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Selling Sponsorships for Meetings, Events & Nonprofits

Shawna Suckow, CMP

4.4

Based on 430 ratings

, see reviews

Shawna Suckow, CMP

Are you tasked with creating and/or selling a sponsorship campaign to raise funds for a meeting, event, or a nonprofit?

Whether it's your first time, or you're looking to up your game, you'll learn something new that will make your job easier and maximize your revenue potential. I'll share with you tips and tricks I've learned to sell thousands of sponsorships and earn my company and clients millions of dollars to fund their meetings, events and nonprofits.

Are you tasked with creating and/or selling a sponsorship campaign to raise funds for a meeting, event, or a nonprofit?

I've learned the hard way over 20+ years, selling thousands of sponsorships. I've condensed all my wisdom into this course. You'll learn the basics, plus WAY more.

Most sponsorship campaigns have limited potential because they haven't taken a thorough assessment of their sellable assets, and they don't know the four secret motivations of sponsors. I'll show you how to do both, and how to use that knowledge to craft a sponsorship prospectus that practically sells itself. I'll walk you through some excellent sponsorship prospectus examples and show you how they were built, and why they include what they include.

Lastly, if you're not a born salesperson, I'll also share with you what I've learned over the years to make the sales process REALLY easy.

Your investment in my course will surely pay for itself in time saved, hardships avoided, and sales closed.

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What's inside

Learning objectives

Discover sellable assets you never considered before
Recognize the four motivations sponsors have for investing their money
Sell comfortably and with ease, even if you're not a born salesperson

Easily build a list of potential sponsors who have a proven interest (and budget!)
Multiply your sales efforts by building an army of willing helpers
Create successful and profitable sponsorship campaigns

Discover sellable assets you never considered before
Recognize the four motivations sponsors have for investing their money
Sell comfortably and with ease, even if you're not a born salesperson
Easily build a list of potential sponsors who have a proven interest (and budget!)
Multiply your sales efforts by building an army of willing helpers
Create successful and profitable sponsorship campaigns

Syllabus

A welcome and overview from your instructor.

This is a brief overview of what I'll be covering in the course.

At the end of this module, you'll have techniques to easily determine your complete inventory of items you can offer to potential sponsors.

How do you determine everything you have that might be of value to potential sponsors? Most people stop at things that can have a logo on them: signs, web sites, brochures. There's so much more! In this lecture, I'll share a method I've used for years that will help you uncover all sorts of things that you've probably never thought you could sell before!

We'll explore the most popular type of sponsorship in this lecture.

The next type of sponsorship is goodwill - one that is often overlooked by sponsorship campaign creators.

This is a potentially lucrative category for you, if you understand what it is and how to leverage it.

Sometimes sponsors just want this type of package. It's important to understand it, and know what to offer potential sponsors of this type.

Play this quick game to reinforce what you just learned - can you ace it?

The sponsorship package you create is extremely important. I'll share with you what you must include, and how to present it for maximum revenue potential. I've included several sponsorship prospectus examples for your review.

Once you've determined your assets and created an attractive prospectus, it's time to set your pricing. How can you determine what your sponsorship opportunities are worth? In this lecture, I'll share several methods you can use to easily determine the value of your sellable assets.

I'll walk you through one of my own sponsorship prospectus packages, and show you everything it includes. I'll talk about strategies I incorporated, and how I priced the various levels.

Can you answer this question correctly?

Where can you find potential sponsors? I'll share several ways you can easily build a list of companies proven to have an interest (and a budget!), so your prospectus can practically sell itself.

The sales process can be uncomfortable to many people. I'll share with you several ways to leverage resources, how to build an army of willing helpers, and how you can sell in a way that's easy and comfortable to you, and builds extreme loyalty with your sponsors.

Traffic lights

Read about what's good

what should give you pause

and possible dealbreakers

Shares techniques to determine a complete inventory of items that can be offered to potential sponsors, which is essential for maximizing revenue

Explores four different types of sponsor motivations, which allows learners to craft campaigns that appeal to a wider range of potential sponsors

Details how to build a list of companies proven to have an interest and a budget, which streamlines the sales process

Presents methods to determine the value of sellable assets, which is important for setting prices and maximizing sponsorship revenue

Includes sponsorship prospectus examples for review, which provides learners with templates and strategies to incorporate into their own packages

Teaches how to leverage resources and build an army of willing helpers, which can make the sales process easier and more comfortable

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Reviews summary

Practical sponsorship sales strategies

According to students, this course offers a practical and actionable guide to the world of sponsorship sales. Many learners found the instructor's extensive real-world experience and the concrete examples provided to be highly valuable. The course is widely praised for helping students identify overlooked assets and deeply understand sponsor motivations, laying a solid foundation for building campaigns and prospecting. While the course is generally considered well-structured and easy to follow, particularly for those new to the field, some more experienced individuals felt certain sections, like pricing strategies, could benefit from additional depth.

Helps overcome sales apprehension.

"Helped me feel more comfortable approaching potential sponsors."

"Gave me confidence in the sales aspect, which I dreaded."

"The tips on making the sales process easier were very welcome."

"I learned how to approach sales in a way that felt natural and less intimidating."

Provides a good starting point.

"This course provides a solid foundation for anyone starting out in sponsorship sales."

"Excellent course, gives you a good overview and foundation."

"It's a great introductory course to get you thinking differently about sponsorships."

"Provided me with a great starting point and roadmap."

Benefit from real-world examples.

"Walking through actual sponsorship prospectuses was very helpful."

"The examples of sponsorship packages were insightful."

"Seeing how real prospectuses were built provided concrete takeaways."

"The templates and examples provided are very useful."

"I appreciated seeing different examples of successful sponsorship packages."

Discover hidden value for sponsors.

"Opened my eyes to many sellable assets I hadn't considered."

"Learning how to identify all possible assets was incredibly insightful."

"The section on discovering sellable assets was particularly helpful."

"It gave me a great framework for discovering potential assets I never knew existed."

"I learned to look beyond the obvious things when considering what to offer sponsors."

Learn why sponsors invest.

"Understanding the four different motivations of sponsors was a game-changer."

"The breakdown of sponsor motivations was incredibly valuable."

"This insight into sponsor motivations helps tailor proposals much better."

"Knowing the 'why' behind sponsorship decisions is crucial, and this course explains it well."

"It really clarified the different types of motivations companies have for sponsorship."

Benefit from the instructor's expertise.

"The instructor has a lot of real world experience which shows in the examples."

"Having the opportunity to hear directly from someone with extensive, real-world experience is invaluable."

"The instructor's depth of knowledge and practical experience shine through, making the content highly credible and relatable."

"I appreciate the depth of knowledge shared based on years of experience."

"I am so grateful for the insight and real-world experience shared here."

"The course provides practical insights gained from extensive experience."

Learn directly applicable strategies.

"The course was so practical and easy to follow. I'm already putting the concepts to use."

"Very practical advice and strategies shared."

"This course is super practical and easy to understand, and I have already implemented some of the strategies."

"Packed with practical tips and strategies you can implement immediately."

"I found this course to be very practical and helpful."

"Provided actionable steps I can take right away."

Could use more detail on pricing.

"The only section that could have been slightly more in-depth was on pricing."

"While the pricing section was helpful, I wish it had covered more advanced valuation methods."

"More examples or strategies on setting specific price points would be beneficial."

"I felt the pricing part was a bit brief compared to other sections."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Selling Sponsorships for Meetings, Events & Nonprofits with these activities:

Review Marketing Fundamentals

Show steps

Reviewing marketing fundamentals will provide a solid foundation for understanding sponsor motivations and crafting effective sponsorship packages.

Browse courses on Event Marketing

Show steps

Review key marketing concepts like target audience, value proposition, and marketing channels.
Study successful marketing campaigns and analyze their strategies.

Read 'Selling to Big Companies'

Show steps

Understanding how to sell to large companies will improve your chances of securing sponsorships from major corporations.

View More Sales, Less Time on Amazon

Show steps

Read the book and identify key strategies for selling to big companies.
Apply these strategies to your sponsorship sales efforts.

Compile a List of Potential Sponsors

Show steps

Building a targeted list of potential sponsors will streamline the sales process and increase the likelihood of securing sponsorships.

Show steps

Identify companies whose values align with the event or nonprofit.
Research companies that have sponsored similar events in the past.
Use online tools and databases to find potential sponsors.
Organize the list with contact information and relevant notes.

Four other activities

Expand to see all activities and additional details

Show all seven activities

Role-Play Sponsorship Sales Scenarios

Show steps

Practicing sales scenarios with peers will build confidence and improve your ability to handle objections from potential sponsors.

Show steps

Partner with a classmate and take turns playing the roles of salesperson and sponsor.
Simulate common sales scenarios and practice handling objections.
Provide constructive feedback to each other on your sales techniques.

Read 'The Sponsorship Seeker's Toolkit'

Show steps

Reading this book will provide a deeper understanding of sponsorship strategies and techniques.

View The Sponsorship Seeker's Toolkit, Fourth Edition on Amazon

Show steps

Read the book and take notes on key concepts and strategies.
Apply the concepts to your own sponsorship campaigns.

Develop a Sample Sponsorship Prospectus

Show steps

Creating a sample sponsorship prospectus will allow you to apply the course concepts and develop a compelling sales tool.

Show steps

Identify sellable assets and create attractive sponsorship levels.
Write compelling descriptions of the benefits for each sponsorship level.
Design a visually appealing prospectus with clear and concise information.
Get feedback on the prospectus from peers or mentors.

Create a Pitch Presentation

Show steps

Crafting a compelling pitch presentation will help you effectively communicate the value of sponsorship opportunities to potential sponsors.

Show steps

Outline the key benefits of sponsoring the event or nonprofit.
Develop a visually engaging presentation with compelling visuals.
Practice the presentation to ensure a confident and persuasive delivery.
Tailor the presentation to the specific interests of each potential sponsor.

Career center

Learners who complete Selling Sponsorships for Meetings, Events & Nonprofits will develop knowledge and skills that may be useful to these careers:

Nonprofit Development Director

A Nonprofit Development Director is responsible for overseeing all fundraising and development activities for a nonprofit organization. If this is a career you desire, then this course may be useful. This course is useful for a Nonprofit Development Director because it teaches how to create and sell sponsorship campaigns to secure funding. The course provides insights into identifying sellable assets, understanding sponsor motivations, and crafting effective sponsorship proposals. The ability to build a list of potential sponsors and leverage resources, as taught in the course, is essential for maximizing fundraising efforts. Moreover, the course's emphasis on comfortable sales techniques and building strong sponsor relationships greatly benefits a Nonprofit Development Director.

See salaries and explore the career path for Nonprofit Development Director

Sponsorship Coordinator

A Sponsorship Coordinator is responsible for identifying, cultivating, and securing sponsors for events, programs, or organizations. If you are drawn to this role, then this course may be useful. The course focuses on creating and selling sponsorship campaigns, skills directly applicable to a Sponsorship Coordinator's responsibilities. This course provides techniques to identify valuable assets, understand sponsor motivations, and craft compelling proposals. Understanding how to maximize sponsorship revenue, as taught in the course, is crucial for success as a Sponsorship Coordinator. Additionally, the course’s insights into easy sales processes and building relationships are invaluable for anyone in this role.

See salaries and explore the career path for Sponsorship Coordinator

Fundraiser

A Fundraiser works to generate financial support for nonprofit organizations and other causes. If this role is on your radar, then this course may be useful. This course may be helpful because it equips Fundraisers with the skills to develop and implement successful sponsorship campaigns. The Fundraiser benefits from the course's focus on identifying sellable assets, understanding sponsor motivations, and creating compelling sponsorship packages. The course’s emphasis on building a list of potential sponsors and leveraging resources to multiply sales efforts is particularly valuable for increasing fundraising revenue. The strategies outlined in the course make the sales process easier and build lasting relationships with sponsors.

See salaries and explore the career path for Fundraiser

Cause Marketing Manager

A Cause Marketing Manager develops and implements marketing campaigns that align a company with a social cause. If this is a career you desire, then this course may be useful. This course is helpful for the Cause Marketing Manager because it teaches how to create and sell sponsorship campaigns to secure funding for the cause. The course provides insights into identifying sellable assets, understanding sponsor motivations, and crafting effective sponsorship proposals. The ability to build a list of potential sponsors and leverage resources, as taught in the course, is essential for maximizing marketing efforts. Moreover, the course's emphasis on sales techniques and building sponsor relationships helps a Cause Marketing Manager.

See salaries and explore the career path for Cause Marketing Manager

Event Planner

An Event Planner oversees all aspects of event execution, including securing sponsorships. If being an event planner is a career you would like to pursue, then this course may be useful. This course can significantly enhance an Event Planner's skill set by providing strategies for identifying and selling sponsorship opportunities to fund events. The course will enable you to discover sellable assets, understand sponsor motivations, and build effective sponsorship campaigns. The knowledge of creating a sponsorship prospectus that practically sells itself directly benefits an Event Planner seeking to maximize event funding. Furthermore, the sales techniques taught in the course can help Event Planners comfortably approach potential sponsors.

See salaries and explore the career path for Event Planner

Event Marketing Specialist

An Event Marketing Specialist focuses on promoting events and securing sponsorships to enhance event visibility and budget. If you want to grow as an event marketer, then this course may be useful. This course helps by sharing strategies for planning and selling sponsorship opportunities to fund events, and skills that are helpful for Event Marketing Specialists to know. You will learn to discover sellable assets, become more knowledgeable regarding sponsor motivations, and construct effective sponsorship campaigns. Creating successful and profitable sponsorship campaigns helps an Event Marketing Specialist maximize event funding.

See salaries and explore the career path for Event Marketing Specialist

Partnerships Manager

A Partnership Manager develops and manages strategic partnerships for an organization. If you want to be a partnerships manager, then this course may be useful. This course assists Partnership Managers in identifying and securing sponsorships. The course enables Partnership Managers to identify sellable assets, understand sponsor motivations, and create compelling sponsorship packages. Creating a sponsorship prospectus helps to enhance partnership initiatives. Furthermore, gaining the sales techniques taught in the course assists Partnership Managers to approach potential sponsors.

See salaries and explore the career path for Partnerships Manager

Business Development Manager

A Business Development Manager is responsible for identifying and pursuing new business opportunities. This course is useful for Business Development Managers looking to incorporate sponsorship sales into their strategies. The Business Development Manager benefits from the course's focus on identifying sellable assets, understanding sponsor motivations, and creating compelling sponsorship packages. The course’s emphasis on building a list of potential sponsors and leveraging resources is particularly valuable for expanding business opportunities. Moreover, the course's insights into making the sales process easier and building strong client relationships are essential for any business development professional.

See salaries and explore the career path for Business Development Manager

Membership Director

A Membership Director is responsible for growing and maintaining membership within an organization. If you want to be a Membership Director, then this course may be useful. This course helps Membership Directors looking to enhance membership benefits and fundraising efforts through sponsorships. The course delivers techniques to identify assets, understand sponsor motivations, and build tailored sponsorship packages. The Membership Director will also benefit by learning how to set pricing. Additionally, the course's insights into the sales process and building lasting relationships with sponsors assist the Membership Director.

See salaries and explore the career path for Membership Director

Corporate Social Responsibility Manager

A Corporate Social Responsibility Manager develops and implements programs that align a company's values with social good. This role may require an advanced degree. If Corporate Social Responsibility is a path you wish to pursue, then this course may be useful. This course provides insights into crafting sponsorship opportunities that resonate with sponsors. The course helps Corporate Social Responsibility Managers by teaching how to create alignment with company values to attract sponsors. The Corporate Social Responsibility Manager will benefit from the course's emphasis on identifying sponsor motivations and creating compelling sponsorship packages. Additionally, building a strong relationship with sponsors can attract high value deals.

See salaries and explore the career path for Corporate Social Responsibility Manager

Marketing Manager

A Marketing Manager develops and implements marketing strategies for a company or organization. Marketing managers may find this course helpful in understanding sponsorship acquisition. This course provides valuable skills for Marketing Managers involved in securing sponsorships as part of their marketing initiatives. The course will allow you to discover sellable assets, understand sponsor motivations, and create effective sponsorship campaigns. The knowledge of crafting a sponsorship prospectus that practically sells itself benefits a Marketing Manager seeking to enhance their marketing efforts through strategic partnerships. Furthermore, the sales techniques taught in the course can help Marketing Managers comfortably approach potential sponsors.

See salaries and explore the career path for Marketing Manager

Sales Representative

A Sales Representative is responsible for selling products or services to customers. This course is useful for any Sales Representative who wishes to expand their sales skillset into sponsorships. The course can help a Sales Representative by providing specialized knowledge and techniques for selling sponsorships, a valuable skill for increasing revenue. The sales representative will benefit from the course's emphasis on identifying sellable assets, understanding sponsor motivations, and crafting compelling sponsorship packages. Additionally, the course’s insights into making the sales process easier and building strong client relationships are invaluable for any sales professional.

See salaries and explore the career path for Sales Representative

Public Relations Specialist

A Public Relations Specialist manages an organization's communication with the public. If this career path is on your radar, then this course may be useful. This course equips Public Relations Specialists with the skills to develop and manage sponsorship campaigns as part of their communication strategies. The Public Relations Specialist benefits from the course's focus on identifying sellable assets, understanding sponsor motivations, and creating compelling sponsorship packages. The course also provides valuable insights into building relationships with sponsors, which is crucial for effective public relations. Furthermore, the knowledge gained helps create campaigns that resonate with both sponsors and the public.

See salaries and explore the career path for Public Relations Specialist

Social Media Manager

A Social Media Manager oversees an organization's social media presence. This role is a good fit for you if you like working with social media and marketing. The course may be useful for those Social Media Managers who want to incorporate sponsorship sales into their strategies. The Social Media Manager may benefit from the course's focus on identifying sellable assets, understanding sponsor motivations, and creating compelling sponsorship packages. Additionally, the course’s insights into building a list of potential sponsors and leveraging resources could be helpful in expanding business opportunities. Moreover, the course's insights into making the sales process easier and building strong client relationships could be essential for any social media professional.

See salaries and explore the career path for Social Media Manager

Volunteer Coordinator

A Volunteer Coordinator manages volunteer programs for nonprofit organizations. This role is a good fit for you if you like working with people and organizing events. The learnings in this course may be useful. Though Volunteer Coordinators do not sell sponsorships, the learning modules help one discover valuable assets, understand motivations, and create campaigns. This is advantageous in attracting volunteers and sponsorship, both of which improve the work of the Volunteer Coordinator. Additionally, building a list of potential sponsors can be helpful in expanding volunteer opportunities.

See salaries and explore the career path for Volunteer Coordinator

Reading list

We've selected 50 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Selling Sponsorships for Meetings, Events & Nonprofits.

The Strategy and Tactics of Pricing

Save

Classic on pricing strategy and has been used by businesses for decades to develop and implement successful pricing strategies. It covers a wide range of topics, including pricing objectives, pricing methods, and competitive pricing.

Strategy and Tactics of Pricing A Guide to...

Hardcover

Pricing the Profitable Sale

Save

Practical guide to pricing strategy and provides step-by-step instructions on how to develop and implement a successful pricing strategy. It covers a wide range of topics, including pricing research, pricing models, and pricing psychology.

Selling Sponsorships for Meetings, Events & Nonprofits

What's inside

Learning objectives

Syllabus

Traffic lights

Save this course

Reviews summary

Practical sponsorship sales strategies

Activities

Career center

Reading list

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