Selling sponsorship
Who to approach
Members, family and friends
Like all forms of fundraising, it is easier to start locally with your members, friends and relatives. If people know your club and understand what you do, then they are more likely to listen and give the support required. There may even be someone within the club who has a small business and is willing to sponsor the club.
Local businesses and suppliers
Check with your suppliers of sports clothing, food and equipment. Research local businesses and target those who could benefit from a partnership with your club.
Larger organisations
Consider approaching larger organisations. They may have more resources but keep in mind they may not have the interest or commitment that you want. Unless you have a contact, it may be more difficult to get to speak to them as they are generally inundated with requests for sponsorship.
Golden rules
Selling sponsorship can be considered an art form. Improve your chances of winning the deal by using these golden rules:
- Offer an opportunity and not a problem -
Offer a solution to a potential sponsor’s problems, such as providing a bottom line saving or profit.
- Target companies with the right fit -
Does your target audience's demographics - psychographics and geographic location - fit with those of the company or brand to be promoted?
- Offer rights that the company can exploit -
Offer value for money - price your 'product' to ensure your organisation will benefit from the relationship and that the sponsor will make a profit. Make sure your product is priced similarly to comparable products.
- Stand out from the clutter -
Make sure your proposal is addressed or delivered to the person who has the power to say ‘yes’. Often the contents of a courier bag are treated with more respect than an envelope received in the mail.
- Be professional -
Make sure your representatives, including volunteers, always present themselves in a professional manner and understand what is required of a commercial relationship.
- Be persistent, not a pest -
Following up a sponsorship request is necessary, but not to the extent that you interrupt the recipient’s ability to do their job. It will take time for a potential sponsor to come to grips with what you are offering and for a relationship to grow and develop.