developing new and stronger corporate...
TRANSCRIPT
Developing New and Stronger Corporate Relationships
5 Realities That Will Change The Way You Do Business
About Me Chris Baylis is the President and CEO of The Sponsorship Collective, a boutique marketing firm focused exclusively on:
• Sponsorship strategy
• Inventory building and asset valuation
• Sponsorship coaching
Chris is a sponsorship and cause marketing expert who has managed the entire spectrum of the sponsorship process, from multi-million dollar campaigns to local event sponsorship….and everything in between.
sponsorshipcollective.com @CPBaylis
Goals of the Session • Identify actions you can take today to bring in
more corporate dollars
• Deep dive into 5 trends that you need to be aware of
• Review case studies outlining common mistakes and best practices
• The end of “Gold, Silver, Bronze” and stock proposals and what to replace them with
• Prospecting secrets to get your prospects to tell you exactly what they want and what they are willing to spend money on
• How to use reporting, activation and fulfillment to write next year’s proposals
“Corporate Fundraising” Defined
For the purposes of this talk, we will be focusing on:
• Cause sponsorship
• “Pin up” or point of purchase campaigns
• Corporate volunteering/employee engagement
• Cause marketing
When I say “prospect” I mean people in these areas…
• Business development
• Marketing
• Product placement
• Sales
• Sponsorship
• Human resources
• Communications
• Business owners/partners
• Brand management
Corporate Fundraising Reality #1: Corporate Partnerships Are NOT Philanthropy
(even when they are…)
Common Practice
• Focusing internally or on the cause vs your partner’s goal outcomes in a proposal
• Trying to sell sponsorship to CSR or Foundation staff, or CSR to marketing staff
• CSR proposals containing “logo placement”
• Using words like support and donation • Tax receipting sponsorship
Best Practice • Know and define your audience
• Understand the value of your brand and what you offer beyond being a good cause
• Track your web traffic
• Define your social media followers and their interests
• Determine the interests and buying power of your audience and ask “who cares about this audience” or “who cares about who you help”
Corporate Fundraising Reality #2: Your Cause is Irrelevant!
Wait…What?
Wait…What? • Your cause is important…to your audience
• Your audience is important to your prospect
• Use your cause to attract (and define) your audience, your audience to define and attract a prospect
• Together, find ways to bring your prospect to their audience, using your cause
Remember, This:
Cause Audience Prospect
Not This
Cause Audience Prospect
A Story From The Field
Corporate Fundraising Reality #3: Prospects Expect You to Know Your Value
Common Valuation Practice
Common Practice
• Tiered sponsorship packages
• Doing what you did last year
• Starting with how much money you need
• Shoulder shrug method
• Not understanding your audience
• Inability to predict, define and measure your impact
Best Practice • Make a list of every single asset you have to
offer • Look at how much it will cost your prospect to
get the same exposure or service elsewhere • Understand your audience AND its value • Determine the value of your tangible and
intangible assets • What do you bring to the table beyond just a
“good cause” and understand what it’s worth • Look to newspapers, digital media, social
media advertising, a cross section of similar properties
Valuation Case Study
• Two identical properties, different geographies…same sponsor!
• Property A is giving away space for product and samples as a “value add”
• Property A is afraid to charge for this as they fear they will lose the sponsor
• Property B did a valuation and that same asset, to the same company for the same property goes for…
$50,000
Corporate Fundraising Reality #4: It’s NOT About Logo Placement
Exercise Alert
Raise your hand when you see the Honda logo…
TIME!
How much do you think Honda is willing to pay for every person in the room who saw their logo?
The Reality
• Logo placement is one very small aspect of cause partnership
• It’s the most visible component to the public, which is why we think it’s the most important/only element
• Logo placement is the least valuable asset you can offer
• “Do you think there is a single person left in Canada who hasn’t heard of our bank? We don’t need you to build our brand.”
Corporate Fundraising Reality #5: You Must Report Back
(In a way that is tied to your partner’s goals)
What is a Fulfillment Report?
What is a Fulfillment Report?
• Doing what you said you would…and proving it!
• It gives your partners a tool to prove to their internal decision makers that they got the ROI they expected
• Sets you up for renewing the partnership within weeks of end of your campaign
Case study alert!
The tale of the texting sales rep!
Fulfillment Report Basics • Take a picture of every single thing you promised your
partner: logos, program ads, people…everything!
• Get a sample of everything you promised your partner
• Take screen shots of web traffic and logo placement, social media and earned/purchased media
• Put it all together in a report with stats from your event or program along with all of the pictures and samples and call a meeting!
Steal this Template!
Asset Status Notes
Dinner delivered Delivered
Signage at event Delivered
Branded tent cards Delivered
10 Guests in attendance Did not deliver Sponsor opted not to send all 10 guests
Logo on website Delivered
Logo on invitations to database Over Deliverd Sent branded save the date and invitaiton
Full page ad in program Delivered
Exhibit space Did not deliver Sponsor opted not to have a booth
Custom e-blast to database Over Deliverd Sent three e-blasts
Sponsor addressed the crowd Delivered
Sponsors thanked by MC Delivered
Two VIP tickets Delivered
Now, put it in a report with stats from your event or program along with all of the pictures and samples and call a meeting!
Bringing it all Together
1. Corporate Partnerships Are NOT Philanthropy
(even when they are…)
2. Your Cause is Secondary!
3. Prospects Expect You to Know Your Value
4. It’s NOT About Logo Placement
5. You Must Report Back (In a way tied to your prospects goals)
The proposal doesn’t make the sale… …YOU DO!
