While sponsoring an athlete may be an philanthropic gesture by individuals, most often companies are swayed not by what they can give to an athlete, but what they can get from the transaction. Thus, if your initial contact focuses on what you are willing to do in exchange for sponsorship, you have a much better chance of success.

Here are some items that can be offered to a sponsor:

• You will wear a t-shirt or jacket with the companies logo on it.
• You will write them a thank you letter which they can use in their advertising.
• They may hang a picture of you in their offices or reception area telling of their donation.
• You will make appearances in their advertising (if you are a college athlete note that NCAA rules prohibits this!).
• You will make an appearance at a company function.
• You will list information about the company and their sponsorship on your website.

Targeting a Company

Often the company you reach is as much importance as the donation request.

• Don't reach too high at first. It is much easier to find 100 sponsors willing to contribute $100 than it is to find one company willing to donate $10,000. With smaller donations you only need to convince one or two people. Larger donations often require approval by a committee or a board of directors.

• Find a company in your area. While it may seem enticing to approach a huge company, realize that they often get thousands of requests for donations. It is very easy to get lost in the shuffle. Companies also tend to want to sponsor a local athlete rather than one clear across the country, or even one in a different state.

• Target the right type of companies, the one that need you and your advertising. Companies that sell to major corporations or to companies or organizations in other countries will have less need for the advertising you can do than others. For example, local retail companies (i.e. groceries, retail stores, etc.) and service companies (doctors, dentists, insurance agents, real estate agents, car dealerships, etc.) are some of your best bets. These places need advertising in and around their area.

• Look at the companies that currently advertise in your area. Who takes out ads in the local newspapers? On local billboards? On the sides of the bus or public transportation benches? These companies have money in their budget for advertising on a local scale, which is what you can offer them.

• Let the company know that any donation is appreciated regardless of the size.

• Call the company if you haven't heard from them three weeks to a month after the letter was sent. Often a letter can be ignored, but telling someone no is much harder - even if it is over the phone.

• If it is possible and not presumptuous, deliver the letter in person. In most small businesses the manager is on hand and isn't too busy to take just a moment for an introduction. Make it a quick drop off. Just hand the person the letter with a short explanation: "Hi, Mr. Brown, I'm Suzy Skater. I just wanted to introduce myself and drop this off to you." Then leave. Try to get out before they ask any questions. You want them to take the time to read the letter and think about it. If you tell them in person that you are looking for money, people's first reaction is to say no. When they have a chance to think about it, they will often consider it. If you can't get out before they ask you what it is, tell them it's a thank you letter (if you have a prior relationship with the company), or an advertising opportunity (if you don't).

Prior Relationship Companies

Companies like knowing how their products is helping people. If you already use a companies products, that makes an endorsement from you worth twice as much in terms of it's advertising value. Bringing out this prior relationship can have a very positive value on your success rate.

Think of all the companies that have contributed to your athletic pursuits - even though they have never realized it. The following are some good examples:

• A certain bottled water or sports drink, or favorite snack you use as a pick-me-up during training.

• The dealership where your parents purchased the care that drives you to your practices and competitions.

• The real estate agency that sold you the home you live in.

• The store where you buy your groceries.

• The restaurant you often go to after a competition, or an especially great practice.

• The photo lab or drugstore where you get your athletic "action" photos processed.

• Once you have the companies in mind, let them know of your prior relationship with them in your initial letter.

• One note: be sure not to lie about a prior relationship.

Non-Monetary Sponsorships

Be creative in asking for sponsorships. While it is often easiest to think of just asking for cash, consider other alternatives. Non-monetary sponsorships can be as important as monetary ones. For example, getting a company to donate a gift certificate is often better for them than giving you a straight cash donation. This is because gift certificates often costs the store about half the actual face value of the certificate. But the value to you is the same.

The Initial Letter

The initial letter is the one item that will get you in the door, or will shut that door in your face forever. Thus, it is important to make your first contact your best attempt.

• Make sure that your initial letter puts your best foot forward. Make sure there aren't any spelling or grammar errors, and that the letter isn't too long or too short (it should cover at least one page, but not more than two).

• Address your letter to a specific person within the company. Do not address the letter to a title or department ( i.e. President, Publicity Department, etc.) If you don't know the name of the person the letter should be addressed to, call the company and ask, then be sure to ask them to spell it for you so you get it right.

• Make your first paragraph an intriguing one. The best things are to either compliment the company or its products, tell what you like about them, or tell them that there is a wonderful opportunity for them.

• Include a lot of ammo in your letter. A basic package should consist of a letter telling who you are, your athletic ability - level or competition, who your coach is, where you train, and as much information as you can so that the potential sponsor has a chance to get to know you. Letters of recommendation from coaches, teachers and others in your life can also help to make a good impression.

• Find a way to make each letter personal. Make the company think that you have written them a personal letter, not that you just tucked their name into the letterhead of a generic letter that was copied for everyone. While it does take longer - a personal touch is well worth it. If you make the company feel special, you've already taken the first step towards a sponsorship.

• It is okay to use a little humor in your letter, just be sure that you don't come off as being cocky, arrogant or unprofessional.

• Have several people read over your letter. Then ask them if they would donate to your athletic pursuits if they got this letter in the mail. You only get one shot to make a good impression on a company. You don't want to waste your time with a letter that is not just right the first time.

• Don't use sympathy. People don't contribute to whiners or criers. Remember, they are looking for what is in it for them, and someone who feels sorry for themselves or asks for sympathy is not the image they want to portray on their advertising.

• Explain how much your costs are. People outside of the athletics and sport world don't understand the costs involved.

Add the Visual

Adding a picture into your package can give you a much greater success rate than just a bunch of words on paper. Somehow a picture makes you more real to a potential sponsor.

Know the Rules of Your Sport

Check with the national governing body of your sport, the state high school association, and the NCAA or NAIA if you are a college athlete before you come to terms in any deal with a sponsorship agreement. Each governing body has their own specific rules and regulations about what you can and can't do, that may or may not damage your athletic eligibility. Please contact them to be sure.