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

01 Jun, 2020 Sponsorship

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.

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Photo by Patrick Robert Doyle on Unsplash.

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About the author Kim Harrison

Kim Harrison loves sharing actionable ideas and information about professional communication and business management. He has wide experience as a corporate affairs manager, consultant, author, lecturer, and CEO of a non-profit organization. Kim is a Fellow and former national board member of the Public Relations Institute of Australia, and he ran his State’s professional development program for 7 years, helping many practitioners to strengthen their communication skills. People from 115 countries benefit from the practical knowledge shared in his monthly newsletter and in the eBooks available from cuttingedgepr.com.

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