Fulfillment Reports for Sponsors (how to)

Post-event fulfillment reports – which can also be referred to as Wrap Up Reports, Recap Reports, or Impact Reports – play a key role in building long-lasting partnerships. Many properties think that once the event has concluded, they’re done.

But actually, this part of the Sponsorship Sales Cycle is critical and should not be neglected. The fulfillment reports act as a renewal tool by doing three things:

1. Build relationship with your sponsor(s)
2. Justify the investment for your sponsor(s)
3. Set the stage for renewal discussions with your sponsor(s)

WHAT TO INCLUDE

TITLE PAGE

The title page should include your logo, the name of the sponsorship property/event/opportunity, the location, and also the sponsor’s logo.

ABOUT YOU

Describe, in brief (3-5 sentences), your organization.

Then add some details about your event or the program that was sponsored along with its successes and any testimonials you can plug into it.

DEMOGRAPHICS

The demographics section or page is the place to highlight the power of audience.

“Post-event reports can’t just include feel-good information. They have to be backed up with actual data,” said Scott Paddock, president of Chicagoland Speedway and Route 66 Raceway.

Fulfillment reports for your sponsors should include some graphs, pie charts, and anything that will provide concrete data of the demographics. Data points can include things like:

• Attendees by gender
• Attendees by age
• Attendees by city, state, country
• Education level, salary, household income
• Interests, motivation for attending

Whether you have internal staff to collect such data or you outsource it, it's a MUST!

FULFILLMENT

The fulfillment section is where you will list out all the promised assets, whether or not you delivered on them, along with any notes. If for example, you were not able to deliver an asset, you would want to explain in the notes section why.

Did you over deliver with extra social media posts? Tell them!

Were you unable to deliver something like tickets because the sponsor opted out? Remind them!

Within the fulfillment section, you’ll want to include as many pictures as possible to SHOW the deliverables. That includes anything from banners to printed rack cards to activation space, and social media posts. Take pictures and screenshots so it’s clear what was delivered. If you’re going to be printing the report and personally delivering it, any printed collateral would be helpful to include as well.

THANK YOU

The last section, or page, should be a simple and genuine “thank you.”

Remind them that this was a valuable opportunity for them and how their contribution was beneficial to your audience/organization. Say THANK YOU!

Also, be sure to include any ideas for improvements or expansion in the future; it’s much more effective to bring up these conversations when the event is still fresh in the sponsor’s mind than months later when the momentum is over.

By the same token, it’s important to also ask them what feedback they have, and any ideas they would like to explore.

FINAL TIPS FOR FULFILLMENT REPORTS

Keep them as short and concise as possible.

Twenty pages is too long. Of course, getting all the pertinent information on there is the priority, but adding in a bunch of “fluff” or working with a design that makes the report excessively long will frustrate the reader.

If for whatever reason, you can’t keep it short… consider adding a table of contents so the reader can at least find what they’re looking for pretty easily.

Deliver the report in a timely manner. The faster you can deliver, the better. Definitely no later than sixty days from the event’s conclusion.