So you want some Hike Sponsorship?
After our
recent blog postings on the Trek and our blog about all we have done to get
collaborators and sponsorship we received a number of requests on line asking
how we have gone about approaching potential backers. Some people inquired politely and
professionally, some messaged demanding “free stuff, free stuff!” As I stated before, applying for sponsorship, grants, and corporate support needs to be done respectfully, with
the understanding that you have to be able to give them something back, and it
requires a heck of a lot of effort, patience, and time.
Some of
what follows sounds a little basic and likely obvious as advice (and it is),
but some of the best suggestions are often the simplest. So we have compiled a list of some advice we
would pass on to anyone interested in applying for sponsorship or drafting
proposals.
(1) Research – Perhaps
the most important part of any application is to do your research. Review how others have drafted their sponsorship
requests and learn from their successes and failures.
(2) More Research
– We studied and read thousands of webpages for organizations and corporations
to figure out their corporate interests, mission, etc. When applying ensure that your message, your
proposal, etc has ties into or fits into the ideals and interests of the
organization.
(3) More Research again – Before applying look around at
famous bloggers, vloggers, hikers, explorers and figure out what makes their
treks and endeavours work. Build off the
work of others. See what others are
doing in similar areas, build off of them - emulate what works, revise what you
think could be improved upon and give it your best shot!
(4) Hard Work, Effort, Sacrifice and
Dedication – This
is a key point, as applying for sponsorship is not a matter of demanding “free stuff”. Sponsorship comes from spending months and years
developing contacts, establishing a reputation in particular communities which
have similar interests, and it comes from seemingly endless nights of drafting
and re-drafting proposals. It involves time
spent refining your message - most of which comes after full days and weeks of
working your job. We have had some
people message us saying they wish people would just give them “free stuff”,
but what they don’t see is that we have spent years hiking around the world to
develop credibility, years employed saving up, that we regularly spend our
nights after work researching, writing, and emailing people until 1 or 2 in the
morning. We don’t go out, we don’t go to
movies or have dress clothes, to save up we have eaten one meal a day for the
past three years. So these types of
endeavours do take hard work, they do take a lot of effort and require a ton of
sacrifice. Most nights I spend at least
2 hours drafting a blog entry before checking and updating our social media sites,
responding to emails, making new contacts, and writing proposals. To give interviews I have taken time off work
which means that when I get sick, I still go to work. Before leaving on our hike we will have
worked nightly on this venture for almost three years. When
you decide to apply for organizational support or sponsorship remember what you
are getting yourself into.
(5)
It Takes Time – Remember this entire process
takes time, more time, and then some.
While we have had some prospective sponsors answer our requests within
days or weeks, others have taken in excess of 6 months. Regardless, we learned from each proposal and
each presentation and refined our message and approach. Remember organizations are busy institutions
and receive lots of similar requests, which means they require a fair amount of
time to consider the inquiries they get.
They are going to take their time researching you and your proposed
undertaking along with those of others before making their decisions. Be patient.
(6) Have a message – This is very important, know what
you want to say, be clear, be consistent, ensure that it is both simple, and
memorable. It sounds easy, but it
isn’t.
(7) What do you offer them? – While organizations are willing
to help out communities, and endeavours and do offer sponsorships, bursaries,
and the like.....they also want to make sure that your ideals and theirs
overlap. Since you have done your
research, highlight how your ideals and message align with theirs.
(8)
Be clear, be Specific – When you compose your message, be
clear about what your endeavour offers each organization and what can they give
you.
(9) Take advice but be true to your
interests – When
the idea to hike along Canada’s Great Trail began we had a number of things we
were interested in talking about but we had yet to really refine our message. As a result, when we naively began talking
with potential sponsors we sounded wishy washy and the conversations that did
continue often resulted in companies trying to get us to walk for their
particular interest, or issue, or product.
While that would not necessarily be bad, it often wasn’t something that
was true to our own interests and we quickly began to realize that while it was
certainly ok to adjust our message as circumstances required or to get advice
from the experts, if we were going to hike day in and day out for 3 years we
had to do it for something we were passionate about or we weren’t going to have
the energy or interest to keep going forward.
(10)Know what you want – Some organizations offer funding,
some offer advice, some offer product.
While there are a lot of great hiking and equipment companies out there,
remember it takes time to write a strong proposal to each one. So there isn’t much point in investing your
own time and using up the generosity of a company if there isn’t anything they
can do for you, or anything you can do for them. In other words know what you want when an
institution messages you a positive response to your proposal.
(11)Stand out – This one is tough, in a day and
age when so many people are trekking the Appalachian Trail or the Camino De
Santiago or Patagonia (all of which are totally worth it) it can be hard to
have your proposal and idea stand out.....especially when applying to the
traditional outdoors corporations who get huge volumes of requests each year. Find your niche, find out what makes your
trek and ideas special and put that front and centre.
(12)Build something – Prior to applying ensure that you
have a social media presence, have a following, show that you can complete what
you propose to undertake – we had hiked the Camino de Santiago, GR65 / Via
Podiensis, Camino Portuguese, the Bruce
Trail, and the East Coast Trail – blogging, writing, photographing, etc as we
went for years before applying for sponsorship.
That online presence however showed our dedication and experience. This helps in a huge way...
(13)Proof read – Read, re read, have your friends
and family read, and then proof read all of your applications and letters
because there is nothing worse than submitting a sponsorship request with
errors!
(14)Be patient – I have said it before and I’ll
say it again, this process takes time.
Time invested in building a reputation, time invested in figuring out
what you want to do, time invested in research, time invested in building
websites, drafting proposals, writing to people, developing connections.
(15)Learn – Learn. Learn from others, learn from early drafts,
learn from your mistakes, learn from unexpected questions asked during
presentations and interviews...then make sure to know that answer for the next
time. Learn from your past mistakes and
never repeat them. Learn and keep moving
forward.
(16)Be professional – Being professional and taken
seriously begins with looking and acting professional. At the outset we designed a logo, we included
our logo, created a banner and sidebar for all of our letters, we had already
established our photography company online, an early draft of the Come Walk
With Us website was online, we had early donations, and we had blogs written
from three of our previous hikes posted with a viable readership, and we had an
established Facebook following. So we
had a professional basis to start with and build on – which helped. It goes
back to the old adage to be successful you need to look successful. When we presented in person to our sponsors, we
wrote for weeks, we prepared, we showed up early, we prepared the room and
ensured our media ran, we made ourselves available to any and all questions and
we presented clearly and authoritatively.
When we wrote to potential sponsors our letters were professionally
designed, repeatedly proof read, clear, concise, and to the point. When we talked to potential sponsors on the
phone we spoke in clear measured tones, we had answers to questions prepared,
we were respectful and to the point, and we were thankful for their time and
consideration. Professionalism is and
will always be in vogue. Remember you
are presenting to and talking with professionals, who deserve to be treated as
such, and are accustomed to meeting with other professionals. Look, act, and sound the part, and you will
be taken far more seriously.
(17)Be Courteous, be Thankful
and be Respectful –
Whether you receive a positive or negative response, be respectful, be
thankful. This goes hand in hand with
sounding professional, and being professional.
In addition to sending a thank you note at the time of being offered
support, we make sure to keep sponsors up to date on our endeavours, and thank
them publically on social media. Everyone who helps deserves to be acknowledged
and – to be blunt – you never know who people know. Some of our best connections have come
through friends of friends, or colleagues of colleagues, who have passed along
our information! If we had not been
respectful and thankful I shudder to think of what opportunities we would have
lost out on. Even if you receive a harsh
response or very negative email about your proposal, respond respectfully and
thankfully. Remember that just because
you got turned down or disagree it does not mean you should be
disrespectful.
(18)Support those who
support you – We
have made it a point to apply to those organizations whose resources and
products we have used and enjoyed in the past.
As such this means that we are supporting and purchasing from those
businesses who are sponsoring and supporting us.
(19)Pay It Forward - Help others, give them advice, be
patient. Remember someone (or lots of
people) helped you and it is only right to help those who are starting out.
I hope some
of these quick notes help those interested in setting their own course and
looking for some help. I am sure there
is a ton more advice I could pass along, but all of this serves as a good basis
for those interested ...
See you on the trail!
Remember to follow our entire adventure here : www.comewalkwithus.online
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