---
aliases: ["Monthly Sponsor Report"]
Is A: Procedure
Belongs to: "[[responsibility-sponsorships]]"
Cadence: Monthly
Owner: "[[person-luca-rossi]]"
---
# Monthly Sponsor Report

Monthly sponsor reports are the single most important touchpoint for retention and upsells. Sponsors who receive clear, professional performance data feel confident their investment is working — and confident sponsors renew. This procedure ensures every active sponsor receives a well-structured report that includes the metrics they care about, delivered on time, and positions the relationship for long-term growth. The output directly supports [[measure-sponsorship-mrr]] stability and [[measure-close-rate]] on renewals.

## Steps

- [ ] Pull performance data for all active sponsorship placements: impressions, clicks, click-through rate, and unique opens
- [ ] For each sponsor, compile the data into the standard report template — include month-over-month comparisons where possible
- [ ] Add context to the numbers: highlight what performed well, explain any anomalies, and note relevant audience growth from [[measure-subscribers]]
- [ ] Include a brief qualitative section: reader feedback mentioning the sponsor, notable engagement patterns, or content synergies
- [ ] Review the report draft for accuracy — double-check every number against the source data before sending
- [ ] Send each report to the sponsor's primary contact with a personalized note from [[person-matteo-cellini]] or yourself
- [ ] Log the report delivery date and any sponsor responses or questions in the CRM
- [ ] Flag any underperforming placements for internal discussion — proactively address these before the sponsor raises concerns
- [ ] Identify 1-2 upsell or renewal opportunities based on strong performance data and note them for [[person-matteo-cellini]] to follow up

## Notes

- Send reports within the first 5 business days of the month. Late reports signal disorganization and erode sponsor trust.
- Honesty builds more trust than spin. If a placement underperformed, acknowledge it and explain what you will adjust — sponsors respect transparency far more than excuses.
- Include [[measure-open-rate]] and audience growth data even when it is not strictly "their" metric. Sponsors like to see that the platform they are investing in is growing.
- Keep the report concise — one page is ideal. Sponsors are busy; they want signal, not a data dump.
- The best sponsor reports end with a forward-looking statement: "Here is what we are planning next month and how it benefits your placement." This primes renewal conversations naturally.
