Q:

How should one approach a company for sponsorship?

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Quick Answer

To approach a company for sponsorship, establish a demographic, write a good sponsorship proposal, and approach the right person in a company. Promising specific benefits to the company increases the chances of getting corporate sponsorship.

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How should one approach a company for sponsorship?
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Full Answer

Establish a demographic, and research statistics such as purchasing habits, educational level, spending power and median income of the target market. Ask for media kits from publications that are popular with the demographic for more specific information. Sponsors are more willing to come on board if they have a good understanding of the demographic in question.

Next, write an extensive sponsorship proposal that resonates with the potential sponsor. A good proposal includes a short story about the cause, a mission statement, benefits for the sponsor, the demographic and the money required. Create an experienced and well-versed advisory board to be more attractive to potential sponsors. Specify the potential benefits for the sponsor, such as media coverage and access to a new demographic.

Lastly, find a specific person in the company to approach, preferably an authority in the marketing department. Some companies, however, consider sponsorship proposals through the brand management, supplier diversity, public affairs or community affairs departments. Do research on the specific department to approach it with a proposal to fast-track the process and increase the chances of winning a sponsorship.

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