If you’re working with a sponsorship consultant or not, you can find a sponsor for your event. It’s possible that your target sponsor(s) will receive sponsorship proposals from dozens of individuals like you. So approach the sponsorship process from the corporations point of view. If you were the company with a budget and you know that you have to make your sponsorship dollars count then you are going to choose projects you think will provide the best return on investment (ROI). That return is either going to be in customer value, acquiring new customers and creating an experience that audience will relate to you as a sponsor of an event.
Be mindful and think through the benefits you will be offer your sponsor and how you can enhance them to make your event more attractive. You really want them as a sponsor so how do you make your proposal attractive enough so the odds are stacked in your favor? Remember put yourself in their place and think about what would matter to you if you were contacted about being a part of an event. Ask yourself what’s in it for me? Because that’s what they are asking as well.
I’m assuming you are reading this because you want to crack the code to getting your projects off the ground and you believe partnering with a corporate sponsor is the way to go, so Invest quality time on creating benefits that will make you stand out from others seeking sponsorship from the same company that you are. This can apply to any type of project, be it softball sponsorship, or festival sponsorship.
If you implement what you are about to learn here, you will move away from:
(a) The anxiety of whether or not your concert, tour, or seminar is going to happen because your proposal wasn’t considered
And you could move to a place of
(b) Confidence that your proposal will be considered because of the great benefits you’ve included.
Here ‘s a list of benefits you can offer to deliver for your sponsors:
- Print Benefits - At a live concert or event such as a seminar it could be a program, brochure or welcome packet with their logo and or name printed on it, or a postcard mailed also with a sponsors logo.
- Web/Online Benefits – Videos online, Logos online, sweepstakes promotions, social media promos
- Event Benefits – Signage, or VIP dinners or special areas hosted by sponsor, stage time to speak to the audience
- Experience Benefits – These can be either live or online.
- Comp/Hospitality Benefits – This is free stuff a sponsor may get. Ex. Free tickets a show, hotel stay or dinner, etc.
- Media Benefits – Television and Radio Interview, Mention in television and radio ads, Logo on print advertising
This is a check list of the benefits you could offer your sponsor if they came on board and participated in your event. And whether you’re working with sponsorship consultants or going it alone, keep the above checklist in mind. Remember, it’s not about the benefits you can offer them now, it’s about the benefits you could offer them if they became a sponsor. After you determine what benefits you can offer then we’ll be able to look at some other components of the sponsorship process such as the proposal in full, the structure for determining the amount of money to ask for, and whether or not we should use a sponsorship contract template.