Step-by-step plan sponsoring

Sponsoring can be money or in kind. You can connect a good brand to your project (this counts for the sponsor as well). Sponsoring entails extra work: you have to communicate your wishes, negotiate, work together, and compromise. Also have a look at how others do this and ask them how they tackled it.

1. Why do you want a sponsor?

Ask yourself the following questions:

  • What are the pros and cons of sponsoring compared to other ways of financing?
  • How much time will it cost me?
  • How large will the sponsored part be in the overall financing?

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2. Decide why you are an interesting partner

Make sure your image and what you stand for is clear to you: the sponsor has to be able to identify with your project and/or person.

  • Who is your audience: the sponsor has to be able to increase his network through you.
  • What activities do you have to offer employees and business relations?
  • Know where the project is going to take place, what the vibe will be and what it will look like.
  • How can the sponsor distinguish himself by your project? What is the extra value of your project for the sponsor? Can he motivate his employees or stimulate his costumers?

3. Decide what you want from a sponsor

What is most important for your project:

  • Money
  • Resources in kind or facilities
  • Guarantee
  • Communication/publicity
  • Reach a specific target group
  • Knowledge

4. Decide what kind of sponsoring you want

Different constructions are possible:

  • One sponsor: you offer your sponsor exclusivity
  • More sponsors: you offer your sponsors a standard package
  • Differentiation: one main sponsor and a couple of sub sponsors

5. Make a list of potential sponsors

Find sponsors that connect to your work or project in terms of image, product, location, target group and scale: local, national or international.

Tip: Make a longlist of sponsors and what you have to offer and want to be offered and then take it down to a shortlist.

6. Contact the right person

Once you have decided which companies you want to approach for sponsoring, you get in touch. First call to inform whom to address.

7. Present yourself

After you have contacted the sponsor and made an appointment you need to prepare your presentation. Reserve time for this. Present a clear proposal that fits the sponsor. Invest in a good, enthusiastic and convincing presentation. Make sure there is enough space for deliberation. Listen carefully to the sponsors wishes.

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Presenting yourself

8. Make clear agreements

When you make a sponsor deal make clear agreements and a contract.

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9. Evaluate the project

An evaluation of the project is very important for both parties to know what went well and what could have been done in a better way, so maybe you can work together more often! Or so you know what to take care of working with future sponsors.