Finding Sponsorship For Your Event

Most companies have specific business goals in mind when deciding what projects or events to sponsor in a given fiscal year.  Often it has nothing to do with what your organization’s wants or needs. So the best way to design your sponsorship package is to address for the company in one document all the important things they need to know to compare your project to the dozens or maybe even hundreds of solicitations they have received.

There are some things to make clear to them up front: your mission, your team, stats on your audience across each medium, a clear set of sponsorship levels with as many different categories of benefits as you have.

Make it a clean, appealing document that looks professional and has compelling visuals.  Find all the ways you can to showcase your project in the best light: awards, testimonials, numbers of subscribers, etc.

So who should you contact to sponsor a meeting or event that you are facilitating? The most important resource for potential sponsors is past corporate collaborators and vendors. You should review your database of collaborators, vendors and contact them first. These relationships have already been built, thus they are what is considered “warm leads” or “low hanging fruit.” Also create of list of targets and begin marketing your sponsorship programs to them. It could be that the existing contact is an entry or a conduit to an introduction to the key decision maker, usually a sponsorship request review team, VP/Manager of events, PR or fund development and/or corporate sponsorship manager.