Knowing What To Charge Sponsors

Draw up a list of items you think would be appropriate to your event and work out the cost of those items to be produced, including the screen-print charge and delivery. Then add on a percentage which is the sponsor’s contribution to the event. The amount will vary according to your particular circumstances. (When calculating the cost of the screen-printing be aware of the increase in charges if using more than one colour.)

How To Contact Potential Sponsors

Circulate a letter of introduction and a sponsorship form to your list of potential sponsors, making sure it looks professional and attractive. Ensure that it clearly stresses the benefits to the organisation should they decide to take up the opportunity. Be totally honest about the expected number of delegates, mailing, numbers of brochures, etc. Include a date by which forms should be returned, and be sure to enclose a contact name and telephone number for any queries.

Confirming The Sponsorship Agreement

Having obtained an initial agreement to sponsor the event, send a written sponsorship agreement, making it clear exactly what is included in the package, confirming the cost, and informing them of the date that the invoice will be sent and the terms of payment. This ensures that it is clear from the start that there is no room for misinterpretation. Sponsors should be invoiced before the relevant items are ordered, so that should they have a last minute change of heart you are not left to pick up the bill for 200 delegate bags with their logo printed on them.

Logos are designed at great expense and play an important part in a company’s corporate identity. It is essential that designs for your sponsored items are approved by the company.

Taking Care Of Sponsors

Having provided the financial resources to enable you to hold your event it is worth looking after your sponsors. Without them the financial outlay could render the event unviable and, of course, you may wish to approach them





again in future years. In terms of physical products – pens, bags, brochures, etc – send a set to the sponsor when they have been produced. In the case of brochures that carry their logo, you may find that the sponsor is willing to distribute brochures on your behalf as it can be of mutual benefit.

After The Event

After the event send a personalised thank you letter to the sponsor. If the delegate list was to be part of the sponsorship agreement, ensure this is also sent promptly (first checking this does not contravene data protection legislation.)

Sponsorship Ideas

• advertisement in brochure
• dinner
• wine
• cocktail reception
• flowers
• luncheons/bags/documentation
• pens/badges
• notepads
• signs
• conference speaker expenses
• carpet tiles
• banners
• breakfasts
• menus.