Event Sponsorship

7-1/2" x 9-1/2", hardcover, 320 pages, John Wiley & Sons, $70. Table of Contents Read Chapter 1: Outstanding Events Sell Sponsorships Order now

Whether they are providing cash or in-kind donations, sponsors can be the lifeblood of a downtown event program.

But for most events, sponsors aren’t beating down the doors, instead, you need to find the right sponsors and demonstrate the value of your event.

Event Sponsorship will show you how with detailed information on:

• Targeting prospective sponsors
• Developing a sponsorship marketing plan
• Creating an effective proposal
• Selling sponsorships
• Negotiating the deal
• And keeping sponsors coming back year-after year.

This practical guidance is enhanced with a wealth of sample documents and examples from events including the National Cherry Festival in Traverse City, MI; Cherry Creek Arts Festival in Denver, CO; Pittsburgh Three Rivers Regatta; Portland Rose Festival; and Milwaukee’s Summerfest.

With a compelling blend of expert instruction, practical case studies and sample documents, you’ll find this book an invaluable resource for finding, signing and retaining the best sponsors.

Table of Contents

Foreword

Preface

Chapter 1. Outstanding events sell sponsorship

Chapter 2. The sponsorship marketing plan

Chapter 3. Research: The sponsor’s perspective

Chapter 4. The effective sponsorship proposal

Chapter 5. Benefits: The formula for sponsorship success and growth

Chapter 6. Creating the proper image in the eyes of your sponsors

Chapter 7. The creative approach to sponsorship

Chapter 8. The keys to successful sponsorship sales

Chapter 9. The legal issues in event sponsorship

Chapter 10. The staff-sponsor-client relationship

Chapter 11. The law of return: How to keep sponsors coming back

Chapter 12. The sponsorship evaluation process

Chapter 13. The globalization of event sponsorship

Chapter 14. The importance of networking

Chapter 15. The future of global event sponsorship

Appendix 1. Resources-sponsorship books for event managers

Appendix 2. Periodicals for event managers

Appendix 3. Organizations and resources for event managers

Appendix 4. Directories for event managers

Appendix 5. Web sites for event managers

Appendix 6. Video resources for sponsorship

Appendix 7. Sample sponsorship proposal

Appendix 8. Sample letter of agreement, creative strategies group, denver

Appendix 9. Sample contract, Portland Rose Festival

Appendix 10. Sample benefit report, Three Rivers Festival, Pittsburgh

Index

Your Guarantee of Satisfaction

Event Sponsorship is guaranteed. If you are not 100% satisfied, you may return it within 30 days for a full refund.

About the Authors

Bruce E. Skinner, CFE, is former president of the International Festivals and Events Association (IFEA), the largest professional association for festivals and special events in the world, and Director of the Fiesta Bowl in Phoenix, Arizona.

Vladimir Rukavina, CFE, is General Manager of Narodni Dom Cultural Center, Maribor, Slovenia, and President and CEO of the International Festival of Lent.

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