How to Write an Auction Sponsorship Proposal
Bagging the right sponsors can raise the level of an auction from the realm of the mediocre to the exceptional. To get sponsors interested in your event, it's imperative to realize that sponsorships are different from corporate donations. The sponsor is likely to be very interested in the benefit of the event for his business, rather than the worthiness of your cause. An effective auction sponsorship proposal understands this basic premise and presents clear information to elicit a positive response.
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Instructions
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Determine the levels of sponsorship
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Finalize the sponsorship levels. Decide how many levels of sponsorship you are going to offer. Finalize the amount of advertising exposure to provide at each level. Basic level sponsorship should include the sponsor's company logo on auction site banners, catalogs and websites. Middle level sponsorships can be designed to reach a wider audience during and after the event. This can include basic level features and a website link, acknowledging sponsorship support during the auction, and displaying their logo on give-away items. The advanced level sponsorship package can be designed for maximum sponsor recognition. This can include exclusive recognition when the auction begins, prominent placement of the logo on the auction presentation slides, bid cards and LCD panels. Fine tune these details and choose catchy names for each level.
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Decide how to price each level. Consider the size and nature of the auction, your organizational profile, the status of the people participating in the auction and the type of exposure the event will provide. Also, consider the type of businesses you are planning to approach for sponsorship -- small, middle or large. The location of your event is yet another factor; rates in small towns will have to be lower than in larger cities.
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Determine the proposal layout. Prepare a title page that gives the name of the auction and your organization. Give details of the auction time and venue, and provide the contact address and telephone number of the auction director. Prepare an abstract that gives a brief description of the auction, its purpose and significance, and the expected outcome in measurable terms, like the amount you want to raise. Include compelling arguments on why you require the sponsor's funding.
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Explain sponsorship levels. Clearly state the proposed levels of sponsorship and the level of exposure each level offers. Use language that provides unambiguous information, so the sponsor knows what he is getting in return for the sponsorship. Mention expected attendance and emphasize the visibility the event will provide the sponsor. Especially if your event is a community benefit, or generates funds for a non-profit organization, contact local media outlets and campaign for additional publicity. Include this opportunity as an incentive for the potential sponsor.
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Evaluate for clarity. Read the proposal you have prepared from the prospective sponsor's point of view. Assess if your proposal puts across the exact meaning you intend to convey. Check to see that the document flows smoothly and sounds upbeat about the potential benefits to the sponsor. Ask another person to read the proposal and use the feedback to make necessary changes.
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Tips & Warnings
If you are planning a targeted approach, prepare separate proposals for each sponsorship level to send to each potential sponsor. If not, include details of all levels in a single proposal document.
While deciding sponsorship rates, strike a balance between asking for too much and too little. Find out how other comparable auctions in your area were priced by speaking to the people who organized them.
