In today’s day and age, every property should offer post-event fulfillment reports. 

In short, post-event reports provide documentation of what was delivered, are a vehicle for sponsors to use internally, and can be used as a springboard for renewal discussions.

Below, IEG SR shares five tips on getting the most out of post-event reports:  

Dedicate Staff Resources

  • Staff commitment should be relative to sponsorship activity
  • At larger organizations, report production can be a full-time responsibility
  • Representatives from other departments should understand importance

Properties should allocate staff resources depending on the size of their organization and amount of sponsorship activity. At larger organizations, report production can be the responsibility of a full-time staffer.

Regardless of the size of the organization, properties should assign an employee who will be charged with collecting data and other information throughout the length of a partnership. At many organizations, that may be the sponsorship seller.

Representatives from other departments who must provide information should understand the importance of data collection. That includes—but is not limited to—public relations, information technology and other departments that may touch sponsorship in some way, shape or form.

Make It An Ongoing Process

  • Report production cannot wait until after an event
  • Data collection must be continuous
  • Interns can be a resource for data compilation
  • Multiple-entity properties should systemize data collection

Report production cannot wait until after an event is over or when a sponsorship term nears completion. Data collection must begin at the beginning of a relationship and continue throughout the length of the partnership.  

Compiling information, taking photos of sponsors’ on-site exposure and other tasks can often be assigned to interns or trusted volunteers.

Customize For Each Partner

  • Report must be tailored to objectives and hot buttons of each sponsor
  • Organization of data should reflect hierarchy of sponsor’s priorities
  • Format should meet each sponsor’s needs

Just like sponsorship proposals, post-event reports are not one-size-fits-all documents. They need to be customized for each sponsor.

As a result, each report should be tailored according to the benefits and deliverables that are most important to each sponsor. If a company’s primary goal is consumer engagement, the report should discuss that information first.

Properties also need to ask sponsors what format they prefer: paper or electronic.

Consider The Different Audiences

  • Report should provide ammunition for sponsorship managers who want to see information that justifies their decision to sponsor your property
  • Report should include information for financial managers who want to see quantitative impact on the bottom line
  • Report also must be understandable to senior executives, new personnel and others who may not be familiar with details of the program

To ensure the reports help gain support for sponsorship internally at the sponsoring company, properties need to make sure the report is appropriate for various audiences.

The report’s primary audience is the sponsorship manager who is using the report to justify their decision for the sponsorship. As a result, they will need to see evidence that the sponsorship met their objectives (changing consumer attitudes about the company, employee engagement, etc.).

The document may also find its way into the hands of financial managers and senior executives who are focused on the bottom line impact of the sponsorship. As a result, the document should include sales gains and other bottom-line factors.

The report also will be looked at by people who are not familiar with the details of the sponsorship agreement. As a result, the document should spell out the sponsor’s initial objectives and what was agreed to in the contract.

Deliver The Document In A Timely Fashion

  • Event-based reports should be delivered within 30 days after the event
  • Year-round partners should receive quarterly reports
  • Personal delivery can be beginning of renewal discussions

Whichever format properties choose for post-event reports, they should make sure the documents can be produced quickly.

Reports for sponsorship of events should be delivered 30 days after the event, or 45 days at the maximum.

For year-round partners, properties can use quarterly status reports that indicate what has occurred over the past three months.

Properties should hand deliver reports to set the stage for renewal. Properties can use the meeting to explain how the partnership performed and how the relationship can be improved going forward, thus setting the stage for renewal discussions.