Common Mistakes Schools Make When Selling Sponsorship


common mistakes schools make when selling sponsorship

By prioritising higher-tier sponsorships, streamlining communication with sponsors, targeting the right decision-makers, involving key school personnel, and handling sponsor inquiries tactfully, schools can significantly enhance their sponsorship sales strategies and unlock a world of opportunities for their students and institutions. Let’s explore these five crucial points to ensure a more effective approach in selling school sponsorships.

  1. Being tempted to sell lower-tier sponsorship packages first: It is recommended to sell higher-tier sponsorships first to establish credibility and build momentum. Holding back on selling lower tiers allows you to pitch them at the right time, in the right place, and in the right way.
  2. Taking too long to provide opportunity details after a meeting: Delays in sharing information can give sponsors the impression that execution may be an issue for the school. Promptly providing the necessary details avoids giving sponsors the chance to consider other opportunities.
  3. Not finding the name and contact details of decision-makers: Sending sponsorship information to generic email addresses like info@ or admin@ is ineffective. It is crucial to identify and contact the right person at a company who can make sponsorship decisions.
  4. Reach-outs for higher-tier sponsorships not coming from the school Principal: When pitching higher-tier sponsorships, it is essential for the conversation to be top-to-top, meaning it should involve the school Principal or someone in a high-ranking position.
  5. Not handling the “Yeah, send us your packages” reaction correctly: Sponsors often expect schools to provide sponsorship packages. However, if you are tailoring higher-tier sponsorships, there might not be a pre-set package to send. It is crucial to respond appropriately in such situations. If you need guidance on what to say or have encountered this situation, feel free to contact me.

By avoiding these common mistakes, schools can improve their sponsorship selling strategies and increase their chances of securing meaningful partnerships.


Terry Johnston from ​Sponsorship Ready