How to Seek Sponsorships

Getting your business venture, project, or event sponsored by a major company can result in greater exposure and an increase in opportunities for you. However, to partner with a company, you’ll need to make a compelling argument for their involvement in your project. Here are steps to creating professional and effective sponsorship packets.

Part 1: Identifying Potential Sponsors

Step 1: Look for Companies That Sponsor Similar Events

• Research Similar Events: Identify events or activities similar to yours and note their sponsors. For example:
  • Athletic events might look to Nike, Adidas, or Livestrong.
  • Music events could consider local radio stations or music publications.
  • Food events might target Gourmet magazine or the Food Network.

Step 2: Create a List of Potential Sponsors

• List of Actual Potential Sponsors: Include companies that:
  • Have sponsored similar ideas.
  • You have a personal connection with.
  • Have sponsored your events in the past.

Step 3: Research Each Company or Person

• Gather Background Information: Understand why it would benefit them to sponsor your event. Learn about their demographics, business model, and goals.

Step 4: Anticipate the Needs of Each Sponsor

• Understand Their Interests: Develop a pitch that aligns with their business model and customer base.
• Leverage Competition: Mention if a competitor has already pledged support to encourage their involvement.

Part 2: Creating a Sponsorship Packet

Step 1: Write an Executive Summary

• Detailed Mission Statement: Explain what a sponsorship will fund, why you seek sponsorships, and how it will benefit them.
• Personalized Note: Tailor your executive summary to each sponsor to show you’ve done your homework.

Step 2: List Sponsorship Levels

• Outline Your Budget: Define different sponsorship levels and what you’re asking for at each level.
• Benefits to Sponsor: Explain the promotional opportunities and press coverage they will receive.

Step 3: Provide a Call to Action

• Specific Task: Include a form or your contact information for them to take the next step.
• Keep It Simple: Make it easy for them to respond positively.

Step 4: Cut to the Chase

• Concise Communication: Keep your proposal short and to the point. Outline the benefits and end it quickly.

Part 3: Sending out Packets

Step 1: Avoid the Scattergun Approach

• Targeted Outreach: Send packets only to companies you genuinely think will work with your venture.

Step 2: Personalize Each Packet

• Individualized Packets: Personalize every email and packet you send out. Avoid generic broadcasts.

Step 3: Follow Up with a Phone Call

• Prompt Follow-Up: Call the recipients a few days after sending your packets to ask if they have received your request and if they have any questions.

Step 4: Customize Your Approach to Each Sponsor

• Tailored Treatment: Differentiate your approach based on their contribution level. Offer more substantial perks and publicity to higher contributors.

By following these steps, you can create compelling sponsorship proposals that attract the attention and support of potential sponsors, ultimately leading to successful partnerships.