Finding sponsors

Businesses get a lot of requests to support worthwhile causes and events. The question they most want answered is 'What's in it for us?'

Targeting potential sponsors

When deciding whom to approach for sponsorship, think about:

What benefits you can offer
What kind of sponsorship you need — cash, in-kind (prizes, catering, printing or venue hire), or a mix?
Is your preferred sponsor compatible with your organisation and its goals?
Is there likely to be a conflict of interest between the sponsor and what you want to get out of your event?
Could there be a conflict of interest between sponsors if you have more than one sponsor?

Do your homework and find out:

Who is the person who’ll make the decision on sponsorship? Make your written submission directly to that person
Has this business supported your organisation in the past — or a similar one?

Submit your written proposal well in advance of the event
Present a professional looking document. It needs to be well-written, typed and well set out
Your submission should include:
- full details of the event, including the names of any other sponsors
- if you’ve held events before, show them your track record with copies of newspaper clippings and other relevant information
- what you want in terms of sponsorship (i.e. cash, in-kind or a mix)
- what the sponsor will get in return — naming rights, signage, advertising, presentation of prize, speaking opportunities, or the opportunity to distribute promotional material
- your contact name, address and telephone number.
Follow up your submission with a phone call a few days later
Get their commitment to you in writing.

Once you have gained sponsorship you should:

encourage loyalty to the sponsor within your group
keep your sponsor updated in the lead-up to the event
include details of your sponsor in your advertising and media releases and send your sponsor copies of these promotional materials
take advantage of opportunities to ‘plug’ your sponsor
remember to invite the sponsor to your event and give them an official role
meet every promise you made.
After the event, send a letter of appreciation, photos of the event, copies of any news stories and a short report on the event and its outcomes.