1. Event snapshot
- Event name, dates and city
- Format
- In person, hybrid or virtual
- Registered and checked in
- Use check-in counts, not registrations, wherever you can
- Sessions on the agenda
Free template
The post-event sponsor report, ready to fill in.
A post-event sponsor report shows a sponsor four things: what they paid for, what they got, how the room responded, and what you propose for next year. Send it within two weeks of the event, while the sponsor still remembers the room.
The template below has eight sections. Copy it into your own document, or download it as a text file and paste it into your template. Keep it short. One page per sponsor beats a twenty-slide deck nobody opens.
How to use it
- Fill in one copy per sponsor. A shared report for every sponsor reads like a form letter.
- Lead with the promises. Section 2 lists what the contract said you would deliver, and whether you did. Sponsors check this first.
- Put evidence beside every claim: a photo, a count, a scan export, a screenshot.
- Use Section 4 for the sessions the sponsor cared about most: their named session, the keynote they sat beside, the stage their logo was on.
- End with a renewal offer. A report that ends on a number and no next step leaves the money on the table.
The template
2. What the sponsor bought, and what you delivered
One line per item in the sponsorship agreement.
- Deliverable
- Logo on stage screen, booth, named session, speaking slot, email mention
- Delivered?
- Yes, partly or no. If partly or no, say why and what you offer instead
- Evidence
- Photo, screenshot, export or count
3. Reach
- People in the sponsored session or sessions
- A head count or check-in count
- Booth visits or badge scans
- Email, app and social impressions
- Name the source for each number
4. How the room responded
For each part of the sessions this sponsor cared about.
- Part of the session
- From the published agenda: opening, keynote, panel, Q&A
- How much of the room faced the front
- A likely range, or "not measured" with the reason
- People in view
- What stood out
- Where the room held, where it drifted, where it came back
5. Leads and follow-up
- Leads captured
- Meetings booked or requested
- Follow-up you ran for the sponsor
- Email to attendees, recording shared, survey question
6. What attendees said
Two or three survey answers that name the sponsor, the session or the booth. Quote them exactly.
- Quote and where it came from
7. What we would change next year
Be specific. This is the section that earns trust.
- Change
- Why
- Point to what you saw in Sections 2 to 6
8. Renewal offer
- What we propose
- Early renewal deadline
- Contact
Filling in “How the room responded”
This is the part most reports skip, because most teams have nothing to put in it. A survey tells you how people remember the session. This section tells the reader what the room did while it happened.
Fill it in part by part, using the published agenda. For each part, write how much of the room faced the front, as a likely range, and how many people were in view. If the footage of a part is too thin to read, write "not measured" and the reason. A blank you explain is worth more than a number you guessed.
You can fill it by hand from notes a staff member keeps at the back of the room. Or Proof of Impact by GRW can fill it from the video you already record. It reads the audience as one group, never one person, and gives a part a range only when there are at least four people and about a minute of steady view.
One session, one report, $499 CAD. No subscription.