The Skeleton Proposal and Package Levels

OK, so we get a lot of calls asking for demonstrations or explanations for how SponsorPark works.  I love those conversations because I get to learn a lot about the various sponsorship efforts going on out there.  It’s clear in the short time I get with these clients that there are some people that are deeply passionate about their efforts and are willing to be proactive and hard-working to increase the potential for successful sponsorships.  There’s another category of individuals that seem to really care about their sponsorship opportunities, but they simply don’t really know what they’re doing and need more help; and others that, well, you can tell after 5 minutes they aren’t interested in going above and beyond, or considering healthy change in their best practices.  One of the sections in our proposals where I can really see this play out in is the packages and benefits section.  So, for the benefit of the two former –especially that of the individual with passion but in need of direction, I believe I would be remiss if I were not to clarify the intended purpose of this section so that it can be used in line with sponsorship best practices. 

The packages and benefits section is the place on our “skeleton proposal” where you are able to cascade and loosely define various sponsorship levels you have to offer.  Since SponsorPark is a resource used for gaining our sponsorship opportunities exposure with potential sponsors with aligning interests, this is lovingly referred to as a “skeleton proposal” because you are simply offering baseline information in order for sponsors to know if there is indeed a reason to carry the conversation further.  I urge our users to use this section carefully.  Sponsors reference this section because they want to know a ballpark of what you’re asking for from your partners in terms of pricing and benefits.  It’s easy to cascade multiple packages of platinum through bronze, bullet pointing the inventory of benefits associated with each package, but the problem you run into is that you have not yet customized. Most sponsors are really interested in how you’re going to take the partnership to the next level, and so it’s wise not to use this as an asset dump.  Be careful to clarify a general idea of the hierarchy of sponsor partners, and assign a price range so that they know if their funds are in alignment.  It’s fine to highlight a handful of benefits you can promise access to, but Do NOT try to list every benefit under the sun, name it your gold package, and expect a quick purchase. Clarifying that you are very open to starting a dialogue to customize upon interest is essential to communicate.  We DO however, encourage that you communicate these ranges of levels for two reasons:

1. You have to set a direction for investment. If you communicate a range (ex: package one=1,000, package 2= 10,000, and package 3=50,000); you have now clearly identified that you have a hierarchy in sponsor involvement and what price range you are ballpark going to ask for.  You’ve likely also considered how each section needs to be fulfilled in order to meet your own needs; you can still customize, but now you’ve set some boundaries.  You have also protected yourself because if you don’t indicate this hierarchy and you don’t organize your needs accordingly, you can very quickly nosedive into sponsor soup while you try and customize according to their needs without having organized in such a way that all of your needs are met too.  Everyone will stay happier if you indicate levels and create boundaries around how many you need, where you are flexible and where you are not.
2. In the SponsorPark world, we work to gain you exposure.  When you assign a price range with various packages or levels, you allow for your opportunity to come up in more searches.  If you have just one package with overall expenses and you don’t break down levels, you will not be found in nearly so many searches and your exposure is limited.  Or you simply indicate no price and state that you’re open to customizing upon interest, you have given no helpful information to a sponsor to consider you as a match, left big questions marks as to your value, and you will not come up in a price specific search. Exposure is drastically limited.
   So essentially, we want you to communicate the core, or the skeleton of what you have to offer. Indicate levels of sponsorship and openness to customizing upon an open dialogue uncovering each partner’s needs.  Offer enough information to answer key questions of pricing and levels, but not so much information that you don’t allow for creativity upon a dialogue. Customization can be done once interest is established and an invitation offered to connect and communicate more.  When we send you an email telling you that Joe Smith at XYZ company is interested in you, at this point you can reach out to this specific company, add the meat and potatoes and customization to your proposal with their specific need in mind, and start a dialogue in order to get that sponsorship sold. 

I truly hope that helps as you get started with your proposals!  Skeleton proposals get the party started, and target the best partners more efficiently as you engage more potential sponsors.  If you have any insights on package creation you are welcome to post your own tips and tricks for the benefit of the sponsorship community!  Let the writing begin…