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Archive: In-Kind Sponsorship

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How to Write a Sponsorship Letter That Actually Works (With Samples and Templates)

How to Write a Sponsorship Letter That Actually Works (With Samples and Templates)

by | Nov 28, 2023 | , , , ,

I have been getting tons of questions from readers, clients, and workshop attendees about writing sponsorship request letters to secure sponsorship dollars. Before you can send out a solicitation letter, it is important that you fully understand sponsorship as a marketing discipline. To that end, I have listed some articles that will give you a full picture of the sponsorship landscape and how to increase your chances of success. Check out the following articles and resources: How To Get Sponsorship For Anything: A Complete Step By Step Guide The Essential Guide To Sponsorship Valuation The Definitive Guide To The Sponsorship Proposal How To Get Event Sponsorship: Absolutely Everything You Need To Know The Complete Guide To Title Sponsorship: Title, Naming And Presenting Rights Defined I see a lot of the same mistakes being made when sponsorship seekers write a request letter to sponsors, so this post will focus on a structure and a process that will guide your sponsorship efforts. I have also included several sponsorship request letter templates as well as an infographic to guide your efforts going forward. Scroll down to see the infographic and templates. What Is a Sponsorship Letter? And When to Use One! Before diving […]

In Kind Sponsorship: How to Upgrade to Cash Sponsorship

In Kind Sponsorship: How to Upgrade to Cash Sponsorship

by | Mar 18, 2019 | , ,

I have been getting a lot of questions about in-kind sponsorship lately. Not so much focused on getting in-kind, but how to get your in-kind sponsor to “upgrade” to cash. In my post “The Seven Deadly Sins of Sponsorship,” I speak out against in-kind sponsorship as one of the deadly sins. In a world where cash is king, I am not a big fan of in-kind sponsorship. There, I said it! I am also not a fan of the philosophy that you should use sponsorship to cover off your expenses and let ticket sales drive your revenue. The hard costs of your event or program have nothing to do with the market value of your assets. Getting “free” wine, AV, lunch, dinner, photo booths etc. is actually costing you thousands of dollars. Why? Because the value of the wine as a marketing opportunity is unrelated to its hard costs. Every logo placement, call out from the stage, and opportunity to connect your sponsors to their audience has value. Apply your valuation calculator to your wine (and all in-kind sponsorships) and sell it to companies who care about your demographic. Bonus tip: I never sell wine sponsorship to wine producers. Instead, […]