How to Find Event Sponsorships
What is event sponsorship?
Event sponsorship entails a strategic collaboration between event organisers and sponsors, which includes businesses, individuals, and organisations. These sponsors offer support for events in exchange for promotional exposure during the occasion. The types of sponsorships can take the form of financial backing, services, or resource provision.
What's particularly noteworthy about sponsorship for events is the mutual benefit it provides to both you as the organiser and your event sponsors. This symbiotic arrangement yields a dual advantage: your event receives augmented funding or resources, while your sponsors gain a dynamic platform to showcase their brand, products, and services.
Why do I need event sponsorship?
Event sponsorship can provide a plethora of benefits for you and your team. That’s the reason that a lot of organisations today make sponsorship of events their main go-to solution when they need extra help.
To help you know the benefits of sponsorship, here are the key reasons for you to get one:
1. Financial support
The primary reason to get event sponsors is to obtain financial support to cover different expenses such as equipment, venue rentals, staffing, and marketing. Not only that but with additional money, you get to do more in your event and turn it into a spectacular experience for your attendees.
2. Additional resources
Funding is not the only thing that event sponsorship can provide. By partnering with other businesses and organisations, you may be able to acquire their products, equipment, materials, and even staff. They may even share giveaway ideas.
There might be some sponsors who can lend you innovative products, technology, and services that will enhance your attendee experience and create memorable moments.
What’s more, when you gain access to their technical expertise, your sponsors can connect you with experts, thought leaders, and influencers in their networks.
3. Increased visibility
In most cases, your sponsors possess their own networks and audiences. They can leverage these connections to promote your event and invite people to participate. The expanded reach facilitated by event sponsorships can substantially boost engagement and attendance.
4. Improved credibility
When you associate your organisation or event with reputable and well-known sponsors, people will perceive you as reputable and trustworthy too. Think of it as sponsors “lending” their reputation to your event.
5. Increased attendance
Sponsors can help you sell tickets online and in person and make them more affordable, and in some cases, even free for your attendees. This accessibility factor can attract a larger audience to your event.
As you can see, sponsorship for events entails more than just financial contributions. Partnering with sponsors can amplify the impact, reach, and quality of your event.
How to get sponsors for an event
Now that you understand what event sponsorships are and why they are crucial, it's time to learn how to secure sponsors and obtain the necessary support you need.
The specific steps for finding event sponsors may vary depending on the nature of your event, your target audience, potential sponsors, and other factors. However, in this article, we’ll provide you with a comprehensive walkthrough of what to do when looking for sponsorship for events.
Know your event
Since you're actively seeking event sponsors, it's likely that you already have a solid understanding of your event. If not, it's essential to precisely define what your event is all about.
Clearly outline the goals, purpose, and intended outcomes of your event. Additionally, identify the unique selling points that set your event apart. Be prepared to answer the question, "Why would people want to attend my event?"
Furthermore, you should pinpoint your target audience. Who is most likely to be interested in your event?
A deeper comprehension of your event's essence will direct you toward sponsors who are interested in providing you with the necessary support. Moreover, it will guide you in crafting the perfect marketing strategies.
Identify potential sponsors
After clearly defining your event, you now have a solid guide for knowing how to get event sponsors identifying them. Compile a comprehensive list of sponsors, covering as many as you can identify. Later on, you'll need to refine your choices based on research and analysis.
Consider individuals, organisations, and companies linked to your event's industry, theme, and target audience. The more aligned these sponsors are with your event's theme or industry, the more likely they'll recognise the value of sponsoring your event.
To further assist you in finding potential sponsors, here are several crucial tips to follow:
1. Create your ideal event sponsor profile
Visualise the kind of sponsors you'd like for your event. Jot down their industry, organisation size, promoted values, and offered products or services. This ideal event sponsor profile will help you determine which sponsors on your list best fit your criteria.
2. Check past sponsors
If you've previously hosted an event with sponsors, reach out to them to gauge their interest in sponsoring again. Alternatively, look into past events similar to yours and identify their sponsors. You can then approach these organisations and propose event sponsorship.
3. Explore competitors
If you have competitors or similar organisations in your field, studying them can provide valuable insights into finding event sponsors. They may hold regular events, so check their sponsor lists and reach out to those sponsors. Pitch the idea that sponsoring your event could diversify their event portfolio.
4. Engage Community-Involved Sponsors
Identify businesses and organisations within your community that have a vested interest in supporting local events. These sponsors are predisposed to contribute and are more likely to say yes if approached.
5. Check out other sources
Numerous avenues exist for finding event sponsors. To know how to get sponsorship for an event, you can check industry directories that list companies and organisations involved in specific markets or niches. If your budget allows, consider reaching out to online service providers specialising in finding sponsorship for events. They often offer tools for pitching, selling, and closing sponsorships.
With Ticketleap's online ticketing software you can create a professional website for your event to attract more sponsors. You can share your Ticketleap event website on social media to increase online visibility and attract potential event sponsors.
Social media platforms are effective places to locate sponsors. Sponsors maintain a strong presence on social media to showcase their sponsored events. Additionally, consider attending networking events, conferences, and trade shows. These gatherings connect you with potential sponsors.
Leverage your professional and personal network. Reach out to mentors, colleagues, or contacts who might be interested in sponsoring your event or who may know potential sponsors.
Create a sponsorship package
To entice potential sponsors to your event, you need to have a set of prepared sponsorship packages. These different types of sponsorships offer prospective sponsors a quick overview of what they can gain by funding your event.
So, how can you craft a sponsorship package? Here are some crucial considerations:
1. Determine sponsorship tiers
Sponsorship tiers provide sponsors with a sense of control over their investment in your event. You can be imaginative in naming these tiers and specifying their inclusions. For instance, consider using names like Bronze, Silver, Gold, and Platinum for different tiers. Each tier should offer varying benefits that align with sponsors' budgets and goals.
2. Identify the benefits of sponsorship
What potential benefits can sponsors receive from your event? Showcasing these benefits of sponsorship can further incentivise businesses and organisations to sponsor your event. While there are numerous benefits to offer, you can begin with the following:
- Logo placement
- Speaking and networking opportunities
- VIP passes
- Social media promotion
- Booth space
- Lead generation
- Mentioning sponsors in your emails, press releases, websites, social media posts, newsletters, and print ads
Remember that the benefits of sponsorship should align with both your event's goals and the sponsors' objectives.
3. Customisation event sponsorship options
If feasible, grant sponsors the option to customise their packages based on their specific objectives. Present them with a list of benefits and explore how to tailor a tier to suit their needs.
There are instances when sponsors might offer non-monetary support. In such cases, be adaptable enough to accommodate these possibilities. For instance, a sponsor might handle event snacks and beverages. A radio station could promote your event in exchange for setting up a booth at your venue. A prominent speaker might offer their services for free if allowed to promote their own offerings.
Write a persuasive sponsorship letter
One of the most challenging aspects of securing a sponsor is not finding them, but convincing them to support your event. While identifying potential sponsors is crucial, effectively communicating your proposal is equally important to seise the opportunity.
So, how do you craft a compelling, persuasive, and engaging event sponsorship letter or proposal? Here are some of the best strategies:
1. Know your sponsor
The key to securing a positive response from event sponsors is understanding who they are. Don't rush into sending a letter. Instead, demonstrate your genuine interest in their sponsorship by going the extra mile to learn about their company.
Comprehend the sponsor's identity, their mission and vision, products, services, target audience, and values. The deeper your understanding of your sponsors, the more impactful your proposal letter will be.
2. Personalise your letter
Now that you're familiar with your sponsors, personalization is essential. Sending mass emails or generic letters would be a mistake. Each letter should be tailored to each potential event sponsor. If possible, address them by name. Remember, no two sponsors are alike, so no two letters should be either.
When personalising your letter, highlight the unique mission and vision of the sponsor. Then, explain how your event aligns with their values and goals. Establishing common ground can foster a connection with sponsors and help seal the deal.
3. Write an interesting subject line
Choose an attention-grabbing subject line to ensure your letter gets noticed. An outstanding proposal is meaningless if the sponsor doesn't read it due to a dull subject line.
For instance, if you're a charity organisation named "GoodWorks" planning an event called "Give Them Hope," here are some subject line examples to intrigue your sponsors:
- Unlock Exclusive Opportunities: Sponsor Give Them Hope Event for Unparalleled Exposure!
- Elevate Your Brand with Give Them Hope Partnership: Reach Your Target Audience!
- Maximise Impact: Join Forces with GoodWorks for Unforgettable Brand Visibility!"
Creativity in your subject line is key. Ultimately, your subject line should prompt sponsors to open your letter.
4. Write the introduction and body
Following a compelling subject line, proceed to write the introduction. Offer a brief introduction about yourself, the event's purpose, and background. Share the event's date, time, and location.
From there, detail the benefits of sponsorship and share why partnering with you would be advantageous.
Highlight how the event offers brand exposure, access to the target audience, and unique business opportunities. If possible, provide success stories, testimonials, statistics, sample calculations, and concrete facts to support your claims.
Discuss available sponsorship tiers and express your willingness to tailor them to align with their needs and budget.
Here are additional tips to enhance your event sponsorship proposal letter:
- Highlight a need or problem of your sponsor that you can solve through your event. To explain further your point, add visuals like videos, photos, and graphics.
- Add a clear call to action at the end of the letter. Precisely explain what you want your event sponsor to do and what steps they should take. You can invite them to a meeting or virtual call to discuss the details of your event. Leave your contact information so they will be able to get in touch with you.
- Proofread your written work before sending your letter. You want to send a professional letter, which would help them make the right decision.
- Be concise and write a fully focused letter. Your sponsor could be busy and wasting their time might give you a negative response. Stay on the topic, remove fluff, and only include valuable details.
- Be professional in your writing tone. Be enthusiastic, polite, and respectful in your letter.
After sending your letter, wait for one to two days for a response. If you don’t get any response, be sure to follow up with them.
When following up, be sure to reiterate the importance and benefits of sponsorship. You can provide more details about your event and clearly tell event sponsors that you’re willing to meet at a time and place convenient to them.
Thank your sponsors
Once you've secured the sponsors you need, make sure to express gratitude before, during, and after the event. Consider posting on social media to acknowledge their contribution to your event. Continue promoting your sponsors' content and activities, demonstrating a commitment to fostering a lasting relationship with them.
With the valuable information found in this article, you now have a better idea of what event sponsorship is and how to get sponsorship for an event. As you can see, successfully finding event sponsors involves great work that includes research, highlighting the benefits of your event, and sending a personalised message to potential sponsors. Although it might be challenging, it will be all worth it as you watch your event come to life.
By following the tips and guides discussed in this article, you should have a better understanding of how to get the best event sponsors with confidence and efficiency.