Simple Steps to Approach Corporate Sponsors

Are you still writing letters to corporate prospects that may be elegantly written but are too long and one-sided?

Guess what? The decision makers will not read your letter, no matter how perfect it is. If you want to effectively approach a corporate sponsor, email them. But before you do, you must be prepared.

1. Research the company.
You should know as much as possible about the company before you approach them. It is your job to understand how you can add value to the partnership.

- Look at their press releases
- Look at who they are hiring and it what areas
- Look at their 10-K filings with the SEC
- Google them to see what is going on
- Find out what markets they are moving into
- Try to find information on new product launches

2. Research the C-level suite.

- What are the leaders in the company up to?
- Who are they?
- Is there a connection to anyone in your organization?
- Find their email address through Google (what would we do without Google?!)

3. Determine if they are a match.

- Do you want to be in a partnership with this company?
- Is there a brand and mission fit?
- Can you see your organization working with this company for the next three to five years?
- Do you share the same values, such as innovation, trust, education.

4. Determine if and how you can add value to the company's business goals.
Through your research, you should have come up with ways to add value to the partnership.

- Can you help them gain access to an audience?
- Build trust?
- Engage their employees?
- Gain visibility beyond logos?
- Penetrate new markets?
- Enter into new geographic areas?
- Access government officials?
- Cross market?
- Build community?
- Create "money can't buy" experiences?

5. Craft an email with the goal of getting a conversation.
Once you've done your research and found a fit, craft a very brief email to the decision-maker (Chief Marketing Officer, VP, Global Wealth Manager). I found that the higher you approach, the move successful you will be. After all, those who are closest to the CEO have more insight into the companies immediate and future goals. In addition, they have more flexibility and can steer you in the right direction.

Don't spend a lot of time talking about your organization. Focus on how you can get a conversation going. I've had the most success by opening with a few sentences and then bulletting key points.

6. Don't forget to suggest a date for the call or meeting.
Normally the conversation will begin with a call. Think of this as a phone screening. Most of us don't have time for a first face-to-face. A call is perfect. Again, your goal is to begin a conversation. This is the only way that you can determine if there is a mutual fit.