Beyond the Basics: Uncommon Sponsorship Secrets That Work
As we approach the end of the year, you might think it’s time to wind down your sponsorship efforts. But hold on -it may be the perfect moment to start building relationships with potential sponsors who will help drive your mission forward in the coming year (more on that below!). Or, maybe it’s the right time to assess your program and find ways to maximize your efforts for 2025.
I’ve been coaching sponsorship seekers for years now. If you’re a regular blog reader, you’ve probably noticed I’m not shy about sharing what works. Today, however, I’d like to share uncommon strategies and tips from two of our senior coaches, Mark Sabourin and Kevin Grothe. They’ve successfully secured sponsors for their properties over the years, and their hard-won insights are incredibly valuable.
Uncommon Tip #1: A Sponsor’s Budget Prep Time Is Your Golden Window
Think you can approach sponsors anytime? Or do you believe there’s only one right time during the year to reach out?
Mark’s tip is to avoid getting stuck in either limiting trap. Instead, his advice is to be more surgical and start engaging with potential sponsors at least 3 months before their new fiscal year begins. Why? Because that’s when companies are planning their budgets for the upcoming year, making them more receptive to your proposals.
But here’s the kicker – not every company’s fiscal year runs from January 1 to December 31. Many non-profits operate from July 1 to June 30. retailers often use February 1 to January 31 due to the busy holiday season. Seasonal businesses like ski resorts or garden centers choose fiscal years that best align with their busiest periods. If you’re looking at publicly traded companies, check their annual or quarterly reports to pinpoint their fiscal year.
Missed that pre-3-month window? Don’t sweat it too much – all is not lost. Companies often have discretionary marketing funds available year-round, so an opportunity might still exist.
Uncommon Tip #2: Follow Up The Right Way
So, you sent out your initial sponsorship email with a compelling subject line and a concise pitch, but now it’s time to follow up. Ever heard of the PP Approach? Kevin’s secret weapon to securing more sponsors is being Persistent but Polite. Once an initial contact is made, reaching out by email or phone at least every couple of weeks is perfectly acceptable. It keeps you top-of-mind without being intrusive.
Just like you, your contact is busy. They may not have had time to review your proposal yet or might have been sidetracked with other priorities. They’ll likely appreciate a gentle reminder.
However, if you’ve followed up multiple times without getting a response, it may simply mean the answer is ‘no.’ Don’t let this discourage you – the right sponsors are out there.
Bonus Tip: I swear by the BAMFAM philosophy. It means Book A Meeting From A Meeting. In practice, it boils down to setting the next meeting before leaving the one you’re in, and I’ve had great success following that practice.
Uncommon Tip #3: A Proposal That Packs The Right Punch
A generic proposal that isn’t tailored for each potential sponsor is a waste of your time and your contact’s time. Attaching your package to a cold email is the best way to ensure it ends up in a virtual trash bin.
Mark’s tip is to only deliver a package after having a discussion with the prospect to understand their needs and budget. Use your discovery call to learn about their current obstacles so you can customize your offer with assets that address those specific challenges. It’s the best way to ensure both you and the sponsor benefit from the partnership. Then stick to that – no more.
As Mark likes to say, “Sending a package without having this critical conversation is like throwing a pot of limp spaghetti at a wall, hoping something will stick. Typically, nothing does.” He’s so right!
Uncommon Tip #4: Track Your Sponsorship Success
Kevin emphasizes the importance of evaluating your program both quantitatively and qualitatively. Self-evaluation might be as fun as a trip to the dentist, but it’s crucial for improvement and fine-tuning your processes and program.
Ask yourself key questions to determine what’s working and what’s not:
- Are your cold outreaches resulting in discovery calls? If not, evaluate who you’re approaching and the content of your emails.
- Are you booking a lot of calls but not getting many requests for proposals? Think about what you’re saying on these calls and how you might alter the direction of the conversation to increase interest.
- Are you presenting proposals but not getting commitments? Look at your packets and see if they meet the needs and expectations of your prospects. Don’t forget to consider the impact of formatting and graphics, and always switch to easy-to-read bullet points if your content looks blocky and overwhelming.
Remember, the point of evaluation isn’t to beat yourself up over losses; it’s to refine your approach and increase your chances of success with future sponsorship opportunities. If you’re having a hard time being objective (we’ve all been there!), get a colleague involved, or reach out to us.
Uncommon Tip #5: Think Beyond the Big Ones For More Sponsorship Opportunities
Most people focus on major corporations with large sponsorship budgets. It’s hard to resist the appeal of a super-recognizable brand with deep pockets. But guess what? Everyone’s fishing in that pond. That doesn’t mean you should skip the high-value sponsors. If you get a bite, try to reel that fish in.
But, also take Mark’s advice and broaden your scope by considering smaller brands that could still provide valuable partnerships. Your best shot at securing sponsors is to cast a wide net.
Mark sees people often skip over various marketing and business media magazines like Ad Age, Mediapost, Strategy, Forbes, or Inc. They have diverse readerships, so if your audience frequents those sites, you might find a match made in sponsorship heaven.
He also recommends trade magazines that are relevant to your industry. For example, if you’re a fashion property, Glamour would be a great option; however, don’t overlook more niche or specialized publications like Happi or GCI.
As I’ve said before, there’s no magic number of potential sponsors to have on your list – thousands are waiting to be discovered. Yes, you might have to contact more sponsors if their budgets are smaller, but if you reach your goals, isn’t it worth it?
Wrapping It Up
Winning sponsors isn’t easy, and it’s not for the faint-hearted. Don’t ever take a rejection personally – use it to learn, grow, and evolve your pitch and packet.
Apply the tips and advice shared here to your 2025 sponsorship strategy, and you’ll be well on your way to building stronger, more meaningful relationships with sponsors.
Remember, successful sponsorship is about creating mutually beneficial partnerships that support your work and the sponsor’s goals.
- About the Author
- Latest Posts
Chris Baylis is the Founder and Editor-in-Chief of The Sponsorship Collective.
After spending several years in the field as a sponsorship professional and consultant, Chris now spends his time working with clients to help them understand their audiences, build activations that sponsors want, apply market values to their assets and build strategies that drive sales.
Read More about Chris Baylis