If you see a class, a speaker to hire, or a event that you want to host but are having a tough time making the numbers make sense it from a budgetary standpoint it may be time to look for a sponsor. But, how many times have you asked the same sponsor for money again and again and delivered a minimal payoff at best. Sponsors want people to say yes to the product or service that they are representing and the more times they can put themselves in front of prospects, then the more chances they will benefit from participation. The trade-off exists when the sponsor can earn enough business from developing a relationship in a short period of time in lieu of handing money over to the organization.

Here are some brief thoughts on what sponsors look for and how to help them make the decision easier.

Sponsors want:

1. Floor time. Give sponsors up to 5 minutes to introduce themselves, their product or service and open up the floor for questions. It is also important that sponsors know how to use the 5 minutes wisely. The introduction of a sponsor MUST be sincere and the group will notice.

2. Future contact. Give the sponsor the database of individuals including name, phone, number, and email address. Make it clear to the audience that by attending the event for FREE then the sponsor may contact each individual over time.

3. Feedback. They want to know how many people attended, who they do business with, and how those people can be better served. This can be in the form of a written pre-program survey during the opening or electronic email survey.

Is it fair to give the sponsor the time, the ability to contact, and feedback from their presentation? I say rightly so. This will give them the ability to gauge their decisions and the more information they can receive the likelihood of them sponsoring again will better.

What to put in your sponsor packet:

1. Letter. Type out a short letter to the sponsor that defines the purpose of the event, the strength of the organization, how many members, average class size, past successes, etc. This can be a standardize letter that is sent out to numerous people for participation.

2. Testimonials from attendees. Ask your members to write letters that identify the results achieved by performing the actions listed during past events.

3. Testimonials from past sponsors. Ask past sponsors to write letters about how much they have benefitted from sponsoring the event or organization. The more of these the better.

The success of the sponsorship depends on how well of an overall impression was made on the group and how well the sponsor was able to follow up with the attendees. There is no one quick solution this answer. It involves an orchestrated set of activities from choosing the right venue, hiring the right speaker, and delivering value every single time.

View Sponsorship Letter Here


Organizations bring in Doug Devitre when they want to dramatically improve marketing, productivity, and sales performance with the latest technology. He is changing the way consultants consult, coaches coach, and trainers train professionals with his creative approach to using technology focused on business outcomes. The University of Missouri-Columbia Business School Entrepreneur of the Year, National Association of Realtors Business Specialties Hall of Fame Educator, and Certified Speaking Professional of the National Speakers Association brings a power-packed, innovative punch to managing organizational change outlined in his latest book Screen to Screen Selling™ : How to Increase Sales, Productivity, and the Customer Experience With the Latest Technology. Now Doug is focused on creating thought leadership on how businesses can use the Amazon Alexa platform to reduce operational costs and improve workplace productivity.

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