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07 Feb 07
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Sponsorship is a business agreement not a gift. Even if you do everything properly, you are still likely to receive many rejections before you finally hit gold
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Success in securing sponsorship results from
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1.Careful planning and targeting
2.Realistic proposals
3.Good negotiating. -
Approaching a sponsor
Introductory letter and proposal should be individually tailored towards the company
Make sure you have the right contact name to whom you should address the letter
Submit the proposal in plenty of time
Be brief but informative
Be precise in what you are requesting - money, time, facilities etc -
What have you got to offer a sponsor?
Opportunity to insert promotional material into mailings
Opportunity to put up an exhibition stand at events
Promote the sponsors name in media releases
Feature the logo and organisation description on promotional material
Opportunity to advertise in brochures/magazines etc -
What does a sponsor want?
Publicity – what opportunities are there to raise the profile of the company you want to support you
Corporate image – selling your idea on how it can project a good image of the company
Public Relations/Community involvement – successful businesses feel their responsibility stretches further than just profits
Direct marketing – companies use sponsorship events as a sales outlet
Endorsements – manufacturers may provide free goods to a successful club or individual knowing customers will associate good performance with their products
Client hospitality – sponsored events are popular for entertaining clients etc
Education sponsorship – companies sponsor schools/student events to influence and build a long term affinity with the company -
Companies that have a connection to you/organisation
Identify locally-based businesses who may be interested in what you can offer – match your membership to their ‘target market’
Companies that have recently moved to the area
Large national companies who have local sponsorship budgets
Companies that may have image difficulties and need to win over public opinion -
Identifying a suitable sponsor
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