Transcript Sponsoring

Sponsoring
Attracting Resources
Membership Programs
High actives
 Moderate actives
 Inactives

Membership Benefits








Free admissions
Discounts
Conveniences
Social events
Education
Information
Recognition
Gifts
Attracting Members
Mass marketing approach
 Segmenting and targeting approach

Attracting and Motivating Donors
 Stages
of Fundraising:
Begging
Collections
Campaigning
Development
Sponsoring
relationship between equal partners
sponsor and sponsored,
 both of them are seeking to gain an
advantage
 it’s not a donation

Sponsor vs. Donor
Gaius Cilnius Maecenas (70 – 8 BC)
 Confidant and political advisor to Octavian
(Emperor of Rome as Caesar Augustus)
 Synonym to "patron of arts"
 Famous literary circle, which included
Horace, Vergil, and Propertius

Triangle
Sponsor
 Sponsored
 Media

Target groups
Consumers
 Governments and authorities
 Employees
 Media

Sponsoring targets
Familiarity
 Favorable attitude
 Image
 Goodwill
 Breaking through communication barrier
 Motivation of employees

Can be sponsored:
Person (artists)
 Group, team
 Organization
 Exhibition, program
 Event

Conditions of concept
Credibility
 Uniqueness
 Publicity
 Ethics

Geographical target
World
 Country
 Region
 Local

Sponsor is seeking
Image
 Publicity
 Contacts

Sponsored is seeking
Money
 Barter

 Goods
 Services
 Investments
Sponsor chooses
One or more projects
 Target groups
 Number of addressed
 Visibility in media
 Methods of presentation
 Breaking through communication barrier

Types of sponsoring
Co-sponsoring
 Exclusive sponsoring
 Name holders

One-time
 Long-time

Pricing sponsoring
Unimportant cost
 Assets
 AVE – Advertising Value Equivalent
 Publicity
 Informal contacts
