How you can succeed in finding corporate sponsorship

Increase your chances of success by learning the secrets of sponsorship experts.

From: Kim Harrison
Sep 07, 2008

Dear Sponsorship Seeker

Finding sponsorship is hard work. Funds are scarce and sponsors expect more and more for their dollar.

You are competing against many others who are also trying to find corporate sponsorship. They are competing for the same dollar. And they are competing for same sponsors. It's a fiercely competitive field.

You may be finding too many of your sponsorship proposals are being rejected. You want to improve the percentages of landing the sponsor you want.

You may be in sports or the arts or you may be in a community-funded organization like a charity or not-for-profit entity. You may be in a professional association needing sponsorship to produce professional development programs.

You may even be in government. You would be surprised how much sponsorship the police and schools in your area are getting.

You may be in local government trying to get a community event over the line financially.

Your organization absolutely depends on sponsorship to enable it to do its job.

What can you do to swing more sponsorships your way?

How can you persuade potential sponsors to have confidence in you?

I understand your problem from ‘hands-on' experience. As a consultant I have helped many organizations find corporate sponsorship.

I've helped clients work out the benefits they can offer a sponsor. I've developed creative ideas to make a deal more attractive and have written sponsorship proposals. I've helped my clients with their selling pitch to potential sponsors. And I've helped clients service their sponsorship agreements.

My experience covers the full range from large to small, from advising one of the biggest national sporting clubs to helping district clubs and arts events at the local level.

And I've been on the other side of the fence. I have been public affairs manager responsible for sponsorship budgets of several hundred thousand dollars in four organizations. In fact, sponsorship was often our biggest single budget responsibility.

As public affairs manager, I wrote corporate sponsorship policies to ensure we were approaching sponsorship in the most efficient way to support our organizational goals and gain the best return on our investment.

My expertise is respected

When I established my own consultancy, the State government appointed me to develop a whole-of-government sponsorship policy with best-practice principles and guidelines for all 144 government departments and agencies in the State.

This sponsorship project involved six months of consulting work:

• qualitative research (interviews with 18 government departments and companies)
• quantitative research (questionnaires to 144 government departments and agencies)
• a review of existing international literature on sponsorship
• a review of existing policies in government and the private sector
• a stakeholder workshop
• a report containing definitions, a policy, best-practice guidelines and procedures

The government paid me a total of $29,750 for this project.

You have access to the same information - and more - in this e-book on finding sponsorship!

Despite my extensive experience, I'm always keen to learn. A few months ago I attended two full-day sponsorship workshops (one for sponsorship seekers and one for sponsors) to ensure my knowledge is up to date.

In addition to my own direct experience in finding corporate sponsorship, I subscribe to sponsorship journals and literature so I keep up to date with developments in this field.

As a result of all this accumulated knowledge, I've brought together lots of great angles on finding corporate sponsorship in this e-book, The secrets of successfully seeking sponsorship. I give you the techniques you can tailor to suit your organization's unique needs.

A wealth of practical tips and guidelines!

• This e-book is written from my own hard-won experience - I've personally worked as head of public affairs in four organizations. Sponsorship was always our biggest single budget item after staff salaries. And as a consultant I have advised clients on their sponsorship strategies, so I know this information will work in the real world for you.

• Expert information. I've spent more than 10,000 hours researching during the past 8 years for my book, Strategic Public Relations, and this e-book series. I closely watch business trends by subscribing to the top online business, management and communication journals in the world including sponsorship journals.

• Saving you time. My long hours of research will save you from spending your valuable time in researching the same information for yourself.

• Concise - no waffle or jargon. The text gets straight to the point so you make the best use of your time.

• Easy to read, understand and implement. You know exactly what to do - it's been tried and tested for you.

• Instantly downloadable. You can start applying the information right away.

• Convenient information at your fingertips - you can print it as hard copy instantly.

• Value for money - affordable practical knowledge on sponsorship. Your employer should be glad to reimburse you for the cost of the valuable information in this e-book.

• Easy to pay online through WorldPay and Marketer's Choice Shopping Cart - you can use Visa card, MasterCard or American Express to make your payment.

• Secure - all payments are processed by WorldPay, which is wholly owned by the Royal Bank of Scotland, the fifth largest bank in the world. Security of your funds is protected by maximum-strength encryption.

But don't just listen to me!

Here is some feedback from readers:

Here's what you get in this e-book

In broad terms, here's what you get:

You get helpful background information about sponsorship.

You get examples of current sponsorships.

You learn which of your attributes will interest a sponsor.

You are given a detailed template for developing a marketing plan for finding corporate sponsorship.

You are given a detailed template to help you write a great sponsorship proposal.

You are given guidelines on making your selling pitch to a potential sponsor.

You find out how to manage a sponsorship agreement for best results.

And you discover low-cost ways to measure the success of a sponsorship.

Here's the detail of what you get:

• Sponsorship defined - so you know exactly what you are talking about.
• The 3 main types of sponsorship available in the marketplace.
• Learn why sponsorship needs to support your organizational goals and objectives.
• Discover the 7 types of activity that definitely aren't sponsorship, even though many people think they are.
• Find out the 7 circumstances in which sponsorship is inappropriate.
• Preparation is the biggest part of finding sponsorship - how you can tackle the crucial groundwork.
• Understand the value of appointing a sponsorship committee.
• Ensure you communicate progress reports to these 5 internal stakeholder groups.
• Learn why you should establish a sponsorship policy and the 9 broad components it should include.
• Keep these 6 guidelines on integrity and honesty in mind when seeking and managing sponsorship.
• Use this 11-step marketing plan for finding sponsorship.
• Discover the 65 different benefits you can offer a sponsor.
• Learn these selling strategy secrets to increase your chances. What to do when making the selling pitch to a potential sponsor.
• They 4 fundamental things sponsors want from you.
• The 8 essential things to include in winning sponsorship proposals.
• How to structure the benefits offered in a multi-sponsor strategy.
• Why it is important to show potential sponsors you have developed a marketing plan containing detailed media promotion and publicity plans.
• Know the 5 valuable guidelines on negotiation with a potential sponsor.
• What 'contra' is - and the traps you need to watch for.
• A detailed 16-point checklist for your sponsorship proposals.
• Understand the 22 points on a street-smart sponsor's checklist.
• Learn how to calculate the value of the sponsorship benefits you offer.
• Gain the most productivity from your sponsorship agreements:
  • 14 tips on preparing top sponsorship agreements.
  • How best to manage a sponsorship agreement - a 9-point guide.
  • Learn how to develop a strong relationship with your sponsor.
  • Understand the 4 key components of risk management to increase your chances of successful implementation - and impress sponsors at the same time.
  • Find out what happens in ambush marketing and what you can do about it.
  • Build 10 accountability procedures into your handling of the sponsorship to avoid possible problems
  • Ensure your sponsors leverage their commitment to maximize results for you and them. Here are 7 ideas to help sponsors add value to their customers.
• Should you renew the agreement or not? The factors you should consider.
  • Find out the 7 main ways sponsors analyze the return they have gained to guide them on whether to continue or not.
  • If a sponsor won't renew a continuing sponsorship, these are the 7 steps you should immediately take to find a new corporate sponsor.
• Here are 23 astute, low-cost ways that you can suggest the sponsor use to measure the effectiveness of their sponsorship. Why brand exposure is unsatisfactory as the main measure.
• A sample template shows you how some major sponsors analyze sponsorship alternatives such as yours.

Packed full of invaluable advice and guidelines

If you apply just some of the proven techniques in this e-book you will clearly improve your effectiveness in finding corporate sponsorship, and you will clearly demonstrate your value to your senior management.

Just one of these tips could tip the balance your way to win a major sponsorship in the next 12 months!

With this e-book, you have the potential to achieve great things for yourself in lifting your approach to sponsorship to another level.

This information is based on my own practical knowledge gained over 25 years PLUS my extensive research over the past 8 years.

All this valuable knowledge is available for just $39.95.

What's more, you get a 100% money-back guarantee!

I give you this genuine 12-month guarantee:

If you are not fully satisfied with this e-book for any reason, just request your money back at any time within 12 months of purchase and I will return your purchase price in full - no questions asked. Well... actually I would very politely enquire why, to help improve the future content.

Why would I take such a risk and possibly let people take advantage of me?

Well, I go by the experience with my book, Strategic Public Relations. People thought my book provided great value for money! From the thousands of sales of my book over the past five years, I have had no requests for refunds - only a couple of requests for credits when books were damaged in the mail!

You can implement these practical ideas immediately!

For only $39.95 I am sharing with you the secrets of world's best sponsorship practice.

This e-book is the distillation of gems of information learned over the years.

That's not all!

These five special bonuses give you even more value!

When you buy this e-book, you get these five great bonuses:

Free sample initial contact letter

PLUS!

Free sample follow-up letter to an initial meeting with a potential sponsor

PLUS!

Free sample covering letter for a sponsorship proposal

PLUS!

Free sample sponsorship proposal containing notes for you to adapt to your own special needs

PLUS!

Free sample response letter to a rejection of your sponsorship proposal (they could still be a potential sponsor in the future, so don't write them off completely!)

These bonuses will help you make an impact immediately!

Act Now!

If you act immediately you will receive these bonuses right now! The bonuses will help you get the sponsorship results you want and will make you look really professional.

It's easy to order!

Regards,

Kim Harrison
Consultant
Author of Strategic Public Relations