To successfully attract sponsors today, your proposals need to go way beyond cookie cutter templates decorated in colors like, "Silver, Gold, Platinum". Sponsors want substance and measurable ROI. In this rapid-fire session, Sponsorship expert, Bernard Toliver, will show you how to secure more sponsorship dollars by dissecting the key elements of a winning proposal that effectively demonstrates how your event augments a brand's strategy.

1. THE ANATOMY OF A
WINNING SPONSORSHIP
PROPOSAL
BERNARD TOLIVER, CMP
RENAISSANCE MEETINGS &
SPECIAL EVENTS, INC.

2. DISCLAIMER
© Copyright 2018. Renaissance Meetings & Special Events,
Inc, New York, NY and Newark, NJ. All rights reserved under
International and Pan-American copyright conventions. This
outline is provided with the express understanding that by its
provision the author is not giving legal, tax or accounting
advice or guidance. In all situations, the advice of a
competent professional should be sought.
2
#techystalk, Prepared by: Bernard Toliver, CMP,
bernard@renaissanceevents.com. Prepared for
information purposes only.

3. TIP #1: MARKETING VS.
PHILANTHROPY
3
“It’s not philanthropic; it’s not corporate contribution money. The goal is
to gain market share (Sponsor’s reveal, 1997).” (Manager, IBM’s Olympic
sponsorship program).
#techystalk, Prepared by: Bernard Toliver, CMP,
bernard@renaissanceevents.com. Prepared for
information purposes only.

4. TIP #2: CAPTURING MARKET
SHARE
 How will a partnership with your
organization allow the sponsor to
gain more market share?
 What do you have to offer?
 Who is your audience?
 Does your audience align with the
sponsor’s audience?
4
#techystalk, Prepared by: Bernard Toliver, CMP,
bernard@renaissanceevents.com. Prepared for
information purposes only.

5. TIP #3: UNDERSTAND THE
HIERARCHY
5
Corporation
Agency
Non-ProfitSports
Marketing
?
#techystalk, Prepared by: Bernard Toliver, CMP,
bernard@renaissanceevents.com. Prepared for
information purposes only.

6. TIP #4: THE MATRIX
You Are Example Corporation
Non-Profit
(Grant)
Local Arts Organization, Small to
medium non-profits
Submit proposal to the
Foundation per
instructions
Non-Profit in search
of “sponsorship”
Do not want “philanthropic”
dollars
Tricky – try “both”
buckets”
Large Non-Profits Cause-Related Events Marketing and
Sponsorship Depts.
Sports Agencies,
PR and Marketing
Firms or b-2-b
Agencies representing “Athletes” Agency will “go
directly” to Marketing/
Sponsorship Depts.
6
#techystalk, Prepared by: Bernard Toliver, CMP,
bernard@renaissanceevents.com. Prepared for
information purposes only.

7. 7
TIP #5: TIMING
FISCAL YEAR
BEGINS/ENDS
MINIMUM 6-9 MONTHS
(preferably 18)
DO YOUR
HOMEWORK
#techystalk, Prepared by: Bernard Toliver, CMP,
bernard@renaissanceevents.com. Prepared for
information purposes only.

8.  Project/Event
 Audience/Demographics
 Corporate Hospitality
 Target Groups (Asians, Families,
etc.)
 Geography – Local, Regional,
National
 Marketing Partners
 Advertising (TV, Print, Radio)
 Social Media, Influencers
 Internet
 Sponsorship Level (Title, Official)
 Ambush Marketing Plan
 And so much more
TIP #6: “DATA” DUCKS IN A ROW…..
8
#techystalk, Prepared by: Bernard Toliver, CMP,
bernard@renaissanceevents.com. Prepared for
information purposes only.

9. 9
TIP #7: BEFORE YOU “ASK”
#techystalk, Prepared by: Bernard Toliver, CMP,
bernard@renaissanceevents.com. Prepared for
information purposes only.

10. 10
On-Site Business  Tickets
 Discounted Admissions
 Special Access
 Employee Participation
 Sampling
 Celebrity Appearances, etc.
Off-Site Business  Marketing Plans
 Partner Tie-Ins
 Social Media/Internet Promotions
 Mailing Lists
On-Site Brand  “Official” Status
 Booth/Kiosks
 Lounge Area
 Signage
 Uniforms, etc.
TIP #8: BENEFITS FOR
SPONSORS:
#techystalk, Prepared by: Bernard Toliver, CMP,
bernard@renaissanceevents.com. Prepared for
information purposes only.

11.  Description or
Overview
 Demographics
 Psychographics
 Event Name and Date
 Requested Amount
 Images
 What’s included
 Key attributes
 Promotional Elements
for the sponsor
 Be specific and
concise
11
TIP #9: FOLLOW THE RULES
#techystalk, Prepared by: Bernard Toliver, CMP,
bernard@renaissanceevents.com. Prepared for
information purposes only.

12. 12
TIP #10: MEASUREMENT &
EVALUATION – RECAP REPORT
Stats, Demographics, Attitudes Changed
Summary of Benefits – screen shots, social
media exposure, impressions, signage
Photos, VIP (Lifetime Experiences)
In-Kind Contributions
#techystalk, Prepared by: Bernard Toliver, CMP,
bernard@renaissanceevents.com. Prepared for
information purposes only.

13. KEYS TO “EFFECTIVE”
SPONSORSHIP PROPOSALS
13
Yes!
Research
Network
Asset
Valuation
Time
Marketing
&
Media
Community
Involvement
#techystalk, Prepared by: Bernard Toliver, CMP,
bernard@renaissanceevents.com. Prepared for
information purposes only.

14. CRAFTING THE PROPOSAL
14
Custom
Packages
Event Type
& Sponsor’s
Needs
#techystalk, Prepared by: Bernard Toliver, CMP,
bernard@renaissanceevents.com. Prepared for
information purposes only.

15. 15
CRAFTING THE PROPOSAL:
“ONLINE SOFTWARE” and more
#techystalk, Prepared by: Bernard Toliver, CMP,
bernard@renaissanceevents.com. Prepared for
information purposes only.

16. 16
Sponsor’s Needs – Not
Yours
Media – Social Media
Data – Surveys, Results
Live Engagement –
Unique Experiences
Community Partnership
Solve a Need, Fill a
Niche
Content Rich
Brand Identity, Relevant
Customers First
Authentic
#techystalk, Prepared by: Bernard Toliver, CMP,
bernard@renaissanceevents.com. Prepared for
information purposes only.

17. SPONSORSHIP – MORE TIPS
 Research – start at the local level if this fits your
need – newspaper, business journal, etc.
 Chamber of Commerce
 Corporate Headquarters – some programs are
administered from headquarters even though
the company might be a ‘franchisee’
 Community involvement is key to corporate
sponsors
 Look at “Emerging” and “Disruptor” categories
17
#techystalk, Prepared by: Bernard Toliver, CMP,
bernard@renaissanceevents.com. Prepared for
information purposes only.

18.  Marketing vs.
Philanthropy
 Capturing
Market Share
 Understand
the hierarchy
 The “Matrix”
 Timing
 Data/Research
 Asset
Valuation
 Sponsor
Benefits
 Follow the
Rules
 Measurement
and Evaluation
18
RECAP….BEFORE YOU ASK…..
#techystalk, Prepared by: Bernard Toliver, CMP,
bernard@renaissanceevents.com. Prepared for
information purposes only.

19. 19
WINNING PROPOSALS…..
 Are creative.
 Speak to your “audience”.
 Create unique experiential
events.
 Give Sponsors something
“different.”
 Engage…Engage.
 Under Promise….Over
Deliver. #techystalk, Prepared by: Bernard Toliver, CMP,
bernard@renaissanceevents.com. Prepared for
information purposes only.

20. PLATINUM
GOLD
SILVER
BRONZE
WHAT ABOUT . . . .
20
#techystalk, Prepared by: Bernard Toliver, CMP,
bernard@renaissanceevents.com. Prepared for
information purposes only.

21. RESEARCH AND RESOURCES
SPONSORSHIP
www.conxeo.com
www.versaic.com
www.sponsor.com
www.sponsorship.com
www.sponsorpark.com
www.festivals.com
COMPANY INFORMATION
www.hoovers.com
www.winmo.com
Non-Profit:
www.foundationcenter.org
Evaluation:
www.sponserve.net
www.propertyport.com
21
PUBLICATION
www.eventmarketer.com
#techystalk, Prepared by: Bernard Toliver, CMP,
bernard@renaissanceevents.com. Prepared for
information purposes only.

22. Q & A, DISCUSSION
22
#techystalk, Prepared by: Bernard Toliver, CMP,
bernard@renaissanceevents.com. Prepared for
information purposes only.