TEN TIPS FOR CREATING GREAT SPONSORSHIP PROPOSALS
1. What’s in it for me?
Think benefits throughout the proposal. You might be very proud of your accomplishments (and these need to be included in the document), but ultimately the recipient needs to quickly see what they get from sponsoring your sport or event.
2. Grab attention
Many potential sponsors will receive literally hundreds of proposals each month, so getting their attention quickly is key before you are issued with the polite ‘Thanks, but no thanks letter.’ State the benefits for the sponsor early in the document – perhaps even highlight a few in your initial email or covering letter.
3. Looking good
Take some time (and perhaps spend a little money) to get your proposal well designed. There’s lots you can do to create professional looking proposals in Powerpoint, but it’s worth getting someone with some design flair to help. Whilst it’s tempting to fill your proposal with lots of words about your sport or event, you want it to be read --- so think ‘less is more’.
4. Imagery
Strong imagery makes a massive difference to the quality of any presentation. Use websites like fotolia, istock and getty images to source incredibly high quality, royalty free, affordable photography for your proposals, along with the images you have internally.
5. Do your research
Take the time to find out about the potential sponsor and tailor your approach rather than just sending out lots of standard proposals. If you can show that you understand their target audience, products and plans for the future you are far more likely to get their attention. Much of this information can be found via the internet and a few Google searches. Use sites like LinkedIn to find out more about the interests and background of the individual you are approaching too.
6. What’s on offer?
Think more broadly about the properties you are offering with the sponsorship. Companies may be looking for very different elements so make it clear that you can be flexible in the packages you create – it’s definitely not a case of one size fits all.
Along with title rights, branding and signage, benefits might include hospitality; competition prizes; public appearances from athletes; expert copy and content; video footage; training plans; access to VIPs / MPs; access to your members and fans; potential to develop joint initiatives.
7. Your USPs
With companies getting so many approaches from sports and teams, think about what you offer that sets you apart from the competition and shout about this in your proposal. Be sure you are very familiar with the demographics of your participants, members and fans.
8. Think new media
As the likes of Facebook, Twitter, blogs and YouTube become an ever important part of the marketing toolkit for brands, take some time to think about what you could provide to enhance this area. It might be that your athletes on Twitter will mention sponsor support; you’ll provide video interviews with athletes for Facebook and YouTube, or regular blogs from experts and sports stars involved in major events.
9. Media partnerships
Think about what else you bring to the party. Can you negotiate a media relationship with a relevant publication to offer some guaranteed coverage to potential sponsors?
10. Testimonials
If you’ve had sponsors before, include a quotation from them to say how valuable they found it to be and how good you were to work, this can be very powerful.
GOOD LUCK!