By Rachael Alford


Successfully execute an event sponsorship campaign.


spearhead the event fundraising efforts as well. Attaining spon- sorships for events can be a challenging undertaking for anyone but it is particularly intimidating if you are an inexperienced fundraiser expected to raise funds that are vital to the financial health of the event.


M


· Who will be attending the event? What is the purpose of the event? The demographics of the past event attendance


· What is the fundraising goal? In order to know if the fund- raising efforts are successful and to set the appropriate spon-


and projected participants are important to know prior to contacting potential sponsors to ensure that the sponsorship opportunities offered align with the donors’ target audience. Historically, have the attendees been mostly men or women? What ages? Where do they reside? Will the audience be com- prised of decision makers or consumers? Compile any and all data that is available.


· Where is the event being held? If you have the opportunity, conduct a venue site inspection with sponsorship opportuni-


sorship levels, there needs to be a measurable goal.


· When is the event being held? Timing is critical when fund- raising. As budget cycles are particularly sensitive, it cannot


· Why is funding needed? This message needs to be concise. Even though most corporate sponsors are providing


sponsorship primarily because of the exclusive marketing 18


be expected that sponsors have the ability to donate with little notice. Successful fundraising campaigns typically begin several months to several years before the event occurs.


ties in mind. Ask the venue questions before you book, such as: Will the venue allow third party signage? Can you create an exclusive VIP area? Is outside food and beverage allow- able? Have they worked with sponsors in the past? Are there any unique venue specific sponsorship opportunities avail- able? This will help discerning sponsorship offerings as well as determine what constraints you may have while identify- ing obstacles.


eeting and event planners are tasked with planning,


designing and executing stel-


lar events. But as development budgets get squeezed, planners are often being asked to


· How have fundraising efforts been applied previously? Do you have access to return on investment (ROI) calculations


opportunity that is available, they are still concerned with how they align the company mission and social responsibility policy when selecting who they will sponsor.


from previous event sponsors? Past funders can be a valuable resource on past performance as well as provide a springboard for current efforts by providing testimonials and/or renewed participation.


Having collected as much historical and current data as pos-


· Clearly define the benefits for the sponsors. Be sure the op- portunities are clearly defined as well as easily conveyed.


sible and narrowed the event focus, it is time to create and ex- ecute the sponsorship campaign plan.


· Create a database of potential sponsors. Begin populating the database with the sponsors from all previous years. Next,


· Cultivate relationships with potential sponsors. This is the most time consuming aspect of attaining sponsorships. Con-


· Exceed expectations. Don’t oversell space, promise what is unattainable or saturate the event space with undue messag-


compile a list of possible sponsors from event stakeholders - staff, volunteers, board - are they connected to anyone in a position to provide sponsorship? Create a targeted list by seeking out corporate sponsors that have a vested interest in the niche that your event naturally aligns with. Lastly, seek out local sponsors by mapping out the venue location and approaching local businesses with the opportunity to sponsor.


tact them personally by phone then follow up with an email that includes all sponsorship materials and event details.


ing. Graciously and formally thank the sponsors. Maintain relationships throughout the year.


Rachael Alford provides administrative solutions, crowdfunding consulting, meeting & event planning, training, speaking and writing services. Learn more by visiting www.RachaelAlford.com.


MIDWEST MEETINGS SUMMER 2013


Wherever possible, set sponsorship levels with the focus on unique opportunities for each sponsor within each level. In- corporate hybrid marketing opportunities by highlighting the social media and newsletter statistical reach.


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