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The company you work for is planning to have a major event, and you’re in the marketing group, assigned with the specific tasks of finding suitable sponsors for your event. It seems like a cinch find potential sponsors call them up give a sales pitch and you’re done. Problem is each company you called asked you for a sponsorship proposal. You sit there, brainstorming on a plan but have no idea how it should look like.
The good thing about this is that you’re not alone. A number of people and organizations may have heard of sponsorship but never thought of the process involved in acquiring a sponsor. The reason for such is that sponsorship although now being adapted by numerous companies has no specific document specification.
The good thing is that like every other proposal plan, a similar format can be used in proposing sponsorships. There is no perfect proposal layout, but the format below targets the two main targets that every sponsorship proposal should aim at avoiding rejection and securing a meeting with potential sponsors.
Before writing your proposal plan, key points such as the type and number of sponsors should be established. These points are important considerations since they will be part of your physical pitch in order to lure your potential sponsors
The executive summary should be located at the beginning of the sponsorship proposal. This will provide your target sponsor a brief but informative description about the event your organization will be holding. The opportunities, benefits and gains should be included as well as the deadline for the sponsors decision and their investment. Keep this summary simple and easy to understand. Write this section last, even thought it is the first thing that a potential sponsor will see. When you write it last, you are sure to hit the major points that you clarified in the proposal.
Like every introduction, provide the necessary information your sponsors would want to know. This includes details about your organization and the upcoming event. Basically provide a background that will let the sponsor know the nature of the organization the reason for holding a major event any relevant and important that help in garnering a positive response from sponsor prospects.
In the introduction, though the event is mentioned, it is not broken down detail by detail. It is rather in this section of your sponsorship proposal that you give a comprehensive insight to every detail the upcoming event has. Such points may include the day, date and time the venue of the event target market or patrons what should be achieved in the event and the reason behind each.
Any information about similar and/or past events that the organization has had can be included. This provides the sponsor prospects to see the pattern of how the events went and if it would be ideal for them to support it.
Simply put, this area of the proposal is a break down of what you want your sponsor to support. This is your organizations request for the sponsors resources which may be their service, cash, prizes, products, promotions/advertising, or expertise. It is vital to include a price in this part.
Taking account of the actual and realistic costs will give the sponsor the idea that your organization is ready to make such a commitment. Also make sure that the benefits you propose to offer the sponsor prospects corresponds to the amount or level of support your organization is asking from them.
This can be broken down into different sponsorship levels with different benefits at each level. This gives a sponsor an opportunity to choose at which level they can support your event.
This part of the sponsorship plan should be an outline of all benefits and opportunities that the sponsors will gain from supporting the event. Benefits specified should involve tangible and intangible gains. This section is the “What’s in it for me” section. You want to outline how it benefits them to be involved. When you have selected your sponsors in alignment with who you are targeting for the event, then you have the ability to align these benefits.
Quantifying the benefits is also encouraged to give the sponsors a bracket of measurement that they can refer to when considering their decision.
Usually, a proposal for sponsorship should not exceed two weeks. A deadline with a mean amount of ten days lets the sponsor prospects see that your organization is willing to wait a span of time that is reasonable for sponsor consideration. At the same time, it is also a message that sends out a time constraint so that the prospects can give it the proper attention.
This area should be clearly stated so that a timeline can be established. Also so that other scheduled activities, such as setting up a meeting and further presentation, can be followed through on time.
As with every proposal, this part should be a page of reference or sources that were used in stating facts and statistics that support the proposal. This area also includes relevant tables, charts, budget lists, background sources and the like that should help in the enhancement of the sponsorship proposal.
Donna Price is a strategist, working with entrepreneurs to increase profits using the 7 Profitability Accelerators. Create your system for success.