For each non-profit project or organization, the question is relevant: To get the right answer, you should clearly understand the purpose for which the funder is ready to provide funds. As soon as this task is solved, it will be possible to identify the area of ​​potential partners whose interests will be satisfied through this project. In the article it will be possible to find the answer to the question: "Who is a sponsor?" The main types of financing parties will also be described, recommendations for their search and attraction will be given.

What does the word "sponsor" mean?

A sponsor is a natural or legal person who contributes to the implementation of a project, both to support the latter and for the purpose of advertising. certain goods, services, own activities or oneself. The sponsoring party makes a free contribution to the budget of the organization in need of assistance. At the same time, legal preemptive rights There is no sponsor for this property.

The actions of a person who wants to become a sponsor, in most cases, are aimed at attracting the attention of the appropriate target audience. At the same time, the activity of the financing party does not imply the receipt of income.

After receiving an answer to the question “who is a sponsor?” it is time to consider the main types of gratuitous funders.

Sponsor General

This type of sponsor provides the recipient with 50% of the event budget. At the legislative level, there is a ban on the interference of the benefactor in the activities of the organization to which he allocates funds. In practice, however, the reverse situation is widespread. Often the general sponsor has an influence on the object to which assistance is provided.

Vehicles, sports arena fencing and other event equipment are often designed in the official colors of the general sponsoring party. This occurs when the event does not have a title sponsor. This type of funder is described below.

Title Sponsor

Its amount of funding is approximately equal to that of the general sponsor. What then is the difference between them? The title sponsor cannot interfere with internal politics aided organization, neither in law nor in practice. The main advantage of this type of funder is the obligatory placement of its logo on the uniform of all persons who are related to the project. It is not uncommon for his name to be included in the title of the funded event.

Due to this, the target audience gets the impression that the main sponsor of the project is the title one.

Sponsor official

The official sponsor provides gratuitous assistance to the project in the amount of 10 to 25% of the budget of the planned event. Depending on the size of the contribution, each of these funders receives an appropriate amount of promotion. That is, when the sponsor provided gratuitous assistance in the amount of 10%, the amount of funds provided to him advertising services will be minimal. But that's not bad at all. After all, if an enterprise that wishes to become a sponsor belongs to a medium or small form of business, it will be quite satisfied that its logo will appear next to the emblems of business giants.

Sponsor special

Who is a special sponsor? This type of caregiver receives its own amount of advertising and in return finances some highly specialized item of expenditure. For example, auto racing often has a technical sponsor. It provides fuel and lubricants in the required quantity and provides various services for the maintenance and servicing of vehicles. At sporting events, there is often a sponsor of drinks. When any competition is held, it is not uncommon to find a party allocating funds for the main prize. When a film or TV show is shown, there is a show sponsor.

Information sponsorship is widespread, when the media offer the placement of articles and notes on their electronic and printing spaces, broadcast programs in radio and television formats.

The amount of financing of a special sponsor depends on the agreements reached between the person providing gratuitous assistance and the organization accepting the sponsorship contribution. The cost of the goods and services provided is calculated at wholesale purchase prices, their volume in monetary terms is 10% or more of the planned budget of the event. The volume of advertising services provided will depend on the size of the contribution, as in the case of an official sponsor. However, the status of "special" creates the illusion of the particularity and significance of this particular financier.

Partner

With the cooperation of a person providing gratuitous assistance and an organization accepting a financial contribution, a sponsorship agreement is mandatory drawn up. There are situations when the correct conclusion of such a contract is impossible. This occurs when the sponsor is an organization whose services do not legally fall under the category of gratuitous assistance. Then the question of mutually beneficial partnership is raised. An example would be a bank through which transactions related to grant financing of an object will be carried out. Or a partner insurance company provides its services in relation to participants in a competition, festival or competition. It can also be a printing house that produces all printed products related to the event.

Partners provide services to sponsored objects at loyal prices, without interest and commissions.

Sponsor for a girl

Another type of financial aid provider is the girl's sponsor. This concept has emerged relatively recently. Who is a sponsor for a girl? First of all, this is a rich man who has already taken place in life. Most often he has own business or working for a large organization. This man understands that in order to maintain her attractiveness, a girl needs funds for beauty salons and gyms, beautiful clothes and expensive cosmetics. Such a sponsor is ready to pay for all these items of expenditure of a particular girl in exchange for her warmth and affection.

Now you know what a sponsor is and how this concept can be classified. It is time to answer the question: "How to find and attract such a funder?"

How to find a sponsor?

To find a potential sponsor, you need to research the market. If the organization in need of assistance is young and its staff is small, then the appropriate funder should be involved. In this case, you should not threaten, for example, the Gazprom company. It is recommended to pay attention to smaller organizations. This will lead to positive results faster.

Next, you need to collect as much information as possible about the selected potential sponsor: location, size advertising budget, competitors of this organization, which have already acted as a financier.

The next step should be a personal meeting with the person responsible in the selected organization for marketing or advertising. It is recommended that you first send a letter that briefly describes the project in need of sponsorship. After seven to ten days, you should call an authorized representative to arrange a personal meeting.

With live communication, the main goal will be to interest a potential sponsor and jointly discuss an existing project. Before the meeting, you need to study as much information as possible regarding the activities of this organization. You should have an answer ready for each of the questions. You can not hesitate and demonstrate a lack of self-confidence.

Now you know how to find sponsors. The next step is to recruit them.

How to attract a sponsor?

There are 6 effective rules for attracting sponsors. Let's consider each of them:

Conclusion

Sponsors are divided into the following classes: general, title, special and official. Each of these types is interesting in its own way and has certain advantages. If you want to find and attract a sponsor, the recommendations given in this article will certainly help you. But it should be remembered that by agreeing to accept gratuitous assistance, you will automatically have to advertise a certain brand. Therefore, you should not consider absolutely any potential sponsor as a tool for obtaining free goods or services.

"Entrepreneur without education legal entity. PBOYuL", 2008, N 5

You are a sponsor

Let's start with the option when you are the sponsor. You need to clearly understand what kind of sponsors there are and what exactly they receive. It is customary to distinguish between the following sponsorship gradations:

1. Title Sponsor.

By and large, if an event or project has a title sponsor, other sponsors are no longer required, since the title sponsor covers one hundred percent of the cost of this project with its financial contribution. Just title sponsorship is an obvious prerogative large companies. But it is immediately worth noting that title sponsors are rare.

1. The general sponsor.

Such a sponsor pays 50% of the cost of the event.

1. Official sponsor.

His contribution is 25% of the project cost.

1. Sponsor-participant.

These sponsors usually contribute less than 10% of the cost of the event.

1. Information Sponsor.

Usually they are various media: TV channels, radio stations, magazines, newspapers, Internet resources.

1. barter sponsors.

Such sponsors contribute not cash but some product or service.

Your benefit

All sponsors participate in events solely for their own benefit. In exchange for money (or other contributions), they receive advertising. That is, sponsorship is just one of the options. advertising campaign. Depending on the amount of the deposit, the amount of advertising opportunities provided varies. Common offers for sponsors are:

• placement of advertising in a television commercial dedicated to the event.

In this case, the sponsor's video (or screensaver) comes before or after the event advertisement. Other options - placement of the sponsor's logo in a common splash screen, verbal mention of the name (name) of the sponsor (or trademark), a running line with the names (names) of sponsors during the video advertising the event. Accordingly, depending on the amount of investment, the amount of advertising time and the size of the logo vary. And usually only the title or general sponsors can claim their own video or screensaver;

• placement of advertisements in radio commercials advertising and announcing the event.

Again, title and general sponsors may be able to place their own video before or after the main video. Other sponsors are content with verbal mention of the name, name or brand;

• placement of advertisements in print media.

Typically, the print media contains modules advertising the event and articles about the event. In modules, the size of the logo directly depends on the size of the contribution (the larger the contribution, the larger the logo and the more advantageous its location). The articles vary in the amount of mention of the sponsor (a story about the entrepreneur, a brief transcript of the activity, a simple mention, no mention at all);

• placement of advertising on promotional materials of the event.

Typically, such materials are: banners that will be placed on billboards around the city, posters placed on bollards and other specialized media, flyers and invitation cards, booklets, leaflets and other similar products (for example, there are also catalogs at exhibitions). Sponsor logos are placed on these products, only their size changes;

• placement of advertising materials of the sponsor on the territory of the event.

Sponsors can place their banners, posters, streamers on the territory of the event (concert, sporting event, exhibition, etc.). In this case, the size of advertising materials and their location vary. The larger the contribution, the larger the material and the more profitable the place;

• the possibility of distributing promotional materials on the territory of the event.

Such materials are booklets, leaflets and other promotional products of the sponsor;

• announcement of sponsors at the official ceremony.

Depending on the event, the concept of an official ceremony may vary, but nevertheless, some kind of opening word usually exists. Saying it, thank the sponsors. A whole speech can be made about the title and general sponsors, including a story about new products and advertising slogans - mottos, the rest are simply mentioned;

• other possibilities.

The specifics of the event allows you to give sponsors some additional benefits: for example, advertising on displays, the establishment of their own nominations in competitions, etc.

So, sponsors, regardless of the size of the contribution, by and large receive the same thing: it is not the opportunities that vary, but their size. Moreover, advertising is paid not only with those sponsors who contribute money, but also with barter sponsors. And just the various options for barter sponsorship are very beneficial for individual entrepreneurs.

How to become a sponsor

Barter and media sponsors actually donate the product they release or sell. What are the possibilities here?

Firstly, not only the media can act as information sponsors. You can place posters promoting the event, for example, in your stores. You can also distribute flyers advertising the event to your buyers and clients, send invitations to the event to your address database (by e-mail, regular mail or fax). Doing all of the above, you will get into the rank of information sponsors. That is, without any special costs (when compared with the investments of "cash" sponsors), you get a package of advertising services.

Secondly, barter sponsorship. Here, in general, the scope for imagination is huge. If you are engaged in food products (the profile of activity is from a regular grocery store to the production of any products), you have a direct road to the sponsors of the buffet table dedicated to the event. There are many options: entrepreneurs involved in drinking water, can put coolers on the territory of an exhibition or seminar, tea shops can provide tea and coffee for these coolers, culinary production can make cakes with the logo of the event, a salad maker can provide their products, etc.

If you are the owner of a taxi fleet, for you the opportunity to get into sponsors is the organization of transportation of important guests. Printing companies usually fall into the rank of printing sponsors by printing promotional products. The atelier can design and sew costumes for hosts or promotional staff. As you can see, the possibilities are huge.

What will we sponsor

Now let's decide which projects make sense to support and which don't. The sponsored event itself must meet the following requirements:

1. Orientation to the target audience of your product.

For example, you own a pet store. This means that you should be interested in projects related to the profile of your activity: animal exhibitions, fashion shows for animals, etc. If you sell or manufacture children's goods, you should sponsor various performances for children (in theaters, cultural centers, on the street), concerts of children's ensembles, cartoon premieres in cinemas, etc.

1. Attractiveness to the target audience of your product.

It is possible that the organizers are counting on your audience, but the audience itself may not be attracted at all this project. Think logically about whether the event is interesting and will attract people.

1. Improving your company's image and matching your brand values.

Let's say you sell baby products. It is quite obvious that the values ​​of your company include a friendly family, protection of motherhood and childhood. If you suddenly decide to support the cause of pro-abortion or the legalization of drugs, the brand image will be greatly damaged. But keep in mind that reverse projects, such as against abortion, are also not beneficial to you, since the associations they give rise to are not at all necessary for your brand.

1. High-quality information and advertising support for the event.

You are sponsoring to advertise your business, so the amount of advertising is very important. Ask in advance what communication channels will be used and what your company will personally get from this.

Documentation

Let's not forget about such an important point as the package of documents that the organizers must provide you with. Ask the organizers for a sponsorship package and a presentation folder. The sponsorship package outlines what is required from a particular sponsor and what he receives in return. Do not be afraid to make suggestions regarding, for example, possible barter sponsorship. Usually the organizers willingly accept them. The sponsorship package must contain the calculation of the sponsorship effect or the impact of advertising on the representatives of the target audience. It is necessary that the package specifies the expected number of contacts with target audience, as well as the choice of media was motivated. The package must also be accompanied by a sponsorship agreement and a media plan, which describes specific promotional activities. The contract should be read very carefully, especially the part relating to force majeure. In particular, this applies to public events (the main "risk group" - actions held in the open air, show programs, sports competitions). Find out what guarantees the return of your investment in the event of a project failure.

Issue price

When deciding to become a sponsor, calculate how much money you invest in the project and what advertising effect you expect. The advertising effect should ideally be much larger and much cheaper than a conventional advertising campaign. If traditional version advertising is more efficient and profitable, then there is no point in getting involved in sponsoring this event.

So, an entrepreneur may well become a sponsor of a serious project or event. At the same time, he gets a decent advertisement for his business for very little money (in the case of barter options) and raises the enterprise to another level (equalizing himself with serious "business sharks" investing in this event). The main thing is to choose the appropriate event and choose the best option for sponsorship.

What can you get from sponsors

We are used to the fact that sponsors support various large projects. However, business individual entrepreneur may well become the object of sponsorship. The most common sponsors are various enterprises associated with food production.

Example 1. You want to open a summer cafe. Furniture for cafes, umbrellas, refrigeration equipment, and fences will represent a fairly serious expense item. However, all this can be obtained completely free of charge from sponsors. Manufacturers of beer, carbonated drinks and ice cream will gladly provide you with refrigerators, umbrellas, tables, chairs, fences, and even dishes and staff uniforms with their own advertising. This will significantly reduce the costs associated with starting a business. Of course, you won’t have to talk about your own bright brand, but by and large, in seasonal business it's not really necessary.

Of course, negotiations with manufacturers will have to be carried out in advance, and not during the launch, and they will most likely put forward their counter conditions (usually a ban on trading in a competitor’s product), but favorable compromises are always possible in everything.

Example 2. Consider the usual grocery store. Here, the standard options are the provision of branded refrigerators and various little things like coin boxes. Everyone is already used to this and they don’t even perceive it as sponsorship. However, you can find additional options and feel free to offer them to sponsors. For example, help in making a good illuminated sign. It can contain both the name of your store and sponsor advertising (for example, the logo of a beer or other brand). The benefits for both parties are obvious. Another option is the joint production of uniforms for staff. In this case, a branded T-shirt, for example, has both your brand logo and the sponsor's brand logo. Savings are evident.

Consider who can speak sponsorship your business. Most likely, these will be your suppliers. You can ask them for a lot - from uniforms to exhibition equipment, from promotional materials to advertising money. But there are other options as well. For example, you can print an advertisement for your company for free and distribute it to mailboxes. You will offer the sponsoring printing company to place their advertisement on the leaflet, and you will take over the distribution. With a little imagination, you can come up with a lot of such promotions at someone else's expense.

Sponsorship is a good opportunity for business growth without serious investments, and you should definitely not turn a blind eye to it. Before giving a decisive refusal, analyze all the pros and cons of each proposal. Maybe they offer you a real freebie?

I.V. Potapova

Independent business consultant,

training manager

In the social network VKontakte, it turns out that communities are very popular for finding permanent relationships for money. If you type the word "Kept women" in the search bar of the site, you can see dozens of such publics, and the number of subscribers of some of them exceeds 10 thousand people. In such groups, women are looking for sponsors, that is, men who are willing to pay for easy and pleasant relationships. In turn, the representatives of the stronger sex offer money in exchange for regular sex and the absence of claims from the ladies. A cursory analysis shows that on the eve of the New Year, the number of advertisements from women slightly increased: many of them were ending their contract for renting an apartment, and the “kept women” were looking for people who were not ready to help pay the rent for free. The Village decided to study this phenomenon and understand why thousands of girls are looking for sponsors, and sponsors for kept women.

Dmitry is 26 years old, he is tall, blond, with a small beard and a silver earring in his left ear. When traveling, a young man wears a bandanna or cowboy hat, camouflage pants, and sweatshirts with a hood. There are hundreds of photos on his VKontakte page: Morocco, India, Sri Lanka, Spain, Elbrus. In the group “I am looking for a sponsor for a kept mistress” (without commas), Dmitry writes that he is ready to become a sponsor for a student: “I'm tired of the relationship scenario itself. You still have to sponsor one way or another, only instead of cash, money is invested in restaurants, gasoline, surprises, and a waste of time and attention. I want to simplify everything: I give money and get what I want without the disadvantages of relationships (betrayal, brainwashing, etc.) " (The author's spelling and punctuation have been retained.)

IN in social networks - dozens such groups, and tens of thousands of users subscribe to them. Of course, there are many in the communities who seek or offer only sex. For example, almost every day a desperate anonymous man from the north-west of Moscow publishes a laconic request to meet in a car in Mitin. In addition, viewing some of the ads was very educational for the editors, who seemed to be unaware of many euphemisms from the world of sex. But the main goal of such groups is still not the search for intimacy for money. He offers financial help, she offers sexual and emotional intimacy.

Dmitry is one of the few who does not hide his face in a community where most of the participants are faceless anonymous men and glossy buxom blondes with fake accounts. He explains his desire to buy a relationship by saying that he does not want anything serious: “I met a girl for two and a half years, and it didn’t end with anything. Ordinary relationships are the same sponsorship, only, in addition to money, nerves, time and attention are wasted. With a kept woman, I will spend less, but they won’t fuck my brain, be offended and try to remake me. Dmitry says that he is ready to spend 5–10 thousand rubles on one meeting with a suitable girl (“In appearance, weakness in front of brunettes with brown eyes, a sports figure and a navel piercing. The younger the girl, the less bile and cynicism she has”). The young man emphasizes that when calculating this amount, he also takes into account his external parameters. “I don’t look like a 45-year-old fat pigface with a nuclear war on my face,” he explains. He ends our conversation with a suggestion of intimacy: “What about sex?”

Social networks are not the only platform for finding a sponsor or a kept woman. There are a lot of specialized sites and agencies on the Internet, many of which not only offer their services, but also explain in detail to customers the format of such relationships. “THIS IS NOT A ROMANCE AND IS NOT LOVE,” one of the resources reports capslock. - The basis of these relationships are your needs and readiness for long-term relationships on financial basis". Simply put, we are talking about a long-term relationship in which money deprives a girl of the right to claim or tantrum, and a man - a headache from female troubles.

To avoid the hassle that inevitably accompanies any romance, sponsoring agencies offer to conclude a contract with prescribed duties and responsibilities of each of the parties. Choosing a girl, men are advised to be extremely cynical. “A kept woman should create a feeling of maximum visual and spiritual comfort. You pay not for a person, but for the most harmonious replenishment of what you lack, ”the explanation on one of the sites says. The agency suggests not to confuse such a girl with a wife, mistress, girlfriend or capricious daughter. She “does not need to ask, wait, understand, accept, seduce, achieve”, it is enough for her to pay regularly.

In a community where a certain level of prosperity is expected from men, there are predictably many fakes. So, Alexander - a fit 26-year-old brunette with a Hollywood smile in the photo - claims that he is ready to spend up to a million rubles a month on the maintenance of a girl, "who will be a thing for money." In response to a question about his occupation, Alexander replies that he owns oil facilities throughout Russia. "Igor Ivanovich?" - the first thought that comes to mind after such a story.

The story of 40-year-old Alexander, who publishes an ad on the search for a companion on VKontakte, seems more realistic: “I will take on the maintenance beautiful girl! Help with housing! Youngsters, by!" In a conversation with The Village, he says that the relationship with his wife is no longer the same and he “would have kicked her out a long time ago.” At the same time, Alexander does not get divorced so as not to injure the children. “In the 15th century, courtesans appeared in Italy, they were very educated, and they were treated with respect. I'm not just looking for a girl for sex, I need one with whom I can talk on various topics, ”explains a potential sponsor. He does not reveal the scope of his activities, but claims that he lives in a closed village. The former kept woman, according to Alexander, lived in his apartment in Moscow and received a car as a gift.

Ordinary relationships - same sponsorship, only, in addition to money, nerves, time and attention are spent.
With a kept woman, I'll spend less, but I will not be fucked by the brain, offended and trying to remake

Sergey Babin, head of the Department of Psychotherapy and Sexology at the North-Western State Medical University named after I. I. Mechnikov, connects the desire to start a relationship in exchange for money with mental trauma. “Behind such a practice is the fear of intimacy, the fear of true, deep relationships and feelings,” the expert explains. - Intimacy is always openness, a demonstration of one's own feelings. Any openness is vulnerable, because we open different sides of our soul to another person - positive, negative, shameful, and this can be dangerous.

It is the fear of intimacy and real relationships that we are trying to disguise with such surrogates.” According to the expert, this also applies to girls who do not buy, but sell relationships.

True, if the so-called sponsors willingly talked about their motives and needs, then the potential kept women for the most part refused to make contact. So, the girl Yulia, in response to quite correct questions, simply repeated several times that she was not a prostitute. However, at the same time she added that she was looking for a close, but wealthy person for a long-term relationship.

Several well-groomed blondes also left the request to tell about themselves unanswered. But in the search for the so-called kept women, The Village correspondent stumbled upon a lot of women's stories in the style of Russian life series on federal TV channels. So, 28-year-old Elena, a cook from Primorsky Krai, is looking for an “adequate man”: “Mountains of gold and trips abroad are not necessary, parties and chic restaurants are also. I am for calm, quiet evenings at home or walks in the park, ”says Elena. According to the girl, she only counts on financial assistance if she moves to another city and explains: “Money is just pieces of paper.” Elena decided on the status of a kept woman (“You can also have a married man”) due to the fact that ordinary serious relationships do not add up. After the divorce, she left two children. “Ordinary Russian men don’t need me, everyone is looking for me without children, with a car, without problems and worries,” the girl is sure.

In turn, 25-year-old Yulia from Ukraine lives in Moscow and works as a nurse. She has dyed black hair, a broad face, and an open smile. On her page in "VKontakte" she published a poem:

Quietly I will go to the church. I will light a candle for my family.

Quietly I ask God: Take care of them, I pray.

But I don’t ask for myself, and I don’t dare to ask.

Thank you Lord for everything I have.

Julia decided to find a sponsor when money was urgently needed. “My mother is a disabled person of the 3rd group. From time to time you need to lie in the hospital, that's why I decided, ”says the girl. Many responded to her ad, but she has not yet met with anyone. “I was never able to overcome myself and my upbringing, and there were a lot of some suspicious men,” says Yulia. As it is written on one of the sites for finding partners for money, “in our country, which is struggling to claim deep spirituality, there was no place to understand such base motives that guide kept women and their keepers.”

Great events. Technologies and practice of event management. Shumovich Alexander Vyacheslavovich

Sponsorship

Sponsorship

If you are looking for sponsors

The presence of sponsors decorates the event. It immediately changes its status, turning it from the initiative of one company into the fruit of cooperation of several organizations, thereby confirming the fact that the market is interested in the subject of the event.

It is important to note that, contrary to popular belief, sponsorship does not mean charity. Most often, charity is anonymous or not widely advertised. In addition, charity is more often aimed at supporting social programs, helping those in need, etc.

Sponsorship, on the other hand, implies publicity, focuses on supporting commercial or mass public events. Sponsorship means a number of obligations on both sides, a number of special services on the part of the organizers. Thus, the Sponsor is your Client. A Special Client with specific requests and services is a Very Important Client.

As with other Clients, try to understand the Sponsor's motivation and goals at an early stage of relationship building - why he is doing this. In this case, you will be able to offer a package of services that exactly meets its goals, without unnecessary, often costly, burden.

The realization that the Sponsor is also a Client helps to rationally approach his service. Keep your promises to the Sponsor, but also demand the fulfillment of his promises. It is not always necessary to agree to everything that the Sponsor requires: set a limit on the opportunities provided, above which it is no longer profitable for you to climb, and be honest about it. Treat cooperation soberly and rationally.

As is the case with other large Clients, finding and attracting sponsorship usually takes a long time, so plan ahead. If you are doing an event for the first time, you may not be able to find Sponsors at all. However (note this Special attention) keep in mind that the time spent on attracting Sponsors is not free for you. Estimate the financial benefit of attracting a Sponsor in terms of the cost of your time. In some cases, the sponsorship fee may be so small that it does not recoup your costs. First of all, this applies to information and technical sponsors. About them - below.

Also, the specifics of working with a sponsor lies in the variety of services provided. You will have to prepare a package offer. It can be standard, but I still recommend (of course, having previously prepared a standard offer) to meet with a potential Sponsor, find out what is important for him, and change the conditions depending on his goals and objectives. When making an offer to the Sponsor, remember his interests, consider why he needs your event. This is the key to success.

Sponsorship means a lot of credibility for your organization and event. Therefore, be sure to keep your promises to the Sponsor. He is your Very Important Client.

Sponsor types

Technical Sponsor

This is an example of a typical cross-promotion. You can invite one of your technical contractors or a manufacturer (seller) of some equipment, offering a package of services to promote their core business. In return, you get the use (or even possession) of the equipment you need. In this case, they should count on attracting additional Clients at your event or during its advertising campaign.

In some cases, a technical sponsor may simply provide a significant discount on their services. The discount should not be symbolic: remember the value of your time and services.

A technical sponsor can be not only a supplier of some equipment. An example of such sponsorship can be services provided by publishers, rental agencies, call centers, courier services, translation agencies, catering companies, multimedia equipment suppliers, flower shops and personal florists…

Think about what they can get at your event to grow their core business, and make an offer with that in mind. Right on target.

Information Sponsor

Most often, information sponsors are various media: radio, television, newspapers and magazines, networks of advertising media, information and news agencies, various Internet portals and Internet services, specialized sites and other resources.

What is the motivation of information sponsors? I won't list all the reasons - it's probably impossible. Among some I can name, for example, their interest in your member base. If so, you need to provide them detailed lists participating in the event with contact details. In the future, they will be able to apply with a business proposal to the participants directly. Another argument may be that the sponsoring company will be mentioned more often in the press, including in connection with industry events.

In addition, remember that journalists somehow have to write about something. And your event for them is the same information occasion as other ongoing events. Therefore, if the event is interesting for the audience they work for, the interest of the media will also be understandable and rationally justified.

Who can be an information partner:

- newspapers;

- magazines;

– online media, news sites;

- TV;

– universal portals;

– specialized portals;

- just visited sites of the subject you need (look at the traffic rating);

– distributors of free postcards (like Sunbox, FlyCards);

– internet subscription service;

– news agencies;

- publishing houses;

– call centers;

– research companies;

- PR agencies.

Financial sponsor

Ideally, the benefits of having a financial sponsor are well known: increased status of the event, larger budget for its promotion and implementation, more participants, best quality, increasing the profits of the organizers, etc.

I want to warn you against the temptation to record the sponsorship fee simply in the profit of the event. More often than not, the Sponsor expects some form of promotional activity to be shown for its money, emphasizing its role in supporting the event. I advise you to immediately reserve a significant percentage of the sponsorship fee for advertising or promotions.

Also, do not allow Sponsors to make commercial promotional presentations or manage the entire event on the basis that their money makes up the lion's share of the budget. Yes, this may be true, but you are still the event manager, and it is you who must balance interests, take care of the participants and implement the plan. If this is not done, the event may turn into a one-man theater, which will destroy the whole idea and not meet the expectations of the participants. And if they are disappointed, then the effect of the event will be negative, which will damage the Sponsor itself. Try to gently explain this to the Sponsors who are most strongly involved in the preparation and management of the event. It's in their own interest.

Sponsorship privileges

What can be offered to Sponsors? Financial Sponsors may be interested in the possibility of speaking, interviews for the media, the opportunity to invite some participants (their Clients and partners) at no additional charge if the event is paid. Of course, it will be important to place the logo and symbols of the sponsor in all materials related to the event, the distribution of promotional materials and other promotional elements.

Consider why the sponsor is investing in your event. Make for yourself a table of principles of sponsor motivation and, when making an offer, try to emphasize as much as possible exactly what, in your opinion, should be of interest to them.

What kind of sponsors can there be?

A good move is to come up with a special grading system for sponsors. The division can be based on various features.

In accordance with the status, the size of the sponsorship investment changes.

Having chosen one strategy, try to follow it. If necessary, you can add or reduce the number of sponsor positions (add, for example, the status of "special sponsor" or "diamond sponsor").

It will also be good form to state exactly how many sponsors you have for a particular status position. Top positions should be exclusive (there should not be five general or platinum sponsors - this dilutes the value of their status). In addition, by indicating how many sponsors you can have in a given category, you create a certain feeling of excitement (we will only have four bronze sponsors, three places are already filled - hurry up).

There should not be too many sponsors, otherwise the event will turn into a fair, there will be too many commercial presentations and advertising, Clients will not be satisfied. In addition, among too many logos it will be difficult to make out at least something ( a large number of logos on the cover is called a mass grave).

If you are the sponsor

If your company is sponsoring an event, my recommendations will be related to the above.

Remember your motivation and do not let us replace what is important to you with what is easier for the organizer. After receiving a sponsorship offer, evaluate what is important and what is not important to you in the sponsorship package. Refuse unnecessary services and safely bargain. You can significantly reduce your sponsorship fee by eliminating perks you never intended to use.

Basic mistake sponsors - in low demands and lack of initiative in relation to the sponsored event. Try to get the most out of your sponsorship - that's your job (rather than paying a sponsorship fee and waiting for what happens). By supporting the event, you can, you must (!) make every effort so that all the best associated with the event is associated with you, your company.

For example, if you are sponsoring a business guru's visit, make sure that their books are sold in your store, no matter what else your store sells - groceries or limousines. Just now, if you sell limousines, within a month you will be selling both limousines and books .... Let the poster of this guru hang in your waiting room, and the workers tell everyone they know about him, in bars and beauty parlors. As a result, all Clients will clearly associate the ideas preached by this business guru with your company. They will automatically believe that you have incredibly high standards of workmanship, are a very innovative company, etc.

Or, suppose you have received a sponsorship offer from a certain festival, in which your potential and existing Clients will participate. You can see what an analysis of a sponsorship proposal that is ultimately approved with a 15% reduction in sponsorship fee might look like by examining the following table.

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Filonenko Igor

Sponsorship as a long-term investment This type of sponsorship is one of the most socially significant, on the one hand, but the least information-rich, on the other. Here are some examples of such sponsorship:= JWT sponsored studies on effectiveness