Writing the Perfect Pitch
There are a number of ways to craft a perfect sponsorship proposal but in every successful proposal, the following points are consistent:
The Cover Letter
I put a lot of emphasis on the Cover Letter for two reasons:
1. No matter how you cut it, a sponsorship sale must have value but it is still a “relationship sell.” The Cover Letter allows the presenting organization the opportunity to put the value of the relationship in writing, at which time you are able to spell out the ways the sponsorship will be mutually beneficial to both parties.
2. The Cover Letter on your association’s letterhead portrays the class and legitimacy of your organization and most assuredly will be copied and shown to others who are in the decision-making circle. It also sets the tone of the presentation that follows.
The Written Proposal / Presentation
Another component of a great proposal is the Fact Sheet. This is the who, what, where and why document. This is often a stand-alone document that can be used if someone requests a fax or mail. For example include: demographics, physchographics, media/publicity information and testimonials.
In the next series of posts, we will explore pricing your sponsorship.
Bob Burris, a former sports executive now non-profit consultant and author, offers advice to organizations on how to maximize sports sponsorship with companies. His company, The Burris Group LLC, has negotiated and sold more than $100 million in sponsorship packages to a wide variety of Fortune 500 companies. "How To Sell Sponsorships, Tickets and Popcorn: A Guide to Creating, Selling and Maximizing Sponsorships for Non-Profit or For-Profit Partnerships and Athletic Programs" is a step-by-step workbook that provides sponsorship sellers with strategies and tools to finding, selling and retaining corporate sponsors.