Competition for the limited sponsorship dollars is heated! Take time to create a solid valuation worksheet (Click here for a free sample!) and you’ll have a competitive edge when seeking corporate and business sponsor dollars!
Don’t misunderstand! Data in no way replace the following foundations of a successful sponsorship strategy:
- Emphasize your unique mission
- Ensure the right person makes the ask
- Execute on a top-notch experience
Assuming you’ve got these covered, read on for a step-by-step strategy to take your sponsorship ask to the next level.
Your Goals: To quantify who and how many people will have the experience, and what the ROI (return on investment) can be.
How to Create a Valuation Document
To get started, pull data from the previous year’s event, and coalesce. In Word or Excel, create three columns. On the left, generously list everywhere the sponsor’s name or logo will appear. In the center, list the number of possible views. Next, describe the demographic.
Example: On-Stage banner x 350 views (event capacity) x Loyal high-net-worth retirees; senior leaders from regional companies.
Put yourself in the seat of the decision-maker who may be thinking, “My logo on a banner will be seen by 350 people who can afford the cars I sell!” Or, “The business leaders I’ve has difficulty meeting will be in that audience! I can only benefit their seeing my brand!”
Guaranteed Visibility – Don’t downplay the hard work you do on behalf of your sponsors!
Marketing/Advertising — How many will you print? How many ads will you place?
- Formal invitation (how many will you print, for example)
- Sponsorship letter
- Ticket Brochure
- Program Book
- Rack Cards
- Street flags
- Advertisement Placements
- TV/Cable Commercials
- Social Media mentions
Tickets/Hospitality – Businesses often use their tickets and tables to show appreciation to key employees or business associates. Here, you simply list the benefit, the number of tickets, and any rules that may apply such as transfer-ability, limits on discounts, etc.
- Complimentary Number of tables/seats
- Complimentary individual Tickets
- Ticket Discount
- VIP seating
- Invitations to private donor parties
Intangible Benefits – While the impact of these important benefits is hard to quantify, include them. They’re important to your sponsors!
In this section, you may need only two columns: On the left list the benefit and on the right, a simple Yes or No.
- Sponsor Exclusivity?
- Business recognition in speeches or opening remarks?
- Personal recognition in speeches or opening remarks?
- Opportunity for B2B associations or to meet elected officials or key leaders?
In past six months, two clients have said the same thing: “The first event paid for you!” These strategies work today, and they’ve worked for the past 18 years!
From experience, I know you won’t always need everything noted here, but you will always need some of it.
Sponsorship dollars are limited, and your ability to quantify your cause will set you apart and improve your chance of hearing Yes!
Using these steps, you will increase new sponsors and solidify traditional supporters’ involvement!
Discover more simple, experience-based fundraising tips, by Clicking Here.
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