How to Find the Perfect Sponsor for Your Event
Getting the right event sponsor for your nonprofit fundraising event can make all the difference, allowing you to raise more money and significantly impact your community. Unfortunately, finding good nonprofit event sponsors can be challenging, and knowing how to manage your nonprofit event sponsorships can quickly become a logistical headache and a huge time commitment. Thankfully, there are ways you can make sure your nonprofit event sponsors are valued partners and not only provide a significant boost to your next nonprofit fundraising event but help reach your event goals.
Understand why companies sponsor events
Sponsorships are often misunderstood. In reality, they serve several purposes. Sponsorships connect brands to their customers—aka your attendees. They raise brand awareness, generate new leads for their businesses, recruit new employees, and engage communities. And, while it seems like a simple concept, there are many misconceptions about what a sponsorship actually entails.The most common misconception is that sponsorships are just another form of advertising. While advertisers pay for ads to promote their products and services, sponsors typically don't spend money on advertising. Instead, they invest in the event itself, paying for things like venue rental fees, catering costs, and even travel expenses.
Another common misconception is that sponsors simply want free publicity. Although some sponsors might want media coverage, others are looking for something else entirely. For example, a technology firm might seek out an event where they can pitch their latest software to potential partners. Or, a restaurant might hand over a check to host an exclusive party for their best customers.
In short, sponsorships aren't just one thing. They come in different shapes and sizes, depending on what a company needs for its event.
Does your event need a sponsor?
Sponsorship is often thought of as something you do once you are already established. But it doesn’t have to be like that. Sponsorships can be used strategically to build your brand, increase sales, improve brand image, and even generate leads. Whether you are just starting out or looking to take your event to the next level event sponsorship opportunities are there for your future event.Get really specific about your event goals.
It starts with knowing exactly what you want. If you don't know what you're trying to accomplish—and why—you'll end up wasting a lot of time and money searching for the wrong sponsors. Instead, start by defining your event goals. What do you hope to gain from your event? Who is the target audience you are trying to reach? How many attendees do you anticipate? Are you planning to hold a conference, trade show, workshop, or something else entirely? Once you've got a handle on your event goals, you can begin narrowing down your list of potential sponsors based on those factors.What to Look for in Your Nonprofit Event Sponsor
Not all nonprofit event sponsors are equal, and not all potential partners are interested in the same things. Some sponsors will want to simply send money. In contrast, the ideal sponsors may be interested in discussing promotional opportunities, bringing their employees or clients to your event, and many other aspects of your sponsorship options. Here are the critical sponsorship categories for your next nonprofit event.Donating Funds to Your Nonprofit Event
The most common form of nonprofit event sponsors is financial supporters. Often, this is a corporate partner or high-level donor who wants to inspire others to give and wants to support your cause.Make sure you offer your monetary event sponsors precise sponsorship levels and understand how they will be recognized. For example, some may wish to be anonymous. Others may have specific requirements for the logo used or how the company is mentioned. Regardless of your events sponsors' needs, these are valuable partners than can drastically increase your revenue at your fundraising event with minimal effort.
Media Sponsors and Promotional Partners
Another valuable nonprofit event sponsorship option is to solicit a media sponsor or promotional partner. This often is a local media outlet or marketing communications company that will agree to promote your event in agreed-upon ways. That may mean airtime on its radio or television properties, pro bono public relations work, or other methods in which the organization elevates your nonprofit fundraising event and encourages people to attend.Media sponsors and promotional partners for your nonprofit event can be great ways to involve other organizations who believe in your cause but may not be able or willing to contribute financially. This is also a great way to engage some of your volunteers or donors who may work at these companies, as they can help advocate for your nonprofit.
Sponsors That Invite Guests to Your Nonprofit Event
Engaged sponsors are also a great way to grow your guest list. Whether that means financial sponsors who have several invitations included in their sponsorship or simply partners who spread the word, make sure you leverage your sponsors to get more event attendees at your nonprofit event. Nonprofit event sponsors can invite employees, clients, trusted business partners, and others to attend your fundraising event. More attendees mean more money raised for your cause, so ask your corporate partners to spread the word about your nonprofit event.How to Ask a Company to Sponsor Your Nonprofit Event
It can feel like an uncomfortable conversation if you're newer to asking a company to sponsor your nonprofit event. Many of your corporate partners receive many event sponsorship proposals and are excited to be a part of your events, so you should approach these conversations confidently. A simple, direct, and gracious ask can go a long way to getting more sponsors for your nonprofit event.Make Your Nonprofit Event Sponsorship Options Clear
When you offer various levels of nonprofit event sponsorships, make sure it is obvious what makes each event sponsorship level different. If you include their logo and company name in a different or more prominent location, specify where and why that is important.Clarify how many guests are included in their sponsorship and any opportunities to speak or be a part of media interviews. For presenting or platinum sponsors, use the sponsor's name in any external promotion and feature the company's logo in every piece of marketing collateral. By clarifying what is offered for each event sponsorship level, you'll encourage your corporate partners to engage and streamline the approval process so they can easily sponsor your next fundraising event.
Reach Out to Potential Event Sponsors Early
Give your corporate supporters time to route any potential sponsorships through approval. The further in advance you ask your ideal companies about sponsoring your next nonprofit event, the easier it is for them to process the request. It also helps you as you develop marketing materials with sponsor logos and more.The larger and higher-end your nonprofit fundraising event is, the earlier you should reach out to potential sponsors. Give your sponsors a few months' notice for galas, banquets, and silent auctions. For more casual events, less lead time may be appropriate.
Find the Right Contact for Sponsorship Inquiries
If you have a contact from previous sponsorships, you can send any sponsorship solicitation communication to them. If you're asking a new corporate partner to sponsor your event, consider researching to find its corporate social responsibility manager or ask a supporter who works there who the right person to contact is. You can save time and streamline your sponsorship request by doing a little extra work to find the right contact.Use a Customized Nonprofit Event Sponsorship Solicitation Email
Asking for sponsorship support in writing is usually the most effective way to solicit sponsors for your nonprofit event. Create an email list of all potential partners you are interested in creating a successful event with. While calling or in-person conversations can be appropriate to follow up or bring up the subject the first time, having the information in writing is essential for your corporate partners as they process approvals and payments.Writing nonprofit event sponsorship solicitation emails can be challenging this simple template can help.
Hello XX, Thank you for your past partnership and support of our work. Our event, XX, is coming up on May 12 and I want to extend a special opportunity to support those in need in our community.
We're looking for event sponsors at various levels and would like to invite you to be a part of having a positive impact on our community. I've listed our various sponsor levels below:
Platinum Sponsorship:
Gold Sponsorships:
Silver Sponsorship:
Each sponsorship includes the listed benefits, as well as X number of guest registrations to attend the event. We would love to have you and some of your team join us.
Please let me know if you are interested or have any questions. I'll follow up in 2 weeks.
Customize your nonprofit event sponsorship email template with the name of your organizational contact and any history with the company to showcase your long-term relationship with them.
A Guide to Nonprofit Event Sponsorship Management
Finding the right nonprofit event sponsor is just the start of the process. Make sure you know how to manage your event sponsorships to give your supporters a streamlined, positive experience and have the greatest impact on your cause.Keep Your Sponsorship Ask Simple
When you reach out to potential sponsors, make sure your sponsorship ask is simple and direct. You can have a more extended conversation about customizing their sponsorship with long-term partners. For anyone else, make your sponsorship ask simple by communicating your sponsorship levels, suggesting one, and asking for an answer in a defined timeline.Provide Value to Your Sponsors
Make sure that your sponsorship benefits provide value to your sponsors. Some key ways to value your nonprofit event sponsors include promotional opportunities, guest registrations, and prominent seating. In addition, your sponsors will appreciate the chance to recognize and honor their employees by bringing them to the event, as well as a chance to network with other businesses.If your sponsors ask for additional offerings, have the conversation! Customizing a sponsorship for a faithful supporter can be a great way to deepen your relationship and lock them in for future sponsorships.
Gather Logos, Guests Lists, and Other Important Information Early
It's important to gather key information right away in your sponsorship conversations. Ask for a logo when your corporate partners sign up to sponsor your nonprofit event. Give your partners an easy way to update their guest list for your nonprofit event. It could be an online form that will prompt them to make updates or a single point of contact for both registration and sponsorship questions.Avoid asking for this information right before your event so your team can plan ahead and your sponsors don't feel rushed. Tools like iBid can help streamline collecting registration information and showcasing your sponsor at your event.
How to Recognize Your Sponsors at Your Nonprofit Event
Showcasing the generosity of your sponsors at your nonprofit event is an important part of maintaining those donor relationships with your corporate partners. You can recognize your donors in your event marketing materials, signage, and mobile bidding software for your silent auction. In addition, tools like iBid can seamlessly brand your guests' digital experience, including their mobile bidding and registration with the physical presence of sponsor logos and tables at your event.Follow Up with Your Nonprofit Event Sponsors After Your Event
Don't forget to connect with your nonprofit event sponsors after your event . Send them an email or signed letter thanking them for their support and sharing the total impact of their giving. You can use this as a great opportunity to steward these donor relationships and share the event's outcome, such as the total amount raised and what that will enable your nonprofit to do.Consider tagging your nonprofit event sponsors on social media posted after the event as a thank you and referencing them in any news coverage or conversations with your board of directors.
Finding the Perfect Nonprofit Event Sponsor
Nonprofit event sponsors are a key part of a successful fundraising event. Finding the right corporate partners can increase the money you raise for the cause you care about while also deepening relationships with your community. Reach out proactively, provide clear sponsorship levels, and communicate consistently with your corporate partners for successful nonprofit event sponsorship management.Fundraising
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