Tuesday, March 9, 2010

What's In A Letter?

Last year when I first started this blog my second post was entitled “Show Me The Money”. And, here we are again. This is the time of year where I dig out the sponsorship letter that I created. Dust it off. Update and re-work the wording. And, get it ready to send.

But, what actually goes into the letter?

1. An Intro:

In your intro you need to tell them who you are and/or what your project is. Tell them what is exciting about your project. Any past successes. This shows them how being connected to you as a sponsor will benefit them in terms of public profile.

I can hear someone asking “But what if you haven’t had any past success? What if this is the first show you are producing?” My answer to that is everyone has done something they are proud of. All you need to do is make the connection between that accomplishment and what you are trying to accomplish now. Show these prospective sponsors that you are serious and they will take you seriously.

2. The Options:

The basics are for X amount of dollars we will provide you with X amount of ads, tickets, logo placement, etc. For example it may look like this:

Become a sponsor of Joe Schmoe’s production of “Money Makes the World Go ‘Round” for $$$ and receive the following:

- Logo placement on our flyers and posters
- Full-page advertising in our program
- Complimentary tickets to our opening night performance and reception

This is just an example. You can have a few options or tiers of options ie. silver, gold & platinum sponsors. It is up to you to decide the amount of money you ask for and what you are willing to offer in return.

3. A Closing:

This is where you say how the cheque they write you will be used. This shows a potential sponsor that you have spent the time necessary to make a budget and that you are financially smart. This reassures them that their sponsorship dollars will be spent well and not shoved into your back pocket while the set ends up being a bare stage. You don’t have to be uber specific but you can say it will go towards covering production costs (set, costumes, lighting, etc) or towards marketing/publicity, etc.

Then last, but certainly not least, you need to include a self-addressed, stamped envelope that will make it easy for them to write you that cheque and pop it in the mail. It is a small gesture but an important one.

~Sabrina Evertt
Artistic Producer

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