Fundraising 101 (Sponsorship)

Fundraising 101 (Sponsorship) Carol Collinge, Associate Director of Development, Schulich School of Engineering, University of Calgary

Agenda Fundraising Definitions Focus on Sponsorship The Current State of Giving Project Readiness The Fundraising Cycle Time To Complete Questionnaire Fundraising 101 (Sponsorship)

Philanthropy The act of donating money, goods, time, or effort to support a charitable cause in regard to a defined objective. Gift A voluntary transfer of money or property for which the donor expects and receives nothing of value in return. Donors to registered charities are eligible for a charitable tax receipt that may be claimed as a non-refundable tax credit on an income tax return. Sponsorship To support an event, activity, person, or organization financially or through the provision of products or services. Sponsorship benefits both the recipient (by providing resources) as well as the sponsor (as a marketing tool that enhances the sponsor's public image). Definitions

Investment of cash or GIK in return for access to exploitable business potential associated with an event or “highly publicized program” draws foot traffic and/or media and public exposure transaction – you give them something valuable/tangible for their money or GIK should be acknowledged with a business tax receipt strategic marketing tool used by companies to promote their product/service the ultimate goal of sponsorship is to influence customers the focus is marketing NOT philanthropy Sponsorship

IT IS NOT… A gift A tax receipt-able donation An altruistic connection to a cause All about us – what we need; Guilting an organization into supporting your cause and then using their logos (if you can) Sponsorship is NOT

In order successfully secure sponsorship funding you will need to excel at marketing your organization and/or activity and creatively design opportunities to market your sponsors at the same time Please be realistic in determining if you really have anything worthwhile to sponsor What will the return on investment be for them? Sponsorship

naming rights sponsorship (perceived “ownership” of the event) naming rights of a section, area, entry or team naming rights of an event-driven award, trophy or prize preferred supplier status exclusivity amoungst sponsors at any level exclusivity as a supplier or seller at the event allowing your sponsor to use images and/or your logo for a sponsor’s promotion, advertising or website using your event, club or team to endorse the sponsor’s product consider multi-year commitments for sponsorship and offering the right of first refusal for renewal use of a sponsor’s venue for a launch, main event or supporting event Sponsorship Opportunities To Consider

allowing a sponsor to have input in venue, route and/or timing offering coupon, information or give-away distribution a demonstration or display opportunity exclusive opportunities to sell product on-site on-site sampling opportunities venue signage inclusion on pre-event promotional materials/signage/banners signage as backdrop for media release event participant shirts and/or swag tickets to the event (reserved seating vs general admission) VIP tickets/passes celebrity/participant meet and greet access to, or creation of, a priceless experience Sponsorship Opportunities To Consider

promotion or contest on internet site links to sponsor internet site blocks of tickets that sponsor can provide to loyal consumers participation in event by employees creation of an employee volunteer program to support your initiative opportunity to set up an employee recruitment station at your event distribution of employee recruitment information create a public relations campaign targeting your sponsor’s market proof of purchase for discount admission to your event couponing/advertising on ticket backs inclusion in all print, outdoor, vehicle and/or broadcast advertising inclusion on event promotional materials opportunities for sponsors to provide equipment, services, technology, expertise, or media in trade for sponsorship fee Sponsorship Opportunities To Consider

Fundraising Facts Estimated 161,000 non profits & charitable organizations in Canada 21% of Canadians provide 82% of all donations Canadians donated nearly $9 billion in 2004 The State of Giving

Fundraising Trends Growing # of charitable organizations Increasing # of multi-million dollar capital campaigns Increased expectation by funders (governments, donors, and sponsors) for accountability Corporations are becoming more selective in who they support The State of Giving

The State of Giving Corporate Giving Businesses give for 3 main reasons: • To build brand or reputation • To build strong communities that will support their business interests • To recruit and retain employees

Project Readiness • Project Concept Developed • Timelines Established • Budget Determined • Sponsorship Plan Developed • Fundraising goal • Inventory of sponsorship opportunities • # of prospects needed • Timelines • Stewardship

Project Readiness Giving Chart for $100,000

Fundraising Cycle Identify Cultivate Steward Solicit

1. Identification Preparation of prospect list Identifies prospective sponsors Qualify prospects Linkage Ability Interest Fundraising Cycle

2. Cultivation Establish relationship with identified prospects Invite to events Send communication materials Face to face meeting to share your project plan Fundraising Cycle

3. Solicitation Making the ask Key Considerations (lead time, budget cycle) Selecting the solicitor Face to Face Follow Up Fundraising Cycle

Components of a sponsorship package Why does it matter? Background What is it? Project Description How much does it cost? Project budget Why me? Aligns sponsor with the project How will I be benefit and be recognized? Stewardship Fundraising Cycle

4. Stewardship Thank the donor Deliver on promises Ensure appropriate deliverables and recognition You can never say thank you enough! Fundraising Cycle

Thank you If you have questions or concerns please do not hesitate to contact: Carol Collinge, Associate Director of Development, Schulich School of Engineering Address: ENC 202 University of Calgary Email: carol.collinge@ucalgary.ca Telephone: 403.220.4195

Fundraising 101 (Sponsorship)