Before reaching out to potential sponsors, thorough research is essential. It’s important to first determine whether the business has a history of sponsoring events, aligns with similar causes or nonprofit missions, and supports the specific type of event being planned. Additionally, ensuring contact with the right person—someone with decision-making authority—is crucial for a productive outreach.
Sponsorships rely heavily on relationships and trust, not solely on the merit of a cause. Existing relationships between board members, staff, donors, or volunteers and potential sponsors can be a strong entry point. Personal outreach, such as emails, phone calls, or warm introductions, is often more successful than sending cold sponsorship materials.
Sending a sponsorship packet is only the beginning of the conversation. It should be followed by timely and courteous follow-ups via email or phone. Many sponsorship agreements are made after several points of contact, so persistence combined with professionalism is key to securing support.
It’s important to recognize that sponsors expect tangible benefits in exchange for their financial support. These may include brand visibility, access to attendees, or opportunities for brand alignment. Offerings such as logo placement, social media promotion, complimentary tickets, and public recognition should be tailored to each sponsor’s priorities and marketing objectives.
A sponsorship packet should be clear and professional, including a concise introduction to the organization and event, detailed sponsorship levels with corresponding benefits, and a call to action with contact information. While design matters, the packet alone won’t close the deal—personal engagement is essential.
When making the sponsorship ask, clarity and specificity are vital. Present the opportunity directly, including the sponsorship amount and what the sponsor receives in return. Avoid vague appeals and instead communicate confidence in the partnership’s value.
Once a sponsorship is secured, fulfilling every promised benefit is critical. This includes correct logo use, recognition as agreed, and personalized invitations to the event. Public and private acknowledgments should follow to express appreciation.
Lastly, organizations should view sponsorships as long-term partnerships. After the event, it’s beneficial to maintain communication, share updates, and explore future collaborations. This approach strengthens community ties and increases the likelihood of ongoing support beyond a single event.
