Contents

                        Foreword by Karen Earl

                        Foreword by Steven Wood Schmader

                        How to Use This Book

                        Acknowledgments

                        Part 1 Planning

CHAPTER 1     Internal Planning

CHAPTER 2     Marketing Plan

CHAPTER 3     Implementing the Marketing Plan

                        Part 2 Sales

CHAPTER 4     Understand What You Have to Offer

CHAPTER 5     Creating a Hit List

CHAPTER 6     Creating the Offer

CHAPTER 7     Proposals

CHAPTER 8     Sales Process

CHAPTER 9     Special Considerations for Nonprofit Organizations

CHAPTER 10   Negotiation

                        Part 3 Servicing

CHAPTER 11   Sponsorship Planning and Management

CHAPTER 12   Leverage

CHAPTER 13   Sponsorship Measurement

CHAPTER 14   Renewals and Exits

                        Conclusion

                        Part 4 Appendices

APPENDIX 1   Glossary

APPENDIX 2   Resources

APPENDIX 3   Sponsorship Agreement Pro Forma

                        Index