Getting them to pay, getting them to stay

Are you planning a running event? Have you organised an event and are planning to do more in future? In either case you’ll need to attract and retain sponsors to make your event be all it can be. Here are some tips on how to do this.

Getting them to pay

Show them why they should! Sponsors what to know that they’ll get value by giving you money. They’re well aware that it doesn’t grow on trees. Bear this in mind: focus on sponsors that provide goods or services that will be of interest to those attending your event. Make this clear in your pitch. You’ll also need to show them that they’ll get plenty of exposure in return for their sponsorship. How and where will you display their logo, or information about them? Will this garner them increased business? How and why will it do so?

Getting them to stay

Don’t out your mouth where your money isn’t. Be careful what promises you make about the number of people that you can get to attend, particularly if this is your first event. Its far better to surprise sponsors than it is to let them down.

Put it on paper! Make sure all the key aspects of what you can offer sponsors are sent to them in writing and keep a copy for yourself. You should also give them a written timeline setting out the key dates by which actions on their part need to be completed. Put it all on the page so that everyone is on the same page.

Make sure you deliver on your promises and that you contact the sponsors after the event for a de-brief. Start the feedback meeting with a high-level overview and then focus on any specific issues that you or they have.

Happy pitching!

PS: please let us know about your event(s) by emailing us at [email protected] so that we can list your event on your site and help you fill your promises about attendee numbers.

February 10, 2017

Richard Potter

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