Need Sponsorship? Our top tips will show you how! part II 13th September, 2010

Our last blog gave you some tips for sponsorship seekers and here are some more for you to take away with you!

Tip: Internal buy-in is key

There is only so much one individual can do to make the sponsor feel like a partner.  It is imperative that the whole organisation recognises and realises the benefit of sponsorship for the organisation and doesn’t look at it as a hassle or more work.  If you cannot get your team to work with you and your sponsor, you will be unable to provide one of the core objectives of the sponsorship – mutual benefits through partnership activity.

Tip: Look beyond logo placement

Sponsorship is about engaging an audience and creating a meaningful experience.  By understanding the sponsor’s objectives you can work together to create this.   I cannot stress this enough, sponsorship is not about putting your sponsors logo on your marketing.  It needs to go beyond logo placement to create brand engagement and touchpoints with the audience so the partnership resonates.  Only then will sponsorship be successful.

Tip: Understand your prospects

Tailored sponsorship proposals are the only option when you are looking to generate significant sponsorship funding.  Understanding your prospect’s business and budget timelines is key to building these relationships.  With so much information available, there should be no excuses for not doing your homework and really finding the value underlying the proposition.

Tip: Account management

Account management is the key to a successful and sustainable sponsor relationship.  Ideally, you should be looking to have long-term sponsors who continually fund your sponsorship proposals because they find value in their relationship and they enjoy the positive working relationship you provide.  Making your sponsor feel like a partner by involving them in every step of the way will enable stronger engagement by them with you and your sponsorship platform.

Tip: Get help

Sponsorship can be very complex and it is simply not about asking for funding because you have a great proposition.  When done properly, it will not only help to fund your activities, but will also create a meaningful relationship between your organisation, your sponsors and your audience – significantly adding value to your whole business.  Information on how to create sponsorship proposals or information on how to create sponsorship opportunities can be found online, through forums, blogs, and books.  Specialist sponsorship agencies like Slingshot Sponsorship can also provide training and consulting to help integrate a successful sponsorship department into your organisation.

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