How to Write a Sponsorship Proposal
How to Write a Sponsorship Proposal
What do you do if you want to build a high profile company that does not normally generate enough revenue from selling products or services? They find sponsors and offer them a mutually beneficial arrangement. Most sponsorship deals are essentially marketing deals. One party offers material support and the other offers a marketing service. The best way to find a mutually beneficial sponsorship deal is to describe what you can do in a business proposal for each other.
You are familiar with your area of expertise and what your company offers, but you may not be familiar with drafting. Do not worry about it. Creating a sponsorship business proposal is not as intimidating as it sounds. Just imagine, describe your market, outline your needs, and make it clear to potential sponsors that you and your business deserve their support. Does not sound that hard, right? And you do not have to start with a blank page on your computer. If you use pre-written topics and review examples of similar proposals, you can take a big step toward completing your own effective proposal.
It does not matter what you are looking for a sponsor for (a sports team, an educational program, an expedition, etc.). The general structure of a sponsorship proposal remains the same.
Inexperienced authors of proposals often make the mistake of writing too much about themselves and not focusing enough on the company they require support from. You do not want that. Ask for sponsorship support or talk to your organization. This is just part of the challenge you have to face. A sponsorship proposal is a document designed to convince another party to provide you with money or material support. To be successful, you need to win the trust of decision makers and make them realize that you can effectively present their products or services in ways that provide them with the value they provide in sponsorship support.
In today’s competitive environment you have to show more than just that you have a worthy endeavor. There is a possibility that you will not find any companies willing to sponsor or finance sponsors without being tied to terms or expect anything in return. Put yourself in the role of a sponsor and understand sponsorship as a marketing strategy for the sponsor. Your suggestion will be more convincing if you describe all the benefits you can offer the sponsoring organization.
To describe these benefits, you would include topics such as constituency, market and target audience, demographics, etc. You can combine this with a marketing plan and opportunities and benefits pages to show how the sponsoring company would benefit from your support. Not only do you want to showcase your organization and describe what you have to offer, but also explain how beneficial the relationship will be to the sponsor.
The first step in preparing your offer should be to gather information about the prospective sponsoring company so that you can present an offer tailored to that sponsor. Yes, this research may require additional work, but this work increases the likelihood that your proposal will be accepted. They are in the process of winning. Well-established organizations that offer sponsorships usually already have a culture, strategy and rules. If you know how they work and what kind of efforts they support, you can tailor your request and marketing plan accordingly. Try to find suitable demographics and markets.
After collecting data about your potential sponsor, you can write your proposal. Most sponsorship proposals have a similar structure: first you are introduced, then a summary of the project for which you are applying for sponsorship, followed by the benefits that you have to offer in exchange for the sponsorships. The proposal should be completed with meaningful information about your organization, such as: Your background, relevant experience, credentials and abilities, core values, mission statement, etc.
For the introductory section, start with a cover letter and a title page. Simply write a personal introduction to the cover letter, provide your organization’s contact information and submit your sponsorship request. The front page is just that: a page with a title that presents your tailor-made offer and sends a clear message about the company you are looking for sponsorship for. Some examples include: “Increase visibility locally by sponsoring derby days,” “Freemont Youth Club needs your support,” or “Reach more of your demographics by sponsoring our team.”
Add topic pages after your cover letter and cover page to describe which company you’re sponsoring, what support is needed, and why. Here you can add topics such as a summary, a needs analysis, goals and goals, a sponsorship page, and more.
After your concerns have been addressed, add pages to demonstrate your understanding of the organization from which you request sponsorship. Describe the benefits you would receive for your support by using pages with titles such as Benefits, Community, Demographics, Market and Audience, Marketing Plan, and more.
Provide details of all ways in which the sponsor is promoted: posters, magazines, TV spots, radio spots, flyers, logos on team equipment, etc. Tell the sponsor how many people know about this sponsorship and how useful it is as a marketing campaign. Emphasize that you manage all the details (an added benefit that the sponsoring company does not have to spend on resources).
After the sections describing the company and the benefits to the potential sponsor, it’s your turn. The next section should be about building trust in your organization. It covers topics such as resource use, supporters, partnerships, focus, vision, principles, mission statement, qualifications, skills, awards and achievements, and more. In other words, specify everything you need to convince the potential sponsor that you are trusted, that you have the resources you need, and that your core values and demographics match. Finish the process with a call to action by asking for funding or other assistance or requesting a meeting for further discussion.
If you’re the party that wants to offer a sponsorship deal, just flip the information around. Supply structure, marketing, demographics, etc. are still the same. All you do is complete the deal from the sponsor.
After writing everything, you can concentrate on making your proposal visually appealing by adding colors and graphics. Integrate the logo of your company. Use a matching title page. Consider using colored margins and choosing custom bullets and fonts that match the style of your organization.
If you believe that your proposal is complete, read all pages carefully and check the spelling. You should consult someone who is unfamiliar with your proposal to provide the final proof, as it is often the case that mistakes in your own work are overlooked.
Finally, save your suggestion as a PDF file or print it out. Then deliver it to the potential sponsor. The best shipping method depends on your relationship with the potential sponsor. Would you prefer a PDF file attached to an e-mail? Or would you be more impressed with a printed, handmade offer? The latter could prove that you appreciate the relationship enough to make additional personal efforts.
As you can see, the content of a sponsorship proposal varies according to the company and the organizations involved. However, all sponsorship proposals have a similar format and structure, and you will find all the ready-made topics you need in a proposal package. The topic pages or templates contain explanations and examples of the information you should include on these pages. They provide instructions for writing and formatting the content for the sections of your sponsorship proposal. A good package of materials also includes sample sponsorship suggestions that will give you great ideas and get you started quickly in creating your own winning proposal.