Home / Articles / Finding and keeping event sponsors

Finding and keeping event sponsors

November 16, 2017

Share:

However much planning has gone into your not-for-profit’s special event, it may all be for naught if you can’t find reliable sponsors to foot a large percentage of the expenses involved. To line up businesses and individuals to sponsor your big fundraiser, annual meeting or other event, and retain them once you have their allegiance, be sure to:

Aim for the right targets. Holding a magnifying glass to your organization’s mission statement is the best way to develop your list of potential sponsors. Think in terms of appropriateness and quality. For example, a publisher of English as a Second Language curricula might make an excellent sponsor for a literacy organization’s annual gala.

Assemble a powerful team. Ask board and committee members to use their connections in the community and solicit funds from your targets. Make sure this team is well prepared with complete information about the benefits each target company will receive.

Have facts at your fingertips. Arm your team with data on the event’s attendees. Use historical information to convince potential sponsors that the audience at your event is the same demographic they target for their products or services. Be factual in your approach — don’t exaggerate.

Present attractive options. Sponsors contribute money to help finance your event in exchange for exposure. It’s typical to include the sponsors’ names on event materials, such as signs, program books and auction guides, and to give verbal recognition at the event. In addition, you might offer free attendance to at least one representative of the sponsoring company and the opportunity to speak at the event.

Offer levels of sponsorship. Develop a package of sponsorship options. In general, those companies paying the most should receive the most visibility at your event. For example, the top sponsorship tier might include the display of a large banner with the company’s name while a lower-level sponsor might only be listed in the event program.

Landing sponsors is only the beginning. You must stay in touch with sponsors throughout the year. Try to get your new sponsor’s employees involved in other aspects of your operation — for instance, volunteer work or your monthly magazine. Also attempt to grow the sponsorship by thoughtfully asking for a larger contribution each year. For more ideas on finding financial sponsors, contact us.

© 2017

All content provided in this article is for informational purposes only. Matters discussed in this article are subject to change. For up-to-date information on this subject please contact a Clark Schaefer Hackett professional. Clark Schaefer Hackett will not be held responsible for any claim, loss, damage or inconvenience caused as a result of any information within these pages or any information accessed through this site.

Guidance

Related Articles

Article

2 Min Read

The Details on GASB 97

Article

2 Min Read

Lease Accounting Standard ASC 842 Impacts on Debt Covenants and Capital Requirements

Article

2 Min Read

Federal Audit Clearinghouse Provider Changing from Census to GSA

Article

2 Min Read

Consequences of Not Being Proactive on Lease Accounting Standard ASC 842

Article

2 Min Read

Infographic: 4 Steps to Implementing the New Lease Accounting Standard

Article

2 Min Read

Maximize Your Tax Filing Preparedness & Awareness

Get in Touch.

What service are you looking for? We'll match you with an experienced advisor, who will help you find an effective and sustainable solution.
  • Hidden
  • This field is for validation purposes and should be left unchanged.