Writing a sponsorship proposal

To fund your initiative or project, in many cases you can appeal to sponsors. Raising money from business can be done in several ways. It very much depends on your initiative or project, the place where it is taking place, the target groups you are aiming at and the audience reach. Also, the sponsor must really fit the project, otherwise it may become incomprehensible to the target group. There are people who are very good at recruiting sponsors, called fundraisers. However, you can also do it yourself. This page tells you how to write a sponsorship proposal.

What is a sponsorship proposal?

In this context, we refer to a sponsorship proposal as a document that you can send to potential sponsors. It contains everything the sponsor needs to know in order to evaluate your proposal. In fact, when recruiting sponsors, you will often get the request to "put it in the mail" because a company is primarily busy with its business activities and does not have all day to talk to you. In addition, chances are they will want to let it sink in for a while or need to discuss it internally.

What is the form of the sponsorship proposal?

The form of the sponsorship proposal can vary greatly. Sometimes it is enough to send an e-mail with your proposal. However, there is often quite a lot of information involved and you also want to be creative in order to stand out from other initiatives. Sometimes the whole story can be captured on one page, which you preferably designed nicely. However, you can also choose to create a more elaborate document in which you include all the information. Always make sure you check it carefully for spelling and be creative in the appearance of the document. After all, this says a lot about the mood and nature of your initiative or project. Companies are sensitive to this and it is an important way to differentiate yourself from others.

What's in a sponsorship proposal?

There are no legal rules regarding the content of a sponsorship proposal. However, a company does need certain information to assess whether your initiative or project is eligible for a contribution. After all, they cannot keep sponsoring endlessly and choices will have to be made. Always follow your own feelings, but keep in mind that the following elements should always be included, to a greater or lesser extent:

General data

Always include your contact information and links to digital communication tools if they already exist.

Foreword

The preface is often the first thing read by a potential sponsor. Take this opportunity to interest and convince the company that they really need to read this document further.

Your initiative or project

Of course, the company must fit your initiative or project or they must see the importance of it for some other reason. Therefore, always describe this as clearly as possible. Remember that you know all about it and the company doesn't, so it might be helpful to have someone in your circle of acquaintances read it, so you can determine if it is understandable.

Your organization

Also describe who you are and who is involved. Show that you are not just someone with a hobby but that you really know about it and want to realize your initiative or project in a professional way. Then a company will trust it faster.

Your target audience(s)

A company always wants to know which target groups you want to reach with your initiative or project. If this does not correspond with their own (potential) target groups, the company may not gain anything and the chance that they will sponsor you just because they like you is not very big, with some exceptions. Describe these as clearly as possible, indicate how big those target groups are and tell in what ways you are going to reach them through the communication.

What you expect from the sponsor

Describe clearly what you expect to receive from the sponsor. Do you need money that you can spend freely or can you also get by with help in a material sense? Always give the company room to come up with its own proposals.

What the sponsor can expect from you

In almost all cases, a sponsor will expect a quid pro quo for the help they offer you. Make sure you state this clearly in your sponsorship proposal. For example, you may choose to offer multiple packages where the quid pro quo is tied to an amount of money. This often has to do with communication, i.e. ways in which the company can come to the attention of certain target groups. Try to vary this and always offer the possibility to come up with your own proposal or to enter into discussion.

ANBI status

A public benefit corporation (ANBI) is an institution with certain tax benefits in the Netherlands. Since 2012, a cultural organization can be designated as an ANBI by the Dutch State. This has tax advantages both for that organization and for the Dutch taxpayer who makes a gift (e.g., donation) to that organization.

Learn more

On this website we have written more about sponsorship and we have listed some tips regarding sponsorship. Through this link you can download a document that serves as an example for writing a sponsorship proposal.


If your own expertise gives you knowledge that would fit this topic, or if you see possibilities to improve this text, we would like to receive your message via info@cultuuracademy.nl.