Sponsorships are often the backbone of many events, providing vital support and resources to help organizers bring their visions to life. However, managing a sponsorship program effectively can be quite the challenge, especially for events working with limited budgets. While there are programs and tools available to assist with prospecting and sponsorship management, they often come with hefty price tags.
As an agency, we’ve had the opportunity to utilize some of these tools, which I promise to delve into more detail about in a future post. However, when I first began working in sponsorships, I didn’t have the luxury or budget for expensive professional tools, so I had to get creative. Growing and managing a sponsorship program is no small feat—it involves a lot of detail work, follow-ups, and time.
Fortunately, there are ways for event organizers to streamline the fulfillment process and ensure sponsors receive the value they expect without breaking the bank. In this blog post, we’ll explore some cost-effective approaches to managing sponsorship fulfillment.
Clear Communication from the Start:
The foundation of successful sponsorship fulfillment lies in clear and transparent communication from the outset. When negotiating sponsorship agreements, ensure that both parties have a mutual understanding of expectations, deliverables, and timelines. Document all terms and conditions in writing to avoid misunderstandings later on. Having a due date sheet with deliverables specs sent to sponsors within a timely manner is essential to setting up a sponsor to be successful with your event.
Google Sheets:
Google Sheets is a versatile and free spreadsheet tool that can serve as a central hub for managing sponsorship agreements and tracking deliverables. Event organizers can create customized spreadsheets to document sponsorship details, including sponsor contact information, agreement terms, and fulfillment progress. Use different tabs or sheets to categorize sponsors, track deadlines, and monitor completed tasks. Google Sheets also allows for real-time collaboration, enabling team members to update and share information seamlessly. Learn more here.
Trello:
Trello is a popular project management tool that offers a free tier with basic features ideal for managing sponsorship fulfillment tasks. Organize sponsorship agreements, deliverables, and deadlines using Trello’s customizable boards, lists, and cards. Create separate boards for each sponsor or sponsorship level to keep information organized and easily accessible. Assign tasks to team members, set due dates, and track progress as tasks move through different stages of completion. Trello’s collaboration features facilitate communication and ensure accountability among team members. Learn more here.
Google Drive:
Google Drive provides free cloud storage and collaboration tools that are invaluable for managing sponsorship assets and documents. Event organizers can create dedicated folders for each sponsor to store logos, branding guidelines, and promotional materials. Share access to these folders with sponsors and team members to facilitate collaboration and file sharing. Use Google Docs or Google Slides to create sponsorship proposals, contracts, and post-event reports collaboratively. Google Drive’s version history feature allows organizers to track changes and revert to previous versions if needed. Learn more here.
Airtable:
Airtable is a flexible and collaborative spreadsheet/database tool that offers a free tier suitable for organizing sponsorship agreements and tracking fulfillment tasks. Event organizers can use Airtable to create customized databases to store sponsorship details, including sponsor information, agreement terms, and fulfillment progress. Utilize different views, such as grid, calendar, or gallery, to visualize sponsorship data and track deadlines effectively. Airtable’s collaboration features enable team members to collaborate in real-time, assign tasks, and communicate seamlessly within the platform. With its user-friendly interface and customizable features, Airtable is an excellent tool for managing sponsorship fulfillment without incurring additional costs. Learn more here.
Canva:
Canva is a user-friendly design tool with a free version that enables event organizers to create visually stunning sponsorship materials and assets. Use Canva’s customizable templates to design sponsorship proposals, social media graphics, and promotional materials that showcase sponsors’ branding effectively. Incorporate sponsor logos, colors, and messaging to create cohesive and professional-looking collateral. Canva’s drag-and-drop interface and extensive library of design elements make it easy to create eye-catching visuals without the need for graphic design expertise. Learn more here.
Effective sponsorship fulfillment doesn’t have to be cost-prohibitive for event organizers. By leveraging free or low-cost tools like Google Sheets, Airtable, Trello, Google Drive, and Canva, organizers can streamline the management of sponsorship agreements and assets while delivering value to sponsors. With careful planning, organization, and creativity, events of all sizes can cultivate successful and mutually beneficial sponsorship partnerships.