Writing an effective Event Sponsorship Proposal
As a business owner, I receive 10 – 15 sponsorship proposals a week. Sometimes I get a little annoyed by some simple mistakes people make, such as spelling my company’s name wrong, failing to place a subject line or a body in the email or simply sending an email without attaching the necessary files. Whether you are hosting a small or a large event it is important to write a concise and marketable sponsorship proposal.
Personally, I like proposals that are to the point and speak directly to the benefits to my company and the value of these benefits. I also choose to open a sponsorship proposal based on the professionalism of the sent email, from the subject line to the wording in the body of that email.
Here are some quick tips that can help you write a marketable sponsorship proposal:
First Impression, lasts!
Place your sponsorship proposal on a suitable header and use simple and high definition photos that relate to the wording in the proposal. Do not over-share or overdesign your proposal and avoid using coloured fonts and dark backgrounds that make it hard for sponsors to read.
If you decide to use designed documents, ensure that the documents are compressed as some sponsorship manager’s email domains do not support documents that are too large.
Show Credibility from the get-go!
It is important to state who you are or what your company does. This will show credibility and help the sponsor to recognize your mission and why you need their support.
Break it down
Don’t be afraid to break down the activities and/or elements of your event but do not overshare. Make the document concise so get to the point! Use marketable terms and pitch each aspect of your event. Outline the need for the event (Needs Assessment), what to expect, how you intend to promote and/or market the event, and most importantly the benefits to the sponsor.
Add a Sponsorship Letter
Write a sponsorship letter specific to the company you are targeting then attach the sponsorship proposal separately. Including a sponsorship letter adds value, as it allows you to be specific in what you ask each company.
Be Realistic with numbers
When stating costs, be realistic. If you pitch too high you may have lost the interest of sponsors but if you pitch too low, you may devalue your event. Give them just enough options but not too much. The idea is to be as marketable as possible!
Every Benefit has a Value
Every benefit has a cost value. For example, if a benefit is ‘Your Company’s name will be mentioned in a radio advertisement’ then add a cost value to that benefit. When you do this, you are better able to create sponsorship tiers (e.g. Gold Sponsor; Silver Sponsor; Bronze Sponsor).
Research Your Sponsors
Do a little research through traditional and non-traditional media to see what your sponsors are presently promoting. This is a great way to assess what areas to target. If the sponsor’s company is having an active campaign feel free to capitalize on their present budget.
Winning 1st Paragraph
Your first paragraph must be to the point and marketable. It is an introductory paragraph that sets the pace for the entire document. It must state the name of the event, date, place, time, unique selling point, and a summary of the activities that will take place.
I hope these tips will help you. If all else fails, my company Taylor Made Events and PR Management offer proposal writing services. Feel free to contact us.