February 20, 2020
By Cvent Guest

Ever wondered why some events get a barrage of sponsors while others don’t? In a time where the competition to get sponsorship dollars is fiercer than ever, putting together an event sponsorship proposal can seem like an uphill task. The ideas that used to work a few years back don’t anymore and finding new ideas for a truly stand-out sponsorship proposal is a challenge unto itself. To help you increase the number of sponsorship requests for your next event, we’ve created an outline of an all-inclusive event sponsorship template. 

Page 1: The Introduction

Check-In bei Cvent CONNECT Europe 2018

The cover page of your prospectus, also called the introduction, should have an eye-catching image that truly captures the theme of your event. On top of it, write your company name, the potential sponsor’s name and the date. This page will give the first impression of your entire proposal. So, make sure the image is top-notch quality and that the overall content is not only legible but pleasing to the eye.

Page 2: Table of Contents

To make your proposal more readable and ease the navigation process, include a Table of Contents section that outlines the proposal. It allows potential sponsors to jump right to the section that interests them instead of perusing the entire proposal. 

Page 3: The Objective

This section of the event sponsorship proposal template must include why your event matters. Include all of the relevant information about your event and how the potential sponsor can benefit from it. In other words, clearly mention the value the sponsor will get by investing in your event.

Page 4: Meet the Team

Show your sponsors the team behind your event by clearly mentioning the points of contacts along with their bios and photos. This will show potential sponsors that your team is qualified and trustworthy and that they will deliver the value proposed in the earlier section. 

Page 5: Sponsorship Levels

Sponsored partner lounge

If your event has several sponsorship levels, then this is the space to mention all the options. Instead of typing all the levels and benefits in a paragraph, use tables to present the information. This increases readability and will allow your potential sponsor to get all the necessary information about the benefits you are offering at a glance. 

Page 6: How Sponsors Will Be Represented

Sponsors need to know how they’re company name and brand will be used when you engage your audience. Therefore, list all the ways they will be represented before, during, and after the event. Make sure to include several fresh and innovative ideas related to both online and offline promotion. To get sponsors closer to the event attendees, you can opt for the traditional face-to-face meetings or generate brand awareness. And if your budget allows, keep a separate invite-only event for attendees who expressed interest in your sponsor’s products/services.

Page 7: Images

Include images of your past event along with the list of logos of previous year’s event sponsors. Again, this type of information helps potential sponsors evaluate if there are any similar companies to theirs who partnered with your event. Seeing similar sponsors will convince them to get involved with an audience previously proven relevant to their interests. You can also add a small infographic about past attendees’ information such as their designation, company, etc.

Page 8: Social Proof

Social proof is an optional section of the event sponsorship proposal template. If you have some quotes from the speakers or attendees from last year’s event, then make sure to include them in the proposal. These quirky elements of personal touch can go a long way to convince the sponsor that your events truly drive value for everyone involved.

Page 9: Deadline

Your event has a deadline and, therefore, it is wise to include a deadline in your proposal as well. You can’t wait forever for a potential sponsor to provide a response. By providing a timeline, you create the fear of missing out or FOMO, in return, encouraging the potential sponsor to proactively reach out. In this section, you can also tell the sponsor about any time-sensitive discounts such as the early bird fee, etc. Giving a deadline for your proposal will also make it easier for you to follow up.

Page 10+: Terms & Conditions

Cvent CONNECT Sponsor Party

A key element of your event sponsorship proposal template is the Terms & Conditions section. You won’t have to do much here since this will be pre-approved by the legal team with dates and deadlines. This section may take a couple of pages and usually includes sections on interpretation of the proposal, grant of rights and reservations, terms of the contract, obligations of the sponsor and the organizer, limitation of liability, etc. 

Page 11+: Seek Feedback

Before you sign off, it’s good practice to seek feedback on your proposal from potential sponsors. Include a feedback section on your event sponsorship proposal template. Ask questions about which packages they liked the most, or if they have any concerns about your sponsor packages. A feedback section can be a vital tool for sponsors to continue the negotiations. A word of caution: keep the questions short and don’t ask too many.

Page 12+: Signature & Thank You

The final page of your event sponsorship template should have space for your potential sponsor to sign if they are interested. In this section, thank them and celebrate this potential partnership. Also, include your social share buttons, which gives them a reason to stay connected with you and foster a long-lasting partnership.  

Find out how to drive sponsorship using event tech in this webinar. 

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