Course content
Sponsorship is often the reason not-for-profits and community groups can survive – financially, it’s their lifeblood. For some, sponsorship might not be fundamental to their existence, but it enables larger scale activities and operations.
In this course, we’ll cover some key points to better equip you to engage with sponsors and develop mutually beneficial partnerships. First up, we need to understand what sponsorship is. It’s actually a transaction where financial and in-kind support is given in return for something. That makes it different from philanthropy because there’s something in it for the sponsor – namely the sponsorship rights you are selling.
In this course, we’ll cover some key points to better equip you to engage with sponsors and develop mutually beneficial partnerships. First up, we need to understand what sponsorship is. It’s actually a transaction where financial and in-kind support is given in return for something. That makes it different from philanthropy because there’s something in it for the sponsor – namely the sponsorship rights you are selling.
Hi, I’m Kate and welcome to Lumin.
Sponsorship is often the reason not-for-profits and community groups can survive – financially, it’s their lifeblood. For others, sponsorship might not be as fundamental to their existence, but it enables larger scale activities and operations.
I’ve spent most of my career within the corporate sector, and working with nib Health Funds and more recently GM Holden. My roles focused on corporate partnerships with sporting and community organisations of all descriptions. I’ve also worked with Newcastle City Council on initiatives that engaged with community organisations and corporates to help improve the city.
In this course, we’ll cover some key points to better equip you to engage with sponsors to develop mutually beneficial partnerships. First up, we need to understand what sponsorship is. It’s actually a transaction where financial and/or in-kind support is given in return for something. That makes it different from philanthropy because there’s something in it for the sponsor – namely sponsorship rights that you are selling.
Sponsorship rights generally hinge on the alignment of brands, and they can be a powerful way to gain repetitional and sales benefits. For the sponsored organisation, financial and in-kind support is invaluable in many ways, including complementing other forms of support, such as grant funding. For businesses, sponsorship is part of their marketing toolkit, and the numbers are growing.
Why? There are many reasons – today, consumers are more savvy and traditional advertising has its shortcomings. Sponsorship is perceived as more genuine than advertising and when done well, providing sponsors with an effective way to align with consumers’ interests.
And with social media so prevalent today, endorsements play a major role in sponsorship agreements. Recent American research found that 95 per cent of corporate sponsorship decision-makers say social media is extremely important to achieving their outcomes.
You don’t have to look far to find companies that promote countless causes – Pink Ribbon Day, A Taste of Harmony, Harmony Day, Earth Hour, Clean Up Australia, DonateLife Week to name a few, or that invest money in programs and projects that benefit the community, such as medical research, environmental improvement and developing sport at the grassroots level. Next we'll have a look at the goals and objectives of your sponsorship request.
Sponsorship is often the reason not-for-profits and community groups can survive – financially, it’s their lifeblood. For others, sponsorship might not be as fundamental to their existence, but it enables larger scale activities and operations.
I’ve spent most of my career within the corporate sector, and working with nib Health Funds and more recently GM Holden. My roles focused on corporate partnerships with sporting and community organisations of all descriptions. I’ve also worked with Newcastle City Council on initiatives that engaged with community organisations and corporates to help improve the city.
In this course, we’ll cover some key points to better equip you to engage with sponsors to develop mutually beneficial partnerships. First up, we need to understand what sponsorship is. It’s actually a transaction where financial and/or in-kind support is given in return for something. That makes it different from philanthropy because there’s something in it for the sponsor – namely sponsorship rights that you are selling.
Sponsorship rights generally hinge on the alignment of brands, and they can be a powerful way to gain repetitional and sales benefits. For the sponsored organisation, financial and in-kind support is invaluable in many ways, including complementing other forms of support, such as grant funding. For businesses, sponsorship is part of their marketing toolkit, and the numbers are growing.
Why? There are many reasons – today, consumers are more savvy and traditional advertising has its shortcomings. Sponsorship is perceived as more genuine than advertising and when done well, providing sponsors with an effective way to align with consumers’ interests.
And with social media so prevalent today, endorsements play a major role in sponsorship agreements. Recent American research found that 95 per cent of corporate sponsorship decision-makers say social media is extremely important to achieving their outcomes.
You don’t have to look far to find companies that promote countless causes – Pink Ribbon Day, A Taste of Harmony, Harmony Day, Earth Hour, Clean Up Australia, DonateLife Week to name a few, or that invest money in programs and projects that benefit the community, such as medical research, environmental improvement and developing sport at the grassroots level. Next we'll have a look at the goals and objectives of your sponsorship request.
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About the instructor
Kate McGregor
Kate is a sponsorship, corporate communications and social responsibility professional. She delivered sponsorship strategy at nib health funds for the first six years of her career. It was here she gained invaluable experience working closely with nib foundation. Kate turned her interest to the for-purpose sector in 2016 and soon became CSR and Communications Advisor at GM Holden. In 2018 Kate’s team won Mumbrella’s CommsCon Award for PR Team of the Year – Inhouse, acknowledging her role in supporting the community and Holden employees following the closure of Holden’s manufacturing plant in Adelaide.