CSAE Toronto 2016 – Sponsorship 101 – Marion Grobb Finkelstein

My personal notes taken from a session on Sponsorship at this year’s past CSAE conference in October 2016, Toronto ON.  More information about sponsorship from Marion can be found here.

Why is sponsorship important

  • To you personally –
  • To your organization – revenue=jobs
  • To your clients/members – exposure to suppliers/resources, reduce costs for members
  • To your sponsors – exposure to their clients and potential clients, lead generation, networking, understanding values of organization, value in “being seen”.

What do you dislike the most about sponsorship?

  • Quantify the ROI on sponsorship dollars/in-kind services
  • The ask. And the challenge of the negotiation.

Sponsorship is a cash and/or in-kind fee paid to a property (opportunity) in turn for access to the exploitable commercial potential association with the property (opportunity).

  • It’s a marketing opportunity
  • Supports marketing objectives
  • Benefits both sponsor and property

Difference with “donation” – no deliverables, private thank you, % is tax deductible, one way give (no strings attached), funding source is charitable donations – decided by heart

Sponsorship – deliverable, public thanks, 100% business expense, an investment, fair exchange, funding source is marketing, advertising or communications budget – decided by head

Sponsorship PITCH System

P – pick your properties  (sponsorship opportunities)

  • Your organization
  • Events, programs, services – lowers barriers for people to participate, cheaper opportunities than whole organization – they should NOT be funded on sponsorship only (too risky)
  • Multi-year opportunities
  • Grouped

Sponsorship property inventory – list all existing, all possible, and what could be grouped or multi-year?  Place on matrix below:

High impact, Hard to implement – quadrant 1

High Impact, Easy to Implement – quadrant 2

Low Impact, Hard to Implement – quadrant 3

Low Impact, Easy to Implement – quadrant 4

Why do sponsors sponsor?

  • Drive retail – 32%
  • Stimulate interest – 38%
  • Change reinforce image – 47%
  • Increase brand loyalty -63%
  • Create visibility – 64%


I – Identify perfect-fit sponsors

  • Choose a sponsorship property
  • Identify target audience
  • Products and services used by target audience
  • Suppliers of the products and services
  • Best fits
  • Sponsors consider timing (ie product launch, seasonal product, budget allocations)
  • Use creative ways to acknowledge sponsors

Exercise – Define an Event and work on your plan

  1. What is the target audience?
  • Middle to high class
  • Couples
  • Middle aged
  • Professionals
  • Disposable income
  1. What Products and services interest them?
  • Travel
  • Luxury goods
  • Life insurance?
  • Spa, vacations
  1. What companies deliver on these services? Target them!!

In-kind – ensure you accept in-kinds that ADD VALUE to property or deliverables.  If they don’t add value (ie giveaways that aren’t really a good fit), then you likely should change the dialogue about the sponsorship.

Research potential sponsors – facebook, twitter, google, website, recent news articles, linkedin, what are people saying about them, launches coming up

T – talk deliverables

  • Benefits, assets, attributes, rights,
  • Good deliverables – address a marketing objective, add value to end user experience,
  • 2 types of deliverables – tangible (measurable), intangible (immeasurable, or tough to measure)
  • Onsite recognition, logo everything

C – calculate and communicate

H – hop over obstacles


Leanne attends conferences each year to learn skills that she can use to better her services to clients, and pass along knowledge to clients that may help them in their work with their associations and corporations.  To learn more about Leanne’s professional development journey for 2017, reach out to her!

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