10.3 Potential Sponsors

Define Your Target Audience

Your sponsorship plan should focus on obtaining sponsors who wish to communicate with your target market. This might mean that you may need to approach a specialised part of the company rather than going directly to the corporate sponsorship department, who are probably flooded with requests for sponsorship. If you can offer "niche" marketing to a particular company, they may be more inclined to sponsor you.

Research Potential Sponsors

Before you approach a sponsor, it may be beneficial to do some research (internet, magazines etc) on the company and find out exactly what products or services they offer. On the company's website they may have details about their sponsorship policy or their sponsorship history (what things they have sponsored in the past). It may give you a good indication of whether they are a viable option to approach.

Time Frame

If it is an actual event that you are looking for sponsorship for, try to approach potential sponsors at least 12 months before the event. This will give them sufficient time to participate fully in the benefits you offer them. If a general sponsor is being sought for your organisation, it is also beneficial to approach them as early as possible to allow maximum time to prepare budgets.