How to Gain Sponsorship for Your Event

November 5, 2012 - 2 minutes read

So you’ve decided to create an event, either for profit or for a charity.  In either case, your event can be more profitable when you engage sponsors for your event.  But sometimes it’s hard to know where to start. Go big? Go small?
Here are a few things to consider before sending any emails or making any cold calls.

  1. Is there someone at the target company that you know? You will always stand a better chance of getting your information heard/read if you know someone at the company that can put in a good word for you with the person or department that will be supporting you.
  2. What is the typical charity support this company gives?
    Do some research.  Does this company typically support with in-kind donations?  Cash?  Certain types of charities?  $100 or $10,000?  Make sure your proposal for their support is in line with what and how they typically support events/organizations.
  3. How do you connect them to your event? Do you just need money or do you want to ask them for specific help?  For example, if you are creating a bike race, you might want to get a bike shop to sponsor your event and offer on-site support.
  4. What can you offer them in return? Most companies will want recognition for their support.   Depending on their level of support, you may offer them banners at your event, recognition in your brochures or maybe something unique. For example, if you are putting on a dog-friendly run, consider going after a water supply company and creating a sponsor position where, for their donation, they become the “water bowl” sponsor and their signage (and possibly their volunteers) will be at all the dog water stations along the course.