Creating a complete sponsorship package plays a vital role in actually getting sponsored, it can either make or break the deal. A complete and well-written sponsorship package will allow you to convince your prospective sponsor that your plan can achieve your target output.
Sponsorship packages should be a good mix of pre-written and purpose-written information. For example, every sponsor will want the basics regarding your club. That will be your pre-written material. The purpose of written material can be geared towards the sponsor's requirements, their goals, and objectives, and/or include information already previously discussed.
While it might be tempting to create a “one and done” or generic sponsorship package, we recommend that you avoid that urge. The point of writing these packages is to reap the benefits of sponsors, not to write something that will be deleted or thrown in the trash.
To help you, it’s best to organize your sponsorship package in three parts. Those being the Introduction, the Plan of Action, and the Buying Decision.
Below we outline each session, but we also recommend you refer to our How to Find and Keep Sponsors article. This gives you even more insight into how to design your perfect sponsorship package.
PART 1: INTRODUCTORY
1. Brand Page (Pre-Written)
In this section, you will build up your club’s credibility and value. It includes specifics about your club that every sponsor will want to know and you will want to share. Some things to consider:
Club history and development up to now
Mission, Vision, and Values
Affiliations and standing in the community
2. Audience Data Page (Pre-Written)
Sponsors want to partner with an organization that targets the same audience as theirs. Your audience data is vital to get them to become excited about being your sponsor. Avoid generic statements such as “the public”. Be specific, and while we’ve noted that this can be pre-written it is ok to adjust this section to only include the audiences they are most interested in.
In addition to showing your audience, any data you can provide will go a long way to helping them to decide to come on board. For example, give them your audience size, both in membership and audience engagements to advertised and casual posts on social media.
What to Consider:
Who are your members? Do you have supporting members? (Remind them that getting in front of your members is not only electronic, they and their families are also at the practices and competitions)
Who are your followers? Provide demographic information.
Social Media Platforms and Numbers
Website Visitor Information
Who attends your competitions and the audience size?
3. Sponsor Page (Purpose Written)
State your specific goal or objective that you are trying to achieve. Explain how a partnership between the club and the sponsorship benefits both parties. Limit to a few paragraphs discussing the opportunity that this deal could offer. Focus on the benefits and possible results for the sponsors. Depending on your goals you might provide levels of sponsorship or a very specific request. What to consider:
Introduce your team, could be the Board or a Project Team
Data of your previous event’s audiences
Present the different sponsorship levels and what differs about them.
- One-time event sponsorship
- All year lock-in sponsorship
- Exclusive sponsorship
- Tournament sponsorship
Indicate the expected returns for each sponsorship opportunity.
It is very important to highlight the benefits for the Sponsor, not just for your club. For example, you might let them know the potential conversion of customers or fans due to their support. If there is no real benefit for them, there is no reason for them to become a sponsor.
PART 2: PLAN OF ACTION (Purpose Written)
4. How You Will Achieve your Goal
Provide an overview of your plan and exactly how their funding will be used along the way. They will want to see that you have given this some thought and that it’s not just wishful thinking getting you to your goal. The sponsor will want you to be successful, so if they can see that you have a plan and that the financial contribution you are asking for is rooted in reality, then your chances of success are higher.
5. Metrics of Success
Because you have done your planning, you have also considered what you will use to determine your success. Providing your measurements for success, goes towards earning their trust and building your credibility. List the metrics and data that you will use to determine the success of the sponsored program. Metrics may be different for every sponsorship deal and depends on the desired budget.
Your metrics could be noticeable positive feedback or engagement on social media platforms, answered surveys of customers to confirm brand awareness, or monthly sales to confirm marketing channels’ effectiveness.
6. Marketing Programs
List the proposed marketing initiatives dedicated to meet the sponsor’s goals and objectives and include how we can use each to meet the sponsor’s expected returns. You may need to do some research or ask questions before preparing this part of the proposal. Some sponsors are very forthright in providing what they are looking for, so make sure your proposal matches their needs.
You may include the following:
Estimated budget per marketing initiative
Metrics to measure
Channel: Email/Email List
Strategy: Monthly Newsletter/Triggered Email Programs
Budget/Resources: 8 hours to set up, 2 hours per month building up
Desired Outcome: Drive traffic and identify prospects then narrow the funnel
Metrics to measure: Clicks and open rate. Subscribe rates.
Strategy: Daily Posts
Resources: 1 hour/week to schedule campaigns
Desired Outcome: Traffic to the website; New subscribers
Metrics to measure: Engagement Rate; Clicks
PART 3: BUYING DECISION (Both pre and purpose written)
7. Terms and Conditions
Get to the details. Include the following:
The cost per sponsorship option, in detail.
The time frame - How long will this sponsorship be?
Payment terms - How do you want to receive the sponsor amount?
Package customization - You may also consider offering package customization which allows your sponsor to choose and add from what is most important for them.
Any other conditions that the sponsor must be aware of.
8. Contact Sheet
Provide your contact information, including the different ways to get in touch. Make sure to use a call-to-action when ending a proposal. It is necessary to prompt a needed response or encourage the sponsor to make a decision. Try using “We want to hear from you!”
Indicate all your contact details (Mobile Number, Email Address, Social Media Channels/Website)
An ending message thanking the sponsor for their time how you are looking forward to working with them
Invite to a personal meeting to discuss.
9. Sponsorship Feedback and Agreement Sheet
It’s important to provide several options for the Sponsor to reply. You should include an agreement that includes all of the formal information required to move forward.
You can also provide a form where they can write their suggestions and comments or if they want to revise some of the sponsorship deals that you have provided.
End your proposal by telling your prospect sponsors that you are open to a discussion and changes if they feel there is a better way to meet both of your objectives. Or invite them to have a conversation with other or previous sponsors.
Remember that a well-prepared sponsorship proposal is much more likely to be accepted. However, that does not guarantee that everyone will be on board. If you are rejected, make sure you understand why. Some “no’s” are not forever, they are just a no for now. You may also find that they are looking for something different, that you may or may not be able to accommodate. Approach no’s as an opportunity to learn or to try again at another time.