How to Write Up a Sponsorship Proposal

Sponsorship is an essential component of many events, initiatives, and organizations. Whether you are planning a charity event, a sporting competition, or a community festival, securing sponsorship can help you.

It can meet your financial goals and ensure the success of your initiative. But to secure sponsorship, you must write a persuasive and compelling sponsorship proposal.

In this blog post, we’ll share some tips on how to write up a sponsorship proposal that will increase your chances of success.

What Is a Sponsorship Proposal?

A sponsorship proposal is a formal document that outlines the benefits of a partnership between an organization or event and a potential sponsor.

The proposal typically includes details on the event or initiative, the sponsorship opportunities available. It also includes the benefits the sponsor can expect to receive, and any other information that may be relevant to the sponsorship deal. 

The goal of a sponsorship proposal is to persuade the potential sponsor to invest in the event or initiative and demonstrate the partnership’s value.

A well-written sponsorship proposal can help secure financial support, increase brand exposure, and ensure the success of the event or initiative. This is why you need to learn how to write up a sponsorship proposal.

black smartphone near person for a sponsorship proposal ahead
Photo by Headway on Unsplash

How to Write up a Sponsorship Proposal

Research the Sponsor

The first step in writing a successful sponsorship proposal is researching the sponsor. You must understand the sponsor’s brand, values, and marketing objectives to ensure your proposal aligns with their goals.

Visit the sponsor’s website, social media pages, and other marketing materials to gain insight into their brand messaging, target audience, and marketing strategies. You can also contact the sponsor directly to request a copy of their sponsorship guidelines and requirements.

Identify Your Sponsorship Goals

Before writing your proposal, you need to identify your sponsorship goals. What do you hope to achieve through this sponsorship deal? Are you seeking financial support, brand exposure, or access to a new audience?

By identifying your sponsorship goals, you can tailor your proposal to meet those objectives and increase your chances of success.

Create a Compelling Executive Summary

The executive summary is the first section of your sponsorship proposal. It should provide a brief overview of your event or initiative and the sponsorship opportunities available.

This section should be concise, compelling, and tailored to the sponsor’s goals and objectives. Use this section to capture the sponsor’s attention and persuade them to read on.

Describe Your Event or Initiative

In the next section of your sponsorship proposal, provide a detailed description of your event or initiative. This should include information on the date, location, and theme of the event, as well as any relevant history or background.

Use this section to create a clear picture of what the sponsor can expect and to demonstrate the value of supporting your initiative.

Outline the Sponsorship Opportunities

In this section, outline the sponsorship opportunities available to the sponsor. This can include naming rights, logo placement, booth space, speaking opportunities, and more.

Be specific and provide clear descriptions of the benefits associated with each option. Also, include a table or chart that outlines the different sponsorship levels and associated benefits.

Provide Information on Your Target Audience and Reach

Sponsors are interested in reaching new audiences and expanding their reach. In this section of your sponsorship proposal, provide information on your target audience and reach. This can include demographic information, attendance figures from previous events, and social media reach.

Use this section to demonstrate the potential value of partnering with your event or initiative.

Include Testimonials and Case Studies

Testimonials and case studies demonstrate the value of your event or initiative and the effectiveness of previous sponsorship deals.

Include quotes from past sponsors, attendees, or beneficiaries that highlight the impact of your initiative. Also, include case studies that demonstrate the success of past events or initiatives.

Outline the Sponsorship Benefits

In this section, outline the benefits the sponsor can expect to receive from the sponsorship deal. This can include brand exposure, increased customer loyalty, access to a new audience, and more.

Be specific and provide clear examples of how the sponsor’s investment will be used to achieve their goals.

Provide a Call to Action

Every sponsorship proposal should include a clear call to action. This can be a request for a meeting, a request for a specific level of sponsorship, or a request for additional information.

Make it clear what action the sponsor should take next and provide clear contact information.

Use Professional Language and Formatting

A sponsorship proposal should be professional and polished in its language and formatting. Use clear and concise language and avoid jargon or technical terms that may be unfamiliar to the sponsor.

Use a professional font and formatting style to ensure the proposal is well-organized and easy to read. You may also want to include photos or graphics to enhance the visual appeal of the proposal.

Proofread and Edit

Before submitting your sponsorship proposal, proofread and edit it thoroughly. Check for spelling and grammatical errors, and ensure all information is accurate and up-to-date.

You may want someone else to review the proposal as well to provide feedback and catch any mistakes you may have missed.

Follow Up

After submitting your sponsorship proposal, make sure to follow up with the sponsor. Send a thank-you note for their consideration and inquire about their decision.

If you don’t hear back from the sponsor within a reasonable time, follow up again to ensure your proposal was received and considered.

How to Research Potential Sponsors

Researching potential sponsors for an event is an important step in creating an effective sponsorship proposal. Here are some ways to explore sponsors for your event:

  • Identify your target audience: Determine who your event is targeted towards. And also, what kind of companies or brands would be interested in reaching that audience.
  • Look at similar events: Research events similar to yours and see who has sponsored them in the past. This can give you an idea of which companies may be interested in your event.
  • Search online: Search engines and social media platforms for companies that align with your event’s mission and values. Look for companies that are active in your industry or have sponsored events similar to yours in the past.
  • Use professional networks: Reach out to your professional networks and ask for referrals or recommendations for potential sponsors. This can be particularly helpful if you are targeting local companies.
  • Attend industry events: Attend industry events and conferences to network with potential sponsors and learn more about their goals and values.
  • Check trade publications: Look at trade publications in your industry to see which companies are active and may be interested in sponsoring your event.

Mistakes to Avoid in Your Sponsorship Proposal

When creating a sponsorship proposal, it is important to avoid inevitable common mistakes that can harm your chances of securing a sponsor. Here are some tips on what to avoid in your sponsorship proposal:

Being Too Generic

Make sure your proposal is tailored to the company you are contacting. Avoid using generic language or copy-pasting from previous proposals.

Show that you have done your research on the company and understand their goals and values.

Focusing Only on What You Want

While it’s important to highlight the benefits of sponsoring your event or organization, it’s equally important to understand what the sponsor is looking for.

Ask the sponsor what they hope to achieve through the partnership and incorporate their goals into your proposal.

Forgetting to Provide Context

It’s important to give some background information about your event or organization to help the sponsor understand why they should support you. Provide some details on your history, mission, and goals.

Ignoring the Budget

Be transparent about your budget and what you ask the sponsor to contribute. Ensure your proposed sponsorship levels align with your budget and are feasible for the sponsor.

Being Too Pushy

Avoid being too aggressive in your approach. Don’t make the sponsor feel like they are being pressured or obligated to contribute. Be respectful and professional in your communication.


Do Sponsorship Proposals Correspond to a Sponsorship Letter?

Sponsorship letters incentivize donors for a cash or in-kind donation in exchange for monetary or financial assistance. 

Why Do Sponsorship Letters Matter?

The organization’s sponsorship is important because its donations increase fundraising at events like walks, runs, rides, galas, and so on, touting its community ties.

What Is the Best Method for Sending Sponsorship Letters?

Investing in a dedicated direct mail platform will make reaching as many supporters as possible through your sponsorship letters easier and faster. Direct mail allows you to send your letters quickly, saving time and money. 

In Summary

Now that you know how to write up a sponsorship proposal, here’s what you should hold on to. Remember to investigate your potential sponsors and personalize your proposal to their aims and beliefs.

To maintain openness, clearly explain your sponsorship levels and incentives and present a thorough budget. To maximize your chances of obtaining a sponsor, be professional, courteous, and follow up on your proposal.

You may build a winning sponsorship proposal by following the recommendations and criteria given in this post. This will not only help you reach your fundraising objectives but will also provide value to your sponsors.

With the correct approach and plan, you may build long-term connections that will benefit your organization and your sponsors for many years.

Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.

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