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Sponsorship Proposal How to Write a Proposal
2009
You should prepare a sponsorship proposal for each area or activity of your event for which you require funding. This comprehensive guide will allow you to achieve this goal.
Table of Contents:
1 PREPARE A BRIEF OUTLINE ABOUT THE EVENT: .................................................. 3 HISTORY OR BACKGROUND OF EVENT: .......................................................................... 3 EVENT AIMS AND OBJECTIVES: ..................................................................................... 3 WHO IS ORGANISING THE EVENT: .................................................................................. 4 STATEMENT ABOUT YOUR ORGANISATION’S RESOURCES: ................................................ 4 WHEN, WHERE AND TIME OF THE EVENT: ....................................................................... 5 WHAT ACTIVITIES WILL TAKE PLACE, WHO WILL PARTICIPATE? ....................................... 5 OUTLINE THE BENEFITS AND FEATURES THE SPONSOR WILL RECEIVE: ............................... 6 STATE REALISTIC BENEFITS TO SPONSORS, YOU HAVE TO BE ABLE TO DELIVER WHAT YOU PROMISE: ............................................................................................................................. 6 1.9 STATE WHETHER THEY ARE EXCLUSIVE SPONSORS FOR THAT AREA/ACTIVITY: ................... 7 1.10 LIST ALL FINANCIAL RESPONSIBILITIES OF THE SPONSOR: ............................................. 7 1.11 CLEARLY STATE WHAT YOU WANT FROM THE SPONSOR: .............................................. 8 1.12 SPONSORSHIP NEEDS TO BE MANAGED, THEREFORE MAKE SURE YOU HAVE THE PHYSICAL AND MATERIAL RESOURCES THAT YOU REQUIRE TO DO THIS: ..................................................... 8 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 2 WHAT CAN YOU OFFER A SPONSOR? ....................................................................... 9 HISTORY OR BACKGROUND OF EVENT: .......................................................................... 9 NAMING RIGHTS – AS A GENERAL RULE IF YOUR EVENT COSTS $20,000 TO STAGE, THEN NAMING RIGHTS FOR THE EVENT SHOULD BE WORTH $20,000: ................................................... 9 2.3 NETWORKING – THE OPPORTUNITY TO BUILD BUSINESS RELATIONSHIPS WITH GOVERNMENT AND OTHER CORPORATE IDENTITIES THROUGH INVITATIONS TO SPECIAL EVENTS: ...................... 10 2.4 AUDIENCE EXPOSURE – YOUR EVENT AUDIENCE IS A POTENTIAL ASSET TO YOUR SPONSORS: 10 2.5 MEDIA AND PUBLICITY OPPORTUNITIES – BUSINESS LOGOS AND NAMES ON PROMOTIONAL FLYERS, EVENT PROGRAM, POSTERS AND IN THE LOCAL NEWSPAPER: ....................................... 11 2.6 PRODUCT SAMPLING – ON SITE MERCHANDISING, GIVE-AWAYS, MAILING LISTS ETC: ........ 11 2.7 PROMOTION THROUGHOUT EVENT: ............................................................................. 12 2.8 DISPLAY THEIR PROMOTIONAL MATERIAL FOR THEIR BUSINESS AT THE EVENT: ............... 12 2.1 2.2 3 NEGOTIATING YOUR SPONSORSHIP DEAL ............................................................ 12 3.1 CONFIRM THAT THE SPONSOR IS A VIABLE AND REPUTABLE PROSPECT BEFORE ENTERING INTO SERIOUS NEGOTIATION: ............................................................................................... 13 3.2 WHENEVER POSSIBLE, NEGOTIATE IN PERSON WITH THE DECISION MAKER: ..................... 13 3.3 GO INTO THE NEGOTIATIONS KNOWING WHAT YOU AIM TO ACHIEVE AND WITH A STRATEGY OF HOW TO ACHIEVE IT. BE AWARE OF YOUR ‘BOTTOM-LINE’ AND DON’T AGREE TO ANYTHING LESS! 13 3.4 BE DIFFERENT, MAKE YOUR PRESENTATION MEMORABLE – S