AIDS Walk for LifeCapacity Building Workshop

How to improve your local corporate sponsorships

Panelists:J.J. Dayot & Barbara Clanchy

Facilitator:Joshua Snider

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Panelist Bios J.J. Dayot

National Manager of Corporate Sponsorships and DonationsAIDS Walk for Life After volunteering for the AIDS Committee of Toronto, J.J. joined the AIDS Walk for Life in this

new role beginning in December 2006. J.J.’s prior experience includes working as a marketer for various book publishing companies, such as HarperCollins, Doubleday and Penguin publishers. His previous experience “on the other side of the table” – receiving appeals for sponsorship and donations – has given him a keen perspective of what approaches work and what makes an appeal compelling.

Barbara ClanchyDirector of Member Services / Volunteer CoordinatorThe Avenue Community Centre for Gender and Sexual Diversity, Saskatoon, SK Barbara has coordinated the AIDS Walk for Life in Saskatoon since 2006 and has had great

success in her short time with the Walk. In 2006, despite limited resources and limited time, Barbara successfully attracted 27 local sponsors for Walk for Life – Saskatoon, ranging in size from a $20 in-kind gift certificate, all the way up to a $4,000 cash sponsorship.

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Facilitator Bio

Joshua SniderNational AIDS Walk for Life CoordinatorCanadian AIDS Society Joshua joined the AIDS Walk for Life in May 2006 and coordinates the national event for over

50 Walks that take place across Canada. His prior experience includes coordinating several event-based fundraisers and founding his own charitable organization. In all of these positions, Joshua has played a significant role in soliciting corporate sponsorships and support.

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Agenda Why should I bother?

Why would companies bother?

How to obtain, recognize, thank, (and keep) local sponsors

Brainstorming session: Types of corporate sponsorships & support

National sponsorship update

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Why should I bother?

Makes your Walk cheaper to run Gets the word out to a broader range of people A business may choose to get on board in a bigger way, such as:

Having a team on the Walk (competition motivates!) Matching funds with Walkers Donating cash to the Walk Or just being willing to put up a poster

Why pay for things that you can get for free?

WHY NOT?

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Why would companies bother?

Community spirit Public recognition of community spirit and involvement They want to keep you happy as one of their regular customers In-kind - it is cheaper and therefore easier for a business to donate an item or service

that they sell than the cost of that item, because they can usually write it off Some donated prizes may be stock they are happy to move off of their shelves anyway Tax savings

How to obtain, recognize, thank, (and keep) local sponsors

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Start early!

Allow yourself enough time to: Contact people Let them decide Pick up items or arrange services

The less you have to do close to, or on the actual day of your Walk, the better

The earlier the better! It’s never too early – start thinking about next year’s sponsors this year

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Make some lists: needs and wishes First, make a list all of the materials and services you want to have for your Walk

Think outside the box! What would help make your event a bigger success? List everything, not just what you think companies may donate

Second, from your first list, identify which materials and services you need to run your Walk Consider this your needs list

Consider the remaining items your wish list

Brainstorm: ask your colleagues to help grow your lists!

BE SPECIFIC! “Prizes” isn’t enough! What kind of prizes? Who/what are they for? How many? How big?

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Estimate cost and set some goal

For each item on your lists, estimate what it would cost you to purchase it

Make another list of all the other costs related to running your Walk This should include costs for expenses you could not receive in-kind, like your office

rent and Walk coordinator’s salary

Total cost of NEEDS LIST + OTHER costs = Your minimum costs (before sponsorships)

Total cost of NEEDS LIST + WISH LIST + OTHER costs = Your maximum costs

Set some goals! Aim to cover all of your costs either through financial or in-kind sponsorships

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Don’t buy it… TRY it! Instead of going out to buy all of the items on your need and wish lists, think about who

might donate them or pay for you to buy them

And instead of paying for all of your other expenses, think about who might help cover those costs with a financial sponsorship

Identify all of your previous sponsors Don’t forget about companies who supported your Walk in the past, but didn’t last

year Don’t forget about companies who support your organization, but not the Walk This is the easiest place to start! Note how they supported you and how you recognized them Think about how you can keep these sponsors and how you can ask them to

support your even more this year

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Think outside the box!

Brainstorm any contacts you, your colleagues, your board members, or anyone who supports your organization may have – ask your family and friends, too! Meet with your contacts and compile a blue sky wish list of new potential sponsors to approach What companies do you know that could supply the items on your lists? What companies does your organization already patronize? What contacts do your board members, staff, and members have with companies? A contact who knows you is often a better lead than a cold call

If no one has a contact in a relevant industry, find a few companies anyway Walk down your street and around your neighbourhood Open the Yellow Pages Search the Internet for local companies Don’t be afraid to approach companies or industries you haven’t in the past – everyone is affected by

HIV/AIDS!

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Do some research

Get to know the companies you want to approach Ask your contacts who know them best Check out their web sites What are their giving habits? Find out what causes and/or organizations they currently support

Prioritize your contacts Identify which companies are “hot”, “warm” or “cold” leads

This up-front research to identify your best prospects is essential and will save you time down the road

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What can you offer them? Brainstorm what you can offer your potential sponsors in terms of recognition for their support

Make a general list

Tailor your recognition to each potential sponsor For each potential sponsor, think of what you can offer them in particular Consider what they might want as a return on their investment (ROI) Consider what would be beneficial and attractive to THEM

Brainstorm and THINK OUTSIDE THE BOX! Go wild and have fun in your brainstorming session Don’t allow any ideas to be shot down while brainstorming The second step of the process is when you start to pick out the more feasible ideas

If the right opportunities for exposure and recognition don't currently exist, create them!

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Recognition: Some ideas… Tax receipt Recognition on posters, brochures, newsletters Recognition on updates to your donors/Walkers Recognition verbally announced on Walk Day Sponsors can be given special titles when they are recognized

The Official Bank, Courier, Beverage, Hotel, Restaurant, Radio Station, etc. of AIDS Walk for Life Somewhereville 2007

Eye-catching benefits Have companies sponsor something completely intangible!

Ex. Invite your key sponsors to speak at your Walk… "The start of the Walk is brought to you today by Frank's Diner.” … skip to Frank wishing everyone the best, inviting everyone to his restaurant for an after-party, and then blowing an air horn to start the Walk

Recognition on your organization or Walk website Include their logo and a link to their website in your e-mail signature (for your outgoing e-mails)

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Recognition: More ideas…

Have companies sponsor a booth or tent at your pre- or post-Walk gathering and let them put up all the advertising they want

Have companies sponsor a particular piece of merchandise for your Walkers Ex. T-shirts or hats with their exclusive logo Get a supplier to give them to you for free or get another company to pay for the

merchandise. This can be used for any material you want to give to Walkers. Announce and thank your sponsors during any TV, radio, or newspaper interviews Have a car dealership give you a financial sponsorship in exchange for being the pace

car at the Walk (if your Walk is on the street) Ex. Your local Honda dealership wants to highlight their new Civic Hybrid. Let them

have their car on display at your pre- and post-event gathering and have the dealership drive the car at the front of your Walk

If your walk isn’t on the street, how about a garden tractor!

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Contact them and follow-up

An initial contact by phone or in face-to-face by the person who knows them best is the ideal first contact But don’t be afraid to make cold calls or unannounced visits Either way, make sure your representative is prepared to answer any potential

questions

Follow up with a letter Most companies require a paper trail

Alternatively, you can send a letter first, and follow up by personal contact a week later

Either way, don’t leave too much time between your 1st and 2nd points of contact

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Draft your “ask” letters Compose a brief letter to all of the companies you have listed, detailing the 5 W’s and more:

Who you are (about your organization) About the AIDS Walk for Life When the Walk is talking place Where the Walk is talking place Why you need/want their support What item you would like them to donate, or what service you would like them to provide What you can offer them How they can benefit from sponsoring your Walk Emphasize that they can gain new customers and grow their business (if applicable) How they can get in touch with you Remember to thank past sponsors for their loyal, continued commitment to your Walk, and consider asking

them for increased support this year

Keep your letter short and clear. You can provide additional details later, if they are interested.

Pay attention to your tone: don’t beg… SELL yourself!

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The response NO

The majority of companies you appeal to will likely decline the opportunity to be a sponsor of your Walk this year

Follow up with a return e-mail, letter, or phone call to thank them for their kind response to your request (depending on how they replied)

Attempt to build a relationship with these companies in the hopes that they sponsor your Walk next year (or the year after)

MAYBE A small portion of companies will have further queries Respond to these immediately and try to “strike while the iron is hot” Often companies will request that you present your “ask” to their board or a grant committee

YES Work with these companies to identify recognition opportunities that maximize their ROI To ensure repeat donors, build true partnerships in order to build a mutually beneficial relationship

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Seal the deal Iron out the terms of each successful sponsorship

Be clear and concise Consider putting something in writing, if necessary

Pick up any donated items or have them delivered

Arrange to have any financial sponsors send you a cheque

Get everything you need from your sponsors in order to recognize them Ex. Their logo, website address, key contacts, etc.

Keep track of all of your sponsors and the details of their support

Consider asking your sponsors if they know any companies that may also want to sponsor your Walk Many sponsors will have close business or personal contacts in other companies If they help you secure a sponsor that grows your Walk, they benefit from increased exposure They may even be willing to make the initial “ask” on your behalf It’s a win-win situation

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Stay in touch (before your Walk)

Add your sponsors to your mailing list

Stay in regular communication with your sponsors Advise them of how the event is progressing, where their money is going, and how you

are acknowledging them as sponsors of your Walk Keep them informed of any major developments related to your Walk and/or your

organization Don’t overwhelm them, but let them know that you care and appreciate their support

Thank your sponsors every step along the way… in updates, newsletters, etc. Let everyone know you couldn’t do it without your sponsors

INVITE YOUR SPONSORS TO YOUR WALK!

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Recognize your sponsors

Follow through with recognizing your sponsors, according to your arrangements with each Do what you said you would. Make no exceptions! In the event that you cannot live up to your terms, tell your sponsors right away

Save a paper copy of any recognition that you can supply to your sponsors

Encourage your Walkers and supporters to patronize the companies that sponsored the Walk Ask them to let your sponsors know where they heard about them Ask them to thank your sponsors for supporting the Walk At the very least, YOU should do this (as well as your colleagues, board, etc.) Nothing will get you a repeat sponsor quicker than when they know their sponsorship led to

new business

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Thank your sponsors

After the Walk, write a personalized thank you letter to your sponsors Let them know the results of your Walk, including the number of Walkers and

amount raised Attach any paper copies of recognition that you saved for them Let them know you hope to count on their support next year and will be in touch in

the spring/summer

You want them to continue to sponsor your Walk in future years It is easier to keep an existing sponsor than to find a new one Do whatever you can to maintain the relationship Invite them to other events that your organization hosts, and thank them there, too

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Think about next year…

As soon as your Walk is over, start thinking about next year (But take a deep breath first…

…and give yourself a pat on the back!)

Keep a database of who supported you and with what Use this information to write a more personal letter next year, briefly describing how

they supported you last year and asking for their continued support

It’s not that far away! The sooner you start, the more success you should have (not to mention less

stress!)

Brainstorming session:Types of corporate sponsorships & support

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Types of support: Some ideas… Financial In-kind services and materials Media Promotion

Ex. Allowing you to put a Walk poster in a store, or place Walk brochures in a restaurant, etc. Cross-promotion

Ex. Putting your Walk information on their products Staff team support

They can commit to enter a corporate team in the Walk and fundraise Encourage them compete with other corporate teams, even between different branches of their company, or among their staff Try to solicit a great prize to award to the top team (like a beer and pizza party at a local restaurant after the Walk, etc. Thank all of your corporate teams for their support on Walk day

Donation matching Either of their employees who participate or all Walkers

Tent, booth, or product display at the Walk (in exchange for financial, in-kind, or other support) Restaurant donations (a portion of the bill from Walkers who eat there on Walk day) And any other types we have not thought of... THINK OUTSIDE THE BOX!

National sponsorship update

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Confirmed national sponsors Founding National Lead Sponsor

Molson National Platinum Sponsor

Santa Margherita Wines National Gold Sponsor

Gilead Sciences Canada National Silver Sponsor

Abbott Laboratories National Bronze Sponsors

Pfizer Canada Inc. Canpar Transport

Media Sponsor Outlooks Magazine

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Pending national sponsors

enRoute Magazine (Air Canada’s in-flight magazine) CCNMatthews Newswire (public service announcements and press releases) Maclean’s Magazine Merck Frosst Canada Bristol-Myers Squibb Astral Media (outdoor) CBS Outdoor Gallop + Gallop Advertising

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Q&A

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THANK YOU! Thank you for participating in this important workshop

Check your e-mail shortly for some supporting materials from this workshop: A sample “ask” letter A sample thank you letter A copy of this PowerPoint presentation A link to the online video of today’s workshop … and more!

Mark your calendars for the next AIDS Walk for Life Capacity Building Workshop: July 10, 2007, 1:00 pm, EDT: How to improve your local media and marketing efforts

If you have any questions or concerns, please stay on the line or contact:Joshua Sniderjoshuas@cdnaids.ca613.230.3580 (140)