Adding Value To Sponsorship Proposals

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

Welcome to my Blog on Sponsorship and Partnerships!

Welcome to the home page of my newly launched blog on Sponsorships and Partnerships.

The main reason I launched this blog is because the people I talk to through our consulting projects and workshops have expressed a need for an on going forum to ask questions about their sponsorship or partnership initiatives, share ideas and best practices and connect with like-minded people. I also generally have a lot to say on this issue.

Technology has made it possible to connect like no other way; but to make this work, I’m going to need your help. Here’s what each of you can do to make this forum a living, breathing community of sponsorship and partnership professionals.

  • Ask questions
  • Share your opinion
  • Share your knowledge and experiences
  • Post links of useful information

And one more thing…we all work hard (most times) and we’re all serious about being the best at what we do, but a little levity helps break up the constant pressure we put on ourselves, so let’s not be afraid to have a little fun with this and see where it goes….

The first thing I’d like to do is clarify what I think the difference is between “Sponsorships” and “Partnerships”.

In my view, partnerships are two or more organizations working together to achieve a common goal. Partnerships can be short or long-term and usually involve a sharing of responsibility, resources (financial or in-kind), risk and reward.

On the other hand, while the term “sponsor” has all kinds of meanings depending on your environment, sponsorships are essentially a commercial arrangement where one party receives cash or in-kind and the other party receives some form of tangible / intangible benefit in return for their contribution. In a sponsorship, you may be working together to fulfill an agreement but odds are, you don’t usually share the same objective. When’s the last time a sponsor of yours had the same goal?

Thanks to Gomery, the word sponsorship still has some kind of connotation to it, but the fact is that more and more people are turning on to sponsorships as a legitimate marketing tactic and/or means of generating revenue for their organizations. On this issue, I’d like to pose a question:

Is the term “sponsorship” still relevant in today’s environment or is there another term (besides the word sponsorship) we can use to describe the act of an organization contributing cash or in-kind in exchange for access to, and a closer association with a particular audience? It would be great to hear offshore merchant account some of your creative ideas around this.

Later,

BC