AIDS Walk for Life Capacity Building Workshop

AIDS Walk for LifeCapacity Building Workshop How to improve your local corporate sponsorshipsPanelists:J.J. Dayot & Barbara ClanchyFacilitator:Joshua Snider

Panelist Bios • J.J. DayotNational Manager of Corporate Sponsorships and DonationsAIDS Walk for Life • After volunteering for the AIDS Committee of Toronto, J.J. joined the AIDS Walk for Life in this new role beginning in December 2006. J.J.’s prior experience includes working as a marketer for various book publishing companies, such as HarperCollins, Doubleday and Penguin publishers. His previous experience “on the other side of the table” – receiving appeals for sponsorship and donations – has given him a keen perspective of what approaches work and what makes an appeal compelling. • Barbara ClanchyDirector of Member Services / Volunteer CoordinatorThe Avenue Community Centre for Gender and Sexual Diversity, Saskatoon, SK • Barbara has coordinated the AIDS Walk for Life in Saskatoon since 2006 and has had great success in her short time with the Walk. In 2006, despite limited resources and limited time, Barbara successfully attracted 27 local sponsors for Walk for Life – Saskatoon, ranging in size from a $20 in-kind gift certificate, all the way up to a $4,000 cash sponsorship.

Facilitator Bio • Joshua SniderNational AIDS Walk for Life CoordinatorCanadian AIDS Society • Joshua joined the AIDS Walk for Life in May 2006 and coordinates the national event for over 50 Walks that take place across Canada. His prior experience includes coordinating several event-based fundraisers and founding his own charitable organization. In all of these positions, Joshua has played a significant role in soliciting corporate sponsorships and support.

Agenda • Why should I bother? • Why would companies bother? • How to obtain, recognize, thank, (and keep) local sponsors • Brainstorming session: Types of corporate sponsorships & support • National sponsorship update

Why should I bother? • Makes your Walk cheaper to run • Gets the word out to a broader range of people • A business may choose to get on board in a bigger way, such as: • Having a team on the Walk (competition motivates!) • Matching funds with Walkers • Donating cash to the Walk • Or just being willing to put up a poster • Why pay for things that you can get for free? • WHY NOT?

Why would companies bother? • Community spirit • Public recognition of community spirit and involvement • They want to keep you happy as one of their regular customers • In-kind - it is cheaper and therefore easier for a business to donate an item or service that they sell than the cost of that item, because they can usually write it off • Some donated prizes may be stock they are happy to move off of their shelves anyway • Tax savings

How to obtain, recognize, thank, (and keep) local sponsors

Start early! • Allow yourself enough time to: • Contact people • Let them decide • Pick up items or arrange services • The less you have to do close to, or on the actual day of your Walk, the better • The earlier the better! • It’s never too early – start thinking about next year’s sponsors this year

Make some lists: needs and wishes • First, make a list all of the materials and services you want to have for your Walk • Think outside the box! • What would help make your event a bigger success? • List everything, not just what you think companies may donate • Second, from your first list, identify which materials and services you need to run your Walk • Consider this your needs list • Consider the remaining items your wish list • Brainstorm: ask your colleagues to help grow your lists! • BE SPECIFIC! • “Prizes” isn’t enough! What kind of prizes? Who/what are they for? How many? How big?

Estimate cost and set some goal • For each item on your lists, estimate what it would cost you to purchase it • Make another list of all the other costs related to running your Walk • This should include costs for expenses you could not receive in-kind, like your office rent and Walk coordinator’s salary • Total cost of NEEDS LIST + OTHER costs = Your minimum costs (before sponsorships) • Total cost of NEEDS LIST + WISH LIST + OTHER costs = Your maximum costs • Set some goals! • Aim to cover all of your costs either through financial or in-kind sponsorships

Don’t buy it… TRY it! • Instead of going out to buy all of the items on your need and wish lists, think about who might donate them or pay for you to buy them • And instead of paying for all of your other expenses, think about who might help cover those costs with a financial sponsorship • Identify all of your previous sponsors • Don’t forget about companies who supported your Walk in the past, but didn’t last year • Don’t forget about companies who support your organization, but not the Walk • This is the easiest place to start! • Note how they supported you and how you recognized them • Think about how you can keep these sponsors and how you can ask them to support your even more this year

Think outside the box! • Brainstorm any contacts you, your colleagues, your board members, or anyone who supports your organization may have – ask your family and friends, too! • Meet with your contacts and compile a blue sky wish list of new potential sponsors to approach • What companies do you know that could supply the items on your lists? • What companies does your organization already patronize? • What contacts do your board members, staff, and members have with companies? • A contact who knows you is often a better lead than a cold call • If no one has a contact in a relevant industry, find a few companies anyway • Walk down your street and around your neighbourhood • Open the Yellow Pages • Search the Internet for local companies • Don’t be afraid to approach companies or industries you haven’t in the past – everyone is affected by HIV/AIDS!

Do some research • Get to know the companies you want to approach • Ask your contacts who know them best • Check out their web sites • What are their giving habits? • Find out what causes and/or organizations they currently support • Prioritize your contacts • Identify which companies are “hot”, “warm” or “cold” leads • This up-front research to identify your best prospects is essential and will save you time down the road

What can you offer them? • Brainstorm what you can offer your potential sponsors in terms of recognition for their support • Make a general list • Tailor your recognition to each potential sponsor • For each potential sponsor, think of what you can offer them in particular • Consider what they might want as a return on their investment (ROI) • Consider what would be beneficial and attractive to THEM • Brainstorm and THINK OUTSIDE THE BOX! • Go wild and have fun in your brainstorming session • Don’t allow any ideas to be shot down while brainstorming • The second step of the process is when you start to pick out the more feasible ideas • If the right opportunities for exposure and recognition don't currently exist, create them!

Recognition: Some ideas… • Tax receipt • Recognition on posters, brochures, newsletters • Recognition on updates to your donors/Walkers • Recognition verbally announced on Walk Day • Sponsors can be given special titles when they are recognized • The Official Bank, Courier, Beverage, Hotel, Restaurant, Radio Station, etc. of AIDS Walk for Life Somewhereville 2007 • Eye-catching benefits • Have companies sponsor something completely intangible! • Ex. Invite your key sponsors to speak at your Walk… "The start of the Walk is brought to you today by Frank's Diner.” … skip to Frank wishing everyone the best, inviting everyone to his restaurant for an after-party, and then blowing an air horn to start the Walk • Recognition on your organization or Walk website • Include their logo and a link to their website in your e-mail signature (for your outgoing e-mails)

Recognition: More ideas… • Have companies sponsor a booth or tent at your pre- or post-Walk gathering and let them put up all the advertising they want • Have companies sponsor a particular piece of merchandise for your Walkers • Ex. T-shirts or hats with their exclusive logo • Get a supplier to give them to you for free or get another company to pay for the merchandise. This can be used for any material you want to give to Walkers. • Announce and thank your sponsors during any TV, radio, or newspaper interviews • Have a car dealership give you a financial sponsorship in exchange for being the pace car at the Walk (if your Walk is on the street) • Ex. Your local Honda dealership wants to highlight their new Civic Hybrid. Let them have their car on display at your pre- and post-event gathering and have the dealership drive the car at the front of your Walk • If your walk isn’t on the street, how about a garden tractor!

Contact them and follow-up • An initial contact by phone or in face-to-face by the person who knows them best is the ideal first contact • But don’t be afraid to make cold calls or unannounced visits • Either way, make sure your representative is prepared to answer any potential questions • Follow up with a letter • Most companies require a paper trail • Alternatively, you can send a letter first, and follow up by personal contact a week later • Either way, don’t leave too much time between your 1st and 2nd points of contact

Draft your “ask” letters • Compose a brief letter to all of the companies you have listed, detailing the 5 W’s and more: • Who you are (about your organization) • About the AIDS Walk for Life • When the Walk is talking place • Where the Walk is talking place • Why you need/want their support • What item you would like them to donate, or what service you would like them to provide • What you can offer them • How they can benefit from sponsoring your Walk • Emphasize that they can gain new customers and grow their business (if applicable) • How they can get in touch with you • Remember to thank past sponsors for their loyal, continued commitment to your Walk, and consider asking them for increased support this year • Keep your letter short and clear. You can provide additional details later, if they are interested. • Pay attention to your tone: don’t beg… SELL yourself!

The response • NO • The majority of companies you appeal to will likely decline the opportunity to be a sponsor of your Walk this year • Follow up with a return e-mail, letter, or phone call to thank them for their kind response to your request (depending on how they replied) • Attempt to build a relationship with these companies in the hopes that they sponsor your Walk next year (or the year after) • MAYBE • A small portion of companies will have further queries • Respond to these immediately and try to “strike while the iron is hot” • Often companies will request that you present your “ask” to their board or a grant committee • YES • Work with these companies to identify recognition opportunities that maximize their ROI • To ensure repeat donors, build true partnerships in order to build a mutually beneficial relationship

Seal the deal • Iron out the terms of each successful sponsorship • Be clear and concise • Consider putting something in writing, if necessary • Pick up any donated items or have them delivered • Arrange to have any financial sponsors send you a cheque • Get everything you need from your sponsors in order to recognize them • Ex. Their logo, website address, key contacts, etc. • Keep track of all of your sponsors and the details of their support • Consider asking your sponsors if they know any companies that may also want to sponsor your Walk • Many sponsors will have close business or personal contacts in other companies • If they help you secure a sponsor that grows your Walk, they benefit from increased exposure • They may even be willing to make the initial “ask” on your behalf • It’s a win-win situation

Stay in touch (before your Walk) • Add your sponsors to your mailing list • Stay in regular communication with your sponsors • Advise them of how the event is progressing, where their money is going, and how you are acknowledging them as sponsors of your Walk • Keep them informed of any major developments related to your Walk and/or your organization • Don’t overwhelm them, but let them know that you care and appreciate their support • Thank your sponsors every step along the way… in updates, newsletters, etc. • Let everyone know you couldn’t do it without your sponsors • INVITE YOUR SPONSORS TO YOUR WALK!

Recognize your sponsors • Follow through with recognizing your sponsors, according to your arrangements with each • Do what you said you would. Make no exceptions! • In the event that you cannot live up to your terms, tell your sponsors right away • Save a paper copy of any recognition that you can supply to your sponsors • Encourage your Walkers and supporters to patronize the companies that sponsored the Walk • Ask them to let your sponsors know where they heard about them • Ask them to thank your sponsors for supporting the Walk • At the very least, YOU should do this (as well as your colleagues, board, etc.) • Nothing will get you a repeat sponsor quicker than when they know their sponsorship led to new business

Thank your sponsors • After the Walk, write a personalized thank you letter to your sponsors • Let them know the results of your Walk, including the number of Walkers and amount raised • Attach any paper copies of recognition that you saved for them • Let them know you hope to count on their support next year and will be in touch in the spring/summer • You want them to continue to sponsor your Walk in future years • It is easier to keep an existing sponsor than to find a new one • Do whatever you can to maintain the relationship • Invite them to other events that your organization hosts, and thank them there, too

Think about next year… • As soon as your Walk is over, start thinking about next year • (But take a deep breath first… …and give yourself a pat on the back!) • Keep a database of who supported you and with what • Use this information to write a more personal letter next year, briefly describing how they supported you last year and asking for their continued support • It’s not that far away! • The sooner you start, the more success you should have (not to mention less stress!)

Brainstorming session:Types of corporate sponsorships & support

Types of support: Some ideas… • Financial • In-kind services and materials • Media • Promotion • Ex. Allowing you to put a Walk poster in a store, or place Walk brochures in a restaurant, etc. • Cross-promotion • Ex. Putting your Walk information on their products • Staff team support • They can commit to enter a corporate team in the Walk and fundraise • Encourage them compete with other corporate teams, even between different branches of their company, or among their staff • Try to solicit a great prize to award to the top team (like a beer and pizza party at a local restaurant after the Walk, etc. • Thank all of your corporate teams for their support on Walk day • Donation matching • Either of their employees who participate or all Walkers • Tent, booth, or product display at the Walk (in exchange for financial, in-kind, or other support) • Restaurant donations (a portion of the bill from Walkers who eat there on Walk day) • And any other types we have not thought of... THINK OUTSIDE THE BOX!

National sponsorship update

Confirmed national sponsors • Founding National Lead Sponsor • Molson • National Platinum Sponsor • Santa Margherita Wines • National Gold Sponsor • Gilead Sciences Canada • National Silver Sponsor • Abbott Laboratories • National Bronze Sponsors • Pfizer Canada Inc. • Canpar Transport • Media Sponsor • Outlooks Magazine

Pending national sponsors • enRoute Magazine (Air Canada’s in-flight magazine) • CCNMatthews Newswire (public service announcements and press releases) • Maclean’s Magazine • Merck Frosst Canada • Bristol-Myers Squibb • Astral Media (outdoor) • CBS Outdoor • Gallop + Gallop Advertising

Q&A

THANK YOU! • Thank you for participating in this important workshop • Check your e-mail shortly for some supporting materials from this workshop: • A sample “ask” letter • A sample thank you letter • A copy of this PowerPoint presentation • A link to the online video of today’s workshop • … and more! • Mark your calendars for the next AIDS Walk for Life Capacity Building Workshop: • July 10, 2007, 1:00 pm, EDT: How to improve your local media and marketing efforts • If you have any questions or concerns, please stay on the line or contact: Joshua Sniderjoshuas@cdnaids.ca 613.230.3580 (140)

AIDS Walk for Life Capacity Building Workshop