Sponsorship Management

Julia Rutherford Silvers, CSEP

Certified Special Events Professional

Event Management Authority

Like angels and elephants dancing on the head of a pin, our dreams and responsibilities may have no limits, but must be balanced according to the music of the moment.

Emeritus

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Sponsorship Management

27 November 2013

The identification, solicitation, securing, servicing and retention of sponsors, donors and philanthropic patrons through the proper valuation and delivery of suitable tangible and intangible benefits to provide financial and cost avoidance support for the event project.

Major Functions	Performance Elements
Business Plan	Determine suitability of commercial sponsorship and support Identify revenue and cost-avoidance objectives Develop a menu of sponsorship packages Specify conflict of interest criteria
Target Definition	Identify natural sponsor affinity offerings Conduct research to identify potential sponsors Understand sponsor and donor objectives and criteria Identify primary, secondary, and tertiary targets
Benefits Packaging	Identify and quantify the value of the event Identify the tangible benefits the event has to offer Identify benefits that add value to the investment Package benefits according to investment level and goals
Sponsor Solicitation	Identify appropriate point of contact and timing Prepare customized proposals Provide quality collateral materials Illustrate integrated marketing plan opportunities
Contract Fulfillment	Understand sponsorship agreement legalities Document exposure and benefits delivery Determine sponsor retention strategies Monitor and control unauthorized marketing activities

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