Unit 4: Sponsorship Lead
Your ability to motivate and coordinate the efforts of your whole team can mean an enormous difference to the experience of your event guests and for the overall impact that the financial outcomes can deliver to your chosen Charity. While you lead this function, the best team performance comes from the team working together to bring their contacts to the campaign. And based upon previous experience, most sponsors are grateful for the opportunity to get involved with genuine, important, grassroots organisations in the local community.
There are different types of sponsorships available to support your initiative:
- donor matching programs
- major donor contribution to the campaign (options for packages)
- products and services to be used as raffle and auction prizes
- products to be included in a Host Hamper (food, beverages)
*More on these in Unit 4.1 below. If you come up with additional ideas, we will appreciate your feedback so that we can share with other teams in 10×10 cities!
TIP: Read this Unit and, when you are ready and prepared, schedule an agenda item with the Project Lead to introduce the team to your plan for bringing Sponsors on board – the earlier you start the motivation and the collaboration, the better your results will be.
4.1 Sponsorship Packages
The 10×10 Sponsorship packages that appear here have been developed by Project Committees around the world over years. We have included a few documents to help get you started, however a pitch that will work in London, Hong Kong or Sydney, may not be relevant in New York, for example, so the best pitches will always be personalised to the potential region and sponsor.
There are some key types of sponsors we look for at each event:
a) IN-KIND sponsorship:
- Venue provision
- Catering and/or waitstaff
- Alcohol and/or soft drinks
- Photographer or other services
- Media partner
b) CASH EVENT sponsorship:
We offer different packages ranging from $500 to over $10,000. Cash event sponsorship will provide funds that can be allocated to event expenses where necessary, such as food and/or beverages – essentially all the operating costs of the event.
*Excess funds will be held, managed and acquitted by the Head of City, to be utilised in support of future events.
c) MAJOR DONOR giving and/or MATCHED GIVING:
This is where a corporate, trust, foundation or any other supporter wishes to donate to the chosen charities on the night using matched giving. Matched giving is a proven and effective strategy for larger donors to create an incentive for smaller donors to give as generously as possible.
For example, the matched donor announces that they will DOLLAR:DOLLAR or $2DOLLAR:DOLLAR match all donations to every charity up to a maximum of $10,000. The guests at the event will feel that they are doubling their impact by taking advantage of the matched giving opportunity. Matched gifts are tax deductible and the donor receives a tax deductible receipt.
d) CORPORATE/STAFF MATCH FUNDING:
Corporates bulk pledge for a certain amount of their employees to join a 10×10 event. There are multiple formulas for this, including:
- Corporate donor matches the staff (ticket) pledges, e.g. an employee makes a pledge of $50, corporate matches this pledge with another $50.
- Corporate donor matches all fundraising results by a staff member, e.g. a Project Committee member raises $3,000 by attracting 15 friends to a 10×10 event + successfully brings in a $1,500 event sponsor and their employer matches this result with a direct $3,000 donation to the campaign.
See below for various 10×10 Sponsorship docs:
‘Traditional’ Gold/Silver/Bronze style sponsorships of a live event here.
‘Traditional’ Live Crowdfunding (text based) one pager to customise for email asks here.
Example of Sponsorship/Support deck here.
2021 Case for Support here.
Here is also a deck of examples of sponsorships previous events have acquired.
TIP: Touch base with Nici to ensure you access recently developed materials + ensure you keep 10x10HQ informed as you on board partners.
e) DIFFERENT SPONSOSHIP/DONOR STRUCTURES:
Each region may have a slight variation on this rule, so a more thorough description for each 10×10 City is forthcoming. Meanwhile, there are some basic principles in the design of charitable sponsorships to consider:
Tax Deductible Gift (Donor and Major Donor)
- Must be made to a charitable entity entitled to issue tax deductible receipts (this is covered in our Due Diligence).
- Must be truly a gift or donation, with no expectation of value exchange (something in return).
- It is possible to acknowledge the donor by naming them at a public event or in various communications, however the inclusion of promotional style content is not possible.
- Private Trusts, Foundation, Ancillary Funds and other giving institutions will use this giving structure and may require evidence of 10×10 and beneficiary charitable structures.
- Ideally these gifts will be made thorough the donation platform, however they may require an invoice from 10x10HQ – we’re on standby to help!
Sponsorship (Corporate or other Partnership)
- Money is paid upon issue of a tax invoice and may include GST/ VAT etc
- An exchange of value exists and may include sponsor logo, speaker, presentation, recognition, brand, storytelling, staff training, hospitality and other benefits.
- A structure often used by corporates/businesses who will gain the tax advantage as they claim the contribution as a marketing, communications or other business cost.
Creative Ideas to Engage Potential Sponsors
Collaborate with the Charity Lead (and therefore the Charity) to understand how to add value to the Sponsor proposals, for example:
- Is there an employee training session/presentation/learning that can be provided to sponsors at a certain value level?
- Consider the value of other employee engagement ideas?
- Develop a ‘Campaign Badge’ for corporate brand use during the campaign?
- Offering a bespoke sponsorship logo, example below:
4.2 Securing Auction/Raffle Prizes
This is a big job and requires all Project Committee members to get on board.
Reach out to your networks and local businesses to source donation items for a raffle/or auction on the night. Prizes donated should be of at least $50 in value (e.g. restaurant vouchers, wine, spa vouchers, etc.). Raffle tickets can be sold on the night or in advance to raise extra funds.
Here is a document to help you keep track of your prizes.
4.3 Managing Sponsor Relationships
Congratulations – you have sponsor relationships to manage! Next task is to start the Sponsor Management Process:
1) The Sponsorship Lead will confirm sponsor commitment in writing and send a copy to the 10x10HQ.
2) Brief the Marketing, Event and Finance Leads on the package offered to the sponsor. Ensure that the team will fulfil on promises to the Sponsor (branding, speaking role in running order, recognition in MC script, logo on website/socials etc.)
3) Request high res logos and images for use in marketing collateral and provide to the Marketing Leads.
4) Invite key sponsors to attend the evening and ensure they are thanked on the night. This might include an agreed number of tickets for a physical/live event.
5) Ensure sponsors are acknowledged via social media channels before and after the event according to the sponsorship grid and screenshot. Add samples of activity to the Sponsorship Folder in the Google Drive to be captured for the evaluation process.
6) Offer to include products/services in the Raffle or Silent and/or Live Auctions to increase the brand awareness at the event (if the prize warrants, perhaps also through promotional activities).
7) Invoicing – CASH SPONSORSHIP:
– The committee needs to request for an invoice to be raised by 10x10HQ. Email firstname.lastname@example.org with the donor name, address, email address, agreed sponsorship amount ($), and any other requirements (i.e. for inclusion in the invoice). Allow up to three days for 10x10HQ to issue.
– The cash sponsorship will be paid to 10×10’s NZ bank account, details will be on the invoice. (Very important to note: this invoice is a business/marketing expense and not a tax deductible donation.)
– 10x10HQ will then pay the event expenses as requested by the committee, e.g. for food and wine etc. out of the 10×10 bank account.
** Ensure that the Finance Lead is looped into all communications around invoicing and payments so that relevant information can be recorded in the finance spreadsheet.
TIP: Ensure that you keep Benita informed of all sponsors as they are on boarded so she can keep track with you of the inclusion of logos, provision of invoices etc. and she will also coordinate appropriate acknowledgement in the Annual 10×10 Impact Report.
MANAGING SPONSORSHIP PAYMENTS:
If sponsors will be invoiced and please make sure you read this document for payment/procedure instructions.
Example of event sponsor logos used in comms for 10×10 Auckland: