How should I ask a company for sponsorship?

What is the best way to ask for a sponsorship. Should I ask in person or mail the company my proposal?

• Answer:

  I've been on both sides of the sponsorship equation. I worked for a national charity for a while, and I still do lots of volunteer fundraising. I've also managed the sponsorship budgets as the marketing director of several companies. Here is what gets the best results. First, call the company and ask for the name of the person who handles sponsorships. Make sure to get the correct spelling of the person's name. You'll save yourself a lot of time if you get it to the right person. Then, mail your proposal or letter to that person. Make sure your proposal details what benefit the sponsorship is to the company. What exposure will they receive? Will their logo be on t-shirts, brochures, banners, etc.? How many people will view their logo? Approach your request as a business transaction, not just a handout. Wait about a week after you have sent the letter or proposal and follow up with a call. Give them enough time to look over the proposal before you call, but don't wait so long that they've forgotten about it. Politely explain that you sent the proposal and you are following up to see if they received it. (Sometimes, it has been lost in their pile of mail, and you have to send it or drop it by again.) Give a brief explanation of the event and why you think it would be a fit for them as a sponsor. Then, come right out and ask for the sponsorship. Don't take up too much time. A lot of people don't realize that companies get requests all day long. While it may be the most important task of the day for the asker, it is usually a lower priority for the potential advertiser. If you are considerate of their time, they will be more likely to listen to you. When you just drop in on someone, you don't know if you're catching them in the middle of a meeting or deadline or phone call. In other words, when you stop by unannounced, you may unintentionally aggravate them, which isn't a good way to get a "yes." The only time I stop into a business to ask for a sponsorship is if it's a place I regularly do business. I want them to see my face, because I know they are more likely to say "yes" if being asked by a customer. I know to some people, this sounds like a long process, and it is. It's faster to just drop in on people and not follow up with phone calls. But the faster way isn't always the most productive way in raising funds.