU National Alumni Convention
- 5. SPONSORSHIP INVENTORY OF ASSETS
- 6. SPONSORSHIP INVENTORY Basic Event Offerings IDEA: Swag Bags Allow sponsor Admission Tickets to submit Tips Printing (tickets, posters, invitations, program) or article for Website newsletter, Volunteers website or blog Event Database Company logo on printed collateral On-site Survey Opportunities On-site Product Sampling Company included on media releases and advertisement MORE, MORE, MORE! Phone Voice Mail Message Email Signatures Monthly Newsletter (print and/or email) Events (receptions, galas, festivals) Board of Directors or Prominent Planning Committee Retail Space or Office Complex (high traffic facility) (ie. IMAX Wall of Stars) Organization automobiles (ie. Goodwill pick-up truck) Exclusive Meeting Opportunity with Organization/Event Chair
- 7. BUILD SPONSORSHIP LEVELS AND BENEFITS Basic Ingredients 1. Add unique names for each level 2. Equate value to each benefit in the inventory 3. Offer a variety of levels (with prices and activities) 4. Offer unique activities/areas for sponsor ownership (Reception, Transportation, Silent Auction, Live Auction, Lounge, Kids Corner, etc) 5. Include event photos in proposals 6. Include testimonials from past/current sponsors and event participants/attendees Examples: Leon County Sustainable Communities Summit
- 9. Allstate Name printed on Chocolate Bar Allstate Logo Printed on Napkins
- 10. CREATE THE AGREEMENT Basic Ingredients 1. Contact Information 2. Sponsor Levels Offered 3. Additional Tickets/Registrations Offered 4. Line for Total 5. Payment Methods/Options 6. Credit Card Information (including Billing) 7. Notable deadlines 8. Authorized Representative Name and Signature line 9. Organization Contact Information (Mailing Address, Fax Number and Email Address)
- 12. PACKAGING THE PROPOSAL Delivery Methods Mail A. Colorful envelope B. Custom Folder or colorful/unique folder with label C. First Class postage or certified mail IDEA: Email Deliver A. PDF Format proposal in B. GREAT Subject Line costume Personal Delivery A. Unique Packaging B. Great delivery person! Website A. PDF Format (link)
- 13. RESOURCES IEG Sponsorship The NonProfit Times BizBash Florida Convention South Google Analytics Expo Magazine The Special Event Florida Trend Magazine 850 (Rowland Publishing) Huffington Post