Sponsorships can be a game-changer for your publication. They provide a reliable revenue stream while giving sponsors a platform to achieve their goals. But how do you tap into this potential and create sponsorship opportunities that resonate? Let’s break it down in this guide to leveling up ad revenue.
How can my publication provide value to sponsors and advertisers?
Your sponsors are looking to achieve specific goals, and your job is to help them meet those objectives through well-defined sponsorship opportunities. Here are a few examples of how you can add value for your sponsors:
- Raising awareness of their business or organization
- Growing their customer base and driving conversions
- Promoting new or existing products
- Showcasing events
By advertising with your publication, sponsors also demonstrate their commitment to independent journalism and their local community.
Having clearly differentiated products is critical. Sponsors should instantly understand what you’re offering and the associated costs. For example, when pitching newsletter ads, clearly explain the ad placement, format, and visibility. A transparent and detailed ad management strategy can make all the difference.
What kinds of sponsorship opportunities should I offer?
The bulk of your sponsorship sales will revolve around digital advertising, but opportunities go beyond that. Recognition can happen through:
Newsletter
Newsletter ads are ads that are placed directly in a newsletter. They are often sold according to cost-per-thousand impressions (CPM), cost-per-click (CPC), and cost-per-acquisition (CPA). We recommend selling based on CPM.
Website
Display advertising is the use of text, video, and image advertising to encourage users to click-through to another website and complete an action. Common types of display ads are website banner ads and side-bar ads, they can also include retargeting ads to get users who already viewed a specific website to return and take action. There are two main types of display advertising, direct and programmatic advertising.
Content
Underwriting is when an organization covers the cost of or financially supports another organization. Subsidized content is a type of underwriting (and can be called underwritten content). It is when a business or organization supports a type of content being put out by a publisher. This could be a broad subject, such as Arts & Culture, or coverage of a specific topic, such as an election.
When content is subsidized, the sponsor has no control over, involvement in, or advanced knowledge of the content. Subsidized content should always be clearly identified as part of their recognition. A partnership clause should be posted as well stating that the sponsor has no influence over any aspect of the content.
📌 Ad revenue growth depends on multiple factors—explore them all in our comprehensive website and newsletter ads guide.
Events
Event sponsorship is when a financial commitment is made by a business or organization to support an event in exchange for promotion/recognition. Events can have a single sponsor or multiple depending on the size of the event itself. Event sponsorship can be a cash sponsorship or a gift-in-kind depending on the sponsor and your specific needs. Event sponsorship typically includes recognition on digital platforms, as well as in the event program, and occasionally with printed signage.
It’s important to remain flexible. You can tweak your offerings, recognition levels, and prices to find what works for you and your sponsors. As your audience grows, consider expanding your sponsorship portfolio to include different ad formats, like display ads, exclusive ads newsletters, or event sponsorships.
Pro Tip: Subscribe to popular newsletters that feature sponsorships to draw inspiration for your strategy.
How to talk about sponsorships
Building your value proposition
Your value proposition is your pitch’s backbone. It tells potential sponsors why they should work with you. Here’s how you can position yourself:
- Offer access to a niche audience that can’t be reached through traditional media.
- Highlight how your ad management platform and placements drive business growth and brand credibility.
- Emphasize how sponsors support independent journalism, underserved areas, or free access to local news (if applicable).
Keep it concise and compelling. Make sure sponsors know exactly what they stand to gain by partnering with you.
Setting up a strong foundation for growing ad revenue
What’s an advertising policy and sponsor criteria?
Before you dive into sponsorship sales, establish a formal advertising policy and sponsor criteria. These guidelines will:
- Help you develop the rest of your sales assets
- Ensure you stay aligned with your mission
- Make it easier to say “no” when a potential sponsor’s request doesn’t fit your publication’s goals
A well-defined policy protects your integrity and streamlines decision-making. For additional guidance, check out The Canadian Code of Advertising Standards (CAN) or the Federal Trade Commission Advertising and Marketing guidelines (USA).
Why you should set up a dedicated sales email
Streamline your communication by setting up a dedicated email for sponsorship inquiries. Include this email in your media kit, rate cards, proposals, and CTAs across your website, examples of newsletter ads, and social media platforms. Make it easy for sponsors to reach out to you.
Introduction to media kits
Your media kit is the main source of information for potential sponsors, it’s basically a resume for your business. Keep your media kit as short as possible, brand it, use analytics, and keep text bite-sized. Stick to a single call to action and repeat it throughout the document.
- Who are you and what is your purpose
- Value proposition
- Talk about your audience
- How can you help solve the potential sponsors problem
- Include testimonials
- What sponsorship opportunities do you have
- Call to action and contact information
What are rate cards?
A simple 1-page rate card can accompany the media kit with outbound sponsorship inquiries, or it can be sent over to people who download your media kit from your website. As with the media kit, brand the rate card, keep text bite-sized, and stick to a single call to action. Break rates apart by one-time, bulk, and non-profit. Include sponsorship types and audience sizes. The rate card is a great place to include the price increase chart. Indiegraf has a rate card template available to all publishers.
Why you need a website sponsorship page
Make it easy for potential sponsors to find all the information they need. Create a dedicated sponsorship page that includes:
- Types of sponsorships (e.g., newsletter, event, content)
- A downloadable media kit (use a registration wall for lead generation)
- Examples of ads and placements
- Contact details
- Advertising policies and criteria
- A sponsor/partner recognition page
Optional: Include starting prices to give sponsors a ballpark idea of costs.
Sales 101: Advice for growing ad revenue
Tips for sending out pitch emails
First impressions matter, especially when reaching out to potential sponsors. Here are some tips to craft effective pitch emails:
- Avoid attachments to prevent your email from landing in the spam folder.
- Personalize your message by addressing the recipient by name and referencing their business.
- Research the sponsor and highlight how you can meet their specific needs.
- Keep subject lines short and actionable.
- Be direct with a clear call-to-action (e.g., “Let’s schedule a quick 15-minute call next week”).
Don’t shy away from showcasing your work and promoting your achievements!
Where to find potential sponsors
Your current audience is the perfect place to start. What businesses or organizations already follow your social media accounts or subscribe to your newsletter? Do you have existing contacts within your network?
Other places to look:
- Industry websites, magazines, and newsletters
- Sponsors from local events
- Local businesses and social media followers
- Networking events
Tailor your approach based on the sponsor’s specific goals and needs. Avoid a one-size-fits-all pitch and focus on building lasting relationships.
Pro Tip: Don’t rely solely on one-off sponsorships. Focus on long-term strategies like content underwriting, newsletter ads, and display ads. Fill in the gaps with occasional one-off ad buys.
How Indiegraf can help grow your ad revenue
Looking for an all-in-one solution to grow your ad revenue? Indiegraf offers Indie Ads Manager, an innovative ad management platform that simplifies how you sell and serve digital ads across platforms and publications.
Indie Ads Manager
With Indie Ads Manager, you can:
- Streamline ad operations with expert invoicing, server management, and campaign analytics.
- Expand your reach through targeted outbound lead generation and custom sales proposals.
- Work with in-house experts to develop a winning sponsorship strategy tailored to your publication.
Ad Services from Indiegraf Experts
Indiegraf’s ad service projects include:
- Ad Audits to unlock your advertising potential.
- Custom messaging and sales assets to convert leads.
- Outbound lead generation strategies.
- Persuasive proposal development.
- Efficient ad operations.
- Ongoing sponsorship and ad sales coaching.
Ready to take your sponsorship strategy to the next level? Indiegraf is here to help you grow your audience and ad revenue.
Do you want to transform your advertising strategy?
For publishers seeking a robust, user-friendly solution for advertising management, Indie Ads Manager checks all the boxes. Whether you’re managing multiple publications or looking to optimize ad performance across platforms, this ad management platform offers the tools and support you need to succeed.
