Festivals Toolkit: Sponsorship

The following section is an extract from Visit Wales Timeline for Events toolkit.

Commercial sponsorship is a major factor in the financial success of many festivals and events. Gaining sponsorship, at local or national level, is very competitive. You will need to demonstrate tangible benefits for the sponsor. Sponsorship can either be a cash-donation or an in-kind contribution (of goods or services).

Identifying and attracting potential sponsors requires effort, perseverance and considerable flair.

Some organisations may be able to provide 'in-kind' sponsorship. This can be as useful as cash in reducing costs or obtaining goods and services which you would otherwise be unable to afford but which could cost your sponsor relatively little, e.g. a pull-out section publicising your event in your local newspaper or assistance on legal maters from a local solicitor. Set realistic targets for potential cash sponsors. Over-ambition can frighten off smaller potential sponsors. On the other hand do have a clear idea of the cost of the package to you and the value of it to your sponsor. Sometimes arts organisations under price their sponsorship packages – if your target says yes without hesitation then perhaps you could have asked for more.

Once you have identified the funding shortfall, decide whether the effort needed to find sponsorship will be proportionate to the benefit of getting the money.

Clarify the benefits to the sponsor. These will range from a name check in your publicity to more strategic business opportunities. Think about including some of the following in your initial contact:

Your organisation committee/network can help identify contacts who could introduce you to potential sponsors. It is always easier to 'get into' an organisation with a personal introduction. Arrange to go to meet potential sponsors and discuss their requirements with them fully. It is likely that they will have their own ideas on how their association with your festival can be developed to mutual advantage.

Once a sponsor has committed to the event, involve them in all PR opportunities and keep them up-to-date with news.

Further information on sponsorship and corporate giving
The sponsor may have one or more of the following objectives in mind when they think about supporting an event such as a festival:

• Sociological Objectives - corporate social responsibility (usually expressed as a charitable donation rather than as a sponsorship deal)
• Broad Business Objectives -  image, branding, to be associated with something of quality
• Specific Business Objectives -  connecting with a specific market/target, opportunity to put something back into their own company
  

Prior to approaching companies think about the following:

• Research (draw up a target list of appropriate companies)
• Track record: yours and theirs
• Your income needs
• Features and benefits – what can you offer?
• The message: make yours relevant, upbeat and value for money
  

Remember that sponsorship is a highly competitive field, plus sponsors sometimes leave making their decisions until the very last minute and at all stages they may be less predictable than raising support from public sector sources. This is a consequence of the fact that it is foremost a business transaction. So your approach and offer need to be professional, to the point and offer value for money. Sponsorship is usually handled by marketing and relates to the company’s business objectives.

In contrast, charitable giving is usually handled by Corporate Affairs. The approach is less about the benefits to the company and more about the project and benefits to the public/artists/ community. You may be able to apply using a standard application form, but there may possibly be specific criteria which you have to be able to meet.

Arts and Business
A&B can help you to develop contacts with potential sponsors. The also run seminars and training in sponsorship development.

Contact staff in the Nottingham office for further information: Martindale House, The Green, Ruddington, Nottingham NG11 6HH
Phone: 0115 921 6950
Email Nottingham@AandB.org.uk
 
They have published a Sponsorship Manual (£15, p+p is free in the UK) – ‘The essential guide to sponsorship of the arts: includes a five step plan of how to obtain sponsorship’. Details about how to purchase a copy are available on their website.

Business Community Connections
Aims to help charities obtain more support from business. This ranges from cash donations and sponsorship to employee volunteering and gifts-in-kind.  BCConnections provides a free on-line resource centre for information and advice to assist in the practical development of business community partnerships, organises local brokering events to facilitate face-to-face contact between potential community and business partners, and offers training courses to improve knowledge and skills within charities to develop effective business community partnerships.

BCConnections, Gainsborough House, 2 Sheen Road, Richmond, Surrey TW9 1AE
Tel: 020 8973 2390   Fax: 020 8973 2396
Email: info@bcconnections.org.uk

Websites
The UK Sponsorship Database, an online database of UK sponsorship opportunities.

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