Ask the Expert - Sponsorship

Former Development Manager Rebecca Morton answers your questions on sponsorship.

1) Is there a list available on the internet of companies that provide sponsorship to the arts?

Sarah, Doncaster

Not that I have come across that is for free! There is a fantastic book called The Hollis Book of Sponsorship, which costs around £100. It lists all of the companies operating within the UK that sponsor anyone. The book tells you how much they sponsor in total and then break it down in to sport sponsorship, the arts, education, etc. It also informs you when each company sets their budgets, which is an essential piece of knowledge when planning your sponsorship campaign. It also provides contact details.  If you feel that £100 is too much try your local library, they may well stock it.

2) We shall be approaching lots of different sizes of company and from many different industries; what are the various job titles held by the person in charge of sponsorship within different sized organisations?

Tony Scott, Wath-upon-Dearne

This is where your research must be done I'm afraid. Different companies and types of organisation have different departments that deal with sponsorship requests.

It is vital that you research each and every organisation that you intend to approach to identify what their sponsorship policies are and which department deals with which particular sponsorship request.

The advice I always give is to make sure that you personally telephone your contact prior to submitting a proposal. Ask questions relating to their procedures, what they are focussing upon this financial year, how they prefer to receive a request, what information they require and whether your proposal sounds would stand a chance. It is always good to try and build a personal rapport.

Go from department to department as well; PR departments of certain larger companies often have a sponsorship budget, as does the marketing department. If you can offer good brand promotion and the opportunity for product launches, or branding, then the marketing departments may be good to approach.

3) How much money should I ask for? Is it a case of 'if you don't ask you don't get?' or should I be more realistic and modest with a request for funding?

Richard Taylor, Huddersfield

You have to ask yourself what you are offering in return for your request for money. Remember that you will be approaching a business and businesses are more 'up front' when talking about money. Don't be humble or modest, don't feel embarrassed and don't devalue your own 'brand' and 'product'.

The request for money will be tied in to the research that you will have carried out before your approach. You should know how much a company gives in way of sponsorship and how much of that goes to arts sponsorship. You will have a clear picture of what areas that company focuses upon, for example, whether brand promotion is key in their strategy, or whether the bottom line is what they look towards (the money that they make through sales).

You should have a feel for the amounts of money that a particular company normally gives for sponsorship through the amount of sponsorships they undertake measured against the amount of money they put aside each year. Although, having said that, if you pitch your proposal at the right time (when budgets are just being drawn up) and in the right way (gained from talking to the correct person – and never underestimate the power of the PA!) you may strike it lucky and receive a larger amount.

Unfortunately there is no real formula to work to regarding how much money to ask for, but the basic rule of thumb is to be totally honest with how much you actually need. You also have to way up what the companies will be getting for their money; the benefits that you have to offer (branding opps, VIP passes, 'Title' support, 'in association with' support, the number of potential audience you will reach, press, PR, etc). Then you have to remember how much service the sponsors will require during your event/run/performance/exhibition; how much time and money it will take from you to look after your sponsors.

Always remember to make requests exclusive of VAT, or add it on and state that it is inclusive.

4) Last year we managed to secure sponsorship from a high street brand name, but they have now changed their strategic planning and sponsorship focus. We have another large company interested but would really like to know how we can ensure longevity with them.

Ruth Alcock, Barnsley

To keep hold of a good sponsor is always the crunch question. The key is personal relationships and allowing that company to really feel a part of your art form. Always keep them informed about what you are doing, what stage you are at and about any other developments. Don't bombard them with information that you know they wouldn't be interested in, but do involve them where ever you can. One of my old sponsors, who supported a festival that I used to be involved with, came back year after year because of the strong relationship between myself and the main contact. We actually became friends and she related company information to me that she knew could impact on the sponsorship relationship. This information proved vital and ensured that we pitched for the right amount the following year.

You can also approach them with a connected community arts project that you intend to approach Arts and Business (www.aandb.org.uk) for match investment. This way the company can hit their CSR (Corporate Social Responsibility) within the sponsorship of your project and develop the relationship between you both.

5) I run an art and design company and we help bring arts and design in to the local community. How can we align our work with the right 'profile' of company to ensure we run a successful sponsorship campaign?

Christian Evans, Bradford

First of all you need to make sure that you have a written Sponsorship Policy in place that everyone within your organisation agrees with it. You need to think of potential issues, like; what companies are you happy approaching? Any ethical issues? Green companies only?

Then you need to look at what companies are located in your area, as these are the ones that would probably be interested in supporting local arts organisations and community outreach work. Research each one and see if they have a CSR policy or a mission statement that highlights education. Always read their marketing reports and any brand statements that they may have. See if the words they use can be identified as similar to your own mission statement or vision.

Don't ever use the 'scatter gun' approach and blanket every organisation within your area as this approach never works. Make sure you hone your approaches only to those that match your own ideals/vision/feel.

It's always good to make your approach a 'catchy' one. Come up with a hook that will appeal to that company and will make you stand out from other approaches. What makes your brand fit with theirs?

6) Is it a 'safer' tactic to bring on board a sponsorship deal with one large multinational or just to spread your bets with smaller companies and SMEs?

Tom King, Huddersfield

There are pros and cons to both, but I would actually try both! If you can get a multinational on board that's great, but remember that they will have a very 'business' way of doing things and will have higher demands than a smaller company. They will also probably want to draw up the contract and make their legal team see any amends.

On the whole I would say go for anything that you seriously believe could potentially yield fruit. Don't forget the Sponsorship In Kind approach as well; as this can cut down on your actual spend. If you can obtain goods and items for free or at a significantly reduced price this will help your bottom line and show that you have local business support, which will aid your search for sponsorship.