how-to Archives - Power Sponsorship

How Do Sponsors Evaluate Sponsorship Proposals?

Proposal evaluation comes down to two major factors: What you offer; and who you submit it to. These are the factors that will tell a sponsor whether what you’re offering is right for them, whether you’ll be easy to work with, and whether you have the skills and approach that will allow today’s modern sponsors to make the most of what you’re offering. In this blog, I’m going to address both of these critical factors. Your proposal Both the structure and content of your proposal will tell a sponsor a lot about whether, and to what degree, your offer is worth consideration. Most sponsors will evaluate a sponsorship proposals on these factors, in roughly this […] Read More

Valuing Contra vs Cash Sponsorship

This is another of my vintage blogs, reworked and updated to reflect changes in best practice, and new angles. How to value contra, otherwise known as in-kind, sponsorship is a question I get almost every day. What is most interesting is how differently sponsors and sponsorship seekers view contra, and they both overcomplicate what is really quite a simple equation. Sponsorship seekers take contra for granted. Well, okay… most sponsorship seekers take contra for granted. The attitude is, “those airline seats would be empty anyway, so why do we have to put a value on them?” Newsflash: If you didn’t get those seats through contra, you would have to pay someone for them, so they […] Read More

The Problem with Sponsorship Levels

This is a total rewrite of one of my most popular blogs. For years, this blog has sat squarely in the top five, and according to analytics, virtually everyone gets here because they’ve done a search on something like, “How to create sponsorship levels”. The problem is, sponsors hate levels. Gold-silver-bronze, or whatever cutesy, “creative” names you’ve put on them, sponsors see a proposal full of set packages, arranged by size, and they know you don’t get it. They think you’re unsophisticated. They think you’re inflexible. They may even think you’re lazy. And they know for sure that you either don’t know or don’t care what they are trying to accomplish, because if you did, you’d […] Read More

Sponsorship Training & Strategy Session World Tours

I get a lot of enquiries about doing in-house training and strategy sessions, and many of them are a long way from my base in Sydney. I love to travel, and I love working with clients in person, but sometimes it just doesn’t work out. Sometimes, I’ve just maxed out on how much long-haul work I can do. Other times, I’m available, but the cost of travel makes the overall cost prohibitive for the client. To mitigate both of those factors, and make working with me more achievable for some organisations, I’m going to string together work with several clients on one big tour, and split the travel costs between them. I’ve done this before, and it works […] Read More

Should We Break Up Sponsorship Sales and Servicing Roles?

This is a question I’ve had with increasing frequency the past few years from (usually) larger sponsorship seeking organisations. And the answer is… sort of. Selling sponsorship is different than most sales The thinking behind breaking up these roles is often rooted in the belief that sponsorship sales requires a specific set of skills. They want someone out there selling who can pitch the assets – a negotiator, a closer, someone who can sell ice to Eskimos… a shark. They want that person selling all the time, not doing the day-to-day sponsorship servicing work. On the surface, this would seem like a perfectly legitimate breakdown of responsibilities, but the reality is that sponsorship sales bears […] Read More

How to Increase Sponsorship Revenue: Getting Creative with Benefits [Infographic]

After writing my recent blog, How to Increase Sponsorship Revenue: Getting Creative with Benefits, I realised that there was a great way to visually convey the power of creative benefits, ended up with the infographic below. If you click on it, you’ll be taken to a full-sized version. This is a powerful illustration of how getting creative with the benefits you offer around your sponsorships increases your revenue potential exponentially, because it isn’t about cutting the same pie into smaller and smaller pieces, then trying to get more money for them. No, it’s about making the entire pie bigger. For all of the rationale, check out the blog linked above. For a very pretty illustration of how those […] Read More

What Should a Sponsor Do If a Rightsholder Doesn’t Deliver Contracted Benefits?

I recently worked with a sponsor that had a major sponsorship with a professional sporting body, but when the rightsholder failed to deliver many of the biggest benefits – the benefits the sponsorship was bought and sold on – the whole thing fell in a heap. Most of us who have been in the industry for some time have had to deal with at least a few rightsholders that really don’t hold up their end of the bargain. These range from minor annoyances to catastrophic, if core elements of the contracted benefits aren’t delivered. In this blog, I’m going to offer some options for dealing with these situations, as well as some advice for avoiding […] Read More

Updated: Top Ten Tips for Sponsorship Seekers

I originally wrote this white paper around ten years ago, and it’s been one of my most popular white papers ever since. But a lot has changed in ten years, so I went back to the drawing board and rewrote the whole thing from scratch. It’s totally up-to-date, much more comprehensive, and about ten times longer (which wasn’t difficult!). So, please enjoy the brand new version of Top Ten Tips for Sponsorship Seekers. Download Top Ten Tips for Sponsorship Seekers   As with all of my materials, they are copyright, and that copyright is vigorously enforced. You are welcome to share this blog, which includes the download link, or link to the White Papers and […] Read More

New Videos: Answers to the 20 Sponsorship Questions I Get the Most

Raising the bar for this industry has been one of my biggest goals since I started in this industry decades ago. Between the blogs, books, and speaking engagements, I offer a lot of advice, and really love doing it. This also means that I field a ton of industry questions. (If you want to see what my inbox looks like in a given week, check out this blog!) In the videos below, I’m addressing the twenty questions I get most often. Some are big, overarching questions about sponsorship. Others are tricky little buggers that stymie even seasoned veterans. I’ve broken these down into two parts. The first is primarily for sponsorship seekers, and the second is […] Read More

New Video: Sponsorship Proposal Basics in About 15 Minutes

After almost seven years, over 137,000 views, and a lot of amazing feedback, I’ve fully updated my most popular video tutorial, “Sponsorship Proposal Basics in About 10 Minutes”. The new version, “Sponsorship Proposal Basics in About 15 Minutes” is longer (obviously), and fully up-to-date with best practice advice and strategies. It’s a short, sharp look at the role of a sponsorship proposal, the structure of a best practice proposal, and where most sponsorship seekers go wrong. Is this going to teach you everything you need to know to put together a winning sponsorship proposal? Probably not in just fifteen minutes. But it will show you… What a sponsor needs to see – all of the critical […] Read More