This is a guide that provides event organizers with information about how to prepare a
sponsorship proposal. This guide provides information about the event and how
sponsoring the event can benefit a company. Additionally, this guide provides tips on
how to properly negotiate the terms of a sponsorship agreement. This guide is useful
for event organizers that want to learn more information about how to prepare a
sponsorship proposal and attract sponsors to their event.
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Sponsorship
Proposal
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How to Write a
Proposal
Table of Contents:
1 PREPARE A BRIEF OUTLINE ABOUT THE EVENT: .................................................. 3
1.1 HISTORY OR BACKGROUND OF EVENT: .......................................................................... 3
1.2 EVENT AIMS AND OBJECTIVES: ..................................................................................... 3
1.3 WHO IS ORGANISING THE EVENT: .................................................................................. 4
1.4 STATEMENT ABOUT YOUR ORGANISATION’S RESOURCES: ................................................ 4
1.5 WHEN, WHERE AND TIME OF THE EVENT: ....................................................................... 5
1.6 WHAT ACTIVITIES WILL TAKE PLACE, WHO WILL PARTICIPATE? ....................................... 5
1.7 OUTLINE THE BENEFITS AND FEATURES THE SPONSOR WILL RECEIVE: ............................... 6
1.8 STATE REALISTIC BENEFITS TO SPONSORS, YOU HAVE TO BE ABLE TO DELIVER WHAT YOU
PROMISE: ............................................................................................................................. 6
1.9 STATE WHETHER THEY ARE EXCLUSIVE SPONSORS FOR THAT AREA/ACTIVITY: ................... 7
1.10 LIST ALL FINANCIAL RESPONSIBILITIES OF THE SPONSOR: ............................................. 7
1.11 CLEARLY STATE WHAT YOU WANT FROM THE SPONSOR: .............................................. 8
1.12 SPONSORSHIP NEEDS TO BE MANAGED, THEREFORE MAKE SURE YOU HAVE THE PHYSICAL
AND MATERIAL RESOURCES THAT YOU REQUIRE TO DO THIS: ..................................................... 8
2 WHAT CAN YOU OFFER A SPONSOR? ....................................................................... 9
2.1 HISTORY OR BACKGROUND OF EVENT: .......................................................................... 9
2.2 NAMING RIGHTS – AS A GENERAL RULE IF YOUR EVENT COSTS $20,000 TO STAGE, THEN
NAMING RIGHTS FOR THE EVENT SHOULD BE WORTH $20,000: ................................................... 9
2.3 NETWORKING – THE OPPORTUNITY TO BUILD BUSINESS RELATIONSHIPS WITH GOVERNMENT
AND OTHER CORPORATE IDENTITIES THROUGH INVITATIONS TO SPECIAL EVENTS: ...................... 10
2.4 AUDIENCE EXPOSURE – YOUR EVENT AUDIENCE IS A POTENTIAL ASSET TO YOUR SPONSORS:
10
2.5 MEDIA AND PUBLICITY OPPORTUNITIES – BUSINESS LOGOS AND NAMES ON PROMOTIONAL
FLYERS, EVENT PROGRAM, POSTERS AND IN THE LOCAL NEWSPAPER: ....................................... 11
2.6 PRODUCT SAMPLING – ON SITE MERCHANDISING, GIVE-AWAYS, MAILING LISTS ETC: ........ 11
2.7 PROMOTION THROUGHOUT EVENT: ............................................................................. 12
2.8 DISPLAY THEIR PROMOTIONAL MATERIAL FOR THEIR BUSINESS AT THE EVENT: ............... 12
3 NEGOTIATING YOUR SPONSORSHIP DEAL ............................................................ 12
3.1 CONFIRM THAT THE SPONSOR IS A VIABLE AND REPUTABLE PROSPECT BEFORE ENTERING
INTO SERIOUS NEGOTIATION: ............................................................................................... 13
3.2 WHENEVER POSSIBLE, NEGOTIATE IN PERSON WITH THE DECISION MAKER: ..................... 13
3.3 GO INTO THE NEGOTIATIONS KNOWING WHAT YOU AIM TO ACHIEVE AND WITH A STRATEGY
OF HOW TO ACHIEVE IT. BE AWARE OF YOUR ‘BOTTOM-LINE’ AND DON’T AGREE TO ANYTHING
LESS! 13
3.4 BE DIFFERENT, MAKE YOUR PRESENTATION MEMORABLE – SLIDES, VIDEO ETC, BUT
REMEMBER YOU WON’T HAVE MUCH TIME, SO KEEP YOUR PRESENTATION SIMPLE AND TO THE
POINT: 13
3.5 ALWAYS FOCUS WRITTEN PROPOSALS AND PRESENTATION ON THE BENEFITS FOR THE
SPONSOR: .............