Quick Start Guide: Using the Sponsorship Levels and Benefits Template
Congratulations! By using this guide and template, you are taking the first step in harnessing cMarket's Auction Manager features to maximize total auction revenue, and build mutually-rewarding relationships with sponsors who want to be affiliated with your worthy cause.
STEP 1 - Outline Your Auction Content
Make sure to address key points:
- How many unique online homepages will you be using throughout the duration of your auction?
- How many unique cMarket emails will be sent throughout the duration of your auction?
- How many potential opportunities exist for sponsors to see their branding in print (flyers, brochures, catalogs, programs, banners, advertisements)?
- How many potential opportunities exist for sponsors to receive verbal recognition (meetings, public service announcements, gala presentations)?
- How many "networking" opportunities exist (Admission for # of people to a silent auction or gala, a pair of tickets to participate in a charity golf tournament, etc.)?
STEP 2 - Define Sponsorship "Packages"
Based on the information you defined in Step #1, develop 3 (three) packages of benefits that include online, print, verbal, and networking benefits. Begin to "stage" these packages in steps, Level I being of highest value (including the most benefits and special attention), Level III being of lowest value (basic benefits, less special attention).
STEP 3 - Assign Approximate Price Points to Each Benefit Listed
This step need not be rigid. By assigning price points, you are assessing the potential value of a sponsorship position in your auction. In Marketing, this is called "Fair Market Value". In other words, what a business would pay - on average - for direct marketing to a focused constituency.
- An example: If your community consists of 1000 members, and you will be using 3 homepages throughout the duration of your auction, and the sponsor's logo and link will be on all 3 homepages:
1000 members X 3 homepages = 3,000 impressions X $.50 per impression = $1,500 Fair Market Value
STEP 4 - Sort your 3 packages or levels by highest fiscal value, and customize sponsorship package or level names
Auction Manager provides you a creative opportunity to spice up your sponsorship levels! Consider naming your 3 sponsorship levels innovatively, to complement your organization's mission and cause. Some examples include:
- Example #1: (general) Platinum, Gold, and Silver sponsorships
- Example #2: (golf auction) Golf Carts Sponsor, Presenting Lunch Sponsor, Media Sponsor
- Example #3: (school auction) Corporate Friends Sponsor, Straight-A Sponsor, Blue Ribbon Sponsor
Use the information mapped in Steps 1-4 to customize your attached Sponsorship Levels and Benefits Template. You will then have a handy, 1-page overview to define the value of distinct sponsorship levels in your auction to potential sponsors. Good luck!
1. Negotiate, negotiate, negotiate! If a specific benefit sparks a sponsor's interest, always negotiate!
2. Since your mission is charitable in nature, be sure to communicate the best part of sponsoring your auction: your organization will receive 100% of all sponsorship contributions (no % taken by cMarket).
3. Remind sponsors of both the soft & hard value of their sponsorship: affiliation with a great cause, and quantifiable online marketing opportunities, supported by post-auction data.
