AUTHOR’S NOTE: On the surface, an event sponsorship doesn’t appear to be a mutually beneficial business transaction. You might think that the event host gets more out of the arrangement than the supporter. But that’s hardly the case. And this delusion is a barrier that event organizers must overcome. Event sponsors will only ever agree to support an event if they see value in it. Proving this value is the key to successfully acquiring event sponsorship deals.

If you organize a successful event (or plan to organize one) then you should consider securing sponsors for it. This, for a number of reasons:

Now that you know why you need event sponsors. Let’s chat about how you go about securing sponsorships.

Plan your pitch.

You will need to prepare your offering before you solicit sponsors. Consider what your sponsors need to know to help them make a decision that swings in your favour. They want to know who will be at your event. And make sure your attendees are also your prospective sponsor’s target market.

Another key point: How many people do you expect at your event? You may think that exaggerating your numbers will help your case, but don’t do it. Keep your numbers projection realistic. Also, consider describing your audience as best you can, and get specific:

“They want to know who will be at your event. And make sure your attendees are also your prospective sponsor’s target market.”

I.e. You can expect 120 people to attend. All are passionate foodies from the Greater Toronto Area, that have an impressive Instagram and Twitter following. Some actively blog about local food hot spots, but most are their network’s go-to resource when it comes to learning about a unique food joint.

Create a sponsorship proposal.

You’ll want to prepare a proposal to send out to sponsors. Include as much information about the event and your company as possible. Add your event invitation, past agendas, programs, links to videos, photos, press releases, anything that can help sell your prospects on the idea of backing your gig.

Your proposal will make or break your chances of getting supporters. So, craft it carefully. By carefully, I mean take time to consider the content and how it’s presented. I’ve seen some beautifully designed infographic-style proposals… That sure wouldn’t hurt.

Here’s an example of a infographic-style sponsorship proposal that we designed:

Consider another extremely important point: Don’t be afraid to ask for what you need or really want from your sponsor. Don’t leave it up to them to determine that. If you need audio and visual equipment, just ask. Are you accepting financial contributions? Suggest an amount. The point being that you need to PROPOSE something in the end.

At the music school, we standardized our sponsorship rates. For example, a small and medium-sized logo on the inside of the concert program was $40 and $60, respectively. A company banner on the edge of the stage was $100. Want to brand our bass drum skin? $80, please! As you could see, we offered a number of marketing opportunities. From them, we created package offerings for companies to choose from.

Reaching out to sponsors.

Reaching out to companies for event sponsorships requires a mixed approach that can be time consuming and challenging. You need to send out e-mails, make a bunch of phone calls, and do some face-to-face meetings too. Oh, and don’t forget about follow up e-mails and more phone calls! That said, you will definitely need to reach out at least a month ahead of time, sometimes more if you are planning an elaborate event.

The tricky part about all of this, like any sales call, is getting a hold of the right person. The one that, ultimately, can say yay or nay. Most often the people that have the authority to make these decisions are super busy and high up on the chain of command.

You may think it’s easy to get a hold of a local business owner, but you’d be wrong. Even harder is to contact the right person in a larger organization. I went to a local McDonald’s seeking sponsorship. I spoke to a floor manager, who referred me to the store manager, who gave me the district manager’s number, who finally directed me to sponsorship-specific e-mail address…

It takes patience, determination and a lot of soft skills to inspire companies to help you. The soft skills part is key! You have to quickly identify the personality type you’re dealing with and adjust your approach. Some love to chat, some will crack with a bit of humour, others want you to get to the point. If you aren’t any good at the whole interpersonal thing, then find someone that can help you who is.

Finding companies to back your event initially may take a lot of effort, but it’s far easier the second time around. Your sponsors will remember you and your event. Often, all it takes is a simple e-mail to get them on board again.

Additional sponsorship tips.

• Always smile when you’re talking, whether it be in person or over the phone. It makes you sound more approachable and dynamic.
• Leave the door open when a company declines your proposal. And try, try again next time.
• Whenever possible, show that you have supported them and they will be more willing to support you: “On a personal note, my family and I come here all the time and love it.”
• Positively reinforce a sponsor’s decision to back you by saying “oh, our attendees will love that”
• Follow-up with a thank you e-mail, possibly with some photos that highlight the success of the event.