Meetings & Conventions: Planner's Portfolio November
BY MARTHA COOKE
WORKING WITH SPONSORS
The following checklist was compiled in part
from Meetings and Conventions: A Planning Guide, by Dr.
Don MacLaurin and Ted Wykes, Meeting Professionals International
Canadian Council, Toronto, Ontario, Canada, 1997.
DEFINE NEEDSDetermine if the entire event or just certain sessions or
functions will be sponsored.Identify any specific sessions or functions with the potential
for sponsorship.Set a target dollar value for sponsor pledges.
IDENTIFY POTENTIAL SPONSORSConsider sponsorships from corporations, nonprofit
organizations, government (all levels), educational institutions,
foundations, private enterprises and individuals.Obtain approval for contracting cosponsors, if applicable, as
some entities require exclusive sponsorship.
Organizations that sponsor programs and events often are listed in
publications such as The Chronicle of Philanthropy (www.philanthropy.com).
OUTLINE SPONSORSHIP OPPORTUNITIESFunds (grants for entire event, attendee travel and expenses,
speaker travel and expenses, space rental, transportation,
hospitality suites, social events)Supplies (slides, printed material with sponsor’s logo,
signage, computer hardware, prizes, refreshments, floral
arrangements, attendee gifts)Services (speaker presentation, security, staff, printing,
promotion, mailings, online services)
Sponsorships can take various forms. Among them:
PREPARE A SPONSORSHIP PACKAGEOutline of event objectivesEvent themesSpeaker names and biographiesAudience profileDraft of programCommunity and corporate benefits
Create an event package for presentation to potential sponsors. The
package should include:
PREPARE CONTRACTSDate, name and location of eventFunds and value of goods and services to be paid by sponsor,
payment method and scheduleThe publicity materials in which the sponsor’s name (and, if
applicable, logo) are to appear, including media releasesThe host organization’s responsibility to track and gather any
media coverageThe use and location of display cards and signageThe size, frequency and placement of any event advertisements
(include ad deadlines, the form in which they must be received and
policy regarding proximity to competing companies or brands)The number of people from the sponsoring company who may attend
the event free of chargeGuidelines for display and service, if applicableContact information for a designated liaison from the sponsor
company and from the host organization
All terms of the sponsorship must be clearly spelled out,
contracted and signed before the event. The contract should
EXTRA RECOGNITIONInvite sponsors to preconference events.Forward a list of all sponsors to the printing committee.Consider recognizing sponsors with VIP designations, including
head-table seating.Send thank-you letters to all sponsors.
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