Sponsor report outline
The campaign ran.
Now show them
what happened.
What to send a partner after the work goes out, what to leave out, and why the report is what gets the second deal.
See what goes in it ↓
- 01Delivered
- 02Measured
- 03What next
Why this document exists
Nobody renews a partnership
they never heard about again.
Report, and you are the exception.
Most sponsorship ends in silence. The content goes out, the invoice is paid, and nothing is ever sent back. A short, honest report after each campaign is the cheapest advantage available, because so few people send one.
Six parts, in this order
Lead with what
was delivered.
Open with the work, not the numbers. A brand wants to confirm it got what it paid for before it looks at how it performed.
- 01What was delivered.
Every agreed deliverable, listed, with the date it went out and a link to it. Mark anything that moved or did not happen, with the reason. This section is the whole reason the document is credible.
- 02What the platforms reported.
Views, reach, engagement and saves per piece, per platform, as the platform states them. One table. Keep organic and paid separate, always, even when the totals look better combined.
- 03What the audience said.
Two or three real comments or questions, quoted. This is often the part a brand actually forwards internally, because it is the only evidence of a human reaction.
- 04What worked, in one paragraph.
Which piece did best and your view of why. Specific and short. "The product demonstration held attention longer than the announcement" is useful; "great engagement" is not.
- 05What you would change.
One or two things, said plainly. Saying a piece underperformed, and why, is what separates a report from a promotional document. It is also what makes the next recommendation worth taking.
- 06What you propose next.
One specific idea, built on what the data showed, with what it would involve. Not a new proposal document. One paragraph and an offer to talk.
Credibility
Claim this.
Never claim that.
What you can stand behind.
- Figures taken from the platform, per platform
- Dates the content actually published
- Comments and questions, quoted as written
- Paid results separately, with the spend stated
- Deliverables that slipped, and why
What you cannot evidence.
- Sales, leads or revenue you did not measure
- A return figure calculated from a media rate card
- Brand awareness without a survey behind it
- Combined reach across platforms as one number
- Any figure you cannot show in a dashboard
Make it easy to say yes to.
Send it when you said you would. A report that arrives on the agreed date, even a thin one, is worth more than a thorough one that arrives when the brand has already moved on.
Keep it to two pages. The person who signed the deal has to be able to forward it to someone who did not. A long document gets saved and not read.
Screenshot the figures. Platform numbers in a screenshot are checkable. Numbers typed into a document are a claim. Use both.
Ask one question at the end. Whether it did what they needed, in their words. The answer tells you what the next campaign should be, and it is the only way to find out.
The metrics each platform gives you, how to present them, and how often to report during a season.
The weekend is the one thing you will definitely have footage of. This turns a race schedule into three stories worth watching and tells you when to collect each one.
Want this handled properly?
We develop the offer, deliver the content and work the commercial relationship through the season.