Selling Sponsorships for Meetings, Events & Nonprofits

Learn from a 20-year sponsorship expert how to build & sell a campaign that attracts sponsors & maximizes your revenue!
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  • Lectures 13
  • Length 1.5 hours
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 4/2015 English

Course Description

Are you tasked with creating and/or selling a sponsorship campaign to raise funds for a meeting, event, or a nonprofit?

Whether it's your first time, or you're looking to up your game, you'll learn something new that will make your job easier and maximize your revenue potential. I'll share with you tips and tricks I've learned to sell thousands of sponsorships and earn my company and clients millions of dollars to fund their meetings, events and nonprofits.

I've learned the hard way over 20+ years, selling thousands of sponsorships. I've condensed all my wisdom into this course. You'll learn the basics, plus WAY more!

Most sponsorship campaigns have limited potential because they haven't taken a thorough assessment of their sellable assets, and they don't know the four secret motivations of sponsors. I'll show you how to do both, and how to use that knowledge to craft a sponsorship prospectus that practically sells itself. I'll walk you through some excellent sponsorship prospectus examples and show you how they were built, and why they include what they include.

Lastly, if you're not a born salesperson, I'll also share with you what I've learned over the years to make the sales process REALLY easy.

Your investment in my course will surely pay for itself in time saved, hardships avoided, and sales closed!

What are the requirements?

  • Be sure to check out the sponsorship prospectus samples in Section 4! They will give you all sorts of ideas.

What am I going to get from this course?

  • Discover sellable assets you never considered before
  • Recognize the four motivations sponsors have for investing their money
  • Sell comfortably and with ease, even if you're not a born salesperson
  • Easily build a list of potential sponsors who have a proven interest (and budget!)
  • Multiply your sales efforts by building an army of willing helpers
  • Create successful and profitable sponsorship campaigns

Who is the target audience?

  • This course is for meeting & event planners, nonprofit committees, or anyone tasked with creating and/or selling a sponsorship campaign.
  • Whether this is your first sponsorship campaign, or you've got a lot of experience and are looking for fresh new ideas, this course will serve your needs.

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.


Section 1: What to Expect from this Course

This is a brief overview of what I'll be covering in the course.

Section 2: What do you have to sell?

How do you determine everything you have that might be of value to potential sponsors? Most people stop at things that can have a logo on them: signs, web sites, brochures. There's so much more! In this lecture, I'll share a method I've used for years that will help you uncover all sorts of things that you've probably never thought you could sell before!

Section 3: The Four Kinds of Sponsorships
There are four main motivations that companies have when they're looking to sponsor an event or a fundraiser. You'll learn what those are, and how to craft your sponsorship campaign to attract them all. Most campaigns just focus on one sponsor motivation: branding. There are three others than must not be overlooked if you want to maximize your sponsorship revenues!

We'll explore the most popular type of sponsorship in this lecture.


The next type of sponsorship is goodwill - one that is often overlooked by sponsorship campaign creators.


This is a potentially lucrative category for you, if you understand what it is and how to leverage it.


Sometimes sponsors just want this type of package. It's important to understand it, and know what to offer potential sponsors of this type.

4 questions

Play this quick game to reinforce what you just learned - can you ace it?

Section 4: Building a Prospectus that Practically Sells Itself!

The sponsorship package you create is extremely important. I'll share with you what you must include, and how to present it for maximum revenue potential. I've included several sponsorship prospectus examples for your review.


Once you've determined your assets and created an attractive prospectus, it's time to set your pricing. How can you determine what your sponsorship opportunities are worth? In this lecture, I'll share several methods you can use to easily determine the value of your sellable assets.


I'll walk you through one of my own sponsorship prospectus packages, and show you everything it includes. I'll talk about strategies I incorporated, and how I priced the various levels.

Sponsorship Prospectus Walk-Through #2
1 question

Can you answer this question correctly?

Section 5: The Sales Phase

Where can you find potential sponsors? I'll share several ways you can easily build a list of companies proven to have an interest (and a budget!), so your prospectus can practically sell itself.


The sales process can be uncomfortable to many people. I'll share with you several ways to leverage resources, how to build an army of willing helpers, and how you can sell in a way that's easy and comfortable to you, and builds extreme loyalty with your sponsors.

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Instructor Biography

Shawna Suckow, CMP, 20-year Veteran Meeting & Event Planner/Sponsorship Expert

Shawna Suckow, CMP, has been planning meetings, events and conventions for more than 20 years. She has a passion for sponsorships, and has sold over $20 million USD in 20 years, with her sponsorship record being $1.3M raised for a single event.

Honors include being named a 2014 Industry Trendsetter by Meetings Focus magazine, Top 25 Most Influential in the Meetings Industry in 2012, 2013 and 2014 by Successful Meetings magazine, Planners' Favorite Speakers of 2014 by M&C magazine, and one of top Top 8 Speakers of 2013 by MeetingsNet. She's published two books: Planner Pet Peeves in 2012, followed in 2013 by Supplier Pet Peeves.Today, she is the Chairwoman of SPiN, the Senior Planners Industry Network, which is now the world's largest association comprised strictly of experienced meeting & event planners - and an organization she founded back in 2008. In 2014, she visited her fifth continent as a professional speaker in the hospitality industry.

Shawna is a freelance writer for several hospitality publications on topics such as networking, mentoring, sponsorships, conference strategy, and the sales process from the customer's perspective. She speaks worldwide on these topics, and consults with all types of organizations to help them rethink how they communicate and sell to customers.

She's also an adjunct professor in the events department at DCTC, a Minnesota vocational college.

Suckow is a Colorado native who has lived in Minnesota since 1999. Personally, she thinks she is hilarious, but her kids don't agree. Her husband would describe her as incredibly impatient, and with a special talent for parallel parking.

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