Communities caring for catchments
Waterwatch Australia
Australian Government Department of the Environment and Heritage
The Waterwatch network receives funding through the Natural Heritage Trust, the Commonwealth Government's $2.7 billion environment program. This funding partially finances the salaries of Waterwatch coordinators, and supports various Waterwatch projects.
However, Waterwatch funding does not cover the purchase of testing equipment, chemicals, or the laboratory analysis of water quality tests. Videos, cameras, projectors, computer software and hardware are also excluded from Waterwatch funding.
Each Waterwatch group is encouraged to cover such items through fundraising or by seeking sponsorships. This has proved highly successful in the past, as Waterwatch generates an extremely high level of support from the private sector, State/Territory Governments and Local Governments. On average, every dollar from Waterwatch Australia is met by four dollars contributed from other sources.
Sponsorship is an effective marketing and communication tool used by many businesses, organisations and government agencies, regardless of their size. Sponsorship is often mistakenly regarded as a form of corporate generosity. However, sponsorships are not donations, the sponsor expects their sponsorship will provide a measurable financial return.
The worthiness of your organisation or cause is not enough in itself to convince an organisation to sponsor you. When a business is approached with a sponsorship request, they are looking to see a solid business proposal that will help them to achieve their business goals.
The general aim of sponsorship is to raise the profile of the sponsoring organisation, to sell more products or services and to reach particular target audiences. Sponsorship also promotes a positive awareness of the organisation with customers, potential customers and the community.
In large organisations, sponsorship decisions are typically made by marketing, advertising or corporate communication teams. Some organisations even have their own personnel or teams responsible for managing sponsorships. In smaller companies, the owner may make most sponsorship decisions.
Most sponsorships are structured in the form of direct financial assistance, but this is not the only form of sponsorship. A second form is "in kind" sponsorship, which involves the sponsor providing equipment or resources. (e.g a hotel chain might offer discount or free accommodation as a form of 'in kind' support)
If your organisation is offered "in kind" sponsorship, make sure the goods or services will be useful, and that you explore the legal and tax implications of accepting in kind sponsorship. If you are offered such sponsorship, ask the sponsor to describe the limit, conditions and value of the "in kind" goods.
You also should remember that all sponsorship comes with conditions and obligations, for instance, your sponsoring organisation may:
Begin by looking at organisations in the local region, preferably ones with strong environmental links. Companies that are located close to, or that draw on resources from your catchment are often good potential sponsors, as are government agencies, and agricultural, fishing or forestry companies.
You will probably be less likely to secure sponsorship from national or international organisations, as larger organisations generally favour sponsoring a handful of high profile events. However, if a large organisation has headquarters or a large regional presence in your area, you should always consider approaching them for support.
When you approach an organisation to gain sponsorship, they will check that your activities and aims are consistent with their company. Likewise, you should thoroughly research your potential sponsors - and make sure that you actually want to be involved with them. A poor sponsor could detrimentally affect the credibility and reputation of your Waterwatch group
Many publicly listed companies are required by law to produce an annual report, which can provide valuable background on a company, its aims, philosophy and major business areas. Press releases, advertisements and other promotional material can also provide useful background on how an organisation is positioning itself.
Thorough background research will help you determine if you want to become involved with a company, and if you do, it will provide a good basis for customising and 'pitching' your sponsorship proposal.
At some point, you will need to balance the costs and the benefits of any sponsorship. Some sponsors are quite relaxed, while others are more demanding. In any case, time and effort will need to be spent looking after the needs of your sponsor or sponsors. You will have to balance this effort against the resources, money or assistance that you sponsor offers.
Unless you are very lucky, or have an extremely high profile project, it is unlikely that you will be approached by an organisation willing to offer you sponsorship. You will have to make the first step.
Usually, you would call or write to the organisation, and ask about their sponsorship policy. You might also obtain the correct name and address of the person responsible for handling sponsorships, and deadlines for sending sponsorship proposals. Many larger organisations have pre-existing sponsorship guidelines which they will happily send to you.
The most commonly accepted way of seeking sponsorship is by writing a sponsorship proposal and forwarding it to potential sponsors. It is possible to present a verbal case for sponsorship, but a written proposal is much easier for the prospective sponsor to review and analyse.
Your first step in putting together a sponsorship package is determining what, within your group, is "marketable". List every tangible and intangible benefit you could potentially offer a sponsor. You are unlikely to promote all the benefits on your list, but it will help you begin to understand what you have to offer to a sponsor.
Potential benefits may include your membership, the amount of media coverage you can regularly attract, or the chance for your sponsors to meet government representatives involved with your project.
You need to put a price on these benefits, which may be somewhat daunting to newcomers. It is often useful to talk to other groups who have successfully gained sponsorship (not necessarily other Waterwatch groups). This will allow you to accurately value your organisation on the sponsorship marketplace.
Value your sponsorship on merit, rather than on what you would like to receive. When initially approaching a sponsor, there may be some value in asking for slightly less than market rate for your sponsorship. Remember that you are asking the sponsor to take a risk on your organisation, and you are looking to establish a long-term, mutually beneficial relationship.
Each organisation you approach will have different requirements, and will ask that you provide specific information in your proposal. Remember to follow any sponsorship guidelines provided by a potential sponsor.
Your mission when writing a sponsorship proposal is to succinctly introduce your organisation, provide some background on your organisation, and to present a logical, well researched argument on why your organisation is worth sponsoring. Remember that the person reading your proposal may not have heard of your organisation, so never assume that they know who your are, or what you do. Try to create a proposal that is creative, unique and attention grabbing, without being smart or cute.
The sponsorship proposal is essentially a business pitch, so it should be professionally presented in terms of content and layout. You should always try to keep it as brief as possible, and try to address the following basic points:
Sponsors usually take between one and six months to assess sponsorship requests. The time taken will vary according to the size of the sponsoring organisation, the amounts being requested, and the overall complexity of your submission.
Many organisations have ongoing sponsorship agreements that account for 70% or more of their sponsorship budget. The remaining proportion is set aside for new sponsorship proposals. Companies typically assess new sponsorship proposals and confirm their sponsorship budget in the 3-6 month period preceding a new financial year. So, as already mentioned, you need to investigate the most appropriate time to send your proposal.
It is quite likely that some or many of your sponsorship proposals will be declined, so it makes sense to target a number of organisations. Many organisations receive hundreds of sponsorship proposals a year, and assess them on a range of factors - many of which are beyond your control. Always accept declined sponsorship requests with good grace, as sponsors are sure to remember if you are rude. An organisation may discuss why your sponsorship request was unsuccessful, but never harass or intimidate the staff.
Sponsorship experts say unsuccessful sponsorship proposals are often related to:
Getting involved in a sponsorship agreement is a major undertaking, and any sponsorship offer should be carefully considered. Sponsorship is a legally binding agreement where your group provides prearranged benefits to the sponsor, in return for an agreed level of support (be it financial or 'in kind' support).
It is important that you negotiate a realistic and mutually beneficial sponsorship agreement, and clearly establish all obligations, conditions and benefits. While you can come to a verbal agreement on a sponsorship, it is far better to create some kind of written agreement. This minimises the chance of any misunderstandings or disagreements. The agreement can be in the form of a legal document, or written out in everyday language. Always remember that your agreement, either written or verbal, is a legal contract.
Consequently, either party can be sued for breach of contract if they fail to meet the obligations outlined in the sponsorship agreement. This is why it is vital to ensure that you can deliver on every promise made in the sponsorship agreement. If your group is unable to meet a sponsorship obligation, you should immediately inform your sponsor and relevant Waterwatch coordinator and negotiate a new or modified agreement.
At a minimum, the agreement should solidify your relationship, describe and detail the responsibilities of both parties and include some means for addressing any problems that may crop up.
At all times you are responsible for protecting the reputation of your group, and Waterwatch as a whole. You have a legal and ethical obligation to deliver on all promises made to your sponsor, or to negotiate with your sponsor if a problem arises.
You are responsible for ensuring that everyone within your group knows about and supports the sponsorship. Make sure you maximise your sponsorship opportunities by:
It is in your interests to establish a long-term relationship with your sponsor. This involves inviting your sponsor to attend your events and activities, and providing them with regular progress reports.
Be aware that the sponsorship market can be competitive, and that you may have to work hard to retain your sponsors. You should constantly be monitoring your sponsor's business and trying to make certain that your activities remain relevant to the sponsor. By doing this, you will put yourself in a good position for negotiating a new sponsorship agreement. When a sponsorship arrangement is being reviewed, demonstrating that you understand the sponsor's business and needs is vital.
Remember to keep your State and regional Waterwatch coordinators informed; provide them with details of new or renegotiated sponsorship agreements within a few working days. Provide information on the sponsor, the sponsor's business, the amount and type of the sponsorship, and any special conditions relating to the sponsorship (such as naming rights or exclusivity). Your coordinator may also be willing to get involved by reviewing sponsorship proposals or advising on sponsorship agreements.