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Sponsorship Seekers Toolkit

It started with a book…

Sponsorship Seeker’s Toolkit – Fourth Edition

After looking around the web for sponsorship resources I happened upon Power Sponsorship created by Kim Skildum-Reid.

One of the great resources Kim provides, co-authored with Anne-Marie Grey, is a book called The Sponsorship Seeker’s Toolkit. This is the book that got me started on creating my first sponsorship proposal.

Areas covered by the book include…

  • Planning – This section covers things like understanding what sponsorship is and isn’t, creating a marketing plan (we’re all in the marketing business – like it or not), working out who your target market is and implementing your plan.
  • Sales – In the sales section you explore what you have to offer a potential sponsor, types of sponsorship, researching potential sponsors and creating a winning sponsorship proposal.
  • Servicing – Once you land a sponsor you’re going to need to know how to keep them happy. In this section you’ll find information on how to deliver the goods as per your proposal, measuring results and helping the sponsor to leverage the opportunities created by the sponsorship.

Also included with the book are a number of Word docs on a CD. These are referred to throughout the book and are a handy starting point when it comes to things like a sponsor checklist or the beginnings of a sponsorship proposal.

Table of Contents

Part 1 – Planning

  1. Internal Planning
  2. Marketing Plan
  3. Implementing the Marketing Plan

Part 2 – Sales

  1. Understand What You Have to Offer
  2. Creating a Hit List
  3. Creating the Offer
  4. Proposals
  5. Sales Process
  6. Special Considerations for Nonprofit Organizations
  7. Negotiation

Part 3 – Servicing

  1. Sponsorship Planning and Management
  2. Leverage
  3. Sponsorship Measurement
  4. Renewals and Exits

What did I think?

Sponsorship Seeker's ToolkitIf you can only have 1 book on sponsorship this is the one to get. The Sponsorship Seeker’s Toolkit is the book that got me started creating my first sponsorship proposal and is one of the best sources or practical information available.

While not specifically aimed at the individual or small time sponsorship seeker, the Sponsorship Seekers Toolkit is an incredibly valuable resource. It helped me understand how to create an effective sponsorship proposal and details a step-by-step structured process you can work with. For me that was the best thing, a clear and methodical approach to create a sponsorship proposal that anyone can follow and implement.

I’m going to be a little preemptive here. I rushed my first sponsorship proposal and skipped some of the advice in this book. And guess what? I didn’t have the success I was looking for. The reasons are detailed in an up-coming article where I will share with you the mistakes I made. What ever your do, don’t skip over the parts that explain what you need to do BEFORE you send your sponsorship proposal to a potential sponsor.

In some ways this is more important than what’s in the sponsorship proposal itself.

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