Table of Contents

Foreword by Karen Earl ix
Foreword by Steven Wood Schmader xi
How to Use This Book xiii
Acknowledgments xvii
Part 1 Planning
Chapter 1 Internal Planning 3
Chapter 2 Marketing Plan 23
Chapter 3 Implementing the Marketing Plan 61
Part 2 Sales
Chapter 4 Understand What You Have to Offer 81
Chapter 5 Creating a Hit List 93
Chapter 6 Creating the Offer 111
Chapter 7 Proposals 127
Chapter 8 Sales Process 159
Chapter 9 Special Considerations for Nonprofit Organizations 173
Chapter 10 Negotiation 181
Part 3 Servicing
Chapter 11 Sponsorship Planning and Management 193
Chapter 12 Leverage 201
Chapter 13 Sponsorship Measurement 215
Chapter 14 Renewals and Exits 223
Conclusion 227
Part 4 Appendices
Appendix 1 Glossary 231
Appendix 2 Resources 243
Appendix 3 Sponsorship Agreement Pro Forma 255
Index 281

About the Author

Kim Skildum-Reid is one of the worlds most recognised and influential corporate sponsorship experts. She consults to a global clientele of major sponsors, speaks and commentates on sponsorship around the world, runs the popular industry hub Power Sponsorship, and has co-written the industry bestsellers 'The Sponsorship Seekers Toolkit' and 'The Sponsors Toolkit', both published by McGraw-Hill. As for ambush marketing? Shes done them, shes stopped many more, and is a recognised expert in the specialties of ambush marketing and ambush-proofing sponsorships