I’ve been working with sponsors for years and they can be one of the most powerful ways to fund your dreams. But while some people thrive with long-term sponsor relationships, others crash and burn.
I’ll tell you how to fail at corporate sponsorships and what to do instead.
1. Don’t Do Your Homework
The Fail: Sending out generic sponsorship requests to everyone on your email list. Blast the same template to everything from grocery stores to technology companies, without doing the research on your possible sponsors.
The Fix: Take a few minutes to check out your sponsors’ websites, social media and news articles. Target companies whose customers, brand values, and goals align with yours. Find out what your sponsors are looking for and offer brilliant solutions. An industry-standard sponsor proposal makes you stand out.
2. Talk Only About Yourself
The Fail: Fill your proposal with too much information about how amazing you and your business are, how long you’ve been around, and why you need funding. I’ve seen a sponsor proposal with a 10-page bio about the founder of the property. This is a quick way to send your sponsor proposal to the trash.
The Fix: Make the sponsor the star. Sponsors don’t buy into your need—they buy into the benefits you can offer them. Storytelling is important and make it bite-sized content. Focus on what your sponsors will gain: visibility, customer engagement, brand-building, employee engagement, goodwill, impressions, connections, and measurable ROI.
3. Ask for Money Without Offering Value
The Fail: Giving sponsors a laundry list of your sponsor fees without telling them about the value.
The Fix: Offer sponsorship packages that deliver real marketing benefits—social media exposure, product placement, speaking opportunities, activations, email marketing, videos, contests, and exclusive experiences.
4. Ignore Sponsor Relationship Building
The Fail: Treating your sponsors like ATMs. Some people only contact their sponsors once a year with their hand out, asking for more money. Don’t bother building a relationship, sending updates, or even saying thank you. Ghosting isn’t just for dating anymore!
The Fix: Sponsorship is about partnership. Check in often. Share updates and photos, give them fulfillment reports, invite them to events, and look for long-term ways to collaborate. Don’t assume your sponsor is psychic.
5. Overpromise and Underdeliver
The Fail: Promising them enormous social media reach, ginormous traditional media campaigns, massive numbers of attendees and things you can’t deliver. Nothing kills trust faster and you won’t get renewals.
The Fix: Be realistic and transparent about your deliverables for your sponsors.
6. Forget to Measure Results
The Fail: Don’t measure shares, likes, open rates, or any tangible metrics.
The Fix: Create a sponsorship report that shows the visibility, engagement, and value you provided. Sponsors need proof that their investment paid off if they’re going to support you again and again.
Final Thoughts
Do you want to be a winner with corporate sponsors? Approach sponsorships as strategic partnerships, focus on the sponsor’s goals, and nurture long-term relationships.
When done right, corporate sponsorships can fund your dreams—and failing doesn’t have to be part of your story.
FAQ
What’s the best way to do my homework about my sponsors?
After checking out the sponsors’ websites, social media, and news articles, one of my favorite ways to research your sponsors is Google Alerts, which sends you articles and updates about brands.
How should I use storytelling in my sponsor proposal?
Don’t write your “pretty bio” with your education, awards, and experience. Get vulnerable in your storytelling. In my sponsor proposal, I write about when I was in an abusive relationship and the poverty trap. It’s been successful with sponsors because you want your story to create an emotional connection. You can also use a story of someone that you’ve helped with the work that you do.
How should I build sponsor relationships?
When doing your sponsor outreach, encourage conversations rather than just emailing back and forth. After a sponsor has signed on with you, the work is just beginning. Go over reports with them and keep them posted with new information about what you’re doing.
