Satisfied Sponsors: Under Promise and Over Deliver

Satisfied Sponsors: Under Promise & Over Deliver

by Bob Burris ·

I grew up in Colorado and was very excited when Bob Burris,

former Denver Broncos Executive, offered to write a guest post

on sponsorship. Bob has recently started an organization to

help nonprofits engage businesses, The Burris Group.

You can find more information about the Burris Group and

his new book “How to Sell Sponsorships, Tickets and Popcorn” on

their website or twitter. – Jason

While corporate sponsorships are a great source of revenues

for non-profit organizations, look at the partnership as more

of a business relationship in which two entities exchange

things of value and support. Selling sponsorship packages to

corporations and businesses is motivated by an expectation

of a specific exchange for a particular business advantage.

In this recession, companies are taking a closer look at their

overall spending and giving before committing to anything.

Companies want to know what’s in it for them.

The principle of a non-profit organization over-delivering is what

most decision-makers desire. Is your organization presenting

what it takes to address the needs and benefits that a partnership

will bring to a company?

That is why it is very important to listen very carefully to the

companies you are trying to sell a sponsorship package to.

If during the course of the discussion or negotiation you’ve said

“no” to some request, make a mental note to make sure that, if it

can be done, to deliver it later, usually later during the event

. An extra sign or banner somewhere is an example of how to over

deliver by giving more.

It is not about squeezing every dollar you can out of someone and their

company.

In fact, it’s okay to leave a little money on the table, which is very

good for the cultivation of the relationship. Renewals are much easier

when the sponsor feels that no matter how well the event went

, he or she was treated fairly — and they were “over-delivered.”

When companies look at a sponsorship proposal, they are motivated

by several factors.

Will the sponsorship deliver the following:

  • Increase Brand Loyalty
  • Increase Visibility
  • Enhance Image
  • Drive Retailer Traffic
  • Stimulate Sales
  • Experiential opportunity
  • Client Entertainment

Next, companies are going to assess whether the benefits of th

e sponsorship proposal are attractive enough.

Does the sponsorship proposal recognize and address the following:
Demographics of Audience — Does this sponsorship hit our target audience?
Category Exclusivity- What exclusive rights does the sponsor have?

  • Hospitality Opportunities
  • Exposure
  • Media Value
  • Charity or Cause
  • Product Sampling
  • On-Site Product
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