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In-Kind Sponsorship Proposal

In-kind sponsorship proposals seek non-monetary sponsor support (i.e., products, services) while still assigning them a dollar value. This is particularly attractive to sponsors interested in sponsorship benefits but lack the capital to provide financial support.

Types Of In-Kind Sponsorship Proposals (16)

  1. Creative Content Sponsorship – This proposal requests content for artistic initiatives or productions such as film festivals.
  2. Design Sponsorship – Proposals used by nonprofits requiring graphic design services as well as product donations focusing on branding.
  3. Educational And Scholarly Research Sponsorship – Proposals utilized for obtaining sponsored services or products for academic goals.
  4. Educational Materials Sponsorship – This proposal seeks contributed educational materials such as textbooks for nonprofit causes.
  5. Environmental Sponsorship – A proposal that nonprofit environmental organizers use to gain in-kind support for ecological missions.
  6. Food and Beverage Sponsorship – This proposal approaches sponsors specifically for food (i.e., meals, hors d’oeuvres) and drinks contributions.
  7. Healthcare Sponsorship – The proposal nonprofits use in search of healthcare equipment and services.
  8. Media Sponsorship – A proposal that is written to appeal to media outlets and publishers for donated advertising support.
  9. Nonprofit and Charity Sponsorship – This proposal seeks to acquire goods, services, or both specifically for a nonprofit mission, organization, or initiative.
  10. Product Sponsorship – This proposal seeks physical items explicitly donated to support nonprofit initiatives in exchange for public recognition.
  11. Research And Development Sponsorship – Proposals utilized whenever a nonprofit requires services or equipment requires aid in research initiatives.
  12. Service Sponsorship Proposal – A proposal composed by nonprofits to attract sponsors providing service support (i.e., marketing or legal).
  13. Sports Equipment Sponsorship – A proposal concentrating on obtaining athletic equipment (i.e., protective gear) for sports entities.
  14. Technology Sponsorship – This proposal seeks hardware, software, and other technological donations from a sponsor.
  15. Transportation Sponsorship – A proposal approaching sponsors for transportation services (i.e., vehicles, logistics) to and from specific points.
  16. Venue Sponsorship – This proposal seeks contributed venues for nonprofit events from sponsors and thus features audience reach and attendance.

What Should Be Included (16 Items)

  1. Cover Page
  2. Table Of Contents
  3. Executive Summary
  4. Introduction To In-Kind Sponsorship Proposal
  5. About The Organization And Project
  6. Sponsorship Objectives
  7. Benefits For In-Kind Sponsors
  8. In-Kind Sponsorship Request
  9. Target Audience Demographics
  10. Marketing And Promotional Plans
  11. Reporting And Accountability
  12. In-Kind Sponsorship Terms And Conditions
  13. Measurements And Assessments
  14. Endorsements And Testimonials
  15. Primary And Alternate Contacts
  16. Appendices


1. Cover Page

Greet the reader with a cover page that can grab their attention while remaining aesthetically pleasing. Use this page to present the title of the proposal, together with some basic information.

  • Proposal Title, Initiative Title, Event Title, Project Title
  • (If Applicable) Event Schedule, Location
  • Organization Logo, Graphic Design, Artwork
  • Organization Name, Phone, Address, Email
  • Website, Social Media, Taglines

2. Table Of Contents

If the proposal is particularly substantial, include a table of contents. Provide a listing of the main topic and interesting subheadings together with their page numbers.

  • Proposal Title, Initiative/Event/Project Title
  • Section Titles, Subheadings
  • Highlighted Features, Charts, Page Numbers
  • Appendix Information
  • Organization Contact Information

3. Executive Summary

Whether or not a table of contents is included, produce a very brief discussion on the proposal’s subject matters. In addition, coax the prospective in-kind sponsor to continue by focusing on features that interest them.

  • In-Kind Sponsorship Opportunity, Proposing Organization
  • Benefits, Values, Corporate Social Responsibility (CSR)
  • Increased Reach, Audience, Consumer Base
  • Unique Selling Points (USP), Positive Public Relations (PR)
  • Additional Relevant Incentives, Call To Action (CTA)

4. Introduction To In-Kind Sponsorship Proposal

Formally open this document with a friendly welcome while putting the proposal in context. Define its purpose in addition to aligning the initiative’s goals with the prospective sponsor’s.

  • Organization Name, Project Initiative Name
  • Values, Mission, Unique Proposition
  • Proposal Purpose, Unique Selling Points (USP)
  • Alignment, Value, Call To Action (CTA)
  • Corporate Social Responsibility (CSR)

5. About The Organization And Project

Continue with a comprehensive history of the entity that is behind the proposal’s request. Explain the organization’s history, together with its values and mission, and align its objectives with the prospective in-kind sponsor’s goals.

  • Organization, Project, Initiative, Objectives, Values
  • SWOT (Strengths, Weaknesses, Opportunities, Threats)
  • Key Performance Indicators (KPIs), Objectives
  • CTA, Goal Alignment, USP, History
  • Signifance, Community Feedback, Case Studies

6. Sponsorship Objectives

Inform the reader of the significance and value of the in-kind sponsoring request, thus explaining the importance of the sponsor’s role. Also, show that the goal is attainable and realistic through a SWOT analysis.

  • Sponsorship Goals, Deliverables, Brand Value Alignment
  • Return On Investment (ROI), Specific Objectives, Duration
  • Target Audience, Key Performance Indicators (KPIs)
  • SWOT Analysis (Strength, Weakness, Opportunity, Threat)
  • Unique Proposition, Significance, Relevance, CTA

7. Benefits For In-Kind Sponsors

Once the importance of the in-kind support is established, explain the benefits the prospective sponsor will likely enjoy. For example, sponsorships often offer increased community recognition, positive public relations (PR) campaigns, or audience engagements.

  • Exclusive Access, Brand Visibility
  • Marketing Inclusion, Public Relations (PR) Promotions
  • Target Audience Exposure, Content Creation
  • Networking Opportunities, Customized Sponsorship
  • Analytics, Corporate Social Responsibility (CSR)

8. In-Kind Sponsorship Request

Specifically, define the in-kind contribution requested by this proposal. Consider it imperative to fully describe the sought physical items (i.e., quantities, product names) or services (i.e., types, hours).

  • In-Kind Support Description, Timeline, Purpose
  • Use, Quantity, Scope, Customization
  • Sponsor Benefits, Logistics, Value-In-Kind
  • Recognition, Budget Impact, Post-Event/Sponsorship
  • Acknowledgment, Legal Considerations

9. Target Audience Demographics

Describe the demographics of the organization’s audience so that the prospective in-kind sponsor can see the growth potential. For example, the potential in-kind sponsor may be interested in the spending habits of the project’s beneficiaries.

  • Audience Description, Psychographics, Size, Age
  • Interests, Geographic Reach, Competitive Advantages
  • Purchasing Power, Digital Presence
  • Behavioral Patterns, Alignment, Industry Significance
  • Data Sources, Cultural Relevance

10. Marketing And Promotional Plans

Define, in detail, the strategies the organization implements to promote its in-kind sponsors. Also, explicitly discuss the marketing channels available, including partnered media outlets.

  • Budget, Pre-Event Promotion, Project Promotions
  • On-Site Visibility, Content Integration, Digital Marketing
  • Email Marketing, Media Coverage, Social Media Promotion
  • Networking Opportunities, Websites, Landing Pages, Data
  • Post-Event Follow-Up, Analytics, Legal Concerns

11. Reporting And Accountability

Document the format, frequency, and subjects of the organization’s reports so its sponsors remain up-to-date. Explicitly declare the organization’s dedication to transparency and accountability.

  • Objectives, Metrics, Feedback, Accountability
  • Non-Disclosure, Confidentiality, Contractual Obligations
  • Disputes, Communication Channels, Regular Reporting
  • Customized Reporting, Transparency Expenses
  • Performance Data, KPIs, Post-Event Reporting

12. In-Kind Sponsorship Terms And Conditions

Dispense the legal definitions, terms, and conditions in-kind sponsors accept by signature in order to continue. Also, dispense an FAQ or contact person to answer additional questions from the proposal’s recipient.

  • Duration, In-Kind Contributions, Scope Of Agreement
  • Promotional Obligations, Intellectual Property Rights
  • Exclusivity, Confidentiality, Insurance, Liability
  • Indemnification, Dispute Resolution, Governing Law
  • Amendments, Modifications, Entire Agreement, Signatures

13. Measurements And Assessments

Inform the potential in-kind sponsor of the assessment process to measure the initiative’s success, such as its KPIs. Reiterate the value of the in-kind contribution to remind the prospective contributing sponsor of the importance of their role.

  • KPIs, Measurement Frequency, Data Collection
  • Data Analysis, Benchmarking, Post-Event Evaluation
  • Post-Project Evaluation, Reporting, Adjustments
  • Improvements, Customizations, Security, Data Privacy
  • Legal Considerations, Agreements, Accountability

14. Endorsements And Testimonials

Use endorsements from previous in-kind sponsors to build the organization’s credibility as well as its community impact. That is, include a section presenting testimonials and quotes that paint the organization in a positive light.

  • Names, Affiliations, Quotes, Positive Statements
  • Relevance, Results, Impact, Visual Elements
  • Stakeholders, Beneficiaries, Partners, Public Figures
  • Results, Impacts, Relevance, Consents, Permissions
  • Press Clippings, Media, CTA

15. Primary And Alternate Contacts

Document the identities, roles, phone numbers, and email addresses of the organization’s contact people as well as its office address.

  • Business Hours, Primary Contact, Secondary Contact
  • Social Media Links, Website, Online Inquiry Forms
  • Phone Numbers, Organization Mailing Address
  • Office Address, Online FAQ, Availability
  • CTA, Language Options, Accessibility

16. Appendices

Complete the proposal with an area that gathers its contracts as well as supplementary materials (i.e., brochures) in one place. This section may have a separate cover and table of contents; however, ensure both conform to the proposal’s design.

  • Photos, Visual Aids, Previous Sponsorship History
  • Project Details, Financial Information, Supporting Research
  • Additional Legal Documents, Event Promotions (If Any)
  • Organization Brochures, Sponsorship Agreements
  • Media Kits, Testimonials, Surveys, Endorsements