PART FOUR: Conclusion

Sponsorship step by step

1. Determine which company you will approach
2. Ensure that the company has a good fit with your target audience (back it up with a copy of their Annual Report)
3. Write a clear business-like proposal of no more than three pages
4. Call the business to get the correct contact person, their title and postal address
5. Telephone the contact to let him/her know about your offer
6. Send the proposal
7. Follow up your proposal with a telephone call one week after you sent the proposal
8. make a time for a meeting to discuss the proposal
9. Negotiate with the organisation for a 'win-win' deal
10. Draw up a comprehensive sponsorship contract
11. Service the sponsor
12. Re-sign the contract

Golden rules of sponsorship

• Service your sponsor from day one
• Make sure the sponsor has a sense of belonging
• Involve the sponsor in all activities
• Actively help the sponsor get the most out of the sponsorship
• Always acknowledge your sponsor
• Thank your sponsor for their commitment
• Measure their success
• Give value for money
• Make sure your property is a success, everyone likes winners
• Be flexible
• Ensure the media promote the sponsor
• Respond quickly to all requests
• Under sell and over deliver
• Keep in touch with sponsors

If you can do all these things then your sponsor will be jumping through hoops to re-sign your contract!