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THE "BIBLE OF SPONSORSHIP"--UPDATED WITH NEW SOCIAL MEDIA AND OTHER DIGITAL STRATEGIESThe Sponsorship Seeker's Toolkit, fourth edition, makes cutting-edge, best-practice sponsorshipnot only achievable, but sensible and straightforward. Corporate sponsorship experts Kim Skildum-Reid and Anne-Marie Grey have updated their classic guide to put youmiles ahead of the competition.
New material includes the integration of social media into existing strategies, developing leverage ideas for proposals, more case studies than ever, and important trends in the world of corporate sponsorship.
PRAISE FOR THE SPONSORSHIP SEEKER'S TOOLKIT:"This book leads you step-by-step through the choices you have to make throughout the process, from gathering internal support to renewal. I have never read a better how-to book on seeking sponsors." -- AD MAATJENS, Founder and Director, Sponsorreport
"One of the best and most thorough how-to books in fundraising! A must-read orientation for nonprofits considering transforming their approach or venturing into the exciting world of sponsorship!" -- KYLA SHAWYER, Chair of the International Fundraising Congress (IFC),Chief Operating Officer, SCIA - International Alliance
"The Sponsorship Seeker's Toolkit contains all the information you'll need to successfully develop, deliver, and manage a best-practice sponsorship program, using an easy-to-understand, step-by-step process supported by useful case studies and example templates." -- KYM OBERAUER, founder of PracticalSponsorshipIdeas.com
Contents
Foreword by Karen Earl ix
Foreword by Steven Wood Schmader xi
How to Use This Book xiii
Acknowledgments xvii
Part 1 Planning
Chapter 1 Internal Planning 3
Chapter 2 Marketing Plan 23
Chapter 3 Implementing the Marketing Plan 61
Part 2 Sales
Chapter 4 Understand What You Have to Offer 81
Chapter 5 Creating a Hit List 93
Chapter 6 Creating the Offer 111
Chapter 7 Proposals 127
Chapter 8 Sales Process 159
Chapter 9 Special Considerations for Nonprofit Organizations 173
Chapter 10 Negotiation 181
Part 3 Servicing
Chapter 11 Sponsorship Planning and Management 193
Chapter 12 Leverage 201
Chapter 13 Sponsorship Measurement 215
Chapter 14 Renewals and Exits 223
Conclusion 227
Part 4 Appendices
Appendix 1 Glossary 231
Appendix 2 Resources 243
Appendix 3 Sponsorship Agreement Pro Forma 255
Index 281
