$750 to $10,000
Household Income $150,000 to $10,000,000+ Avg. Age Group 26 to 75 Event Demographics Events Available for Sponsorship in 2008 First Ladies of Dream Foundation Luncheon & Fashion Show Photos from the 2007 First Ladies of Dream Foundation Luncheon and Fashion Show: 1.  One of the most desired benefits that all sponsors hope to secure with their sponsorship is category exclusivity, and community event organizers such as Y-ME certainly understands that request. However, it is usually tied to the higher levels of sponsorship, and that’s also the case with the Y-ME Walk to Empower events. Event sponsorship at the Y-ME walks breaks down as follows: Common Benefits Included in Sponsorships. 1  Logo inclusion on event marketing materials. 2  Right to use event logos.  Best practice is to budget at least 10% of the gross value of the sponsorship – including any in-kind – for servicing. For this exercise, put your starting cost of servicing at 10% of the cost to deliver benefits plus the cost of sale, as it will grow appropriately as you multiply your baseline fee. There is no formula, but there is a methodology, and here are the basics…. First, calculate your baseline fee. This is NOT what you’d charge for a sponsorship, but the keep-your-arse-out-of-a-sling number – the number that keeps you from selling too low for it to be worth it. It's a good idea to have a wide range of levels so that smaller businesses as well as larger companies can find a level that suits their needs and budget. If your event is quite small, your entry-level sponsors might simply receive a small ad in an accompanying program or flyer for $50. For larger events, sponsor levels might begin at $200, $500 or even $1,000. Depending on audience size and publicity opportunities, cost of a title sponsorship could range from $750 to $10,000. Title sponsors receive maximum publicity, and their logo should appear in ALL publicity material. You should base your sponsor levels on the benefits to the company. This will give you an idea as to the cost of a sponsorship at each level. Know in advance that you may have to be flexible and customize levels for some sponsors to meet their marketing needs. Some sponsors might be interested in a half cash, half in-kind (product donation) sponsorship. FEES: Most charge 5%-10%. More than half of fiscal sponsors say they charge a flat fee, and 42% of the total are in the 5%-10% range. Also, of those with sliding-scale fees, almost two-thirds charge 5%-10%, usually depending on a project’s revenues. 1 The 234 sponsors in the directory have completed a 10-question survey asking about their experience, eligibility requirements, fee structure, services and philosophy — enough information that prospective projects can get a feel for which sponsors might make a good fit for them. Marketers of consumer products may also engage in joint promotions with retailers, such as coupons and tie-ins. The fees involved in event marketing can range from a few hundred dollars to hundreds of thousands of dollars, depending on the scale of the event and the level of the sponsor's involvement. It may also be possible for a small business to underwrite a new event and share advertising costs with a co-sponsor. Some businesses find it difficult to justify the expense of corporate sponsorship because it can be difficult to gauge the results in monetary terms. You can determine the cost of providing sponsor benefits by itemizing all the items in the package offered to each category of sponsor. Include the direct and indirect costs of staff because this is a real cost to your organization before, during and after the event. Typical costs comprise: This may seem a rather crude way of working out a fee, but it is practical in reaching a starting point for a suitable asking price. The 100% margin should cover all the costs of running the event additional to the costs of seeking and servicing the sponsorship. First, let’s deal with the cost. According to Adweek, a primary sponsorship in 2013 cost anywhere from $5 million to $35 million. In 2013, an associate sponsorship cost anywhere from $250,000 to $2 million, according to Adweek. The fee being asked is usually best termed the ‘investment,’ which sounds better to a prospect. It is a crucial factor in the success of a sponsored event and can be difficult to calculate. In simple terms, a good formula is to calculate the cost of the sponsorship and double it. This may seem a rather crude way of working out a fee, but it is practical in reaching a starting point for a suitable asking price. The 100% margin should cover all the costs of running the event additional to the costs of seeking and servicing the sponsorship.
http://www.dreamfoundation.org/docs/pdf/corporate/3_EventSponsorship.pdf http://eventplanning.about.com/od/eventplanningbasics/a/event-sponsors.htm http://powersponsorship.com/sponsorship-pricing-basics/ http://www.idealist.org/info/Nonprofits/Dev2 http://www.fiscalsponsordirectory.org/facts_stats.php http://www.referenceforbusiness.com/small/Co-Di/Corporate-Sponsorship.html http://www.cuttingedgepr.com/articles/sponsorship_calculate_fee.asp http://www.nascar.com/en_us/sprint-cup-series/nascar-nation/nascar-edu/nascar-basic/sponsors-levels-placement-cars.html http://www.cuttingedgepr.com/articles/sponsorship_calculate_fee.asp
typical sponsorship fee for events