My blog is full of advice on how to sell sponsorship – the strategies, angles, and pitfalls. But in order to find the right information, you kind of need to know where you’re going wrong. So that’s what this blog is all about – a big list of the things that can stop your sponsorship sales efforts in their tracks.
This is a total rewrite of a blog I wrote long ago. Some of the advice is the same, but most has been updated. The biggest change, though, is that I’m now including live links to blogs, videos, and white papers, so if you find any of these a bit too familiar, you can get some advice on how to sort yourself out. Note, there is some overlap on the links.
If a LOT of these pitfalls are looking familiar, you may be better off taking a course, like my
Getting to “Yes” online course, or getting a copy of , both of which lay out the whole process in order and great detail. The Sponsorship Seeker’s Toolkit 4th Edition
So with that, here you go… 39 ways to ensure you don’t sell sponsorship.
Your proposal is a
letter of request You use a
proposal is a deck You send
a “teaser” You don’t understand
what a sponsor is looking for in a proposal You don’t understand what
best practice sponsorship is all about (because sponsors do) Your sponsorships are
arranged in levels, like gold-silver-bronze Your proposal is based around
commodity benefits (visibility, mentions, tickets, hospitality, designation) You don’t include
creative ideas for the sponsor to leverage their investment You
use donation wording – help, support, assist, etc You include “
your sponsorship is tax deductible” You emphasise the
connection between your property and the sponsor (not the fans and the sponsor) You emphasise
your need or prestige You
emphasise visibility You reference
“good corporate citizenship” or “giving back to the community” Your proposal is
primarily about how great you are You send a generic proposal, when a sponsor says, “
Just send something generic“ You don’t make a complete business case that the
sponsor can sell internally Your
proposal is structured poorly You don’t
speak sponsor You tell the potential sponsor
how you’re planning to spend the money You don’t
put a price on your offer You price is based on your
financial need, not the commercial value You don’t
segment your target markets You segment your
target markets demographically You ignore your
remote fans You assume your
target markets are all the sponsors are targeting You submit your proposal
via an online form You send your proposal
to the sponsorship manager You send your proposal
to an agency You send your proposal
to a sponsorship consultant You send your proposal to
every sponsor you can think of – hundreds of them! You burn a lot of lead-time trying (and failing) to
secure a sponsorship broker You hire a
sponsorship broker that’s too good to be true You don’t
research sponsor target markets and objectives before developing the offer You don’t
meet with the sponsor before creating your offer You task a
junior staffer with selling sponsorship You leave
selling sponsorship too late You think sponsors will cut you some slack because
you’re new to sponsorship Need more assistance?
For all you need to know about sponsorship sales and servicing, you may want to get a copy of
. You may also be interested in my latest white paper, “ The Sponsorship Seeker’s Toolkit 4th Edition Disruptive Sponsorship: Like Disruptive Marketing, Only Better“. I’ve also got a self-paced, online sponsorship training course, covering the whole sales process, with lots of inclusions. Interested? Check out Getting to “Yes”.
If you need additional assistance, I offer
sponsorship consulting and strategy sessions, sponsorship training, and sponsorship coaching. I also offer Sponsorship Systems Design for large and/or diverse organisations. Please feel free to drop me a line to discuss.
Please note, I do not offer a sponsorship broker service, and can’t sell sponsorship on your behalf. You may find someone appropriate on my
sponsorship broker registry.
© Kim Skildum-Reid. All rights reserved. To enquire about republishing or distribution, please see the
blog and white paper reprints page.