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Sponsorship Proposal Guide

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					This is a guide that provides event organizers with information about how to prepare a
sponsorship proposal. This guide provides information about the event and how
sponsoring the event can benefit a company. Additionally, this guide provides tips on
how to properly negotiate the terms of a sponsorship agreement. This guide is useful
for event organizers that want to learn more information about how to prepare a
sponsorship proposal and attract sponsors to their event.
S


    Sponsorship
    Proposal
    -
    How to Write a
    Proposal
Table of Contents:
1      PREPARE A BRIEF OUTLINE ABOUT THE EVENT: .................................................. 3
    1.1  HISTORY OR BACKGROUND OF EVENT: .......................................................................... 3
    1.2  EVENT AIMS AND OBJECTIVES: ..................................................................................... 3
    1.3  WHO IS ORGANISING THE EVENT: .................................................................................. 4
    1.4  STATEMENT ABOUT YOUR ORGANISATION’S RESOURCES: ................................................ 4
    1.5  WHEN, WHERE AND TIME OF THE EVENT: ....................................................................... 5
    1.6  WHAT ACTIVITIES WILL TAKE PLACE, WHO WILL PARTICIPATE? ....................................... 5
    1.7  OUTLINE THE BENEFITS AND FEATURES THE SPONSOR WILL RECEIVE: ............................... 6
    1.8  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

2      WHAT CAN YOU OFFER A SPONSOR? ....................................................................... 9
    2.1  HISTORY OR BACKGROUND OF EVENT: .......................................................................... 9
    2.2  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
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 – SLIDES, VIDEO ETC, BUT
    REMEMBER YOU WON’T HAVE MUCH TIME, SO KEEP YOUR PRESENTATION SIMPLE AND TO THE
    POINT: 13
    3.5 ALWAYS FOCUS WRITTEN PROPOSALS AND PRESENTATION ON THE BENEFITS FOR THE
    SPONSOR: .......................................................................................................................... 13
    3.6 DETERMINE IN ADVANCE WHAT ADDITIONAL COMPONENTS YOU MAY BE ABLE TO OFFER IF
    REQUIRED TO CLINCH A SPONSORSHIP DEAL: ......................................................................... 13
    3.7 ALWAYS HAVE A CLEAN UNDERSTANDING OF THE CONCESSIONS THAT YOU CANNOT MAKE,
    THE EVENTS ORGANISING BODY MAY HAVE DECIDED THAT ‘NAMING RIGHT’ TO THE WHOLE EVENT
    IS NOT ACCEPTABLE: ........................................................................................................... 13
    3.8 REMEMBER WHEN NEGOTIATING THAT THE PRICE ALWAYS RELATES TO THE BENEFITS: .... 13
4      THE SPONSORSHIP AGREEMENT: ........................................................................... 13
5      HOW TO KEEP SPONSORS HAPPY: .......................................................................... 14
6      GRANTS ...................................................................................................................... 15
    6.1      WHEN APPLYING FOR GRANTS REMEMBER: .................................................................. 15

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   6.2       WHAT WILL FUNDING ORGANISATIONS WANT TO KNOW ABOUT YOUR EVENT? ................. 15


1 Outline about the Event:


1.1      History/ background of event:

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1.2      Objectives:

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1.3      Organizers:

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1.4      Resource Statement:
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1.5      Location, Date, and Time of the Event:

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1.6      Activity and Participators:

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1.7      The benefits and features the sponsor will receive:

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1.8      State realistic benefits to sponsors, you have to be able to deliver what you promise:

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1.9      State whether they are exclusive sponsors for that area/activity:

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1.10 List all financial responsibilities of the sponsor:

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1.11 Clearly state what you want from the sponsor:

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1.12 Sponsorship needs to be managed (required physical and material resources that you
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2 What can you Offer a Sponsor?


2.1      History or background of event:

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2.2      Naming rights:

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2.3      Networking:

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2.4      Audience exposure:

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2.5      Media and publicity opportunities:

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2.6      Product sampling:
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2.7      Promotion throughout event:

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2.8      Display Location:

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3 Negotiating your Sponsorship Deal


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       Confirm that the sponsor is a viable and reputable prospect before entering into
        serious negotiation:


       Whenever possible, negotiate in person with the decision maker:

       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!


       Be different, make your presentation memorable – slides, video etc, but remember
        you won’t have much time, so keep your presentation simple and to the point:



       Always focus written proposals and presentation on the benefits for the sponsor:



       Determine in advance what additional components you may be able to offer if
        required to clinch a sponsorship deal:


       Always have a clean understanding of the concessions that you cannot make, the
        events organising body may have decided that ‘Naming Right’ to the whole event is
        not acceptable:


       Remember when negotiating that the price always relates to the benefits:




4 The Sponsorship Agreement:
A sponsorship agreement is a document, such as a letter, which confirms the details of the sponsored
event or activity and stating the conditions agreed to by both parties.
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Remember to include:
       Description of the event

       What is being sponsored

       Benefits to be gained by the sponsored organisation

       Benefits to be gained by the sponsor

       How the sponsorship agreement will be administrated

       Insurance if relevant

       The period of sponsorship

       Method of payment

       If you are negotiating large amounts of funding, it would be beneficial to seek legal
        advice regarding consequences of non-performance, resolving dispute and if
        necessary conditions for termination of the contract




5 How to Keep Sponsors Happy:

           Always deliver what you promise



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           Once you have the money don’t forget about your sponsors, continue the communications
            with regular briefings

           Provide them with complimentary tickets to the event

           Present all event sponsors with publicity material, such as, programs, posters etc. These can
            be displayed, showing their support for the event

           Provide certificates of appreciation


           Send them a letter thanking them for their support and involvement

           Send them a post-summary of the event and include press clippings etc




6 Grants

6.1 When applying for grants remember:
                 Timing is crucial, most applications need to be planned and submitted up to six months in
                  advance

                 Check closing dates


                 Make sure you have a clear understanding that the aims and objectives are compatible
                  with the funding organisations

                 Don’t be afraid to ask for help from the particular funding organisation in putting your
                  application together


                 Propose a realistic event budget




6.2 What will funding organisations want to know about your event?


                 How much will the event cost?

                 How much funding do you already have?

                 Is the event receiving other grants funding?

                 They will also require a draft budget.

                 Is the event being organised by an incorporated body?


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                 Are you a non-profit or charitable organisation, company or individual?

                 A brief history of the event.

                 When and where it is to be held.

                 Who will co-ordinate the event, and event Manager or community committee or both?

                 What are the events aims and objectives? Are they compliable with the grant guidelines?

                 What will be the long term benefits of the event?

                 How will the event be marketed and promoted?




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Description: This is a guide that provides event organizers with information about how to prepare a sponsorship proposal. This guide provides information about the event and how sponsoring the event can benefit a company. Additionally, this guide provides tips on how to properly negotiate the terms of a sponsorship agreement. This guide is useful for event organizers that want to learn more information about how to prepare a sponsorship proposal and attract sponsors to their event.
This document is also part of a package Sponsorship Toolkit 5 Documents Included