5 Steps BEFORE You Write An Event Sponsorship Proposal

Every event planner wants to write a winning event sponsorship proposal.

Today the competition for event sponsorship dollars is greater than ever. Event planners find themselves under increasing pressure to find more sponsors with new and fresh event sponsorship proposals. The old tactic of just a couple of phone calls and the deal is done doesn’t work in today’s world. So, here are our ideas for truly stand-out sponsorship proposals.

It’s a mistake not to be strategic.

One common mistake that many event planners often make is failing to conduct thorough research and preparation, neglecting to employ a strategic approach when seeking event sponsorship.

Realising your event needs the support of sponsorship is just the first step; after that comes nurturing and cultivating the relationship so you have a sponsor that is likely to say yes to your proposal, and with whom you can work with long-term and for subsequent projects.

RACHELLA SAYS
One common mistake that many event planners often make is failing to conduct thorough research and preparation, neglecting to take a strategic approach when seeking event sponsorship.

The 5 steps you should take:

In the following sections, we will outline five strategic steps that are essential to take before you start crafting your event sponsorship proposal. These steps are key in ensuring the success of your proposal to secure the sponsorship your event deserves.

Identify potential sponsors and partners.
Determine sponsor compatibility, priorities, desired outcomes.
Understand your event audience.
Get clear on your offer.
Find the right event sponsorship proposal template.

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Step 1: Identify potential sponsors and partners.

It be overwhelming when you’re just starting out, but it’s important to do it right. The quality of match between potential sponsors and your event will determine what kind of business partnership you’ll have with them, and even how successful the sponsorship partnership will be for both.

Brainstorm a list of companies and organisations that would be potential event sponsors.

Sponsors who understand the value of this type of marketing. Whether they’ve sponsored an event before or not, it’s still up to you to convince them that an investment in your event is valuable.
Sponsors whose audience matches yours in both demographics and interests. It’s unlikely that you will completely align with any one brand, but you can certainly pick out key areas of synergy and target businesses who share them.
Sponsors focused on event ROI. Some sponsors like to stick their names on a high-profile event and call it a day, but to fully get the most out of the partnership, you’ll want to reach out to companies who understand it’s a partnership.

Step 2: Determine sponsor compatibility.

The next step is to refine your list and determine the compatibility of those potential sponsors wit your event. Ask yourself: Are they a good fit? Are they the right match for us?

Even if your goals are strictly financial, not just any old sponsor will do.

The key to choosing the best sponsor for your event is to fully understand your own goals for your event, know what you want to get from the sponsorship, and be really clear about how your event provides value to sponsors. Identify the best sponsors for your event by searching for companies and organisations that share synergy with your brand, target audience, or event content.

Limit your options to brands who strongly align with your event values.

Event sponsor pitches and meetings are time-consuming, which is why limiting the number of brands you reach out to is essential. Refine your approach list to include only businesses and brands that represent the values and goals of your event. For example, if your event is eco-friendly, do a little digging to see if the businesses you’d like to partner with also use sustainable practices for their products or services.

Research your potential event sponsors.

Successful events start with great research. So, begin by interviewing your stakeholders — the people you’re running the event on behalf of. Your goal is to uncover their challenges, aspirations, event goals and objectives. Once you know what makes them tick, you can design a personalised event proposal.

RACHELLA SAYS
Even if your goals are strictly financial, not just any old sponsor will do. Ask yourself: Are they a good fit? Are they the right match for us?

Step 3: Understand your event audience.

Audience research can make a huge difference and knowing what they like, don’t like and why they are attending your event, can set you up with a successful event sponsorship proposal.

Here are some simple tactics to get you started:

Attendee surveys: If your stakeholders have run previous events, check out post-event surveys to learn what worked well and what you need to improve.
Focus groups: Recruit a handful of potential attendees and use them to validate ideas, brainstorm session topics, and gut-check your plans.
Empathy interviews: Run in-depth one-to-one interviews with select attendees. Push beyond basic survey questions and explore deep-seated challenges, goals, and frustrations.

Let your audience find the right event sponsor.

Your target market research should reveal all the interests, social media accounts, and brands your audience loves. For an attendee, seeing a recognizable name on a sponsor list can be nice. But seeing a name they know and love can be downright exciting. It really helps make them feel like they belong in this ecosystem of interconnected brands and values. Why not reach out to companies who they’re already familiar with?

And now, once you’ve found some sponsors worth reaching out to, here’s how to seal the deal.

Step 4: Get clear on your offer.

Sponsorship has to be a give-and-take relationship. Sponsors want as much bang for their buck, of course. This section will be the most thoroughly read part of your event sponsorship proposal. So it’s important that you are clear about what the sponsors will get out of funding your event?

Sample offers for an event sponsorship proposal:

Here are some ideas to help sweeten the deal:

For trade shows or exhibitions, you can give the sponsor a free booth/space.
Place the sponsor’s name or logo on event promotional banners and flyers.
Mention the sponsor’s company in your blog posts, email newsletters, and social media posts.
Give event-related freebies or discounts to customers that purchase the sponsor’s product or sign up for its service.
Include the sponsor’s logo in all of your promotional gear.
Encourage your social media followers to like or share the sponsor’s content.

If you’re willing to give more than take, it shows the sponsors that you’re serious about making the event a success.

Step 5: Find an event sponsorship proposal template.

There are tons of sponsorship proposal templates out there, but you need to know how to make them work. Each are designed differently. Your proposal should be well-presented and easy to read. After all, the potential sponsor probably receives proposals like yours every week. So why should a potential sponsor like your event over other opportunities?

In your event sponsorship proposal, paint that picture by including these details:

Tell your story. Did your event have humble beginnings? Was it founded as a private business for the local community? Make an emotional connection.
Outline the benefits to the sponsor. What are the benefits of partnering with your event? What will the event sponsor get for their investment?
Describe your audience’s demographics. It’s best if your target market matches the potential sponsor’s. That way, they know they are reaching the right audience by contributing to your event.

Be specific about the investment you need. Don’t beat around the bush. Break down what the financing will go toward, such as venue rental, food, flying in guest speakers, and so forth.

We’ve worked with many different types of event sponsorship proposal templates throughout the years — some good, some bad, and some great. In our experience, the event sponsorship proposal shouldn’t be overcomplicated, nor should it be too heavy with detail. Simplicity and clarity are important.

We’ve selected the only the best event proposals to create the most effective event proposal template for event planners and marketers like you. So let’s start making your perfect event proposal template.

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