This unit applies in any industry context where sponsorship is sought to support business or community activity. Sponsorship may relate to a one-off activity, such as an event, or to ongoing operations, such as sponsorship of a particular service.

The unit has particular relevance in the cultural, community, hospitality, sporting and tourism sectors. It requires sound knowledge of sponsorship opportunities and protocols in a given industry context, as well as a range of advanced communication, negotiation and management skills. This role is undertaken by individuals working autonomously, in consultation with colleagues and sometimes under the overall guidance of event organising committees.

Nil

ELEMENT

PERFORMANCE CRITERIA

1

Determine sponsorship requirements and opportunities.

1.1

Identify sponsorship requirements in consultation with appropriate colleagues.

1.2

Develop targets for sponsorship based on financial parameters of the activity.

1.3

Identify items, activities or projects to be sponsored based on potential sponsor appeal and the needs of the organisation.

1.4

Identify potential sponsors according to nature of the activity and previous approaches.

2

Source sponsorship.

2.1

Develop sponsorship materials in a clear, concise and professional format to include a full breakdown of costs and benefits and other relevant sponsor information.

2.2

Distribute and present sponsorship materials according to agreed targets and after appropriate approvals.

2.3

Undertake follow-up promotion and negotiation with potential sponsors.

2.4

Discuss and negotiate additional opportunities with the sponsor where appropriate.

2.5

Make written contracts or agreements with the sponsor to include full details of commitments made by both parties.

3

Service sponsors.

3.1

Brief colleagues on details of sponsorship arrangements.

3.2

Organise activities according to sponsorship agreement ensuring all agreements made are honoured.

3.3

Monitor and evaluate activities and make adjustments accordingly.

3.4

Provide and request feedback to and from the sponsor.

3.5

Identify and action opportunities to enhance value of involvement for sponsors and benefits for the organisation.

3.6

Maintain and distribute accurate and current sponsorshipdocumentation throughout the process.

3.7

Liaise and follow up with sponsor in a timely fashion, initiating future cooperative approaches where appropriate.

This section describes the essential skills and knowledge and their level, required for this unit.

The following skills must be assessed as part of this unit:

literacy skills to develop sponsorship materials and agreements expressing complex business ideas and proposals

numeracy skills to evaluate budgets and interrogate or use a range of financial data to inform sponsorship activities

negotiation and communication skills to undertake sponsor liaison and management.

The following knowledge must be assessed as part of this unit:

sponsorship protocols in relation to making contact, nature of proposals, involvement of sponsor in activities and reporting expectations

features and formats for sponsorship proposals and packages in the relevant industry context

features of sponsorship contracts and agreements

potential sponsorship contacts and sources of finance in the relevant industry context.

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, the range statement and the Assessment Guidelines for this Training Package.

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

development of clear, concise and professional sponsorship proposals

comprehensive knowledge of practices and protocols in relation to accessing sponsorship opportunities

application of effective communication and negotiation skills in the context of sponsorship management

demonstration of skills by obtaining and managing sponsorship for at least one activity, project or event.

Context of and specific resources for assessment

Assessment must ensure:

adequate timeframes for the activity so that implementation, monitoring and follow-up activities can be assessed

involvement of potential and actual sponsors to allow the communication and negotiation aspect of obtaining and managing sponsorship to be assessed

use of current technology to design effective sponsorship proposals.

Methods of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

project to initiate and manage sponsorship activities

case studies to assess knowledge of sponsorship practices and protocols for a range of activities and events

review of portfolios of evidence and third-party workplace reports of on-the-job performance by the candidate.

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.

Assessing employability skills

Employability skills are integral to effective performance in the workplace and are broadly consistent across industry sectors. How these skills are applied varies between occupations and qualifications due to the different work functions and contexts.

Employability skills embedded in this unit should be assessed holistically with other relevant units that make up the skill set or qualification and in the context of the job role.

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording in the performance criteria is detailed below.

Appropriate colleagues may include:

management

event organisers

customers

management committees

funding bodies.

Items, activities or projects to be sponsored may include:

overall event or activity sponsorship

physical items, such as satchels

meals

travel

permanent or temporary exhibitions

entertainment

sporting components

speaker sessions

social events

ongoing organisation activities, such as an annual publication

one-off promotional activities or projects.

Potential sponsors may include:

individuals

private companies

government agencies

industry organisations or professional associations

educational institutions

community organisations

investors

existing sponsors.

Sponsorship materials may include:

electronic presentations

printed promotional material.

Sponsorship documentation may include:

financial records

activity reports or schedules

attendance figures

feedback documentation

contracts.

Sector

Cross-Sector

Finance

The required outcomes described in this unit of competency contain applicable facets of employability skills. The Employability Skills Summary of the qualification in which this unit is packaged will assist in identifying employability skills requirements.