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Fundraising 101 (Sponsorship)


Fundraising 101 (Sponsorship) Carol Collinge, Associate Director of Development, Schulich School of Engineering, University of Calgary * Reputation was cited by 70% ... – PowerPoint PPT presentation

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Title: Fundraising 101 (Sponsorship)

Fundraising 101 (Sponsorship) Carol Collinge,
Associate Director of Development, Schulich
School of Engineering, University of Calgary
Fundraising 101 (Sponsorship)
  • Fundraising Definitions
  • Focus on Sponsorship
  • The Current State of Giving
  • Project Readiness
  • The Fundraising Cycle
  • Time To Complete Questionnaire


  • 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).


  • 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
  • transaction you give them something
    valuable/tangible for their money or GIK
  • should be acknowledged with a business tax
  • strategic marketing tool used by companies to
    promote their product/service
  • the ultimate goal of sponsorship is to influence
  • the focus is marketing NOT philanthropy


Sponsorship 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)


  • 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 Opportunities To Consider
  • 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
  • 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 sponsors promotion, advertising or
  • using your event, club or team to endorse the
    sponsors product
  • consider multi-year commitments for sponsorship
    and offering the right of first refusal for
  • use of a sponsors 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
  • a demonstration or display opportunity
  • exclusive opportunities to sell product on-site
  • on-site sampling opportunities
  • venue signage
  • inclusion on pre-event promotional
  • signage as backdrop for media release
  • event participant shirts and/or swag
  • tickets to the event (reserved seating vs general
  • 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
    sponsors market
  • proof of purchase for discount admission to your
  • 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


The State of Giving
  • 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
  • Increased expectation by funders (governments,
    donors, and sponsors) for accountability
  • Corporations are becoming more selective in who
    they support

The State of Giving
  • Corporate Giving
  • Businesses give for 3 main reasons
  • To build brand or reputation
  • To build strong communities that will support
  • 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
Gift Range Gifts Required Prospects Required Total of Total Fundraising
25,000 1 5 25,000 25
10,000 3 15 30,000 30
5,000 5 25 25,000 25
2,500 8 40 20,000 20
Total 18 85 100,000 100

Fundraising Cycle

1. Identification
Fundraising Cycle
  • 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

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

Components of a sponsorship package
Fundraising Cycle
  • 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

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


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 Telepho
ne 403.220.4195