Sponsorship Tips

Sponsorship is a part of a businesses marketing mix. Your request is more likely to be taken seriously if you treat it as a business arrangement. Be clear and concise. Have a clear business case ready before you approach anyone.

What do you need sponsorship for?

A short description of what you are doing/building/buying/creating. Supply timeframes for start and completion. What are you trying to achieve? How will this be measured? Who will benefit from this directly and indirectly? Provide topline budgets, including costs and other funding sources if any.

What benefit is there for the business?

What impact will the sponsored activity have (eg press coverage, long term exposure). Who will attend (if an event)? Does the activity fit with the businesses brand or products? Their target market? Their customers or staff?

National or Local?

Large/national businesses generally have larger sponsorship budgets, but may have specific requirements or a national focus. Eg. ASB Bank provides sponsorship in the areas of Sport, Arts & Community organisations or events. It does not sponsor teams or individuals.

Local businesses have smaller budgets but may be more flexible in what they sponsor, and more likely to sponsor local events/organizations. Start with businesses in your area with a high profile, or have links to your own organization, through family etc.

Sponsorship in kind

Be clear about resources you need and creative in your requests. If a business is unable or unwilling to give cash, they may be able to provide sponsorship in kind. In-kind support includes such things as goods and services and assistance which can directly aid your activity. It can enable you to raise more money (eg prizes for a raffle), or reduce costs (eg. a business providing equipment or photocopying).

Timing

Allow plenty of time for sponsorship requests. As a general rule, the larger the request, the more time needed. Many companies decide their sponsorship focus and apportion their sponsorship funds at the beginning of their financial year (either April or July).

Seek help if you are asking for a lot of money

Seeking large amounts of sponsorship money takes time and skill. Allow more time (a year or more) for large requests. If possible, get help from someone who has negotiated big sponsorship deals before. Or seek help from a professional organisation.

 

Treat sponsorship as a business arrangement, and report back

Document any agreements to ensure that both parties’ needs are met. Provide transparent reporting back to the business. Some will specify what they want their donation to be used for and you may need to provide proof.

Recognition of sponsorship can include; cuttings of press coverage, in speeches or newsletters, inviting them to participate, including their promotional material at your event etc.

 

We asked the ASB Bank what qualities a sponsorship must have.

Here’s what they said:

• Solvency

• A good track record

• Lack of bad press of any type

• Popular – broad appeal

• Run by professionals who are able to service a

  professional sponsorship

• An insurable event or organisation

• OSH compliant

Desirable features to look for:

A fit with our core properties such as Tennis, Community, Youth are desirable but not always achievable – therefore other attributes to look for are:

• Strong broad appeal

• Professionally run by a team of administrators

• Strong media

• Hospitality

• Good fit with our brand

• Full industry exclusivity

• Popular – specifically amongst our core target market

  25-39

• Innovative

• Internet savvy

  DIRECTORY PRODUCTS RESOURCES IDEAS

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