How to Secure a Sponsor for a Charity Event
January 14, 2021
Organizing a charity event is an excellent way to raise awareness and funds for any worthy cause. Sometimes, however, they can cost a pretty penny to get up and running. The venue, potential host fees, giveaways, and meals for attendees can enhance the draw of the event to make it something very special, but all have a monetary cost associated with them. In order to offset these costs and avoid sacrificing any of the good stuff, it makes sense to look into getting sponsors for your charity event.
It’s not as hard as it seems! Both local businesses and corporations are always on the lookout for the chance to give back to their communities (not to mention securing some nice tax deductions). On top of that, prominent logo placement and continuous mentioning of the sponsorship helps expose their brand and works as marketing for them.
Here’s how to secure a sponsor for a charity event:
Before you go out and try to get sponsors, it’s important to first identify the target audience for your event. This will help you make sure that you’re asking the right people. Corporations and businesses are most likely to sponsor events that align with their customers’ interests. For example, if you’re planning for a family-friendly event that’s casual and simple, you wouldn’t want to seek out corporate sponsorships from luxury brands like Louis Vuitton or Chanel.
If you don’t already have a firm grasp on things, collect data about the market you’re after by reaching out to employees, partners, and any connections they have in the local community. This will help you make sure that you’re asking in the right corporate sponsorship category.
Look for The Right Person to Approach
According to Sponsorship and Business Mentor Linda Hollander, the best place to start looking for a corporate sponsorship is their marketing department. If the company is big enough to have a public relations or community affairs department, however, you may choose to start there instead.
Once you’ve determined the ideal department to start looking for a sponsor, make the first introduction through phone call. For something like this, it is important that you build a strong relationship. For this purpose, do not make your first contact via email, as it might limit you.
Once you have a strong enough connection, you can continue the conversation through email. Take note that you’re unlikely to get in touch with a corporate sponsor through online forms. Find a way to make a better connection–LinkedIn, a warm connection through a friend, etc.
Write an Excellent Proposal
Your proposal will serve as the bridge to connect with the corporate sponsor you’re after. As such, it has to be written in a certain tone and with the right usage of words.
Here are some things to include in your proposal:
- A brief story – Tell a personal story relating to the event you are organizing. Be sure to pack it with emotion that will connect with the sponsor and drive them to action.
- Your mission and goal – Let them know what you want to do, the goal of your event, and how they can help you accomplish it.
- Demographics – You and your sponsor’s target demographics should fall into the same category to align your interests.
- Benefits of sponsorship – Explain how they will benefit from sponsoring your event. This is where to include things like logo placement, prominent attendees, ect.
- Sponsorship levels – Linda Hollander was once told by a sponsor that they throw out proposals that do not have various monetary specifics laid out.
Plan Your Event with Sponsors Already in Mind
Find your sponsors in your early planning stages so that while you are organizing your event, you can take their interests into consideration. The company’s intention behind sponsorship is to form a positive association between the corporate sponsor (brand) and the event attendees (consumers).
Provide exposure for your corporate sponsor by displaying their logos on promotional signage and materials. As a part of your highest sponsorship level, offer to mention their business or name in any media that covers the event. If possible, give your sponsor a chance to be a part of the planning, so that both of your interests are taken into consideration.
Always Follow Up (Before and After the Event)
The secret to sales (or corporate sponsorships, in this case), is always following up, even if you don’t receive an initial response. Everyone is busy, and your event is not their first priority.
After you make a deal and they attend your event, show them special treatment as a sign of fulfillment and gratitude. Take the time to give them an event recap once all is said and done, and recount the exposure you got for their brand. This is an important step that builds the groundwork for a continuous and ongoing relationship for future events!
Do you have more tips for how to get a sponsor for a charity event? We’d love to hear your thoughts in the comments.
Maddy Osman creates engaging content with SEO best practices for marketing thought leaders and agencies that have their hands full with clients and projects. Learn more about her process and experience on her website, www.The-Blogsmith.com and read her latest articles on Twitter: @MaddyOsman.
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