Sponsorship Proposal Basics with Examples

sponsorship proposalTo attract high-quality sponsors, you will need a professional sponsorship proposal.  Sometimes called a sponsorship package, this document normally consists of a sponsorship proposal letter and a sponsorship levels document that outlining several different sponsorship options.

Sponsorship Proposal Cover Letter

Your sponsorship proposal letter is a critical part of your sponsorship package.  This letter is your chance to capture the imagination of a prospective sponsor.  You must help them envision how a relationship with your organization fits with their objectives.  If you fail to create a shared vision, your chances of being sponsored are poor.

Sponsorship proposals are ultimately sales pitches in which you show your prospective sponsors a vision of shared success that is both believable and backed up by data.  It can be difficult for non-profits to think about their organizations as commercial advertising vehicles, but selling a sponsorship opportunity is exactly this.

Sponsorship Levels

Once your sponsorship proposal letter has piqued your prospective sponsor’s interest, they will need more information about exactly what benefits they can purchase from you and at what cost.  Corporate sponsors need to get something, normally some combination of advertising, public accolade and VIP treatment, in exchange for their financial support.  Sponsors who decide to commit will want to know what types of sponsorship are being offered and at what cost.  This data will inform their decision-making and allow them to match their budget to your proposal in a way that makes sense for them.

The benefits you can offer in your sponsorship levels document must be calibrated to match your total funding needs you needs.


Creating a sponsorship proposal is something every organization that is serious about attracting sponsors must do well.  Matching what you can offer with partners who can benefit in tangible ways from a relationship with you is the essence of what a sponsorship really is.  Sponsors have limited budgets and must maximize the benefit of these dollars to their businesses.  They must be selective.  A convincing, professional sponsorship proposal will give prospective sponsors a very clear idea of who you are and why they should fund your organization over others.

Your sponsorship proposal should give prospective corporate and private sponsors several sponsorship levels, so they can choose the level of sponsorship that best suits their budget and level of interest.

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