Writing a sponsorship proposal

For many cultural projects, sponsorship is an important source of funding. Companies can contribute not only financially, but also by providing materials, expertise, or access to their network. But how do you ensure that your initiative catches the attention of a potential sponsor? A well-crafted sponsorship proposal is often the key. On this page, you’ll learn what to keep in mind and how to write a proposal that’s convincing.

What is a sponsorship proposal?

A sponsorship proposal is a document in which you present your initiative to a company and ask for their support. It contains all the information needed to assess whether they want to invest in you. Often, during an initial conversation, you’ll be told, “Just send it over by email.” After all, companies have limited time and usually discuss such requests internally. A clear and compelling proposal increases your chances of holding their attention.

Concise, creative, and polished

A sponsorship proposal can take the form of an email, a concise one-page flyer, or a more detailed document. Whichever format you choose, make sure it looks professional and is free of errors. The presentation of your proposal says a lot about you and your project. A creative design can also help you stand out from the crowd.

What does a sponsorship proposal include?

There are no set rules, but there are certain elements that almost always come up. For example:

• General Information – Please provide your contact information and any links to your website or social media accounts.
• Foreword – The first paragraph is your chance to grab the reader’s attention. Write a brief, enthusiastic explanation of why your project is worth pursuing.
• The initiative or project – Clearly describe what you’re going to do. You know all the details, but the reader doesn’t. So, if necessary, have someone outside your project proofread your text to make sure it’s easy to understand.
• Your organization – Tell us who you are and who is involved. Show us that you operate professionally and that your project is realistic.
• Target audience(s) – Companies want to know who they’ll reach through your project. Describe your audience as specifically as possible: numbers, age, interests, and how you plan to reach them.
• What you expect from the sponsor – Be clear about what you’re asking for: is it funding, materials, or expertise, for example? Also leave room for the sponsor to contribute their own ideas.
• What the sponsor gets in return – Come up with creative ways to show your appreciation. Consider visibility in communications, a VIP evening, or a networking event. You can create packages that vary in price and benefits, but also offer flexibility for customized solutions.

ANBI status and tax benefits

If your cultural organization is designated as an ANBI (Public Benefit Organization), that’s definitely worth mentioning. This can provide tax benefits for the company and often makes sponsorship more attractive.

Writing style and tone

A sponsorship proposal is not a policy plan, but a compelling story. Keep the tone professional yet enthusiastic. Companies want to feel that you are passionate about your project and that you take your work seriously. Keep the text short, clear, and well-organized. A good sponsorship proposal is more than just a list of facts. Keep the following points in mind:

• Make sure your approach is tailored to their needs. Take the time to understand the company and show why your project aligns with their values.
• Be specific. Avoid vague terms and provide clear figures, goals, and examples.
• Visualize. Use photos, mock-ups, or a short video to bring your story to life.
• Be honest. If something isn’t finalized yet, let people know. Transparency builds trust.
• End with an invitation. Invite the sponsor to a meeting or a visit to your project.

Learn more

On this website, we’ve written more about sponsorship and have compiled a list of tips on the subject. Click this link to download a document that serves as a template for writing a sponsorship proposal.