Sponsorships are different from donations to charity in one major aspect: a sponsor has equal, if not greater, interest in the benefits he gets by providing financial support to a cause. Understanding this will help you structure your sponsorship packet to achieve best results. The purpose of a sponsorship packet is to present a professional image of your organization and activities to persuade a potential sponsor to associate with you. To motivate actual support, you need to provide clear, extensive information on the visibility the sponsor gains by contributing to your organization.
Divide your sponsorship packet into two parts. In one portion, provide information about your organization and the cause for which you seek support. In the other part, discuss specific details of how the sponsor benefits by supporting you.
Write a brief description of your company and its services, with details of your operations. Include the most significant portions of your mission statement and vision to prepare an executive summary that is under two pages. This should contain information that is comprehensive and catchy enough to induce the potential sponsor to read the entire proposal.
Provide details of your past performances, supporting your claims with press clippings and photographs. Use positive, strong language that highlights the potential of your company. For example, if you are making a sponsorship packet for auto racing, draw attention to awards won by your team and include favorable predictions from credible sources regarding your performance in the upcoming season.
Include an abstract about the event for which you want sponsorship. Emphasize its purpose and provide budget details that show expected expenses. Build up compelling arguments that highlight why you require funding. However, make sure you are realistic in evaluating your money requirements because sponsors often compare across proposals.
State the different levels of sponsorship possible, giving it terminology such as “platinum,” “gold,” “silver” and “bronze”. Using unambiguous language, spell out exactly what the sponsor gets in return for the sponsorship at each level: logo on banners, catalogs, giveaways, presentations and advertising copy, website link facilities and participation in promotional events.
Provide data regarding the event or activity for which you are seeking sponsorship, including figures for number of spectators you expect, hits on your website and expected media coverage. Highlight this information so the sponsor gets a clear picture of the exact degree of visibility he gains by sponsoring your team or event.
Check your sponsorship packet for correct grammar, spelling, punctuation and sentence construction. Read it from the potential sponsor’s point of view to see if it conveys a convincing picture to motivate him to support you.
Divide information in your sponsorship packet into sections under headings such as executive summary, organizational introduction, past performance record, budgetary requirements, marketing opportunities, sponsorship packages and prices and contact information. To tailor the packet to a specific sponsor, simply change the section of sponsorship packages and prices.