The approach you need to make a winning sponsorship proposal

June 1, 2020

The secret to successful sponsorship proposals is to invest the time to get to know your prospects and what they want. You need to do your homework!

If you are seeking to land a major sponsorship, the odds are you will have to work hard to get it and provide good value for money to the sponsor. If you are not prepared to work hard with your preparation, then don’t waste your time! Easy money doesn’t come along even if you have a good cause. Sponsors want to get their hard-earned money’s worth. You need to put a convincing business case to them – and then honor your promises by providing them with good commercial value for their investment.

You need to develop a tailored sponsorship package for each individual prospect. This will get your foot in the door.

As a former corporate affairs manager, I used to get dozens of these standard offers every week. They wasted so much of my time because those sponsorship seekers had made no effort to find out what we actually wanted from our sponsorship commitments.

In essence, you are selling a marketing product and you have to show your value by knowing what your customer (sponsor) wants, work out what you can do to match their needs and develop a proposal that competes strongly with all of the other groups who are chasing sponsorship.

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.

Content Authenticity Statement. AI is not knowingly used in the writing or editing of any content, including images, in these newsletters, articles or ebooks. If AI-produced content is contained in any published form in future, this will be reported to readers.

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Further Reading

How you can use AI for your sponsorship proposals

Corporate sponsorship can be a valuable marketing tool for brands to strengthen their image, create greater brand awareness, connect with their target audience, and ultimately increase sales and revenue. On the other side of the fence, raising funds for worthwhile...

How to calculate sponsorship fees

Determining the sponsorship fee you seek for an event is quite a balancing act. The fee being asked is usually best termed the ‘investment,’ which sounds better to a prospect. It is a crucial factor in the success of a sponsored event and can be difficult to...


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