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Mastering Event Sponsorship: A Field Guide for Making Your Event Irresistible!

I’ve been thinking about this for a while now. Regularly, I’m asked to review or support events, and there are many great ones that deserve help. But it’s not possible to sponsor every single event. Getting sponsors can be tough because they get approached a lot, and you need to give them a good reason to want to sponsor your event.

At the end of the year, I sit down to review events, and that’s when I run into some problems. In this post, I want to talk about some simple things that event organisers sometimes forget, which makes it harder for sponsors like me to get involved.

Here are the important things I need to know right away:

Location: Tell me where it’s happening – country, state, and city. This is especially important in places like the US where many cities have the same name.

Website: If you’re emailing me, include the event’s website link in the email or brochure. Don’t make me search for it. If I end up on the wrong site, it wastes my time.

Dates: Be clear about the exact dates of the event. Month-only isn’t enough. The dates matter because they determine if I can take part or if I’m already committed to something else. Don’t say it’s happening in June without confirming the dates. It makes you seem disorganised.

If I can see these details quickly, I’ll be more likely to look into your event further. If not, I might not bother to find out more. Now, let’s talk about how you can make your event stand out and why sponsors would want to be a part of it.

Event Details:
Tell me what your event is all about. Is it focused on a particular industry, language, or technology? Help me understand what makes your event unique compared to similar ones. Explain why I should get involved. If other people with similar interests are sponsoring and attending, that’s a good reason for me too.

Attractions for Attendees:
Why do people choose your event over others? Is it because of the speakers, workshops, or exhibition area? Give me the reasons attendees find your event attractive.

Expected Attendance:
Let me know how many people you’re expecting. If it’s the first time, just give me an estimate. For recurring events, share the past numbers and if you plan to exceed them this time. This helps me understand the scale and impact of your event.

Now, if you’ve covered all these points, we can move on to the nitty-gritty of sponsorship options.

To make it easy to understand, use a simple grid system. This way, I can see what I’ll get and how much it costs. This is especially helpful if I have a budget in mind. If you’ve sent me an email and now the sponsorship details are in a document, remind me about the event basics like the date, location, and venue. This helps when I revisit the document later.

Options GoldSilverBronze

Lastly, let’s talk about one more thing that’s come up recently – online contract portals. But let’s be practical: the person dealing with these portals might not have the authority to sign binding contracts. Using an online form creates more work and might complicate the sponsorship process. All contracts need to be reviewed by legal or finance experts. Online portals can be useful after the agreement is signed, for managing tasks and information, but don’t make me sign a contract through them.

I hope these tips are helpful. I know organising an event and seeking sponsorship is not easy. Let’s work together to make it easier for everyone involved in your event!

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