4 Elements of Successful Sponsorship
This is your community, your followers, members, subscribers, or attendees – anyone that engages with you. If you don’t have a community, it is important to develop one if you are looking to acquire sponsors. Sponsors want to see numbers so they can calculate ROI and the value they will get.
Once you have identified your reach, you need to dig deeper and paint a picture of who your community is. What do they like? What are the demographics on age, gender, income, education, etc.? What challenges do they face? The sooner you know your audience and can clearly outline them to potential sponsors, the easier the sponsor can identify their target audience/customers and see the value in what you are offering.
Your property is the big activity you are looking to get sponsorship for, such as a conference, gala, tradeshow, awards, etc. It could be an annual, multi-year agreement.
I often refer to these as your value add. These are the activities you will be doing to promote and engage with your community and sponsors, and to encourage them to participate in your property. These are also the activities you do to support your sponsor’s goals and needs to engage with your community.
To become of value to sponsors you need to identify your reach, and provide an overview of who they are and what they like to do. This is your hook and value to your sponsor. This is how you attract them to your property (your event or activity).
The property and assets are how you support your sponsor to reach their goals and engage with your community.
Look out for our next workshop where we take a deeper look at how to identify your reach and audience.