Know-How Exchange : Advertising/PR

You really should conceptualize the event right down to the name and logo before pitching the event to sponsors. This shows that the event is under good management and that the sponsors will get bang for their buck.

I have done this many times for events like this. Start with a budget- how much do you need in sponsor dollars? In skiing, you could take terms from skiing-- your top sponsor could be your "extreme" sponsors.

How many platinum level sponsors, gold, silver-- and then friends (who can just contribute an arbitrary amount)

As a rule for one group I worked with- we'd budget the sponsors covering all overhead costs-- so that the ticket sales were fundraising dollars that go straight to the org.

Sponsors have the "what's in it for me" station WIIFM going on in their head. So in everything you do, treat them with that high regard.

Sell everything. In a large event I helped bring to Colorado, we sold logos on the room keys.

List each benefit for exposure a sponsor might receive. Highest level sponsors might be on all signage, website with live links, stationary and mentioned in all press releases. Smaller levels get mentions, but graduate the exposure down.

Sponsors want to hear how many people are attending the event and marketing coverage. They need to know demographics. Sit your board down and make a list of potential contacts -- and remind the board that fundraising is traditionally a responsibility of the board. You'll find you will have good success finding a champion in a company who will put your sponsorship request on the top of the pile of those received daily.

That's a lot of info-- your question is more complex.

Carol

If this is the first time for the tour, then you need to show demographic statistics from similar tours in the past. The sponsors want to make sure enough of the right eyeballs are there. As for levels of sponsorship - if there have been similar tours in your area, see what they did (assuming they had sponsors).

As Levon said, you need everything "done" except the sponsor's names. You need to show them that you're professional, can attract the attendees and well-known competitors, etc.

Here are some articles for you:
https://www.migalareport.com/feb04_story1.cfm
https://www.cuttingedgepr.com/articles/sponsorship_homework.asp
https://charityville.com/cv/research/rspon15.html

While you may wish to go the route of having everything "done" I would stress making the program flexible for the sponsors to provide input and make it their own. It also shows them how important they are to the event, increasing their buy in. The more they feel associated to the event the more they'll support it-- this year and years to come. Sponsors want to be associated with the event more than slick inflexible presentations.

A lot of it is guestimates-- especially if this is your first year. Don't worry too much about getting it exact. Can you draw from tours like this in another geographic area? Though (I assume from your name you are in Tahoe?) in your area there must be several ski events to draw and model from! Certainly your venue can give you info on demographics, visitors its drawn from other events etc. Those events have had sponsors-- call their planners and get their numbers. You can also contact similar orgs-- here is onehttps://www.ustsa.org/teleyouth.html