Commercial sponsorship is a major factor in the financial success of many festivals and events. Gaining sponsorship, at local or national level, is very competitive. You will need to demonstrate tangible benefits to the sponsor.
Identifying and attracting potential sponsors requires effort, perseverance and considerable flair.
Some organisations may be able to provide 'in-kind' sponsorship. This can be as useful as cash in reducing costs. Set realistic targets for potential cash sponsors. Over-ambition can frighten off smaller potential sponsors.
Once you have identified the funding shortfall, decide whether the effort needed to find sponsorship will be proportionate to the benefit of getting the money.
Quantify the benefits to the sponsor. For example:
- advertising at the event
- logo/name on all printed material
- logo/name on merchandising (eg. T-shirts)
- website link to sponsor
- included in all PR
- free VIP tickets
- exhibition space
- distribution of sponsor's free samples
- sponsor's name added to festival/event title
Your organisation committee/network can help identify contacts who could introduce you to potential sponsors. It is always easier to 'get into' an organisation with a personal introduction. Arrange to go to meet potential sponsors and discuss their requirements with them fully.
Once a sponsor has committed to the event, involve them in all PR opportunities and keep them up-to-date with news.
If you are organising a large festival or event, consider using a sponsorship agent. See The Marketing Handbook www.marketinghandbook.co.uk for a list (click 'Marketing Services', then 'Sponsorship') or ask your own PR person.
Key Points:
- Match the event/festival to the profile of the potential sponsor
- Prepare a professional presentation
- Identify the tangible benefits that the sponsor will get
- Keep the sponsor informed
See Also:
1.1 Idea/Concept
1.2 Committee formation
1.8 Establish funds
2.4 Draft Budgets
2.6 Develop Marketing plan
2.9 Develop PR/Media Plan
3.5 Finalise Marketing/PR plan
