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Making a proposal

All sponsorship approaches are different, depending on the type of project. However, there are some common standards you will need to meet: be concise, use business language, customise the document to the potential sponsor, and always use smart presentation.

These rules apply to whatever format you use, such as booklet, folder, CD, PowerPoint presentation, presentation box, etc. Here are some generic headings normally covered in a sponsorship proposal, which reflect the essential basic sections you will need for yours:

  1. Introduction/Background
  2. Project Outline
  3. Project Illustrations: plans/graphics/images
  4. Sponsorship Assets (or Core Returns)
  5. Sponsorship Fit
  6. Investment Levels
  7. Investment Benefits
  8. Timeline
  9. Projects Team
  10. Contact Information.

How do sponsors evaluate proposals?

Here are some common ways sponsors assess proposals for sponsorship:

  • is this project consistent with our brand?
  • does it have the ability to reach our target audiences?
  • what is the level of professionalism of the team involved?
  • what risk is attached to this project?
  • does the project provide leveraging opportunities beyond the target audiences?
  • what is the media pull and potential of the project?
  • are there any direct product links?
  • will this project and our association with it present a positive image in the public's eye?
  • does the project offer potential for associated events?
  • will it bring business growth opportunities?

To be certain you've done everything you can to seek sponsorship successfully, use our Sponsorship Checklist to guide you through the process. An example of a sponsorship proposal can be downloaded here What do sponsors want?

Relationship Management

It's important to foster the relationship with your sponsor, keeping it positive and professional. What makes for positive sponsor relationships?

  • recognising and meeting your sponsors needs
  • understanding your sponsor's business
  • providing excellent value for the sponsorship invested
  • helping the sponsor get the most out of the relationship.