I work for quite a small charity (Family Holiday Association), and we are planning a major nation-wide event for next year. It's new territory for us; we've never done anything nearly as big before.
We're quite confident that the event will be a success (a major corporate supporter is involved), and are keen on maximising fundraising via sponsorship. If all goes to plan, the event will comprise a few hundred small events around the country, attended by the general public (~50 people per event).
We have some experience of selling sponsorship (up to £10k value), but I am in the dark about how much this one will be worth.
Does anyone have any ideas to help me get a better idea of value? Anyone out there sell big sponsorship and would be willing to give me a few tips? :)
Thanks!
Sponsorship value
Thanks John - I see what you mean. We're currently looking at sponsors who would be particularly interested in marketing to our corporate supporter, as their employees will be organising the events.
And you're right - the value of the ads will affect the sponsorship too. We'll get the media sponsor to confirm what they can offer and then that will help us price event sponsorship.
Thanks for your input.
How much is our sponsorship worth?
Take note of Oscar Wilde: "...a sentimentalist, my dear Darlington, is a man who sees an absurd value in everything, and doesn't know the market price of any single thing!" The key is to value your sponsorship rights according to what the sponsor would need to pay to reach the same target market through any other media.
That is, as a starting point you say that your few hundred small events will each attract around 50 general public. So therefore this sponsor can potentially reach an audience of 5,000 - 10,000. They can do that in any number of other ways - e.g radio, local press etc. What would those competing media charge? What can you offer that is unique - product sampling? Banner placement? Are you planning press advertisements with the sponsor's name. All these add value and can be priced into your proposition.
John Godfrey
www.artfultraining.com
Recession
By the way, I'm aware that the recession is affecting marketing budgets and sponsorships are suffering... but I hope that we'll find a happy medium where the sponsor feels they are getting good value for money and we'll still make a substantial contribution to our fundraising.