by Natalia Jones

Created on: June 23, 2009

Corporate sponsorship is everywhere. From the banners lining the sides of football and cricket fields, to companies that promote high profile charity causes. However finding sponsorship for an event is not as easy as it might appear on the surface. Companies large and small usually have funds built into their budgets to allocate to sponsoring events, but the sheer volume of projects and events in need of sponsorship far outweighs the funds available, which tips the balance of power in favor of the pool of potential sponsors.

Therefore, this is one instance in which the old adage "build it and they will come" certainly does not apply. To ensure that your event gets the attention it deserves you must have a plan of action when approaching companies for sponsorship. The following tips may be used as a guide in preparing your sponsorship proposal.

1. Select who you approach. Sending out a host of blanket proposals to every company in the phonebook is equivalent to sending out cookie-cutter mail merged resumes. Neither will get you noticed but instead you will join the sea of other bland correspondence in the company's circular file, otherwise known as the trash can. Instead, choose the companies you approach on the basis of the potential benefit to be gained by both parties on the mutual association. Think of your invitees and then try to visualize the type of company that would be interested in targeting this group of people. If for instance you are hosting a series of talks on heart treatment, your invitees will be medical practitioners and your potential sponsors may be drug companies or even luxury retailers.

2. Define your sponsorship levels. Companies are essentially giving you money in exchange for the exposure that they would like to get from your event. By setting official sponsorship levels you let companies know upfront the type of advertisement they can expect from the event. Usually several dollar values are defined and each is attached to a set of privileges, such as banner placement, special mentions, logo or advertisements on the event flyer or ticket, links on the event website and tickets for staff members.

3. Send out your proposals. Try to tailor each sponsorship proposal letter to the receiving company. Highlight the mission of the event, especially if your event is for charity so that companies can get a feel for what your event is supposed to accomplish. If your company has a website you may direct the reader to the website

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