1. List Your Assets.
What are you offering the investor or sponsor? How many fans
are on your mailing list? Do you sell out venues? Who is your
typical fan– what’s the demographic: sex, age, income, etc.
Have you been reviewed in the press? Are there any
high-profile articles about you and your act? The stronger the
numbers and more interesting the story, the more likely a
potential investor will be interested.
2.
List Your Track Record.
What have you accomplished so far? Do you show
a pattern of success? Have you received awards or accolades?
3.
Define Your Goals.
What do you want to do? How will it make a difference in your
career? If you plan to break into new markets, explain why you
need to do so and how you will do it. If you need
recording funds, explain why a new recording is necessary.
4.
Identify
Your Audience.
What kind of music do you play? Your genre may
determine the types of investors/sponsors you approach. Try to
match them with your target audience. Be creative – don’t just
focus on the obvious.
5. Identify Your Market.
Is your market local, regional or national? Investors will
want to know how you plan on marketing the project.
6. Define & Itemize
Expenses.
You need to know exactly how much everything will cost. Break
down all expenses in an itemized list showing how the money
will be spent.
7. Acknowledge The Risks.
You should
make it clear that investors may not see a quick return. If
repayment is required, regardless of the outcome, make it
payable in stages.
8. Estimate Return Time.
Assuming the project is successful, you should estimate how
long it will take before investors see a return on their
investment. Sponsors will want to know how often their message
will be seen by your audience.
9. Design A Promotional
Plan. List
every possible promotional option and research the costs and
benefits of each before presenting your ideas to an
investor/sponsor. Some may be willing to offer
cross-promotion.
10. Express A Good Work
Ethic.
Explain what you will do to make the project a success.
Investors/sponsors may not support you unless a certain number
of shows are performed per month/year.
11.
Explore Cross-Promotional Opportunities.
Sometimes an investor or
sponsor won’t offer you cash, but may be interested in paying
for an ad or a radio commercial promoting your act. They may
also provide merchandise that you can sell or give away. The
possibilities are endless… The more open you are to receiving
various forms of support (not necessarily cash), the greater
your chances of getting help.
12.
Offer
Extras.
Treat your investors and sponsors well. Offer them backstage
access, send them newsletters detailing your progress, mention
them whenever you can, throw parties to thank them (and show
them how popular you are). Let them feel like a part of your
team, and that they are involved with someone special.
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By: Bernard Baur
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