Event sponsorship: The Complete Guide

Finding sponsors for your event can seem like a daunting task, but with a little hard work and the right approach, it is possible to secure the funding you need to make your event a success.  

This guide will show you how to identify potential sponsors, make a compelling case for why they should support your event, and close the deal.  

Event sponsorship ideas 

Define your event's purpose and target audience 

Knowing your event's purpose and target audience is essential when seeking sponsors. Taking the time to define these two components ensures that the right sponsors, who are interested in the values behind your event, will be attracted to it. When you can align sponsors with a relevant and meaningful cause, they become natural allies, with the mutual benefits of long-term relationships proving fruitful for both parties. 

Establishing a clear purpose and target audience makes it easier to narrow down potential sponsors who share similar values to those you want to be represented at your event. This is invaluable for creating a successful sponsorship opportunity. 

Research potential sponsors that align with your event's goals 

Researching potential sponsors is an integral part of the process of getting them on board for your event. It can be essential to find sponsors that align with your event's goals, not only in terms of their company mission and values but also their long-term marketing objectives.  

Take the time to really understand what each prospective sponsor might get out of being associated with your event, including cost savings, access to unique audiences, or aid in building brand awareness. Consider creating customer personas for the target audience to ensure you include the right kind of sponsors in your research and that their offerings will benefit both you and them. That way, when you approach a sponsor with a proposal, it can be tailored to their specific needs – increasing the chance they'll be motivated to participate. 

Create a sponsorship proposal 

Writing a sponsorship proposal and outlining the benefits of sponsoring an event is key to getting the sponsors you need for your event. In order to make sure it is effective, be sure to include clear, concise facts that accurately reflect the potential return on investment they will receive.  

Focus on timescales, potential brand presence and an event-specific value proposition. Be thorough by covering all advantages of sponsoring, including recognition of their brand during the event and afterwards in any promotional material.  

Crafting a comprehensive list of tangible outcomes linked to their contribution will provide sponsors with confidence they can trust your promises when partnering with you. 

Continue to nurture relationships 

Following up with potential sponsors for your event is an important step to securing their sponsorship and building successful, long-term relationships. Once you have contacted all of your leads, figure out the best channels to communicate and follow up with them. This could be via email, phone calls or even a handwritten note if applicable.  

Show that you value their time by displaying that you are still interested in their support and investment. Further, create opportunities to stay engaged, such as sharing relevant updates related to the event and making sure they know what their contribution entails. Showing your appreciation by expressing gratitude is also essential since it'll help maintain a healthy relationship moving forward. 

Offer sponsor recognition at your event 

Event sponsorship is a great way to build company brand recognition and make connections with its target audiences. Show your appreciation for sponsors by offering them several ways to be acknowledged during the event. Some popular forms of recognition include having their logo on any signage, offering social media mentions, or allowing them to make an on-stage acknowledgement. Whatever form of recognition you choose, make sure to thank each sponsor both during and after the event as a token of your appreciation for helping to make the event possible. 

Send a post-event report 

Showing appreciation to your event sponsors and giving them an in-depth report of the success of your event is a great way to show that you value their contribution. Following through with helpful and comprehensive post-event reports will demonstrate that you are committed to ensuring each sponsor receives the best ROI possible and is more likely to want to attach their name to similar events in the future. A post-event report should detail both overall success metrics as well as how each sponsor benefited from the relationship. Including insights into the audience behaviour and volumes, response patterns and other data analysed during the event will give sponsors a better understanding of exactly how their contribution made an impact. 

Conclusion  

Events are a unique opportunity to bring people together and create experiences that wouldn't be possible otherwise. If you're looking to get sponsors for your next event, following these steps will put you on the right track. Define your purpose, do your research, reach out with a compelling proposal, follow up after the event, and show your appreciation. With hard work and a little luck, you'll soon have the sponsorship support you need to make your event a success.  

Looking for an easier way to connect with potential  event sponsors? EventsX has got you covered! Our platform makes it easy to find and connect with sponsors who align with your event's goals. Request a demo and see how we can help take your event to the next level!