I’ve organized many events over the years, but I am not a professional planner. I never had the opportunity to line up sponsors for any of the fund-raisers I’ve planned. But, I was curious how I would begin to go about it if I ever did. And if you too are lacking this experience, consider this helpful guideline originally authored by Rebecca Mojica as posted on idealist.org that I condensed.
- Before you begin seeking out sponsors, plan your event. Once you have decided on the event, the venue, etc…then you can begin to line up your sponsors.
- Determine you’re audience. Events with successful sponsorships have either have a lot of people involved or a very specific focus. Big crowds draw sponsorship because it gives the sponsors an opportunity to reach a large audience in one shot. Events with a specific focus draw sponsorship because there will be a target market.
- Set sponsorship levels. Provide potential sponsors with a wide range of levels. Make sure benefits at each level are distinct and enticing to encourage sponsors to move up to a higher level. Entry-level sponsors for smaller events might be satisfied with a small ad in an accompanying program or flyer for $50. While larger events could garner sponsor levels beginning at $200, $500 or even $1,000. A title, or headlining, sponsorship could range from $700 to $10,000. Title sponsors receive maximum publicity and their logo should appear in all publicity materials.
- Base sponsor levels on the benefits to the company.
- Realize you may have to be flexible and customize levels for sponsors to meet their marketing needs.
- Food and beverage companies often like to see their logos on T-shirts, hear the company name announced, or perhaps request a booth to distribute their products.
- Sponsorship level ideas.
- Sponsor banner displayed at event
- Sponsor name announced at event
- Dinner table supported by sponsor ( ie. each person at the table receives a promotional item and literature from the sponsor and the sponsor’s logo displayed at the table).
- Small sponsor banner or logo displayed on podium.
- Sponsor name or logo in organization’s newsletter.
- Sponsor name or log in advertisements in newspapers or magazines.
- Sponsor ad in program or flyer (can range in size and cost).
- Sponsor logo on organization’s website (should link to sponsor’s site).
- Sponsor logo on T-shirt.
- Sponsor exclusivity, guaranteeing that once signed on none of the sponsor’s competition will be allowed to sponsor the event.
How to Find Event Sponsors, Part II, will include more strategies to cultivate sponsors.
