Securing a sponsor can be the key to making your next event profitable. Why? Because a sponsor can cover a significant portion of your event costs, allowing you to allocate more of your budget toward enhancing your event.
So, how do you land a sponsor? By identifying potential companies to target and sending them a sponsorship letter!
At Sickening Events, we support thousands of successful event creators and have gleaned valuable insights from our community of innovative organizers. This guide will teach you how to craft a sponsorship letter for event organizers, complete with templates and examples to make the process easy.
TABLE OF CONTENTS
- What is an event sponsorship letter?
- Why is sponsorship important for events?
- How should you send a sponsorship letter?
- What your event can offer sponsors
- How to find corporate sponsorship for an event
- How to write a sponsorship letter for events: 12 tips for success
- 8 Free event sponsorship letter templates to build connections
- Banner for a free downloadable event sponsorship template
What is an event sponsorship letter?
An event sponsorship letter is usually an email sent to a brand or company, inviting them to sponsor an event. This outreach method connects you with potential sponsors, informing them about your event and highlighting the benefits they would gain from sponsorship.
Cash sponsorship, where the sponsor provides a financial contribution, is the most common type. However, other forms include in-kind sponsorship, where companies donate goods and services.
As an event organizer, you might write sponsorship letters to secure funding for venue costs or recruit in-kind sponsors, like beverage vendors for your event’s bar. Regardless of the type of sponsorship you seek, knowing how to write an effective sponsorship letter will boost your chances of securing sponsors.
Benefits of Getting a Sponsor for Your Event
Why is sponsorship important for events?
Organizing successful events requires careful planning, strategic budgeting, and a solid event strategy to ensure profitability. Event sponsorship can significantly enhance your event’s profitability by providing a substantial cash infusion or cost savings from in-kind sponsorships. Additionally, sponsorship can provide the necessary funds to get your event started.
For event management businesses, sponsors can enhance your ROI. For nonprofit events, sponsors can help achieve fundraising goals.
Sponsors can offer crucial support to elevate your event, such as:
- Providing Tangible Resources: A sponsor could supply food or beverages for your attendees.
- Offsetting Event Costs: In exchange for prime promotional opportunities, a sponsor might cover AV costs or the rental of tables and chairs.
- Boosting Event Revenue: Sponsors can increase your revenue, making it easier to turn a profit or improve fundraising efforts.
- Reaching More People: Sponsors can assist with your marketing plan by extending your reach. They may also promote your event on their social media profiles.
- Brand Recognition: Partnering with popular, impactful companies can draw more attention to your event.
Sponsorship is beneficial for virtual, in-person, and hybrid events alike. While events of all sizes can benefit from sponsorship opportunities, larger events generally have more success attracting high-profile sponsors.
How Should You Send a Sponsorship Letter?
A sponsorship letter for event outreach is typically sent via email or other digital methods. Here are several approaches to connecting with potential sponsors:
LinkedIn Outreach
LinkedIn is an excellent platform for professional networking and cold outreach to potential sponsors. It’s particularly effective for identifying the right contact person within a company.
- Free LinkedIn Accounts: Only allow messages to people you’re already connected with. Send a connection request first before messaging.
- LinkedIn Premium: This enables you to send InMails (direct messages) to any LinkedIn member.
💡Pro Tip: Find a potential sponsor’s email on their website’s contact page, author page, or company newsletter. You can then use the email to search for their LinkedIn profile. Tools like Hunter.io can help you locate business emails to identify LinkedIn contacts.
Email Outreach
Email is a strong option if you have the correct email address for the decision-maker, often someone in the marketing department or the company owner.
- Cold Emailing: Has a low success rate with only 23.9% of sales emails opened and 8.5% of outreach emails receiving a reply.
- Improving Success: Engage with your contact on LinkedIn or X before emailing to make your name recognizable.
💡Pro Tip: Email is most effective for individuals you already have a connection with. Look through your contacts for past sponsors, vendors, and other businesses that might be interested.
Phone Outreach
Phone calls can offer a more personalized connection. This method works best when you already have a contact at the company, but it’s worth trying even if you don’t.
💡Pro Tip: Phone calls are often preferred by business owners over the age of 55. Data shows that 52% of people aged 55–64 and 62% of those over 65 prefer phone calls for communication.
What Your Event Can Offer Sponsors
Sponsors benefit significantly from the exposure your event provides. In 2019, 77% of surveyed companies incorporated event sponsorship into their marketing strategy, and 23% of event organizers cited sponsorship as the primary income source for virtual events.
Key benefits for sponsors include:
- On-site Benefits: Prime booth locations, VIP tickets, and prominent signage.
- Co-branding Opportunities: Inclusion in promotional materials such as event graphics, marketing emails, and social media posts.
- Post-event Follow-up: Access to attendee contact lists (ensure attendees opt-in to share their information).
💡Pro Tip: Offer various sponsorship packages with different benefits to attract sponsors with varying budgets.
Methods to Find Event Sponsors
Make a Wish List
Identify your dream sponsors and narrow the list by considering brands aligning with your mission and values. Highlight how your event can help achieve the sponsor’s business goals.
💡Pro Tip: Consider what companies your attendees would be excited to engage with. For instance, a running shoe company might be an ideal sponsor for a fitness event.
Reach Out to Sponsors from Related Events
Research similar events and reach out to their sponsors. Mention your attendance and the company’s previous sponsorships in your outreach.
💡Pro Tip: Search for similar events on Sickening Events to identify potential sponsors. Check their event listings, social media, or event websites for sponsor information.
Create a Professional Event Listing
Ensure your event listing is professional and highlights the benefits of sponsoring your event.
Find Companies that Align with Your Values
Sponsors should align with your event’s design and your brand’s reputation. Avoid companies with practices that conflict with your event’s message.
💡Pro Tip: Use sponsorship network services like Looking for Sponsor, ZipSprout, and Sponsor My Event to connect with a broader range of potential sponsors.
Use Your Network
Leverage your existing contacts and those of your colleagues to find potential sponsors. Personal introductions can significantly improve your chances of securing a sponsorship.
💡Pro Tip: Join your local Chamber of Commerce to expand your network. The Chamber can facilitate connections with other business owners and provide networking opportunities at community events.
Sponsorship Pitch Deck Guide and Outreach Tips
Purpose of a Sponsorship Pitch Deck
A sponsorship pitch deck outlines the sponsorship opportunities for your event. It’s a professional document designed to attract potential sponsors by showcasing partnership benefits. Attach this pitch deck to your outreach emails to provide sponsors with detailed information about your event.
Key Elements to Include in Your Sponsorship Pitch Deck:
- Audience Details: Provide demographic information, interests, and engagement levels.
- Event Size: Include expected attendance and historical data if available.
- Sponsorship Packages: Outline the different tiers of sponsorship and what each includes.
- Potential Reach: Highlight media coverage, social media following, and other promotional activities.
Using Your Sponsorship Pitch Deck
- Initial Contact: Keep your outreach email brief and attach the pitch deck for interested sponsors to learn more.
- Follow-Up Tool: Use the pitch deck to remind potential sponsors of key points after initial discussions.
- Internal Advocacy: Provide the pitch deck to your contact within the sponsor company to help them advocate for the sponsorship internally.
Pro Tips for Your Pitch Deck:
- Keep it short and direct, focusing on the benefits of sponsorship.
- Attach the deck in PDF format to ensure easy access across different platforms.
Tips for Writing a Sponsorship Outreach Email
1. Define Your Goals Understand and communicate your event’s objectives and what you aim to achieve with the sponsorship.
2. Assess Your Needs Determine whether you need financial support, partnerships, merchandise, or other resources. Offer different sponsorship levels to cater to various budgets.
3. Craft a Compelling Subject Line Ensure your subject line is enticing and context-specific, encouraging the recipient to open your email.
4. Personalize Your Message Reference any previous interactions or common connections to build rapport.
5. Lead with a Strong Opening Highlight a key benefit of sponsoring your event to capture interest immediately.
6. Avoid Generic Phrases Skip clichés like “hope you’re doing well” and opt for personalized comments based on your research about the recipient.
7. Mention Connections If you have a mutual contact, mention it briefly to provide context and establish credibility.
8. Seek Their Expertise Appeal to their expertise by requesting their opinion or feedback, making it clear that their input is valuable.
9. Keep It Concise Limit your initial email to 50-125 words with short, easily digestible paragraphs.
Example Outreach Email
Subject: Boost Your Brand’s Visibility at [Event Name]
Hi [Recipient Name],
I’m excited to share an opportunity to get your brand in front of [expected attendance] engaged [audience type]. Our upcoming event, [Event Name], offers a unique platform for [sponsor company] to connect with [audience demographic].
I’ve attached a detailed pitch deck outlining the sponsorship packages available and the benefits you can expect.
Looking forward to discussing how we can collaborate!
Conclusion
Creating a well-structured sponsorship pitch deck and crafting a concise, personalized outreach email are crucial steps in securing sponsors for your event. Focus on highlighting the mutual benefits and keep communication clear and to the point.
Sponsorship Pitch Deck Guide and Outreach Tips
Purpose of a Sponsorship Pitch Deck
A sponsorship pitch deck outlines the sponsorship opportunities for your event. It’s a professional document designed to attract potential sponsors by showcasing the benefits of partnership. Attach this pitch deck to your outreach emails to provide sponsors with detailed information about your event.
Key Elements to Include in Your Sponsorship Pitch Deck:
- Audience Details: Provide demographic information, interests, and engagement levels.
- Event Size: Include expected attendance and historical data if available.
- Sponsorship Packages: Outline the different tiers of sponsorship and what each includes.
- Potential Reach: Highlight media coverage, social media following, and other promotional activities.
- Benefits for Sponsors: Clearly outline what sponsors will gain from the partnership.
- Call to Action: Specify the next steps and how sponsors can get involved.
Using Your Sponsorship Pitch Deck
- Initial Contact: Keep your outreach email brief and attach the pitch deck for interested sponsors to learn more.
- Follow-Up Tool: Use the pitch deck to remind potential sponsors of key points after initial discussions.
- Internal Advocacy: Provide the pitch deck to your contact within the sponsor company to help them advocate for the sponsorship internally.
Pro Tips for Your Pitch Deck:
- Keep it short and direct, focusing on the benefits of sponsorship.
- Attach the deck in PDF format to ensure easy access across different platforms.
Tips for Writing a Sponsorship Outreach Email
1. Define Your Goals Understand and communicate your event’s objectives and what you aim to achieve with the sponsorship.
2. Assess Your Needs Determine whether you need financial support, partnerships, merchandise, or other resources. Offer different sponsorship levels to cater to various budgets.
3. Craft a Compelling Subject Line Ensure your subject line is enticing and context-specific, encouraging the recipient to open your email.
4. Personalize Your Message Reference any previous interactions or common connections to build rapport.
5. Lead with a Strong Opening Highlight a key benefit of sponsoring your event to capture interest immediately.
6. Avoid Generic Phrases Skip clichés like “hope you’re doing well” and opt for personalized comments based on your research about the recipient.
7. Mention Connections If you have a mutual contact, mention it briefly to provide context and establish credibility.
8. Seek Their Expertise Appeal to their expertise by requesting their opinion or feedback, making it clear that their input is valuable.
9. Keep It Concise Limit your initial email to 50-125 words with short, easily digestible paragraphs.
10. Mention the Benefits Clearly state what the sponsor will receive in return for their partnership.
11. Ask for the Referral or Meeting Be explicit about what action you want the potential sponsor to take next.
12. Start with a Sponsorship Email Template Use a template to streamline your process and ensure you hit all the key points. Customize as needed to personalize the message.
Example Outreach Email Templates
1. The Cold Introduction ✉️ Use this template when: Introducing yourself and your event to potential sponsors you’ve never met.
Hey there,
I saw on LinkedIn that you are involved in {{related product/project}}. I would love to connect and ask your thoughts about an exciting event I’m working on.
Are you free tomorrow at 3 pm?
Thanks,
{{Your Name}}
2. The Follow-Up Email ✉️ Use this template when: Following up with a sponsor representative you met at a networking event.
Hey {{Contact’s Name}},
It was great to meet you last week at {{Event Name}}. Any chance you can suggest the best contact for those in the {{Related Product/Project}} side at your company?
Thanks,
{{Your Name}}
3. The Meeting Request ✉️ Use this template when: Requesting a meeting with the decision-maker at the sponsor company.
Hello {{Prospect’s Name}},
Your colleague, {{Colleague’s Name}}, mentioned you were the manager for {{Related Product/Project}}.
I would love to set up a quick call to discuss some of your focus areas and see if there is common ground between your priorities and our event plans for {{Year}}.
How does your schedule look on Wednesday? Does 10 am or 3 pm work for a phone call?
Thanks,
{{Your Name}}
4. The Sponsorship Request Letter ✉️ Use this template when: Sending a tailored sponsorship proposal after a meeting.
Hello {{Prospect’s Name}},
Thank you for meeting with me on {{Date}}. I enjoyed learning more about what {{Company Name}} is looking for in an event partner and how {{Event Name}} can help. As promised, here is a sponsorship proposal tailored to {{Company Name}}.
Inside, you’ll find a list of activations I have personalized for your business goals, which will provide the most impact on your investment. Please look it over and let me know if you have any questions. I’d love to schedule a call in the next week to go over the details — how about Tuesday at 10am?
Thank you,
{{Your Name}}
5. The Negotiation Email ✉️ Use this template when: Discussing pricing and activations with an interested sponsor.
Hello {{Contact’s Name}},
Thanks for getting back to me about the pricing for {{Activation}}. I hear what you’re saying, and I’d like to take a moment to explain how I landed on that number.
Your goal is to {{Reach # of people or impressions on brand visibility/RFID bracelets scanned/email addresses collected, etc.}} and I know {{Activation}} will deliver.
The majority of my attendees are in your target market, {{List of demographic details and/or attributes that prove this point}}. By sponsoring our {{Activation}}, you’ll gain critical face-to-face exposure with this particular group and help them make incredible memories that they’ll associate with your brand.
I’d be happy to jump on a call real quick to discuss. Let me know when is a good time to schedule 15 minutes today or tomorrow!
Best,
{{Your Name}}
6. The Coordination/Logistics Plan ✉️ Use this template when: Collaborating with your sponsor’s team to ensure they have what they need before your event.
Hello {{Contact’s Name}},
Hard to believe, but {{Event Name}} is just a few months away! This means it’s time to kick off planning and ensure you have everything you need to succeed on the big day.
A few essential details to keep in mind:
{{List out any relevant information for your sponsor that directly impacts them, including date, time, venue, location, any equipment needs, etc.}}
Attached, you’ll find our first pass at the logistics plan. Take a look and let me know of any edits. And, as always, please reach out with any questions.
We’re so grateful for your help making this year’s {{Event Name}} the best one yet!
Cheers,
{{Your Name}}
7. The Email Promoting Your Sponsors to Attendees ✉️ Use this template when: Sharing news about your sponsors with event attendees.
Hey {{Attendee’s Name}},
Every year, the {{Event Name}} team collaborates with the best brands to bring you unique experiences. And we’re super excited to share this year’s sponsor lineup with you!
Here are just a few of the things you can expect to see at {{Event Name + Year}}:
{{Sponsored experience #1, brought to you by Sponsor Name}} {{Sponsored experience #2, brought to you by Sponsor Name}} {{Sponsored experience #3, brought to you by Sponsor Name}}
We’re counting down the days till {{Event Name}} and know you are, too. Visit our website to check out the full lineup of sponsors for this year’s event.
Cheers,
{{Event Name}} Team
8. The Report-Out and Renewal Ask ✉️ Use this template when: Following up with sponsors after the event to share performance metrics.
Hello {{Contact’s Name}},
A big thank you from the whole team at {{Event Name}} for being a sponsor this year! Thanks to you, it was a fantastic event, and attendees had a blast.
Attached is our fulfillment report for {{Company Name}}. Inside, you’ll find:
- Attendance stats on demographics and engagement
- On-site stats, including in-person activations
- Off-site stats, including social media
We look forward to meeting with you soon to go over the fulfillment report and get your feedback on the results. What does your schedule look like next week?
Cheers,
{{Your Name}}
Conclusion
Creating a well-structured sponsorship pitch deck and crafting concise, personalized outreach emails are crucial steps in securing sponsors for your event. Focus on highlighting mutual benefits and keep communication clear and to the point. Use these templates and tips to streamline your process and enhance your sponsorship outreach efforts.
