Sponsorship is an activity that creates a direct association between your organization,what it has to offer, and another organization.There must be benefits for both parties for the sponsorship to work.Sponsors can provide cash, goods and services known as value in kind(VIK) or a combination of these.
Company logo displayed in a club stadium
What do you have to sell?
Sponsorship is only possible if your organization has something to promote to a sponsor and if the benefits of this can be made clear to a sponsor.The following could be benefits that might attract sponsorship, consider each one carefully in terms of value to a sponsor and the cost to yourself and then look for others.
Use of emblem-Can a sponsor use the emblem of your organization or event? You will need to make sure you have the legal right to offer this.
Official sponsor status-Can they be given title of official sponsor?
Exclusivity-Will there be a limited number of sponsors, thereby making it more exclusive? Can they each be assigned an exclusive product category?
Publications-Do you have any publications in which a sponsor can advertise?Can they put their logo in a prominent location?
Television-Can you acquire good advertising rates on television?Do you have any of your own television programs through which they can get exposure?
Athletes-Athletes are always a good benefit to sponsors who like to have them appear at company functions and corporate events.It is good practice to guarantee a certain number of appearances per annum.
VIPs-Do you have access to VIPs and high ranking personalities? Would they host a dinner or appear at certain events organised by your sponsors.
Internet-Do you have your own website?Can you offer sponsors exposure on your website?
Event tickets-Can sponsors have access to purchase tickets to the Olympic games or other events of regional or national significance? Will you provide tickets free of charge?
Hospitality-Do you stage events in your country at which you can offer hospitality?
Other activities-Look carefully at all the activities you run particularly high-profile events, such as Olympic day celebrations.Could any be an opportunity to a sponsor?
The above should provide some ideas from which you can develop a package of benefits and opportunities.This should be developed into a written proposal, outlining each benefit and how it can be used.This proposal then usually forms the basis of a contractual agreement.Need help drafting a proposal?here we have got you covered,reach out and we shall be happy to write for you just the right proposal. Watch out for articles on how to get and retain a sponsor? & how to make a presentation to sponsors?
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Sponsorship is an activity that creates a direct association between your organization,what it has to offer, and another organization.There must be benefits for both parties for the sponsorship to work.Sponsors can provide cash, goods and services known as value in kind(VIK) or a combination of these.
Company logo displayed in a club stadium
What do you have to sell?
Sponsorship is only possible if your organization has something to promote to a sponsor and if the benefits of this can be made clear to a sponsor.The following could be benefits that might attract sponsorship, consider each one carefully in terms of value to a sponsor and the cost to yourself and then look for others.
Use of emblem-Can a sponsor use the emblem of your organization or event? You will need to make sure you have the legal right to offer this.
Official sponsor status-Can they be given title of official sponsor?
Exclusivity-Will there be a limited number of sponsors, thereby making it more exclusive? Can they each be assigned an exclusive product category?
Publications-Do you have any publications in which a sponsor can advertise?Can they put their logo in a prominent location?
Television-Can you acquire good advertising rates on television?Do you have any of your own television programs through which they can get exposure?
Athletes-Athletes are always a good benefit to sponsors who like to have them appear at company functions and corporate events.It is good practice to guarantee a certain number of appearances per annum.
VIPs-Do you have access to VIPs and high ranking personalities? Would they host a dinner or appear at certain events organised by your sponsors.
Internet-Do you have your own website?Can you offer sponsors exposure on your website?
Event tickets-Can sponsors have access to purchase tickets to the Olympic games or other events of regional or national significance? Will you provide tickets free of charge?
Hospitality-Do you stage events in your country at which you can offer hospitality?
Other activities-Look carefully at all the activities you run particularly high-profile events, such as Olympic day celebrations.Could any be an opportunity to a sponsor?
The above should provide some ideas from which you can develop a package of benefits and opportunities.This should be developed into a written proposal, outlining each benefit and how it can be used.This proposal then usually forms the basis of a contractual agreement.Need help drafting a proposal?here we have got you covered,reach out and we shall be happy to write for you just the right proposal. Watch out for articles on how to get and retain a sponsor? & how to make a presentation to sponsors?
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There are many activities that will raise funds for your organization:
Selling a product
Social events (dances, picnics, dinners,receptions)
Bazaars, auctions,craft sales
Gambling (bingos, lotteries, casinos)
Celebrity shows(concerts)
Sports events(runs, tennis, tournaments)
Providing services ((gardening,car washing)
A dance performance to raise funds
When considering which activities to explore,consider the following points:
The commitment of the fundraiser-Activities are only successful if those who are responsible for them are committed and motivated.For example there is little point in holding a club raffle if club members are not willing to sell tickets.
The novelty of the activity-The general rule of thumb is that the more novel the activity, the more interest it will create.
The estimated net profit-Some activities raise funds,but if this has to be spent on staging the activity,there may be no point .For example, the costs of a formal dinner may be so high that the extra you can add to the entry fee to generate revenue is so small and not worth it.
Resources needed-You need to make sure that you have the equipment, facilities and most importantly, people to carry out your activity to a high standard.Otherwise you are likely to have to pay for these, which will decrease your profit.
Timing of the activity-You need enough time to organize an event properly and to run the activity when it faces the least competition.Trying to sell expensive raffle tickets just before festive celebrations is bad timing as people often have little spare money.
Asssesssment of risk and legal implications-You should consider what might go wrong and how you will deal with this.You should also be aware of any permits or licences you may need.
Careful consideration must be given to ensuring that the right event is chosen,one that has appeal to the public and that will encourage participation The following is a checklist to guide your decision:
You are a worthwhile cause that will be supported.
The project leader has been established.
Prospective volunteers have been identified.
Committees and their chairpersons have been identified (where appropriate).
Initial publicity plans have been formulated.
You have a financial goal for the project.
You know how you will use the funds.
Your financial and human resources have been established.
A decision has been made regarding the special event to be organised.
A project budget has been drawn up.
Your target market has been established.
The timing of your event has been determined.
A plan for acknowledging those individuals who helped make your event a success has been developed.
A meeting has been planned to evaluate the fundraising event.
A post -event party has been planned to thank the workers for their efforts.
No matter how you decide to raise funds,it is important that the activity is well managed to make the best use of resources and the goodwill of those who attend the event.This will help to maximize the amount of money raised.
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If you run a sports organization you will will find it likely that you will have to raise funds from a number of sources in order to get all of the resources that you need to run the services and programs that you have to.You should consider all the possibilities that are open to you and then put in place a plan to take advantage of these.
A fundraising activity for an organization
Funds can be raised from:
Membership-Some sports organizations have members who pay fees.Additional revenue can be raised by increasing either the membership fee or the membership base.
Funding agencies-In many countries, sports programs are supported by an an external funding agency such as the government,NOC , schools or national sports federations.It is important that you know exactly what you can expect and what you need to do to increase funds from these organizations.
Fundraising activities-There are many activities that will raise funds for your organization.Explore the activity that is appropriate for your organization and carry it out in the right time.
Grants-One source funds that is often overlooked is that offered by a funding agency.In many countries,the economic situation does not support local fundraising from companies or individuals.It might therefore be worth exploring the options available through international foundations or foreign government funding agencies.
Sponsorship-There are usually sponsorship opportunities for sports organizations.Its always worth exploring what sponsorship opportunities are available for your organization and what criteria as well as guidelines are followed before getting sponsors for an organization.
Licensing-As the owner of certain properties, you can grant to another the right to use the property in conjunction with a product for a limited period.This is only successful if you own the rights to the something that a company might wish to pay for, such as your organization’s emblem or the images of your sport . This is a commercial process and like sponsorship, will require expert help.
Watchout for our subsequent articles,we will present to you each funding source, organizations as well as companies that provide funding, guidelines for selecting an appropriate funding source and application as well as selection criteria for the featured funding sources.
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