BE ORGANISED AND RESPONSIVE – PROPOSAL TEMPLATE READY
98% of the time your potential sponsors would request your sponsorship proposal. Ideally, you need the proposal to be ready and sent promptly within that working week.
I would suggest you get the content right and get the template professionally designed, to impress/engage your potential sponsor to imagine partnering up with your club. These potential sponsors know what they want. Do not underestimate the huge number of proposals that arrive on their desks daily. Put yourself in their shoes – it’s like receiving multiple employment applications every day when you haven’t even posted a job advertisement! You have ONE chance to STAND OUT.
Assure your potential sponsor that you can deliver what you promise and that you align with their brand presence. One way to increase their confidence is to promote your current and past sponsor organisations. This will reassure them you are professional at managing accounts.
If you are aiming for $1K or lower, you don’t need to invest too much time in this. But if you are going for the big dollars, you need to put in a bit more effort and time in researching the organisation. Understand their mission and value statements; take note of the language/writing style and try and use some of their terms in your proposal.
Subconsciously, this will make your proposal relatable to the reader. Add in their logo to the proposal as much as you can in a professional manner for them to identify what future marketing material could look like with their logo alongside yours.
HUMANISE YOUR COMMUNITY
“A picture is worth a thousand words” – use recent and high-quality photos of your club and members. If you only have older photos, you can create a dedicated historical page. Group or action photos are appealing, as they convey a message of community.
Mix things up, don’t settle for words. Use infographics to describe your demographics and other facts about the club. This will require less reading time for the reader and will ensure they get straight into the data and facts.
Be transparent, list all the products and services you will provide to your sponsor, such as:
- Number of signages and where they will be located
- Number of advertisements in publications and other printed materials
- Number of posts on social media platforms
- Logo on the website, etc and more.
It is very important to put a name to a face. Part of the marketing assets should include event opportunities for the sponsors to connect with your staff, volunteers and members.
Other than a year-on-year contract, provide an option for a multiple-year contract at a discounted price. This will help the club solidify future revenues and ensure less time is spent on renewing contracts.
Do not forget to include your contact details on multiple pages. There is nothing worse than the sponsor not being able to find the correct correspondant and being bounced around by a club’s committee/staff/volunteers.
Once you have your sponsorship proposal ready, it’s time to work on the sponsorship pipeline and management. More of this information will be posted in the next Service Bulletin.