1. Define Your Event and Audience Clearly

Before approaching sponsors, be crystal clear about what your event is and who it serves. Use the questions below to refine your understanding. This clarity is what potential sponsors will look for.

2. Identify Potential Sponsors

Think strategically about companies whose target market aligns with your event’s audience and whose brand values resonate with your event’s theme. Good research here pays off.

Key Sponsor Categories:

Tools for Research:

• LinkedIn: For company contacts and marketing initiatives.
• Company Websites: Look for “sponsorship,” “community,” or “marketing” sections.
• Industry Publications & Directories.
• Local Chamber of Commerce.

3. Develop Tiered Sponsorship Packages

Offer a range of sponsorship levels with varying benefits and price points. This allows companies of different sizes and budgets to participate and find a fit for their marketing goals.

Common Tiers & Example Benefits:

Key Considerations for Packages:

4. Create a Professional Sponsorship Proposal

Your proposal is your primary sales document. It must be compelling, professional, persuasive, and clearly articulate the value of partnering with your event.

Elements of a Strong Proposal:

5. Outreach and Pitching

This is where you connect with potential sponsors. A personalized approach is far more effective than generic outreach.

Key Steps & Tips:

• Identify the Right Contact: Use LinkedIn, company websites to find marketing managers, sponsorship coordinators, or community relations personnel.
• Personalize Your Approach: Reference the company’s specific marketing goals, recent campaigns, or values. Show you’ve done your homework. Generic emails are easily ignored.
• Initial Contact Methods:
  • Email: Concise, compelling, introducing your event and the opportunity. Attach or link to your proposal.
  • Phone Call: Follow up on emails, especially if you don’t hear back.
  • In-Person Meeting: Often the most effective for building rapport and securing commitment, if feasible.
• The Pitch – Focus on Their Needs:
  • Be enthusiastic and passionate about your event.
  • Clearly articulate how sponsoring your event helps *them* achieve *their* marketing objectives. It’s a partnership, not a donation.
  • Be prepared to answer tough questions and negotiate terms.
  • Listen actively to their feedback and be flexible where possible.

6. Follow-Up and Nurture Relationships

Securing sponsorship often requires patience and persistence. Don’t be discouraged by initial non-responses; consistent, polite follow-up is crucial.

Best Practices:

• Prompt Follow-Up: After sending a proposal or having a meeting, follow up within a few days to a week.
• Polite Persistence: It can take multiple touchpoints. Vary your follow-up methods if appropriate (e.g., email, a brief call, a relevant article share).
• Thank You Notes: Send a thank-you note for their time, whether they decide to sponsor or not. This maintains goodwill.
• Build Long-Term Relationships: Even if a company can’t sponsor this year, keep them on your radar. Share your event’s success and inform them of future opportunities. Good relationships can lead to partnerships down the line.

7. Deliver on Your Promises (Crucial!)

Once you have secured sponsors, meticulous execution is key. This ensures sponsors feel valued and see the ROI they expected.

Essential Actions:

• Formalize the Agreement: Always have a written sponsorship agreement. This document should clearly outline all deliverables, payment terms, timelines, and responsibilities for both parties.
• Assign a Point Person: Designate one person from your team to be the primary contact for sponsor relationships. This person ensures all benefits are delivered as promised and acts as a liaison.
• Communicate Regularly: Keep sponsors updated on event progress, key milestones, and any relevant changes. Proactive communication builds trust.
• Provide Excellent On-Site Service: During the event, ensure sponsors have a positive experience. Check in with them, address any needs promptly, and make them feel like valued partners.
• Post-Event Report: After the event, provide sponsors with a comprehensive report. This should detail:
  • The event’s overall success (attendance numbers, highlights).
  • Specifics of their exposure (e.g., photos of their branding at the event, number of booth visitors, media mentions including their name).
  • A sincere thank you for their support.

  This report is crucial for demonstrating value and encouraging repeat sponsorships.