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HOW TO BUILD A SPONSORSHIP?
By: Yasmine Madkour
Agenda:
 Introduction
 What’s Fund Raising?
 Why Fund Raising?
 Six Steps to Successful Sponsorship
 Notes from perso...
What you should know before you start!
Introduction
Introduction
What’s Fund Raising?
Follow them and Have Fun!
6 Steps to Successful Sponsorship
Sponsorship Process
Sponsorship Process
“The success or failure of a business is linked to how well it
understands its own products.”
1. Product Identification
1. Product Identification
Brainstorm all products
Categorize the list into Owned and
Not owned
Categorize ‘Owned’ list int...
1. Product Identification
Support for brand
position
Exposure of
brand
Increased access to target
audience
1. Product Identification
Result: Products
 Sponsor-able
 Currently owned
 Meet a sponsor need
Sponsorship Process
“How do we develop what we have, to better meet the needs of
a sponsor?”
2. Product Development
2. Product Development
1
List all the product’s features & group them
2
Identify how each feature meets one of the three s...
2. Product Development
Result: Profile
 Detailed profile of current products
Sponsorship Process
“The success or failure of a business is
linked to how well it understands its customers.”
- Study the marketing Manager!
...
3. Identifying Sponsor Target Market
Research the businesses.
Revise the list to include only businesses who can afford th...
3. Identifying Sponsor Target Market
Research the businesses.
Revise the list to include only businesses who can afford th...
3. Identifying Sponsor Target Market
Research the businesses.
Revise the list to include only businesses who can afford th...
3. Identifying Sponsor Target Market
Research the businesses.
Revise the list to include only businesses who can afford th...
3. Identifying Sponsor Target Market
Result: Businesses
 In your region
 Use Sponsorship
 Can Afford the Product
Sponsorship Process
“The sponsorship product ultimately becomes a
made-to-order, customized product for the sponsor.”
4. Matching Product and ...
4. Matching Product and Sponsor
2. Set up a meeting with the marketing managers
Goals
Sponsorship use in
past
Planning &
B...
4. Matching Product and Sponsor
3. Condense the target list again
Long term interest
2. Set up a meeting with the marketin...
4. Matching Product and Sponsor
2. Set up a meeting with the marketing managers
Goals
Sponsorship use in
past
Planning &
B...
4. Matching Product and Sponsor
Result: Shortlist
Sponsorship Process
“He who can sell is king!”
5. Selling the Product
The Three Key elements for selling
Selling
Sponsorship
The Pitch
Negotiation
The close
Pitch
50.000
5.000
Proposal contents
1. Introduction
2. Introduction to the product
3. Key attributes of the product
4. How the product will ...
Negotiation
Competing Compromising
Accumulating Avoiding
Collaborating
Negotiation Techniques
Tough Warm
Numbers Dealer
Personality
Negotiation
W/W
W/L L/W L/L
Negotiation
x
y
z
Negotiation [Important Notes]
 Hot bottle
 Yes-Yes technique
 Passion matters
 Magic paper
 Your last chance
Sponsorship Process
“A sponsorship’s failure is never the fault of the
sponsor.”
Or, in words we are more familiar with –
“The customer is alw...
6. Servicing the Sponsor
1. Ensure you get ‘the sell’ right.
2. Plan with your sponsor.
3. Constantly communicate with you...
Get notified!
 If you need to get notified by any sessions,
workshops (online or offline).
Please fill in this form: http...
Thank You
Yasmine Madkour,
Founder and Marketing Director, Doors Inc
I have been working for 6 years in the marketing fiel...
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6 Steps to build a Successful Sponsorship

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6 Steps to build a Successful Sponsorship

  1. HOW TO BUILD A SPONSORSHIP? By: Yasmine Madkour
  2. Agenda:  Introduction  What’s Fund Raising?  Why Fund Raising?  Six Steps to Successful Sponsorship  Notes from personal experience  Workshop
  3. What you should know before you start! Introduction
  4. Introduction What’s Fund Raising?
  5. Follow them and Have Fun! 6 Steps to Successful Sponsorship
  6. Sponsorship Process
  7. Sponsorship Process
  8. “The success or failure of a business is linked to how well it understands its own products.” 1. Product Identification
  9. 1. Product Identification Brainstorm all products Categorize the list into Owned and Not owned Categorize ‘Owned’ list into each of the three needs
  10. 1. Product Identification Support for brand position Exposure of brand Increased access to target audience
  11. 1. Product Identification Result: Products  Sponsor-able  Currently owned  Meet a sponsor need
  12. Sponsorship Process
  13. “How do we develop what we have, to better meet the needs of a sponsor?” 2. Product Development
  14. 2. Product Development 1 List all the product’s features & group them 2 Identify how each feature meets one of the three sponsor needs & Label each feature 3 Identify how each feature can be strengthened to better meet the identified need 4 Categorize improvements into short-term, medium-term or long- term change
  15. 2. Product Development Result: Profile  Detailed profile of current products
  16. Sponsorship Process
  17. “The success or failure of a business is linked to how well it understands its customers.” - Study the marketing Manager! 3. Identifying Sponsor Target Market
  18. 3. Identifying Sponsor Target Market Research the businesses. Revise the list to include only businesses who can afford the sponsorship you require (the shortlist) Revise the list to include businesses which use sponsorship as part of their marketing plan Develop a list of businesses of suitable size and profile operating within your region
  19. 3. Identifying Sponsor Target Market Research the businesses. Revise the list to include only businesses who can afford the sponsorship you require (the shortlist) Revise the list to include businesses which use sponsorship as part of their marketing plan Develop a list of businesses of suitable size and profile operating within your region
  20. 3. Identifying Sponsor Target Market Research the businesses. Revise the list to include only businesses who can afford the sponsorship you require (the shortlist) Revise the list to include businesses which use sponsorship as part of their marketing plan Develop a list of businesses of suitable size and profile operating within your region
  21. 3. Identifying Sponsor Target Market Research the businesses. Revise the list to include only businesses who can afford the sponsorship you require (the shortlist) Revise the list to include businesses which use sponsorship as part of their marketing plan Develop a list of businesses of suitable size and profile operating within your region
  22. 3. Identifying Sponsor Target Market Result: Businesses  In your region  Use Sponsorship  Can Afford the Product
  23. Sponsorship Process
  24. “The sponsorship product ultimately becomes a made-to-order, customized product for the sponsor.” 4. Matching Product and Sponsor
  25. 4. Matching Product and Sponsor 2. Set up a meeting with the marketing managers Goals Sponsorship use in past Planning & Budgeting time Product development Budget 1. Condense the target market Demographically Product/Brand Image Strong case 3. Condense the target list again Long term interest
  26. 4. Matching Product and Sponsor 3. Condense the target list again Long term interest 2. Set up a meeting with the marketing managers Goals Sponsorship use in past Planning & Budgeting time Product development Budget 1. Condense the target market Demographically Product/Brand Image Strong case
  27. 4. Matching Product and Sponsor 2. Set up a meeting with the marketing managers Goals Sponsorship use in past Planning & Budgeting time Product development Budget 1. Condense the target market Demographically Product/Brand Image Strong case 3. Condense the target list again Long term interest
  28. 4. Matching Product and Sponsor Result: Shortlist
  29. Sponsorship Process
  30. “He who can sell is king!” 5. Selling the Product
  31. The Three Key elements for selling Selling Sponsorship The Pitch Negotiation The close
  32. Pitch 50.000 5.000
  33. Proposal contents 1. Introduction 2. Introduction to the product 3. Key attributes of the product 4. How the product will meet their needs 5. Specifics of the sponsorship 6. The cost
  34. Negotiation Competing Compromising Accumulating Avoiding Collaborating
  35. Negotiation Techniques Tough Warm Numbers Dealer Personality
  36. Negotiation W/W W/L L/W L/L
  37. Negotiation x y z
  38. Negotiation [Important Notes]  Hot bottle  Yes-Yes technique  Passion matters  Magic paper  Your last chance
  39. Sponsorship Process
  40. “A sponsorship’s failure is never the fault of the sponsor.” Or, in words we are more familiar with – “The customer is always right.” 6. Servicing the Sponsor
  41. 6. Servicing the Sponsor 1. Ensure you get ‘the sell’ right. 2. Plan with your sponsor. 3. Constantly communicate with your sponsor. 4. Facilitate the planning of all the sponsor’s leveraging activities. 5. Constantly report to the sponsor. 6. Over-deliver on every element of the contract. 7. Discuss the product’s performance. 8. Protect your sponsor from ambush marketing. 9. Provide thorough post-analysis, while planning for the future.
  42. Get notified!  If you need to get notified by any sessions, workshops (online or offline). Please fill in this form: http://goo.gl/sLquGl
  43. Thank You Yasmine Madkour, Founder and Marketing Director, Doors Inc I have been working for 6 years in the marketing field from copy writing to branding and marketing communication. In parallel to my work in Marketing, I have been working and supporting NGOs, initiatives and voluntary projects (hard to tell names, they are too many) with training in various topics:  Organization Building  Marketing for NGOs  Social media for NGOs  Live on field work management.  Fundraising through Advertising and Sponsorship If you need more information or want to ask a question, don’t hesitate to contact me: @YasmineMadkour y@doors-inc.com

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