Welcome to Practical Sponsorship Ideas
How To Put The Right Price On Your Next Sponsorship Proposal

How to put the right price on your next sponsorship proposal

One of the more difficult tasks sponsorship seekers face is how to price their sponsorship proposal. Too high and you price yourself out of the market. Too low and the sponsorship will cost you more than it’s worth.

What we need is a sponsorship pricing model that represents good value for the sponsor, is fair compensation for our effort and is based on a model we can use over and over again.

Well you’ve come to the right place. This article details a sponsorship pricing model I’ve developed over time that meets all 3 criteria and is easy to implement once you know how.

It’s based on the concept that our primary aim is to help generate leads for the sponsor from our audience, with a percentage of these leads converting into customers. Each of these customers has a value we can calculate and this forms the basis of our pricing model.

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How To Deliver Exceptional Value In Your Sponsorship Proposal

How to deliver exceptional value in your sponsorship proposal

In part 1 of this 3 part series we looked at how to develop a sponsorship proposal that fits with the sponsor’s marketing plan.

Today, in part 2, we’re going to look at how to deliver exceptional value in your sponsorship proposal by illustrating why your program is the very best marketing option for a potential sponsor.

The key areas we’ll explore…

  1. Demonstrate a return on investment for your sponsor
  2. Develop unique marketing initiatives for your sponsor
  3. Highlight the competitive advantages of your sponsorship program
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4 Tools You Need To Create Your Own Successful Sponsorship Proposal On A Budget

4 tools you need to create your own successful sponsorship proposal on a budget

Money’s tight but you know that creating a professional sponsorship proposal can really lift you above the pack and give you the best chance of impressing a potential sponsor.

It can be expensive if you get someone else to do it so you’ve decided to have a crack at developing your own sponsorship proposal.

This may seem a little daunting to start with but trust me when I say that you can do it, and you can do it cost effectively if you’ve got the right tools to get the job done.

The first step is to go and read 10 essential steps to create a winning sponsorship proposal. This hugely popular article provides a step-by-step guide to developing a sponsorship proposal.

Now that you know what to do, it’s time to look at 4 tools you need to create your own successful sponsorship proposal on a budget.

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The 6 Ps Of The Perfect Sponsorship Proposal

The 6 Ps of the perfect sponsorship proposal

When you first start thinking about sponsorship it’s often associated with an immediate financial need…

I need money to get my event off the ground or fund this movie idea. I want to provide additional services to my local community or I want someone to help pay the bills on my race car.

You know what I mean…

It’s this “what’s in it for me” attitude that could be holding you back from developing a successful relationship with a sponsor. I want you to turn this attitude around and think about what’s in it for the sponsor, what can you provide that will improve their business?

So I want you to put yourself in the shoes of a sponsor’s marketing manager. What would you want to see in a sponsorship proposal and what would your expectations be?

Looking at a sponsorship proposal from a marketing manager’s perspective there are 3 main criteria:

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Sponsorship Proposal – Take 2

Sponsorship proposal – Take 2

A while ago I published my first sponsorship proposal and detailed some of the elements that worked and some that didn’t.

To recap, here’s a list of the areas that needed attention before approaching potential sponsors with an updated proposal:

  • Make sure to build rapport with the sponsor before sending the proposal
  • The proposal must address the sponsor’s marketing objectives, measures of success and ultimately the return on investment
  • Research, research, research. The more you know about the sponsor and their market the more successful you’ll be
  • Focus on the sponsor – what’s in it for them (not what’s in it for you)
  • Keep your sponsorship proposal succinct and to the point
  • Don’t include too many options as you run the risk of confusing the sponsor

So I’ve created a new sponsorship proposal based on what I’ve learnt previously. The aim is to address the issues above and provide a framework for future proposal development.

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Anatomy Of A Sponsorship Proposal – What Worked And What Didn’t

Anatomy of a sponsorship proposal – what worked and what didn’t

Back in 2011 I decided to investigate sponsorship opportunities for my drag racing team. I looked around the internet for resources, found some information and put together my first sponsorship proposal.

Long story short, it failed to get a response. Not because I didn’t put in the effort. But because I was selective in my approach and didn’t follow through on some of the fundamental aspects what goes into a successful sponsorship proposal.

Since then I’ve put together Practical Sponsorship Ideas to help me (and you) learn about how to get sponsored.

Part of that journey is to look back at what worked and what didn’t with my first sponsorship proposal. I blazed away assuming what a sponsor would want without ever asking, building rapport (to get to know, like and trust you) and doing the detailed research.

I hope you can learn from my mistakes and save yourself some time and effort when creating your sponsorship proposals.

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10 Essential Steps To Create A Winning Sponsorship Proposal

10 essential steps to create a winning sponsorship proposal

One of the fundamental keys to getting sponsored is your ability to create a winning sponsorship proposal. It’s an important document in the process of going from sponsorship seeker to marketing partner. It can literally make or break the deal.

Creating an effective sponsorship proposal is probably one of the most asked for yet misunderstood facets of the whole sponsorship process. The worst thing you can do when it comes to sponsorship is send a proposal before you’ve done your homework.

Through personal experience, research and similarities to business proposals in general, I’ve come up with 10 essential steps to create a winning sponsorship proposal.

It’s easy to follow, methodical and will greatly improve your chances of getting sponsored. And to help organise your ideas I’ve included a Sponsorship Proposal Worksheet for you to download.

sponsorship proposal worksheetSo let’s get started…

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Fail. But At Least I Learnt Something

Fail. But at least I learnt something

In my previous article (My first sponsorship proposal) I alluded to how my first attempt at wooing a potential sponsor fell way short of the mark.

I created what I thought was a good sponsorship proposal, full of facts and creative marketing ideas; all nicely presented in a printed 12 page colour booklet. I was pretty chuffed with myself. Go team.

However, what I failed to grasp were some of the fundamentals when it comes to attracting potential sponsors and connecting with sponsorship managers.

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My First Sponsorship Proposal

My first sponsorship proposal

Ok…here we go, time to put together my first sponsorship proposal.

After reading parts The Sponsorship Seekers Toolkit I went about following the steps in the book to create a marketing plan, from there a sales plan and then onto the sponsorship proposal itself.

With Mitre 10 (an Australian hardware business) in mind as a potential sponsor, I did some research and came up with a sponsorship proposal that would hopefully create a win / win opportunity.

The sponsorship proposal ended up weighing in at 14 pages and consisted of the following sections…

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