e-Communiqué

August/September 2007

Published exclusively for members of ACCED-I

Many events rely on sponsorship to allow the event to happen but attracting sponsors is not always easy. Potential sponsors are generally inundated with requests and unless very well presented, most sponsorship proposals will not be graced with a second glance.

While many organizations have a sponsorship budget, unless you present your sponsorship proposal as a concise business document that stands out from the rest and is clearly aligned with the company’s business objectives, you may find that your event is short on funds.

Following are a few tips (or gentle reminders) to help you put together sponsorship proposals that get results.

Research your potential sponsor
A surprising number of sponsorship requests have nothing to do with a prospective sponsor’s business. Rather than a form of corporate generosity, sponsorship is viewed as an effective marketing and communication tool and a prospective sponsor will expect certain returns such as increased sales and positive awareness amongst a target audience.

By thoroughly researching your potential sponsors, you will have a solid basis for pitching your proposal. Your key message should state how your event can help build the company’s brand and help achieve their business objectives.

Know the timelines for application
Nothing impresses a prospective sponsor less than receiving a proposal thirty days before an event date. With little time to implement, the sponsor knows that the company’s benefits will be minimal and it indicates a lack of preparedness. Before submitting a proposal, know the company’s timeline for application. Many companies will plan and budget for sponsorships on an annual basis and will have little room left for ad hoc requests outside of this window.

Don’t overvalue your sponsorship
Shop around and place a competitive price on the value of your sponsorship. Recognize that while many businesses may be interested in your proposal, they may want to place their own value on the sponsorship. Set parameters within your proposal but be open to negotiation and different sponsorship policies such as “in kind” product or resource donation versus cash sponsorship.

Communicate with your sponsors
If you are hoping to maintain your sponsor relationships into a subsequent year, be sure to follow up with post-event reports and thank-you letters. Let your sponsor know that you delivered on the sponsorship criteria and relate the success of your event to the sponsor’s business objectives. The simple act of communicating goes a long way. Regardless, keep in mind that your sponsor’s business and marketing objectives change from year to year and despite the best delivery and follow up, your event may not continue to align with their goals.

ePly is an online event registration service for event planners needing online forms and tools to manage data for conferences, meetings and other events. Contact the founder, Jim Romanik with your questions about online event registration at jim.romanik@eply.com or 1-800-507-3759 ext 908.