AFP Congress Maximizing Your Value Proposition Mark Harrison | Association of Fundraising Professionals | November 20, 2012 The 360 on TrojanOne TrojanOne lives outside its comfort zone. We are an edgy, close-knit team that constantly challenges itself to go beyond the exceptional to create beautiful partnerships between brands and properties — all with the end game of successfully promoting all parties. 2 The 360 on TrojanOne As the driving force behind the Canadian Sponsorship Forum, our knowledge base is constantly improving through our commitment to being a leading authority on sponsorship, event management, and sports marketing in Canada. 3
The 360 on TrojanOne Armed with a new consolidated sponsorship strategy and asset framework, Youth Science Canada was able to secure twice its sponsorship revenue for its Canada-Wide Science Fair. 4 The 360 on TrojanOne Raising over $1 million in its inaugural year and securing six national sponsors, Race for Kids was created as Boys and Girls Clubs of Canada’s first national fundraising property, uniting the National Office and Local Clubs under one umbrella. 5 The 360 on TrojanOne Through the development of a detailed activation blueprint, CIBC’s Run for the Cure was able to significantly increase its sponsorship fees. 6
What Sponsors Want If I had five pages to write a proposal. I. To Borrow Equity Sponsorship provides meaning. Sponsorship is the test of equity. Sponsorship helps validate brand claims. Sponsorship articulates your commitment. 8 II. To Tell Stories Brands are in the business of storytelling. Find your sponsor’s pain to write their story. Position yourself as a platform, not a media vehicle. 9
III. To Engage Stakeholders Events are declarations. Activation is engagement. Activation increases purchase intent by 475% (IMI). 10 IV. To See Proof Only 2.25% of sponsorship budgets are spent on evaluation. Typical metrics don’t reflect engagement. Demonstrate the depth of engagement. Quantify the value of your audience. 11 V. To Get Promoted Get to know your sponsors. Create a vision of working together. Help your sponsors do their jobs better. Help your sponsor write their internal recommendation. Create planning tools to build your credibility. 12
What Sponsors Want You can now write your five page proposal. Keep in Mind Think about your property and equity. Get ready to share with a partner. Take a critical look at equity through the following takeaways. Redefine and find new opportunities in your and your partner’s equities. 14 Finding Your Equity A Brand Is a Promise Sponsors Want to Borrow Your Equity You Have More Equity Than You Realize Redefine Your Equity Exercise 15
A Brand Is A Promise Not a logo. Not a tag line. Not a package design. What does your brand promise? What does your brand reflect? 16 Sponsors Want to Borrow Your Equity Equity association helps legitimize a sponsor’s claims. There are five broad types of equity to borrow: Community Equity Emotional Equity Legitimizing Equity Performance Equity 17 Positioning Equity You Have More Equity Than You Realize Look beyond the size of your organization. Look to its impact. Look to its authenticity. Turn to your organization’s strategic voice. 18
Redefine Your Equity Exercise Pair up with another delegate. Describe your property and equity. What is your mission and vision ? What is your organization’s purpose ? What is your brand promise ? Redefine and find new opportunities in the equity. Share your thinking process and results with the group. 19 17 Keep in Mind Think about what you offer and the assets you package. Take a critical look at what sponsors value in the following lessons. Consider what you’d change as I take you through a fictitious case. Share how you’d change what you offer sponsors. 17 20 Packaging Your Assets No Gold, Silver, Bronze Uncover Your Hidden Value Consider This Case Repackage Your Assets Exercise 21 17
No Gold, Silver, Bronze Sponsorship is not about a logo on a banner. Sponsors want to build their brand with your equity. Sponsorship tells stories, and no story should be the same. 22 Uncover Your Hidden Value Find and embrace your golden nuggets. Analyze your organization’s assets. Examine new approaches to pricing validation. Communicate data with impact. 23 Consider This Case Background This proposal has been written for a fictitious not-for-profit agency that provides career guidance services to at-risk youth. The organization seeks a sponsor to help fund resources for their mentors who work directly with the youth. In the past, all of the funding for this initiative has come from a government grant, originally designed as seed funding. It was expected over time that other revenue sources would be found, which has not occurred to a level to sustain the program. The agency, after significant strategic planning, began to engage corporate partners to help support their efforts. They have had considerable success in this area and are now pitching their first ever project entitlement. 24
Consider This Case Background The agency was able to secure a meeting with a mid-size financial advisory firm who were seeking to establish a relationship with a cause that would fulfill several objectives for them: Enhance their corporate culture and employee pride, as they had determined this was a major contributor to client profitability. Generate positive media exposure for the firm, that was unrelated to their industry, in the various communities where they had retail operations. Fit with their brand promise of “Providing tough advice in tough times.” Provide opportunities to have a conversation with clients and prospects that isn't focused on service delivery or solicitation. Be able to demonstrate that the an investment of their dollars in a program would generate a positive return. 25 Consider This Case Cause Marketing Proposal nformed advisors November 20, 2012 26 Consider This Case Canadian Youth Mentorship Agency “The journey of a thousand miles begins with a single step.” - Lao-tzu Grab audience attention early… reference a favourite author…tell a story… share a memory… 27
Consider This Case Canadian Youth Mentorship Agency Sometimes taking that first step is the most challenging, whether you are an a young teen contemplating your future or a middle class couple who are planning their retirement. Demonstrate the common ground between the two organizations Both the Canadian Youth Mentorship Agency and Informed Advisors provide direction, guidance, and expertise in helping their clients take that first step. 28 Consider This Case The Challenge Through discussions and meetings held over the past few weeks, the commonality between the two organizations has become quite clear. Together we have the opportunity to create a significant impact on society. 29 Consider This Case The Challenge Through our discussions we have learned a lot about Informed Advisors. “Customization” means more than replacing ING with HSBC 30
Consider This Case The Challenge This proposal is designed to assist Informed Advisors in your objective to become the “most respected” mid-size financial planning firm in your region. To achieve this objective you have identified the need to: • Build your corporate culture given the significant impact of motivated employees on your client satisfaction scores. • Generate exposure and coverage by non-financial journalists, to assist in marketing your firm to your target market identified as upper income, with minimal market involvement. • Partner with a not-for-profit organization that has a similar mission and outcome orientation. 31 Consider This Case The Challenge In our previous meetings we shared with you the history and successes of the Canadian Youth Mentoring Agency. This slide provides balance with the sponsor picture 32 Consider This Case The Challenge The objectives of Informed Advisors are quite congruent with what CYMA wishes to achieve: • Provide the appropriate resources to our mentors so they are motivated by the confidence they are equipped to do their job. • Generate positive exposure for our services so that more youth will feel comfortable working with CYMA, and not feel a stigma exists. • Increase our progression scores which measure the extent to which we advance our clients from their starting point to career stages over a ten year window. 33
Recommend
More recommend
