How to Write a Sponsorship Proposal-Part 1: Setting the Foundation

How to Write a Proposal - Setting the Foundation

Before you start: Only send a proposal to a prospect who has requested a proposal and where you have established their needs and objectives.

Crafting a sponsorship proposal is a strategic and essential step for any organization or individual seeking financial support for their initiatives. A well-prepared proposal serves as a comprehensive document that not only introduces your organization and its objectives but also outlines the tangible benefits sponsors will gain from partnering with you.

In this three part series, we will cover the essentials so you can write a proposal that converts.

Section 1: Introduction

Begin your proposal with a compelling introduction. Clearly state who you are, what your organization does, and the purpose of seeking sponsorship. Highlight your achievements and the positive impact your organization has had. This sets the tone for the rest of the proposal and immediately engages the reader.

Remember, the proposal is about them, so don’t overdo it, and don’t lead with pictures of your team.

Section 2: Understanding Your Audience

Before diving into the proposal content, take the time to research and understand the potential sponsor. Identify companies or individuals whose values align with your organization. Knowing your audience allows you to tailor your proposal to their specific interests and needs. Demonstrate how a partnership with your organization aligns with their goals and values.

Section 3: Define Your Goals and Objectives

Clearly outline the goals and objectives of your event or project. Whether it's a fundraising event, community project, or a specific campaign, sponsors need to know what they are supporting. Be specific about the expected outcomes and the impact their sponsorship will have. This section serves as the roadmap for the rest of your proposal.

About The Sponsorship Guy

Larry Weil, The Sponsorship Guy

Since 2006 The Sponsorship Guy has been on a mission to improve results for sponsors and sponsorship properties.

Larry’s skill as an expert seller, negotiator, presenter, and strategist has connected him to many of the nation’s most recognized brands and properties. He has over $200M in sponsorship transactions to his credit and a database of over 4,000 brand and industry contacts.

TSG’s clients include sponsorship seekers such as conferences, trade Shows, convention and visitors’ bureaus, entertainment and sports properties, financial Services, tech, and fully digital properties.

TSG also provides sponsorship negotiation, valuation, selection and activation strategies to brands and companies who utilize sponsorship as a marketing channel.

Larry holds both a MBA from the University of Texas at San Antonio and a BSBA (cum laude), from The University of Texas at Dallas and recently earned a Certificate in Digital Brand Management from the Continuing and Professional Education Program at Oregon State University.

Larry is a Certified Presenter and Volunteer Climate Leader for the Climate Reality Project’s Climate Reality Leadership Corps.