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
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
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
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
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
Editor's Notes
Definition : is the process of soliciting and gathering contributions as money or other resources, by requesting donations from individuals, businesses, charitable foundations, or governmental agencies ConceptPersonalOrganizationalNational==============Why?Charity OrganizationsStudent OrganizationsGraduation ProjectsSmall businessBanks and Stakeholders
