Ever had a dream or really big project you wanted to get off the ground, but just didn't have the budget to back it up? This month's newsletter is something special. It's a series of tips from a very special Canberra family who managed to fund their dream holiday through sponsorship.

Rachel Power and her family wanted to take a few months off and travel around Australia before her two young girls went to school. The only problem was funding the trip. Husband, Greg, a professional photographer, dreamed of taking photographs of rural Australia to document the family's journey. This was the inspiration that led them to develop a sponsorship package that has seen the likes of Canon Australia come on board as a major sponsor; Kimberley Discovery Cruises sponsor a 6-day cruise and Brindabella Airlines sponsor air tickets for the grandparents to visit them on their travels.

Unbelievable isn't it?! So, how did Rachel accomplish so much? The main lesson to remember is that with so many messages and forms of advertising bombarding the general public, businesses are looking for something different and unusual that will capture the public's interest. The Power family's Great Aussie Road Trip is attractive to sponsors because it provides an unusual way of communicating their brand message to their target audience. So, if you are thinking of doing something a little outside the square, here are Rachel's sponsorship seeker's tips:

• Give all the details to Candice and have it professionally written!! A proposal that is.  Start with the right documents and you will make a good impression from the beginning.  It doesn’t matter if you update these documents as you go – this gives you an excuse to re-connect with contacts.
• Make a list of what you need/would like and list the companies who MANUFACTURE those items
• Visit the websites of the companies you have listed.  Details will always be on the website for larger companies along with the usual sponsorship process (ie: submit an online form or email details to the correct sponsorship manager).  If there is no details on sponsorship call the head office number listed somewhere on the ‘contact us’ page and ask.
  Find the correct contact.  In most businesses it will be the marketing manager, some larger businesses will have a dedicated sponsorship section, others will use a professional PR Firm.
• NOTHING sells your opportunity like a personal phone call with the right person.  No one can sell your project like you can and don’t be afraid to be enthusiastic.  Make sure you get the person’s email address to send through further information – this is invaluable to updates like who else has just come on board as a sponsor.
• No isn’t always no – Read the responses you receive, an example of this is one business gave me a no with the grounds that I was just looking to subsidise my accommodation.  When we confirmed Canon as Title Sponsor for the event (I was suddenly taken seriously) I emailed my contacts back and immediately the no became a maybe – we are still working on a yes however this will come with a completed marketing plan.
• Visit relevant Trade shows or businesses in person. Again there is no substitute for the personal approach and people find it harder to say no after one sentence, giving you longer to convince them.
• Don’t be scared of a NO, sponsorship is not for all businesses.  You need to realise that and not take it personally when you get a no, move on to the next business until you get your yes.
• Don’t get sentimental about products and sponsors.  There is a huge element of luck in getting large businesses to sponsor you.  While it is great if you currently use their products and/or services you need to contact all businesses who provide that product or service.  It is better that you have to turn sponsors away rather than not have any at all.  Also the more you contact the better your chances of getting a yes!
• Offer as much in return as you can for sponsorship – the more value that is seen to be given to sponsor the more likely they are to sponsor you.  Think of all avenues possible, imagery, marketing, media, websites, access to personalities involved.  The biggest one they will all ask for will be CATEGORY EXCLUSIVITY – offer it upfront (ie: don’t sign competing businesses, bad for your sponsors and bad for you)
• BE FLEXIBLE – this is my biggest point.  You don’t know exactly what your sponsors require; you also don’t know exactly what they can offer you.  The more flexibility you display the better your chances of getting more from your sponsors than you ask for.
• Marketing plan – another very important document.  Sponsors will want to know the actual reach that their branding will have through your project.  If you are seeking large/expensive items you might like to consider getting media on board with in-kind sponsorship ie: they like your stories, you get the publicity for free the sponsors are then assured of media and marketing from the project. 
• In-kind vs Financial – while it is great to get money to help your project there is always specific items you will need.  Not all businesses can afford financial sponsorship and are more likely to be involved if all they have to do is provide a product.  Benefit of this is now you don’t need to purchase this product so the money you do have goes further. 

Sponsors so far:
Canon Australia
Kimberley Discovery Cruises
CanberraKids.com.au
TomTom GPS
Rhino Roof Racks
BYOkids.com.au
Brindabella Airlines

Potential (not yet confirmed however likely)
On the Road Magazine
Mix 106.3 (Canberra)
The Chronicle
ABC Radio
Stateline
Windsor Caravans
Outback NSW Tourism
Nelligen Tourism
Portable Boats Australia
Hide Away Safe Securities
Coleman Australia

We will be approaching suppliers of the following in the next few weeks:
Clothing and outdoor equipment
CAR
Van (potentially taken)
Media and marketing
Entertainment for the children (dvd player for the car, educational type games for car and wet days) Books etc.
Akubra Hats
4WD equipment including towing gear, safety gear etc.
Accommodation
Petrol
Food and sundries
Fishing equipment

We will follow Rachel's sponsorship quest with interest to see just how effective an innovative idea and a bit of determination can take you. If you'd like to ask Rachel a question about her trip, you can contact her at This e-mail address is being protected from spam bots, you need JavaScript enabled to view it