Top 5 Tips To Ensure Your Next Sponsorship Proposal Doesn’t End Up In The Trash 21st August, 2017

Far too many people fail to realise how crucial a sponsorship proposal is.  They are hoping that the reader can decipher the value through your iPhone photos arranged into a poorly formatted PowerPoint.  You wouldn’t get your haircut from a guy who handed out leaflets that he created with crayon, and the same goes with sponsorship proposals.  The lack of resource put into making an amazing sponsorship proposal outlines how people fall into the trap of how most people approach sponsorship.

Sponsorship is not free money.

Now that’s out of the way, the key is effective communication in a short space of time.  So how do you articulate the many wonderful benefits of your package succinctly?  Here are my top 5 tips on doing this well:

  1. Talk about them, not you. Sponsorship is purchased with the aim that it will help the sponsor achieve something.  If you spend the first 8 out of 9 pages talking about how great you are, it will become difficult for a prospect to understand how this great thing is going to benefit them.
  2. Use a graphic designer. You don’t have to invest in a photoshoot, but having a graphic designer format this will make all the difference – even if you don’t use any photos.  If you want to take it one step further, have a video made (example from one we’ve done here).
  3. Put in a cost. So many people fail to put in the investment of their sponsorship in hopes that someone will ring them back to ask. Whilst in principal this makes sense, it almost never happens in practice.  Don’t make people work too hard to sponsor you, give them all the information they need straight away.
  4. Use testimonials. Credibility is often an issue for sponsorship opportunities that don’t have broadcast backing.  Therefore, invest some time to ask your network and previous sponsors to write some quotes on how sponsoring your event helped them achieve their goals.
  5. Keep it short, but engaging. I have seen over 30,000 sponsorship proposals and only 1 of those was a great sponsorship proposal that lasted over 20 pages.  I’m not saying it can’t be done, but it’s unlikely you are the 0.003% of the population that can engage someone throughout a 10+ page sales proposal.  Our rule of thumb is that if you can say everything you need to say in 1 page, then keep it to one page.  This is rarely the case and our proposals tend to average 4-7 slides.  So keep it short, but informative!

Creating a proposal is only one small part of the sponsorship sales battle, so make it easier on yourself by putting in more effort in at the beginning so your proposal actually gets read. Instead of being like most and ending up in the bin.

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