How do I ask a business to sponsor me?
Many artists need to ask for sponsorship, financial or in-kind support, from businesses throughout their career. At Colour in Your Life (CIYL) many of our artists have approached businesses to help them financially fund their show.
What is Sponsorship?
The idea of sponsorship is to build and develop strong relationships between the business, i.e. the sponsor, and its customers because of their common ties with the sponsored individual ,i.e. the artist.
A sponsor pays a business (CIYL) or individual (the artist), to promote their brand. Sponsorship can be in the form of direct advertisements, such as when an athlete does a commercial for a shoe company and wears that company's shoes when he plays. But sponsorship can also be more subtle.
There are four kinds of sponsorships:
- Financial Sponsors: They will give cash directly to the individual or the business.
- Media Sponsors: They are financial sponsors that secure advertising for an event or show.
- In-Kind Sponsors: An in-kind sponsorship is an arrangement where the sponsoring business provides goods or services in lieu of direct financial support...like art supplies.
- Promotional Partnerships: These are partnerships brokered between businesses by leveraging collective resources to raise mass awareness for both businesses.
What makes you a good candidate for sponsorship?
If you can entertain your audience, a potential sponsor already has something they can work with. To be successful in sponsorship you need to rise above the pack and differentiate yourself from the competition. The key ingredient is hard work; you've got to do things you're competitors aren't able or willing to do.
Approaching Sponsors
The first thing to remember is that 8 out of 10 businesses will say no. So our first tip is to be ready to hear the word no. No, no, no, no, no, no, no, no, no, yes and yes!
Who do I ask?
Make a List of All the Businesses:
- You connect with and use regularly
- That have a marketing budget
- That sponsor others regularly
- That may be interested in reaching a global audience
- That watch and know Colour in Your Life
How do I ask?
The Best 3-Step Approach:
- First contact by email
- Follow up by phone
- Meet face to face either online, via zoom or an online video platform or, in person, at cafe or their place of work.
Your Approach:
Start With a Story: It could be your story, or the story of someone whose life you changed. It could be the story of Colour in Your life TV show.
Mission Statement: Describe why you do what you do. This is your mission statement.
Benefits: Explain carefully the benefits you will receive if they sponsor you.
Target Market: Describe your demographics, who is the audience that will be watching the show. Colour in Your Life can provide up to date demographics to any sponsor upon request. And our latest social media footprint can be found on our sponsor's page.
Ask for the Money: Don't be shy! Say it clearly and concisely.
Promise Deliverables: Explain carefully what they will when they sponsor you. Add a few extra small things like an invitation to the official "airing" gathering party where they can make a speech to a group of people.
Don't Sell Yourself Short: It is hard to ask for money, but you are worth it. It's even a little embarrassing the first time, but the more you do it , the more you prepare yourself the more likely you are to succeed. This is a lesson in self-worth and courage. You've got this!
Before You Start
If you are going to seek sponsorship from a business to cover the costs of producing your CIYL art TV show then I suggest you talk to us first. We can discuss your sponsorship options further and provide you with information you could use.
Until next time, thanks for reading and don't forget to put some Colour in Your Life.
Sincerely,
