Learn the basics of creating a sponsorship proposal that is appetizing and appealing.

1. A PIECE OF CAKE:
HOW TO CREATE
SPONSORSHIP PACKAGES
THAT SELL
INGREDIENTS
Sales Letter
Fact Sheet
Sponsorship Inventory
Sponsor Levels &
Benefits
Sponsor Agreement
Creative Packaging

2. Change in advertising sales promotion sponsorship since 2008
North America
Annual growth of advertising, sales promotion and sponsorship from 2008 to 2011 (in percent)*
Annual growth (in percent)
15
11.4
10
5.9
5 3.9 3.9
2 2
0.6 0
0
-0.6
-3.3
-5
-4.6
-7.1
-10
2008 2009 2010 2011*
Advertising Sales Promotion Sponsorship
Diese Statistik kann in PPT nur ausschnittweise gezeigt werden. Bitte laden Sie für vollständige
Wiedergabe die Exceldatei der Statistik.
Note: further information regarding this statistic, such as comments and footnotes, can be found at
the end of this Dossier on page 12
Source: IEG, 2011 IEG Sponsorship Report, page 2

3. SALES LETTER
Basic Ingredients
HEADLINE Statement
“Over 5,000 People Save Babies on April 28th”
OPENING Sentence
“We invite you to WXY Company to join over 5,000 people on April
28th in an effort to prevent birth defects and prematurity at the 30 th
Annual March of Dimes March for Babies”.
TEASER Paragraph
CLOSING Sentence
“I will follow up with you by April 1st to discuss your support of
March for Babies”.
SIGNATURE
Include signature of Event Chair, Board Chair or Honorary Chair
P.S. Statement
Include testimony from existing sponsor or notable supporter

4. FACT SHEET
 Who
-Name of Organization
 Why
-Purpose of the event
 What
-About the event activities and brief
event statistics (if available)
 When
-Date, Time and Location
 Cost
 Contact Information
-Contact Person
-Phone Number
-Email Address
-Organization and event website
Example: FAMU National Alumni Convention

5. SPONSORSHIP INVENTORY OF ASSETS

6. SPONSORSHIP INVENTORY
Basic Event Offerings
IDEA:
“Swag” Bags
Allow sponsor
Admission Tickets
to submit “Tips”
Printing (tickets, posters, invitations, program)
or article for
Website
newsletter,
Volunteers
website or blog
Event Database
Company logo on printed collateral
On-site Survey Opportunities
On-site Product Sampling
Company included on media releases and advertisement
MORE, MORE, MORE!
Phone Voice Mail Message
Email Signatures
Monthly Newsletter (print and/or email)
Events (receptions, galas, festivals)
Board of Directors or Prominent Planning Committee
Retail Space or Office Complex (high traffic facility) (ie. IMAX “Wall of Stars”)
Organization automobiles (ie. Goodwill pick-up truck)
Exclusive Meeting Opportunity with Organization/Event Chair

7. BUILD SPONSORSHIP LEVELS
AND BENEFITS
Basic Ingredients
1. Add unique names for each level
2. Equate value to each benefit in the inventory
3. Offer a variety of levels (with prices and activities)
4. Offer unique activities/areas for sponsor ownership (Reception,
Transportation, Silent Auction, Live Auction, Lounge, Kids Corner, etc)
5. Include event photos in proposals
6. Include testimonials from past/current sponsors and event
participants/attendees
Examples: Leon County Sustainable Communities Summit

9. Allstate Name
printed on
Chocolate Bar
Allstate Logo
Printed on
Napkins

10. CREATE THE
AGREEMENT
Basic Ingredients
1. Contact Information
2. Sponsor Levels Offered
3. Additional Tickets/Registrations
Offered
4. Line for “Total”
5. Payment Methods/Options
6. Credit Card Information (including
Billing)
7. Notable deadlines
8. “Authorized Representative”
Name and Signature line
9. Organization Contact Information
(Mailing Address, Fax Number
and Email Address)

11. PACKAGING
THE PROPOSAL

12. PACKAGING THE PROPOSAL
Delivery Methods
Mail
A. Colorful envelope
B. Custom Folder or colorful/unique folder with
label
C. First Class postage or
certified mail
IDEA:
Email Deliver
A. PDF Format proposal in
B. GREAT Subject Line costume
Personal Delivery
A. Unique Packaging
B. Great delivery person!
Website
A. PDF Format (link)

13. RESOURCES
 IEG Sponsorship
 The NonProfit Times
 BizBash Florida
 Convention South
 Google Analytics
 Expo Magazine
 The Special Event
 Florida Trend Magazine
 850 (Rowland Publishing)
 Huffington Post

14. Contact
FELINA MARTIN, PRESIDENT
EVENTIONS
850-222-0200
FELINA@YOUREVENTIONS.COM
WWW.YOUREVENTIONS.COM