Focus on what you can do for a potential sponsor rather than what they can give you

June 1, 2020

One of the biggest and most common mistakes in seeking sponsorship is to think only of your own needs and wants. But you should be focusing on the commercial benefit you can offer them and their target market.

Sponsorship is about the commercial benefit you can offer. There is no magic bullet that will motivate a sponsor to throw money at your deserving cause – unless you have thought out a win-win proposition. You need to package a combination of benefits that will provide them with value for money.

Sponsors aren’t holding their breath waiting for your approach. They are besieged by heaps of applicants seeking money. Therefore, the power in the relationship lies heavily in their hands, and you need to tailor the content of your proposal to suit the sponsor’s unique requirements.

You need to be able to offer a sponsor an avenue for them to reach out to their target market. In this sense you are a ‘middleman’ or conduit – a way for the sponsor to strengthen their connection to their target market.

Photo by Patrick Robert Doyle on Unsplash.

Kim Harrison

Kim J. Harrison has authored, edited, coordinated, produced and published the material in the articles and ebooks on this website. He brings his experience in professional communication and business management to provide helpful insights to readers around the world. As he has progressed through his wide-ranging career, his roles have included corporate affairs management; PR consulting; authoring many articles, books and ebooks; running a university PR course; and business management. Kim has received several international media relations awards and a website award. He has been quoted in The New York Times and various other news media, and has held elected positions with his State and National PR Institutes.

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Further Reading

Enhancing Sponsorship Proposals and Attracting Opportunities

I usually write articles for sponsorship seekers (my ebook on "How to win corporate sponsorship" is my second biggest seller), but most communicators act on behalf of sponsorship givers rather than seekers. In my own experience as a corporate affairs manager with...

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