1. Sponsorships,
Collaborations and
Partnerships
Townsville, 2 June 2012

2. House Keeping
• Evacuation
• Mobile Phones
• Facilities
• Morning Tea
• Have Fun

3. Presenters today
• Kelly Thompson
Active 8 Training Solutions
• Gerard Byrne
Volunteering North Queensland

4. Today’s Program
• Introduction to Sponsorship
• Collaborations
• Partnerships
• Townsville Opportunities

5. First some data -
The follow data from Pro Bono Australia
offers some interesting insights into
community organisations in Australia.
www.probonoaustralia.com.au

11. The Golden Rule
Australians work about 1800 hours per
annum to earn incomes of $50,000 pa.
But are only prepared to put in a few
hours to seek major sponsorships.
Like any endeavour, you need to put in
the effort to be successful.
Are you prepared to put in the
effort?

12. What is Sponsorship?
Sponsorship can be defined as: "a relationship between a
provider of funds, resources or services and an individual,
event or organisation which offers in return some rights and
association that may be used for commercial advantage".
Sponsorship can be a good way for a community group or not-
for-profit organisation to access revenue - either over a period
of time or as a one-off to support an event - services or goods.
In return for that revenue or those goods and resources, a
group or organisation offers exposure, positive image, profile
and publicity. (www.ourcommunity.com.au)

13. Top 10 tips for Sponsorship Hunters (Ourcommunity)
There's no such thing as free money.
Sponsorship is not just about your needs, it's about the sponsor's objectives.
Sponsors don't have to love you.
Sponsors don't need to share your passion for your cause in order to sponsor you. They
just need to be able to see the commercial benefit.
Look for a good fit.
Do your very best to gain sponsorship from companies or brands that seem a natural fit
with your event or organisation.
It's a job for a team.
Be sure your whole organisation understands why sponsorship is important to you and
is prepared to treat your sponsors like marketing partners.
No logos.
Sponsorships are more than sticking logos on everything. While you can offer to put
logos where you want, also offer your sponsors far more substance.

14. Top 10 tips for Sponsorship Hunters (Ourcommunity)
Get in early.
For your benefit, as well as the sponsors, start at least twelve months before an event if you're
looking for any substantial sponsorship.
Get in writing.
Firm up all details of your arrangement in writing. That way no-one is left in any doubt as to what
has been agreed to.
Aim big.
It's better to get a couple of big sponsors than lots of small ones, if at all possible. There's less
clutter for them, and less sponsor management for you.
Service the sponsors.
Don't ever think that once you've got the cheque your job is done. If you don't service sponsors
properly, they will never give you another cent, will badmouth you - or worse, you could end up in
court.
Check it out.
Read a book or two, and start networking with people in the business. This is a very rewarding field,
but it requires some very specific skills to be successful.

15. Grants are not sponsorship
Grants are most often a once only financial payment
(assistance) provided by government, foundation or trust
in order to assist in the development of a project,
purchase of an artwork, educational endeavours, or
similar.
Grants are almost always non-commercial in nature.
Generally, the benefit is in the delivery of the activity or
item supported by the grant.
Source: www.sponsorshipunit.com.au

16. Source: www.prnc.org.au/wp-content/uploads/Building-Collaborative-Partnerships-Tips-and-Tools.pdf

17. Collaboration Continuum
Source: www.dpac.tas.gov.au/divisions/policy/collaboration_-_a_tasmanian_government_approach/9

18. Source: www.ourcommunity.com.au/funding/funding_article.jsp?articleId=3105

19. PENRITH NETBALL
ASSOCIATION
Case Study

20. Case study: Penrith Netball Association - Maintaining sponsor relationships
Penrith Panthers has sponsored the Penrith Netball Association for over 20 years. Here
is Honorary Secretary, Joy Gillett’s tips for success in maintaining sponsor relationships.
•Develop personal relationships – regularly meet with the people involved and talk to
them personally, make the sponsor feel valued.
•Invite sponsors to all social functions – presentations, opening days and other special
events and mention their sponsorship at those times.
•Promote them at every opportunity – Penrith Panthers is referred to in advertising,
competition draws, the annual calendar, banners at the courts and uniforms worn by
Penrith representative players.
•Use their facilities – the Association holds functions and events at Panthers,
encourages team members to make use of the facilities and the executive are Panthers
social members.
•Thank them – in all speeches and at presentation events, thank your sponsors!
Source: www.dsr.nsw.gov.au/sportsclubs/ryc_sponsor_happy.asp

21. QUEENSLAND RAIL
Case Study

22. Queensland Rail Sponsorship guidelines
The following guidelines have been developed to assist sponsorship seekers in
preparing proposals.
In general, Queensland Rail will only consider proposals that occur primarily in
Queensland and have a direct link to at least two of the following criteria:
•Provide a platform for Queensland Rail to enhance its positive image and
reputation in Queensland communities.
•Enhance liveability or provide a lasting legacy for a Queensland community.
•Provide a platform for Queensland Rail to demonstrate its commitment to
corporate citizenship by being socially and/or environmentally responsible.
•Alignment with Queensland Rail’s priority commitment to safety.
•Support Queensland Rail’s positioning as an employer of choice.
•Support the use of rail as a positive mode of transport; enhance the experience of
travelling on trains or the physical environment around railways.

23. Preferred benefits sought:
•Naming rights opportunities, category exclusivity and activities that are not overly
cluttered with multiple sponsors.
•Extended brand promotional opportunities beyond logo placement and event
signage.
•Opportunity to promote rail safety.
•Opportunity to demonstrate Queensland Rail’s commitment to customer service.
•Opportunity to promote Queensland Rail Travel, Ticket Central or any other of
Queensland Rail’s commercial products and services.
•Distinctive and experiential customer and stakeholder engagement
opportunities.
•Ability to offer engagement with Queensland Rail employees or for them to be
actively involved.

24. Proposals must:
•Be submitted using the relevant application form
•Contain a clear outline of what the activity is aiming to achieve for the
community.
•Provide details of the level of investment sought and the benefits available to
Queensland Rail for that investment.
•List all other sponsors associated with the activity or the proposed sponsorship
portfolio structure.
•Include any relevant support data such as market research, profile of audience,
expected participation numbers etc.
•Include timelines for key milestones and occurrences for the planned activity.
•Demonstrate how your organisation can successfully implement the activity and
provide reporting on its outcomes.
•Demonstrate how the proposal will be implemented to ensure mutually
beneficial outcomes.
•Provide your organisation’s ABN and state if the organisation is GST registered.

25. Proposals that won’t be considered:
•Requests for sponsorship that may pose a reputational risk to Queensland Rail
through association with:
•Activities, products or services that may pose an unacceptable safety risk to
participants or could be harmful to the environment.
•Organisations that are financially unsound or involved in practices that may cause
reputational risk.
•Activities that are for an individual’s gain or profit.
•Promotion of a particular religious or political issue.
•Activity that may be viewed as morally inappropriate or discriminatory.

26. THE ONE THING MOST FAIL TO
DO
More information
Email sponsorships@qr.com.au
Call our sponsorships team on 07 3072 1182

28. TOWNSVILLE AIRPORT
SPONSORSHIP
Case Study

30. Townsville Airport Sponsorship Summary

31. Top 10 tips for Sponsorship Hunters (Ourcommunity)
There's no such thing as free money.
Sponsorship is not just about your needs, it's about the sponsor's objectives.
Sponsors don't have to love you.
Sponsors don't need to share your passion for your cause in order to sponsor you. They
just need to be able to see the commercial benefit.
Look for a good fit.
Do your very best to gain sponsorship from companies or brands that seem a natural fit
with your event or organisation.
It's a job for a team.
Be sure your whole organisation understands why sponsorship is important to you and
is prepared to treat your sponsors like marketing partners.
No logos.
Sponsorships are more than sticking logos on everything. While you can offer to put
logos where you want, also offer your sponsors far more substance.

32. Top 10 tips for Sponsorship Hunters (Ourcommunity)
Get in early.
For your benefit, as well as the sponsors, start at least twelve months before an event if you're
looking for any substantial sponsorship.
Get in writing.
Firm up all details of your arrangement in writing. That way no-one is left in any doubt as to what
has been agreed to.
Aim big.
It's better to get a couple of big sponsors than lots of small ones, if at all possible. There's less
clutter for them, and less sponsor management for you.
Service the sponsors.
Don't ever think that once you've got the cheque your job is done. If you don't service sponsors
properly, they will never give you another cent, will badmouth you - or worse, you could end up in
court.
Check it out.
Read a book or two, and start networking with people in the business. This is a very rewarding field,
but it requires some very specific skills to be successful.

33. Golden Rules of Sponsorship
Selling sponsorship can be considered an art form. Improve your chances of winning the deal by
using these golden rules:
•Offer an opportunity and not a problem - Offer a solution to a potential sponsor’s problems, such
as providing a bottom line saving or profit.
•Target companies with the right fit - Does your target audience's demographics - psychographics
and geographic location - fit with those of the company or brand to be promoted?
•Offer rights that the company can exploit - Offer value for money - price your 'product' to ensure
your organisation will benefit from the relationship and that the sponsor will make a profit. Make
sure your product is priced similarly to comparable products.
•Stand out from the clutter - Make sure your proposal is addressed or delivered to the person who
has the power to say ‘yes’. Often the contents of a courier bag are treated with more respect than
an envelope received in the mail.
•Be professional - Make sure your representatives, including volunteers, always present themselves
in a professional manner and understand what is required of a commercial relationship.
•Be persistent, not a pest - Following up a sponsorship request is necessary, but not to the extent
that you interrupt the recipient’s ability to do their job. It will take time for a potential sponsor to
come to grips with what you are offering and for a relationship to grow and develop.
Source: www.dsr.nsw.gov.au/sportsclubs/ryc_sponsor_selling.asp

34. Source: www.dsr.nsw.gov.au/sportsclubs/ryc_sponsor.asp

35. Social Media and Sponsorship
Social Media is becoming a major factor in
Sponsorship in Australia for both Sponsors
and Recipients.

36. Facebook and Sponsorship
Effective Facebook use can
appeal to sponsors. Check out the
Townsville Road Runners Club.

37. Twitter and Sponsorship
Twitter can be used successfully
to gain support, and promote the
sponsor’s aim. However, regular
content and followers is essential.

38. Linkedin and Sponsorship
Linkedin is a form of Social Media
that appeals to corporates. It is
becoming increasingly important
for major sponsorship campaigns.

39. Skype and Sponsorship
Skype is a form of video
conferencing, which is not widely
used in sponsorship. Very useful
to plan and manage campaigns.

40. Evernote and Sponsorship
Evernote is used by more
experienced fundraisers to collect,
manage, and collaborate on data
for sponsorship campaigns.

41. iPad and Sponsorship
iPads are very useful to display
information, store data, and
communicate with sponsors. Also,
they convey a professional image.

42. Fast Broadband (NBN) and
Sponsorship
Fast Broadband is being
introduced to Townsville, allowing
for very rapid communication and
high impact graphics.

43. YouTube and Sponsorship
Along with other forms of Social
Media, YouTube use is growing
rapidly. YouTube is the second
fastest search engine in the world.

44. Townsville City Council Councillors
Division / Councillor
1 Sue Blom
2 Tony Parsons
3 Vern Veitch
4 Jenny Lane
5 Patrick Ernst
6 Trevor Roberts
7 Gary Eddihausen
8 Ray Gartrell
9 Colleen Doyle
10 Les Walker

45. Members of Parliament
• Ewen Jones (Townsville)
• David Crisafulli (Mundingburra)
• John Hathaway (Townsville)
• Sam Cox (Thuringowa)

46. Who can help?
• Volunteering North Queensland
• Townsville City Council
• Fundraising Institute of Australia
• Ourcommunity (Melbourne)
• Local Members of Parliament
• Library references on fundraising

47. Nothing in this world can take the place of
persistence. Talent will not; nothing is
more common than unsuccessful people
with talent.
Genius will not; unrewarded genius is
almost a proverb.
Education will not; the world is full of
educated failures. Persistence and
determination alone are omnipotent.
Calvin Coolidge

48. Volunteering North Queensland
vnq@volunteeringnthqld.org.au
07 47 25 5990
Townsville City Council
1300 878 001