How to Get Sponsors for Proprietary Events

Getting sponsors for events begins with a proposal letter

Getting sponsors to support your proprietary events will help balance event budgets and assist with efforts to promote them. You will need to submit a sponsorship request in the form of a proposal to prospective sponsors. Gather the facts surrounding your event and draft a persuasive initial proposal letter. Handle all communications with professionalism and be sure to follow through on your promises to sponsors.

Instructions

1. Gather demographic data about your event, including details about its location and the number of anticipated guests.

2. Walk through the venue location, taking inventory of key assets. This is space where sponsors can display their logos or products. Document these areas by taking photographs that will be used later at your meeting and in your request for proposal (RFP).

3. Compose sponsorship packages with your key assets in mind. Assign levels to each group of assets (i.e., bronze, silver, gold and platinum), and attach the dollar amount you are requesting to each.

4. Research potential sponsors, and identify events they have sponsored in the past. Understand their product positioning goals, because these are points you will want to focus on when drafting your proposal letter and during your meeting (if granted).

5. Contact potential sponsors to find out who is in charge of sponsorship requests. Note the name and contact details.

6. Draft a preliminary sponsorship letter on your company or organization letterhead, addressed to the person identified as in charge of sponsorship requests.

7. Include your event name, location, date, demographics, number of guests, sponsorship opportunities with key assets clearly identified (excluding dollar amounts for now), and your contact information. In closing, request a meeting to further discuss your event.

8. Five to seven business days after sending your sponsorship request, place a call to follow up and ensure your proposal letter was received. Try to schedule a meeting, if possible, or request that someone follow up with you regarding your request.

9. Meet with the sponsor to sell your event. Ask questions to better understand their needs when sponsoring events. Express your ability to meet their needs through the event, and display photos of key assets.

10. Submit a full proposal (RFP) if requested after your meeting. In the full proposal, include the information from the proposal letter. Also include sponsorship request amounts, photos of key assets, and any specific activities and milestones set during the meeting with the sponsor.

11. Ensure both parties sign a sponsorship agreement that outlines the activities, milestones and payment schedule.

12. Document your delivery of promise to sponsors by photographing displayed logos and products at your event. Follow up to provide physical evidence that you have fulfilled your obligation. You can also invite sponsors to attend the event, and show them how you have delivered your promise.

Tips & Warnings

• As a courtesy, follow up with sponsors by thanking them and providing your fulfillment of obligation.

References

• Entrepreneur.com: Getting sponsorship