Done correctly, a sponsorship letter is an effective way to let potential sponsors know who you are and what you do. More importantly, though, it should leave them in no doubt about what you can do for them.
What makes a good sponsorship letter?
Typically, when an organisation sends a letter seeking sponsorship, it is usually all about what the organisation wants. This is the wrong approach.
If you are to be successful you should focus on what’s in it for the sponsor, not what’s in it for you.
It is absolutely vital you make it clear to potential sponsors that a relationship with you will be good for their business.
In some ways, a sponsorship letter is like a direct sales letter.
You should aim to:
- Build the sponsor’s interest in what you have to offer, by identifying a challenge the sponsor is facing and providing a solution
- Encourage the sponsor to take action. In this case, the call-to-action is simply to persuade the sponsor to make direct contact with you.
You are not trying to sell the sponsorship program yet. These are just the first steps in building a relationship that will ultimately lead to a marketing partnership.
A sample sponsorship letter
Copywriting expert, Ray Edwards, has developed the P.A.S.T.O.R Copywriting Framework (TM). It’s an extremely useful model, which I have used many times in my own sponsorship letters. It will guide you as you write yours.
Ray identifies a six-part framework, which will determine the sections of your letter:
- Person, Problem, Pain
- Amplify and Aspirations
- Story, Solution and System
- Transformation and Testimony
Here is an outline of each section, with samples taken from my own letters.
1. Person, Problem, Pain
First, you identify the person you’re trying to reach, and describe in detail a challenge, or problem the person might have.
As a sponsorship seeker you’re in the marketing business. Your aim is to concentrate on a specific marketing-related challenge the potential sponsor is facing – for example, how current interruption-based marketing and advertising strategies are no longer as effective as they once were.
2. Amplify and Aspirations
After describing the challenge in detail, now you should amplify the consequences of not addressing the problem, and then present the sponsor’s aspirations – a picture of what paradise looks like.
3. Story, Solution and System
In the next section, you need to provide the sponsor with an insight into how you can solve the problem. This is where you tell your story. Use language that evokes emotion and gets the sponsor excited about who you are and what you do.
4. Transformation and Testimony
Next, detail the transformation they can expect if they build a relationship with you. Provide testimony –examples of sponsors who have benefited from a similar relationship. If you don’t have any relevant testimonials, use my Six Pillars of Sponsorship Success.
Now it is time to describe your offer in detail. Explain exactly what the sponsor can expect from a relationship with you.
Finally – and this is extremely important – you need a response. You must ask the sponsor to contact you and begin the relationship-building process.
Whatever you do, don’t be shy. Reiterate the cost of not taking up your offer and reinforce the ways in which you are good for the sponsor’s business.
The letter above is an example of how to go about writing a sponsorship letter that actually works and gets results.
If you want more information – for example:
- A sponsorship letter template
- Ready-to-go sample sponsorship letters for different types of organisations (sporting groups, not for profit, associations etc.)
- Tips and tactics on how to get the right contact details for your sponsorship letter
Simply click this email link (firstname.lastname@example.org), press send and I’ll let you know when my sponsorship letter writing pack goes on sale.
Happy sponsorship seeking,