Guide

How do you follow up with sponsors?

Sponsors who only hear from the club when it's time to pay renew less often. Here are five ways to follow up that aren't about money.

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Sound familiar?

  • Follow-up happens when the sponsor is the one who calls
  • No one knows whether the sponsor used their tickets
  • The end-of-season thank-you never gets sent
  • At the renegotiation, the sponsor mentions that the sign hung crooked all fall

Five ways to follow up

  1. Put follow-up in the calendar – before you need it

    One date per sponsor. A call in October with no agenda is the best sales work you'll do for March.

  2. Follow up on deliverables, not just payment

    Is the banner up? Did the post go out? Were the tickets used? That's what the sponsor is paying for.

  3. Invite them to something

    A match, a networking meeting, a tour. Sponsors who meet each other stay with the club.

  4. Ask what they think

    One question after the event. It's easier to put things right in November than at the renegotiation.

  5. Say thank you – and show the value

    Photos, attendance, media coverage. Send it before you ask for a new agreement.

How Sportmanager helps

Follow-up dates, deliverables and events are kept on the sponsor, and Insights shows who needs attention right now: unused tickets, poor feedback, a long time since the last contact. Feedback after events is collected automatically.

  • Follow-up date and tasks per sponsor
  • Deliverables with status and photo
  • Invitations and sign-ups for networking meetings
  • Sponsors who need attention – with the reason why

Questions

How often should we follow up?

At least once a season, on top of the invoice – and always after a deliverable, after an event and before the renegotiation. More often for large sponsors.

What should we follow up on?

Three things: deliverables (did they get what we promised?), the relationship (is the contact still alive?) and documentation (can we show the value?).

Who is responsible?

One person per sponsor – not the club as a whole. In Sportmanager every agreement has a responsible person who is notified when it's time to follow up.

See also

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