A step-by-step guide to building a sponsorship program: understanding what a company is actually buying, pricing packages, outreach scripts, agreement checklists, fulfillment and renewal. It includes a complete fictional campaign and tier pricing model.
Best for: Organizations that run events or programs and want local or regional business partners.
Version 1.
Sample page
Lesson 01
A corporate sponsorship is a negotiated exchange of support and benefits. The first task is to understand what the company is actually buying and what your organization can responsibly deliver.
Separate donations, sponsorships, advertising and in-kind contributions in your records. Ask the four-question test before selling any package.
Worked example Mission value, audience value and employee value: a strong offer may combine all three.
Never claim an audience reach or impact that you cannot substantiate.
Your application List what a sponsor would receive and whether you can deliver each benefit.
Licence: one purchase licenses the playbook to your organization for its own internal use. Please do not resell or redistribute it.
Playbooks are educational guides with illustrative examples. For legal, tax or accounting decisions, a qualified professional can review your specific situation.