Attitudes about sponsorship
An interesting cultural divide emerged at a sponsorship workshop at yesterday's conference of the Illinois Park & Recreation Association and the Illinois Association of Park Districts.
Attendees were advised to customize all sponsorship proposals and not present prospective sponsors with the same menu of pre-packaged benefits. They were told to craft a proposal from the sponsor's point of view and give each sponsor what best fit its needs.
Some sponsors want a race day presence and some don't. Some may want packet inserts while others don't. Most don't value logo placement - unless it is accompanied by other benefits. Every sponsor has different needs.
It appeared that people accustomed to selling already followed that advice. But volunteers and foundation Board members were often uncomfortable with the procedure. They wanted to ask for specific amounts for specific benefits, as if this was a fund-raising activity (which it isn't). Some professionals agreed with them.
If an event is large enough and has a broad enough marketing reach, sponsors may be willing to pay whatever they are asked to pay and accept whatever benefits they are given. For most races, though, that is not reality.
So, find out what each sponsor wants and craft a package based on that. Every sponsorship will be different and every sponsorship will bring in a different amount of money. Sponsors will appreciate receiving what they want rather than having to pay for stuff they don't want.