Have you ever had a mail in your inbox from an organization asking for money?
And I don’t mean these crazy mails from some guy who won the lottery.
Or a girl who’s totally in love with you and wants money for her plane ticket…
I received a mail from a Chambre of Commerce like organization.
They are looking for sponsors for their new year’s event.
The mail said something like:
We hope to get your support this year.
Please find the sponsor contract attached.
I don’t know about you, but I did not feel like becoming a sponsor.
The question that popped into my mind was:
What’s in it for me?
And that, my dear reader, is the question you should always ask yourself.
What’s in it for the customer?
Or for the sponsor in this case.
Anyway, I was curious to find out, so I opened the attachment.
I got a long explanation of the organization.
Then about the events they had organized the previous years
Then about the keynote speakers they invited the previous years.
No clue who they will invite this year…
And finally the different sponsor deals.
The whole document is “interesting” I’ll just focus on 3 things that caught my eye…
- If you become a sponsor you’ll get sufficient media coverage and visibility
- You will also get a couple of free admission tickets (number to be discussed)
- Please fax your signed copy to …. (is this the 21st century?)
What can we learn about this?
7 tips to attract great sponsors & partners:
- Build Know-Like-Trust
If the sponsor does not know you and your organization at all, he will not be eager to give you money. That’s obvious, right? Apparently not.
Remember the rule of 7: a prospect needs to see, hear, or otherwise be exposed to a message at least seven times before they respond in some way, shape or form.
The same with sponsors.
- Identify the “WIIFM” – What’s in it for me (for the sponsor).
Start your sponsorship proposal with this. Why should I give you money? Honestly. Your offer should be remarkable. A no-brainer. Focus on the benefits and outcomes for the sponsor.
- Don’t ask people to “donate”
Instead ask them to “join”, “build”, “attract”, … People love to be part of something, of a community. Make use of that.
- Get specific by laying out different sponsor deals
And listing exactly what each sponsor deal includes. The more your audience knows, the more comfortable they’ll be with sponsoring you.
- Add social proof
Show them who are the other sponsors. And how many they have donated. (if you have permission to do so).
- Customize where possible
Whenever possible, have an appointment with your possible sponsor. Listen to them. What are their ambitions? What are the challenges they are facing. Can you help in any way? And customize your sponsor proposal appropriately.
After you have sent your customized remarkable sponsorship proposal… follow up. It is said that 80% of sales are made on the 5th to 12th contact. Same is true for sponsorship deals.
Your turn – what’s your golden tip with regards to sponsorship/partnership deals?