Securing Business Sponsorship
Learn how to secure business sponsorship for your projects
In association with
Benefits to you and your organisation
Gain the sponsorship advantage
The business community – at a local through to a multi-national level – invests in sponsorship as a means of gaining competitive advantage and raising its public profile.
Public sector and charity organisations are ideally placed to benefit from this support. In a sector where budgets are often tight, this is an income source that cannot be ignored.
Securing this money would give you the opportunity to offer more and better services. The key challenges are identifying appropriate projects, targeting potential sponsors and then convincing them to become involved.
This one-day programme is designed to help you do just that. Its intensive and practical format will dramatically improve your income generation skills. It will enable you to implement sponsorship strategies and give you the confidence and insight to make a major impact on your service.
You will leave with a clear grasp of four key areas:
- why companies sponsor – and reasons why they don't
- how to identify potential sponsors
- key techniques to define and price sponsorship benefits – and how not to undersell
- how to communicate with sponsors
To ensure that you come away with skills that can be applied to your organisation, we are offering two specially tailored programmes – one for the voluntary sector and others for local authorities and public bodies.
Core modules
Why do companies sponsor? Myths and realities
- making companies comfortable: the hygiene factors
- pushing the buttons: identifying motivators
- ‘hard’ and ‘soft’ sponsorship: which do they want?
- providing added value: sponsor perceptions
Building long term deals: relationship sponsorship
- moving from transactional to relationship sponsorship
- developing a partnership approach
- saying ‘thanks’ and asking for more
- developing sponsor loyalty strategies
Making an effective ask: deciding who and how
- choosing a communication vehicle
- nine different rejections and how to respond to them
- identifying access points
- direct and indirect approaches
Managing your project: key concerns
- identifying price points and leverage
- legal challenges: what if it goes wrong?
- creating effective contracts
- managing relationships in joint sponsorship
Targeting appropriate sponsors: research skills
- working with local, regional and multinational sponsors
- key trends in UK sponsorship
- research – online, reference books and more unusual sources
- identifying key decision makers (and time wasters!)
The sponsor’s perspective: the view from 'over there'
- what attracts business sponsors and what makes them commit
- what sponsors look for in a partner
- understanding the competition
- internal sponsor structures
Who should attend?
The programme will benefit all those involved in identifying and exploiting funding opportunities from the Chief Executive level down.
In the public sector previous participants have been as diverse as Sports Development Managers, Press and PR Directors, Town Centre Managers, and Museum Directors.
From the voluntary sector Arts Fundraisers, Sponsorship Managers, and Housing Association Business Managers have also benefited from the course.
| Duration | 1 day (standard) |
|---|---|
| Documentation | Workbook containing all topics covered during the programme. |
| Booking Info | Only available in-house » |
Please contact us if you'd like to discuss your training requirements with our team, or would like more information |
