Sponsorship is a business deal between two parties where both parties benefit from the arrangement. It is an agreement or contract with terms that are quite specific. Value must be given by both sides.
It is no longer acceptable for any club or organisation to approach a company and ask for something without something being given in return. If you try that approach you will very quickly be shown the door.
There are hundreds of groups or individuals searching for sponsorship monies at any one time, so there are an incredible variety of sponsorship requests for potential sponsors to consider. Your chances of securing sponsorship will be much better if your proposal is prepared and presented in a professional manner.
Generally a club will be seeking funding, equipment or specific goods and resources. In return, the sponsor will expect to obtain company or brand name exposure which enhances their name and encourages people to buy their products.
Often the money spent on sponsorship comes from the advertising or public relations budget so be prepared to argue that $1000 spent putting a company logo on your jumpers is a better investment than money spent on an advertisement in the local paper, on radio or on television.
The Ground Work
Before launching a sponsorship drive, it's wise to gather all club members to discuss what direction should be taken. This has two benefits. First, it gets all the club involved in the sponsorship drive. And secondly, it gives officials an opportunity to explain why the money is needed at all.
For officials, this is a valuable sounding board. Members should be encouraged to ask as many questions as they like - after all, that's what the potential sponsors will do. If you fail to convince your own members, you will stand no hope when confronted by a potential sponsor.
Then split the meeting into small groups for some brainstorming. Ask them to come up with broad brush ideas, looking at the big picture, rather than wasting time on how the nuts and bolts are going to be put together. Make sure members are aware of the following key points before they go into groups:
Consider the direct sales of the sponsor's products to members; promotional material that can bear the sponsor's name - club programs, entry foms; the value of signage at the club or on club facilities; the value of guaranteed media coverage. All of these things can be priced with some accuracy.
Preparing a Sponsorship Proposal
Whether your proposal is:
The first thing you should do is find out who to send your proposal to (make sure you spell the name and address correctly). Make an appointment to "sell" your proposal in person.
Find out the company's sponsorship criteria - what they want out of a sponsorship relationship - and when they do budgets and allocate sponsorship dollars.
Once all the preparation has been completed, make sure the proposal contains the following information:
Plus other relevant information such as annual reports, financial statements, booklets, demographic figures on your prospective audience, press coverage, etc.
The order of your presentation is critical. Some companies want to see the proposal first, then examine the detail. Others like to build up to what is being proposed. Find out before you put your information together by contacting the potential sponsor.
Presenting a Sponsorship Proposal
Always type your proposal and take care with the layout.
Be accurate and precise with your information - companies do not want to spend hours reading your proposal to try to find out what you are asking for and what you are offering. Many "obvious" companies are receiving at least six proposals per week.
Be well prepared when making your presentation. Have relevant supplementary information to support your proposal.
Remember, you must present your proposal well in advance, bearing in mind that businesses budget for sponsorship grants on an annual basis.
Securing the Sponsorship
You have now done your "homework" and all the preparation. However your proposal may still be turned down. Be realistic, there is a lot of competition for the sponsorship dollar and another organization may be a better match with that particular company's image. Through perseverance you will be successful.
Be sure to write to each sponsor who refuses, thanking them for their time, they may be worth a try for another occasion.
At last, you secure the sponsor. Do not blow it.
LOOK AFTER YOUR SPONSOR. Make sure you have delegated a person from your club to look after the sponsor, keep them up-to-date, invite them to events, functions etc. Keep a file of all newspaper references to show them. They may decide to stay with you and continue sponsoring your club in other areas.
Remember sponsorship is a business deal and the company wants to get value for its investment. Continually look for further avenues to promote your sponsor. Always remember the thank you's and the personal invitations to special events, the memorabilia, photographs and media coverage.
30 ideas for servicing your sponsor and winning that sponsorship
1. Be realistic
in your offer to the sponsor. Do what you promise to do.
2. In your thank you letter, write down what you agree to do. Make sure
it's done.
3. Your sponsor is in business. Help the business to be successful, especially
if you want sponsorship for years to come.
4. Servicing your sponsor - try these ideas: