How to Get Local Sponsors for Your Region (And Have Fun Doing It!)

1. How to Get Local Sponsors for Your Region (And Have Fun Doing It!)

2. Let’s Share! • How many here have Region sponsors? • What sponsors do you have?

3. What Are Your Region’s Sponsor Goals? A specific cash amount? Funding for a special project? Increased engagement with the community? Partners for registration outreach?

4. WARNING • Your basic Region expenses should be covered by your registration fees Why....delivering sponsor benefits takes volunteer time, sponsor dollars can be unpredictable, business climate changes, selling capabilities come and go • Use sponsor dollars for ‘extras’

5. What Is a sponsorship?

6. A Sponsorship Is…A Relationship • A business gives cash or product in exchange for the ability to build a relationship with your parents and players. • It’s a type of advertising program • Only very occasionally is it a no-strings donation.

7. What ‘ROI’ Is A Sponsor Looking For?

8. Some Possibilities for a Sponsor’s Return on Investment... • Increased sales • New customers • Develop media/PR • Create positive association

9. Let’s Share! • What have been your most successful sponsor activation programs?

10. More Activation Ideas • Sponsor ‘Expo’ , vendor alley • Name & web address on t-shirts, sweatshirts, uniform sleeve • Field signage, ‘headquarters’ tent • Joint promotional event or activity • Logo/ad on website, newsletters • Articles in newsletter • Coupons, flyers fields, registration • Ad space • Registration or clinic at their location • Press release • And this year…

11. You’re Ready to Get Out There! Now What? • Find one lead volunteer to manage sponsorships. But many can sell them. • Start small. • Develop a list of appropriate local businesses • Gather testimonials from local businesses you have worked with in the past. They will be your best advertisement!

12. ‘Packaging’ • Develop a simple list of sponsor benefit ‘packages’. Start small. Consider $50, $100, $200 and $500. Package samples: • $50 -- framed team photo for their store (always hand deliver!) • $100, add a team banner, website recognition • $500, add names on Region t-shirts, on-site booth, email.

13. Qualities of a great salesperson • Enthusiastic about your Region • Speaks well • Self motivated • Comfortable asking for money

14. Keep it short & sweet The 5-Point Proposal • Brief description of AYSO and history of your AYSO Region • Region data – # of families, # of players, geography served, income level • List of sponsor benefits • The specific reason(s) why/how the opportunity meets the sponsor’s needs/ROI • The price (in cash, product, service or a combination)

15. Pricing For Major Region Sponsors • No magic formula • Higher impact for a business = higher price • Research what other local programs charge • The more you charge, the more you must deliver • What is your experience?

16. Who Would be Good Sponsor for Your Region?

17. Think Local! • Typically, it will be local businesses that find the most value in a sponsorship. Here’s a list of businesses to approach: • Accountants • Banks • Fast Food restaurants • Insurance agents • Real estate agents • Supermarkets • Local corporations • Local manufacturers • Beauty salons or spas • Family restaurants • Contractors • Pizza parlors • Car dealerships • Local newspapers • Soft drink bottlers • Local hotels

18. Take Advantage of Registration • A lesson from Region 168, El Cajon, CA: • Set up a table to talk to parents about sponsorships (make a sign, add balloons, sparkle it up!) • Many work for (or own!) companies that would be great sponsors. • Give them each a sponsorship flyer. • Chat them up!

19. Let’s Share! • What does your Region include in sponsor packages? • Do you have tiers or levels of sponsorship?

20. You have a sponsor! Now what? National Rules & Guidelines

21. Finance • Supply sponsors with AYSO’s tax exempt number : • 95-6205398 • AYSO is a non-profit, tax exempt corporation registered with the IRS, the Franchise Tax Board and the Registry of CharitableTrust • AYSO is 501 (c) (3) non-profit • Proof of non-profit letter is available in • www.AYSO.org/Resources • (Finance in menu...Documents)

22. Sponsors are not allowed to: • Purchase uniforms, warm-ups, bags or special gifts directly for an individual team • Select a team coach or impact rosters • Control Region admin details • Favor an individual team • Spend an entire contribution on a specific purpose – funds support the whole Region – • the Region decides how to spend it

23. National Sponsors:

24. National Sponsors & Region Sponsorships • Please Support National Sponsors! • They fund 12% of the national budget • There are still plenty of local sponsors available to you • Honor the AYSO National Rules & Regs concerning uniforms. (Region sponsors on left sleeve and right leg)

25. How to Keep Happy Sponsors • Deliver 110% -- an agreement is just the place to start • Always go the extra mile • Make it feel personal • Quantify, quantify, quantify

26. Make Sure to Say…

27. A Word (ok, a few words) About Customer Service “Customer Service is not a department, it’s an attitude”

28. Parents are our Customers, Too. • Your sponsorship success = news for parents to know • For the sponsor’s benefit, and • So parents know what you’re doing for them • Parents deserve the same level of attention to customer service as any sponsor • The same lessons apply!