As part of my Designing and Selling Your Sponsorship Program workshop series, I offer 30-minutes of free consultation within 30 days of each workshop. One of the most common questions I get asked in these post-workshop consultations is “How do I add value to my sponsorship packages / proposals”?

The answer is quite simple – you add value by providing benefits that are aligned with the prospect’s (potential sponsor’s) business objectives.

There are a number of ways to do this. The first is to ask yourself, “If I was in my prospect’s shoes, what would I think is valuable in a sponsorship? (hint#1: I’ll bet it’s not just logo-type benefits) and in the same breath, If this was my money, would I get excited about the sponsorship proposal that I have in front of me”? (hint#2: probably not, if it’s just logo-type benefits). If you can’t answer the first question and/or answer No (be honest now) to the second question, you need to do some more homework.

The second way is to take the time to research the prospect’s current sponsorship projects or marketing thrusts to see what they are currently involved in. Thanks to technology, most of this can be done on line. While it may be somewhat dated (what’s been done or what they are currently involved with vs what’s coming down the road), this research will provide you with insight about the kinds of things that are important to them.

A third and even more obvious way is to ask the prospect what’s important to them before submitting a proposal. Not only will you get a sense if what you’re offering as benefits is of any interest to them, you’ll also be sending a clear message that you are also interested in their success, not just your own.

Later, BC