[Photography by Zay Silas for the Gooey Experience]
One of the things I love most is being in meetings with artists and hearing them share their passion for art and our community. In the last two weeks, I had the chance to sit with Luther, the creative force behind the Gooey Experience and Living Authentically. When I entered Winterbloom Tea, I was welcomed by a tall young man with a soft and warm voice. But when he spoke about his vision, the Gooey Experience, I could see the fire in his eyes.
In July, Luther launched the Gooey Experience, a immersive multi discipline art experience in Volta Space downtown. There he celebrated music and art with performances, drum circles and a colorful art installation over 3 days. On October 13th, he's bringing it back. (Click to snag your tickets)
...It was beautiful to see such dope talent out here in Fayetteville NC in their element!... I’m filled with so much love and gratitude for being able to do something dope out here...
During our meeting, I sensed his frustration in attempting to secure local funding. As an individual artist, grants are more competitive and less than those available to nonprofit organizations and municipalities. Finding sponsors can be challenging, from creating a sponsorship deck to knowing who to approach and how much to request. The truth is, "we perish from a lack of knowledge." However, we can overcome this. Often, the inability to secure funding kills great ideas before they are even born. Frustrated artists give up, move away, or switch to a "safe" career, and we miss out on the beauty and wonder they want to create. It's time to change this cycle.
Let's start here and together we will learn:
how to create an effective sponsorship deck.
Creating an effective sponsorship deck for an event involves clearly communicating the value of your event and the benefits sponsors will gain by participating. Here’s a step-by-step guide:
1. Define the Event and Audience
• Event Overview: Start with a brief description of the event (e.g., type, purpose, date, and location).
• Target Audience: Detail the demographics, size, and interests of the audience. This shows sponsors who they’ll be reaching and the potential impact.
From the Sponsor's POV, they need to know if the attendees are the people that would want to buy what they sell. Why would they want to give you $1,000 to advertise steaks to a group of vegans? Taking the time to research your sponsor's main demographic and then highlighting how your event reaches them is a great sales tactic.
2. Identify Sponsorship Opportunities
• Sponsorship Levels: Offer tiered packages (e.g., Gold, Silver, Bronze) with increasing levels of exposure and benefits. This allows sponsors to choose the level that best suits their budget and needs.
• Custom Opportunities: Include custom sponsorship options (e.g., exclusive rights to a specific area of the event like a VIP lounge, stage, or branded activities). 3. Explain the Value Proposition
• Benefits to Sponsors: Highlight the benefits sponsors will receive (e.g., brand exposure, lead generation, booths, VIP benefits, discounts, resources, networking opportunities, media coverage).
• Audience Reach and Engagement: Provide data on expected reach (e.g., event attendance, social media impressions, mailing list size). Include any relevant audience data from past events if available.
• Marketing and PR Opportunities: Explain how you’ll promote the event and the sponsor’s involvement (e.g., social media mentions, event website features, press releases).
Having multiple levels and options makes it easier to upsell packages. Look at major companies like Verizon or Spectrum. They offer you multiple tiers and often when we begin to compare the base option with the next level we can find ourselves buying the higher package. They play on our feelings of FOMO, lack, and our need to feel important. Being a Gold Sponsor is great but psychologically the Diamond level is more appealing. It's all in how you label your levels, and how you distribute your benefits. Sponsors are looking for the most bang for their buck, remember that.
4. Showcase Event Success Stories (If Applicable)
• If the event has taken place in the past, include testimonials, images, or case studies to demonstrate its impact and success.
• Show previous sponsors and their outcomes to build credibility.
They want to know that when they give you $1,000 you're not going to have an event that flops, which means they don't gain any exposure or sales. So show them that you know what you're doing.
5. Provide Visuals and Design
• Use professional and engaging visuals, including photos from past events, branding elements, and sponsor logos (with permission) to create a polished and appealing deck.
• Keep the design consistent with your event branding to build a cohesive look.
6. Outline the Sponsorship Packages
• Detail each package, clearly listing what sponsors receive at each level.
• Include pricing, but be open to customizing based on sponsor needs and budgets.
7. Call to Action and Contact Information
• Include a clear call to action (e.g., “Contact us to discuss sponsorship opportunities”). • Provide multiple ways to reach you (e.g., phone, email, social media).
8. Review and Polish the Deck
• Ensure the language is professional, persuasive, and concise.
• Proofread for errors and have a few others review the deck for clarity and impact.
Sponsorship Deck Examples:
Packages can be as long and detailed as you see fit, but the number one rule is to make sure it's CLEAR, CONCISE, and that you CAN provide everything you're offering.
We're not done. Here’s a basic template for a sponsorship deck. You can use this structure and customize the content to suit your event’s theme, audience, and sponsorship opportunities.
[Event Name]
Sponsorship Deck
1. Cover Slide
• Event Logo or Event Name
• Tagline or Event Date & Location
• A visually engaging image or background relevant to your event
2. Event Overview
• Title: “About [Event Name]”
• Text:
• A brief description of the event, including type (e.g., festival, conference, concert), purpose, and objectives.
• Date, location, and expected number of attendees.
• Visuals: Event logo, a photo from past events (if available), or an image representing the event.
3. Audience Profile
• Title: “Who Attends?”
• Text:
• Demographics (e.g., age range, profession, interests).
• Highlight key audience characteristics (e.g., decision-makers, students, families, professionals).
• Audience size and any engagement statistics from past events.
• Visuals: Graphs, icons, or photos to illustrate demographics.
4. Sponsorship Opportunities
• Title: “Sponsorship Packages”
• Text:
• Describe each package (e.g., Gold, Silver, Bronze), listing specific benefits like logo placement, social media promotion, booth space, or speaking opportunities.
• Offer examples of customized packages (e.g., “VIP Lounge Sponsor” or “Official Beverage Sponsor”).
• Visuals: A table comparing the benefits of each tier, icons for benefits, or mockups of sponsor placements.
5. Event Promotion and Reach
• Title: “How We Promote the Event”
• Text:
• Describe your marketing strategy (e.g., social media campaigns, email marketing, press releases).
• Include statistics on your social media reach, past event impressions, or media coverage.
• Visuals: Screenshots of social media posts, logos of media partners, or images of previous marketing materials.
6. Success Stories / Testimonials (if applicable)
• Title: “What Our Past Sponsors Say”
• Text:
• Testimonials or quotes from past sponsors or partners.
• Showcase any measurable impact or results they experienced (e.g., increased sales, brand awareness).
• Visuals: Photos of the event, sponsor logos, or testimonial quotes highlighted with engaging visuals.
7. Call to Action
• Title: “Join Us as a Sponsor!”
• Text:
• A compelling call to action (e.g., “Become a sponsor today and connect with [target audience]!”).
• Encourage sponsors to reach out for more information or to discuss tailored packages.
• Visuals: A prominent button or contact information (e.g., email, phone number).
8. Contact Information
• Text:
• Your organization’s name, address, phone number, email, and website.
• Social media links if applicable.
• Visuals: Icons for social media, professional headshots (if including contact person), or event branding elements. This template can be customized based on your needs and event branding. You can design it using tools like PowerPoint, Canva, or Adobe InDesign for a professional look.
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