Four Quick Tips For Getting Event Sponsorship.

Many events rely on sponsorship to allow the event to happen but attracting
sponsors is not always easy. Potential sponsors are generally inundated with
requests and unless very well presented, most sponsorship proposals will not be
graced with a second glance.

While many organizations have a sponsorship budget, unless you present your
sponsorship proposal as a concise business document that stands out from the
rest and is clearly aligned with the company’s business objectives, you may find
that your event is short on funds.

Following are a few tips (or gentle reminders) to help you put together
sponsorship proposals that get results.

1.
Research your potential sponsor.
A surprising number of sponsorship requests have nothing to do with a
prospective sponsor’s business. Rather than a form of corporate generosity,
sponsorship is viewed as an effective marketing and communication tool and a
prospective sponsor will expect certain returns such as increased sales and
positive awareness amongst a target audience.

By thoroughly researching your potential sponsors, you will have a solid basis
for pitching your proposal. Your key message should state how your event can
help build the company’s brand and help achieve their business objectives.

2.
Know the timelines for application.
Nothing impresses a prospective sponsor less than receiving a proposal thirty
days before an event date. With little time to implement, the sponsor knows that
the company’s benefits will be minimal and it indicates a lack of preparedness.
Before submitting a proposal, know the company’s timeline for application. Many
companies will plan and budget for sponsorships on an annual basis and will have
little room left for ad hoc requests outside of this window.

3.
Don’t overvalue your sponsorship.
Shop around and place a competitive price on the value of your sponsorship.
Recognize that while many businesses may be interested in your proposal, they
may want to place their own value on the sponsorship. Set parameters within your
proposal but be open to negotiation and different sponsorship policies such as
“in kind” product or resource donation versus cash sponsorship.

4.
Communicate with your sponsors.
If you are hoping to maintain your sponsor relationships into a subsequent year,
be sure to follow up with post-event reports and thank-you letters. Let your
sponsor know that you delivered on the sponsorship criteria and relate the
success of your event to the sponsor’s business objectives. The simple act of
communicating goes a long way. Regardless, keep in mind that your sponsor’s
business and marketing objectives change from year to year and despite the best
delivery and follow up, your event may not continue to align with their goals.

Please feel free to contact us if you have any
questions or comments about this article.

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