---
name: sponsor-pitch
description: "Writes sponsorship pitch decks for podcasts, newsletters, or events with audience data, pricing, and package options. Use when seeking sponsors for your media properties."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Sponsor Pitch

## When to Use This Skill

Use this skill when you need to:
- Pitch sponsors for your podcast, newsletter, YouTube channel, or event
- Create a sponsorship deck with audience data and package pricing
- Design tiered sponsorship packages with clear deliverables
- Write outreach emails to potential sponsors

**DO NOT** use this skill for affiliate marketing proposals, influencer campaign briefs (use influencer-campaign-brief), or advertising media buys. This is for pitching sponsorship of your owned media.

---

## Core Principle

SPONSORS BUY ACCESS TO YOUR AUDIENCE — LEAD WITH WHO YOUR AUDIENCE IS AND WHY THEY BUY, NOT HOW GREAT YOUR CONTENT IS.

---

## Phase 1: Inputs

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **Media property** | "What are you seeking sponsorship for? (podcast, newsletter, event, YouTube)" | Newsletter |
| **Audience size** | "How large is your audience? (subscribers, downloads, attendees)" | No default — must be provided |
| **Audience demographics** | "Who is your audience? (profession, age, income, interests)" | No default — must be provided |
| **Engagement metrics** | "What are your engagement rates? (open rate, listen-through, views)" | No default — estimate if unavailable |
| **Desired price range** | "What are you looking to charge per sponsorship?" | Will calculate based on audience |
| **Sponsorship format** | "What can you offer sponsors? (ad reads, banner ads, mentions, product features)" | Ad read + newsletter mention |

**GATE: Do not proceed without audience size and demographics.**

---

## Phase 2: Deck Structure

### Sponsorship Deck Outline

```
## [Property Name] — Sponsorship Opportunities

### 1. About [Property Name]
[2-3 sentences: what it is, why it exists, what makes it unique]

### 2. Audience Snapshot
| Metric | Value |
|--------|-------|
| [Subscribers / Downloads / Attendees] | [Number] |
| Growth rate | [X% month-over-month] |
| [Open rate / Listen-through / View rate] | [X%] |
| Primary demographic | [Description] |
| Average income | [$X range] |
| Top industries | [List] |

### 3. Why Sponsors Choose Us
- [Audience quality signal — purchasing power, decision-maker status]
- [Engagement proof — click rates, response rates, testimonials]
- [Past sponsor results — if available]

### 4. Sponsorship Packages
[See tiered packages below]

### 5. Past Sponsors (if applicable)
[Logos or names of previous sponsors for credibility]

### 6. Next Steps
[How to get started — reply, book a call, fill out a form]
```

### Tiered Packages

```
### Package Options

**Tier 1: [Name] — $[Price]**
- [Deliverable 1 — e.g., 60-second mid-roll ad read]
- [Deliverable 2 — e.g., newsletter mention with link]
- [Deliverable 3 — e.g., social media shoutout]
- Duration: [Per episode / Per month / Per event]

**Tier 2: [Name] — $[Price]**
- Everything in Tier 1, plus:
- [Additional deliverable]
- [Additional deliverable]

**Tier 3: [Name] — $[Price]**
- Everything in Tier 2, plus:
- [Premium placement or exclusivity]
- [Custom content integration]
```

---

## Phase 3: Pricing and Outreach

### Pricing Guidelines

| Media Type | Pricing Model | Typical Range |
|------------|--------------|---------------|
| Podcast | CPM (cost per 1,000 downloads) | $18-50 CPM |
| Newsletter | CPM or flat rate | $20-80 CPM |
| YouTube | CPM or flat rate | $20-50 CPM |
| Event | Flat sponsorship fee | Varies widely |

### Outreach Email Template

```
Subject: Sponsorship opportunity — [Property Name] ([Audience Size] [subscribers/listeners])

Hi [Name],

I run [Property Name], a [type] for [audience description]. We reach [number]
[subscribers/listeners/attendees] who are [key demographic detail — purchasing power,
decision-maker status, or specific interest].

[1 sentence of social proof — growth rate, engagement metric, or notable past sponsor]

I think [Sponsor's Product] would be a great fit for our audience because [specific
reason tied to audience-product match].

I have a few sponsorship options ranging from $[low] to $[high]. Happy to send our
full media kit or jump on a quick call.

[Your name]
[Property Name]
```

---

## Phase 4: Polish

- Proofread all audience data for accuracy
- Ensure pricing is competitive for the audience size and niche
- Include a one-page PDF version of the deck for easy sharing
- Add links to sample content so sponsors can evaluate quality

---

## Example: Business Podcast (5,000 Downloads/Episode)

**Pricing:** $25 CPM = $125 per mid-roll read. Package at 4 episodes/month = $500/month.

**Tier 1 — Spotlight ($500/month):** 1 mid-roll read per episode (4x/month) + show notes link.
**Tier 2 — Partner ($900/month):** Tier 1 + pre-roll mention + newsletter feature (1x/month).
**Tier 3 — Presenting Sponsor ($1,500/month):** Tier 2 + branded segment + social posts + exclusivity in category.

---

## Anti-Patterns

- **Leading with your content, not your audience** — sponsors care about reaching buyers, not your episode count
- **One-size-fits-all pricing** — always offer 2-3 tiers so sponsors can choose their investment level
- **No engagement data** — download counts without listen-through rates or open rates without click rates look weak
- **Pricing too low** — underpricing signals low quality. Research comparable properties before setting rates.
- **No clear next step** — every pitch must end with a specific action (book a call, reply to discuss)

---

## Recovery

- **Small audience (<1,000):** Position as a niche, high-engagement audience. Emphasize quality over quantity — click rates, conversion data, audience demographics.
- **No past sponsors:** Offer a discounted trial sponsorship (1-2 episodes or issues) to build case studies.
- **No engagement data available:** Start tracking immediately. Provide estimates based on platform averages and commit to sharing real data after a test period.
- **Sponsor wants custom integration:** Be flexible but price custom work higher. Add a "Custom Package" tier with "Contact us for pricing."
