“Developing a Festival” Appendix “K” – Sponsorship Program Checklist

Sponsor money and donor money may come from the same business, but they don’t come from the same pot. Businesses donate money to causes they support. Normally the donation comes from the heart. Sponsor money is given because the company sees a business advantage. This could come from a directed festival marketing program or because they want their company associated with a great event. The following list shows what needs to be done to create an effective sponsorship program:

€                 . Prepare a detailed inventory of your event’s assets and what they will offer potential sponsors

€                 Place a value on each asset

€                 Create different sponsorship categories

€                 Bundle assets into each categories offering different values to each level

€                 Determine total value (tangible and intangible) of each category

€                 Create Sponsorship Proposals for each categories outlining assets offered plus their total value

€                 Prepare list of potential sponsor for each category

€                 Prepare personalized Sponsorship Proposal for each prospective sponsor

€                 Make sales call and presentation

€                 Sign Sponsorship contract

€                 Follow-up with each sponsor throughout the planning of the event to keep them updated and interested

€                 Prepare service and fulfillment program for sponsors

€                 Provide assistance to sponsors during event

€                 Follow-up with each sponsor immediately after to discuss any challenges and to promote renewing their contract for next year

€                Follow-up resign sponsors for next year’s event