Sponsorship

Let's face it, a lot of events depend on sponsorship. You can make sponsorship easy, or you can make it hard.

The way to make it hard is to not be clear about what your sponsors receive for their money. If sponsorship packages are vague initially, it gives the sponsor the ability to push for more as the event comes closer.

When sponsors start pushing for more, you need to be cognisant of what your OTHER sponsors are getting. If the benefits of sponsorship are inconsistant with what they are paying, reletive to each other, you could have a problem on your hands.

It's also important to have ONE version of your sponsorship packages - not multiple ones floating around!

Of course, things are going to change as you tweak the packages to suit the sponsor, but if you are consistant in your levels in the first place, it will be easier to negotiate.

How to do this?

Once you have worked out the structure for your meeting, make a list of all of the potential opportunities for sponsors. For instance:

1. Trade show
2. Signage on lectern
3. Morning tea sponsorship
4. Collateral in Satchels.

etc.

Then go through and work out which are going to be the most valueable to sponsors, which should be exclusive, and which you can give to everyone.

Create a tiered structure for the most expensive package down to the budget option.

Then get it out there and talk to your sponsors! Nothing can beat picking up the phone.

Good luck!