An Actionable Manual for Selling More Sponsorships

Congratulations on taking this step towards your success as a sponsorship salesperson. This user manual is designed with the sponsorship seeker in mind. Whether you work with the for-profit sector, a charity, a sports club or are a volunteer, this manual will help you with selling more sponsorships.

How to Use the Manual to Sell More Sponsorships

The design of this manual is simple. Find the worksheet or section that applies to your particular stage in the sales process, and use it! Read the template, read the instructions, plug in your information and start selling sponsorship. That’s it!


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The design of this manual is simple. Find the worksheet or section that applies to your particular stage in the sales process, and use it! Read the template, read the instructions, plug in your information and start selling sponsorship. That’s it!


No I wasn’t! I also wasn’t kidding when I said that you will sell more sponsorship either. These templates have been tested, by me, in the field and I have used these pieces to raise millions of dollars in sponsorship, cause marketing and events. This represents years of testing and a ton of trial and error.

I am not hiding behind flashy design or trying to trick you with imagery or outrageous claims. The format is simple, direct and ready for you to use right now.

A Sneak Peak Into This Ebook: An Actionable Manual for Selling More Sponsorships

Before committing, take an inside look into the eight chapters in this ebook

Chapter 1 – 5 Stages of Sponsorship Sales

I have used this process to raise millions of dollars for charities, associations, events and private companies and I know it will work for you too. Check out the expanded version of the Sponsorship Sales Checklist.


  1. Make a sales chart in Excel (or use your database!) with the following headings: Prospects, Contact Made, Meetings Booked, Proposal Submitted, Follow-up Meeting, Outcome
  2. Identify 25 prospects as a starting point and enter them as a “prospect”
  3. Begin to move them through the pipeline
  4. etc…

Chapter 2 – Sales Pipeline Checklist

HOW TO USE THE SALES PIPELINE TEMPLATE This is the absolute least that you should be measuring. Don’t measure success by how much money comes in, not at first anyway. Measure success based on how many companies you move through each stage listed above.

The key is movement and consistency. Every single day, make a goal to move X companies from prospect to contact and X companies from contact to meeting etc. If every day you move prospects through every stage, you will have an immense amount of movement.

Every time you move a company form prospect into another stage, replace them! Every time you send an e-mail, or a phone call, or have a…

Chapter 3 – Sample Emails that Actually Get the Meeting

One of the most common mistakes made by sponsorship sales professionals and fundraisers is sending 10 page e-mails with a proposal attached in hopes that the recipient will open, read and respond by purchasing a pre-packaged sponsorship opportunity.

It just doesn’t work like that!

I coach people to keep their e-mails to two or three sentences and without fail, they send me their interpretation which is 9.5 pages with a proposal attached…

Chapter 4 – First Meeting Sample Questions

I am not a big advocate of bringing anything to your first meeting. Not a one pager, not a leave behind and definitely not a proposal! Instead, I would suggest bringing a pen and these questions. You can print them and go through them in order or, better yet, commit them to memory and work them into the conversation casually.

Try these questions for your next meeting to help you build a custom sponsorship proposal:…

Chapter 5 – Sample Sponsorship Proposal


This template is meant to be a general guide and layout for a simplified sponsorship package. It assumes you know what your assets are worth and that you know a few things about your event attendees or other target demographic. This will work for event sponsorship, program sponsorship and in sport. I wouldn’t use this for cause marketing campaigns but it will help you lay the groundwork for that as well…

Chapter 6 – Sponsorship Valuation Template

Determining the value of your sponsorship assets is probably the step that causes the most confusion among sponsorship sellers.

At best, most shops guess at the value of their assets and at worst, people badly undervalue their assets. Neither is desirable.

Some common examples include “selling” a wine sponsorship in exchange for free wine, or AV, or print materials. This completely ignores the value of your brand, audience and stakeholders. I have also seen people give away product placement opportunities since it doesn’t cost anything and may be seen as…

Chapter 7 – Activation Strategy


When you sell a sponsorship package, the first thing you should do (yes, even before sending an invoice) is to build a strategy based on your sponsorship levels for how you are going to make sure that your sponsor takes advantage of, or “activates,” their sponsorship benefits. This includes key dates, who on your team is responsible and what the sponsor needs in order to activate fully.

Create a table like this for every single sponsorship package you sell. Have a…

Chapter 8 – Sample Fulfillment Report


Once your sponsorship agreement is up, you want to show your sponsors that you delivered on your promises. Arrange a meeting with your sponsors. Invite them to bring anyone else on their team who has a hand in guiding their sponsorship spending to seek their feedback as well.

Before you meet, create and deliver your fulfillment report, which documents all the…

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