By Laurie Hochman / Director of Business Growth and Strategy at Auctria
Finding the right partners for your organization is key to long-term success. This includes your staff, donors, sponsors, volunteers and partner organizations.
One partner that many organizations overlook is their sponsors. Sponsors are key in helping you maximize the money you raise and, when developed properly, have the potential to be year-round partners for your organization’s mission.
We’ve got three ways to help you tap into the power of sponsorships:
- Know Your Audience, Find Your Sponsors
- Nothing Ventured, Nothing Gained
- Turn Sponsors Into Year-Round Partners
Tip 1: Know Your Audience, Find Your Sponsors
The first thing you should do when looking for sponsors is define your audience. The sponsors you reach out to should be a combination of two things: a good fit for your mission and a good fit for your attendees. It’s second nature to think about whether or not a sponsor or partner aligns with the mission of your organization, but it’s easy to overlook the importance of sponsors that match your specific event and attendees.
For example, if your event is geared towards families and young children, reaching out to local toy and bookshops could be a good option. You could also look at local camps, enrichment programs, and child-friendly services.
Once you have an idea of what sponsors your attendees would like to see, you need to communicate the power of that audience to your potential sponsors. In our example above, you would note in your outreach that this is an event catering to young families who would be likely to shop at the stores or register for classes at the camps you’re connecting with!
Not all sponsors want the same thing, but if you ground your communication in your audience, it will help any sponsor see the potential benefit of working with your organization. Some may want brand exposure and name recognition, others may want direct engagement or customer acquisition. If your attendee audience aligns with their broader business needs, then you can help tailor their sponsorship options to meet their goals. By treating them as a partner, you’re showing them that sponsorships are a two-way street that benefits both of you!
Tip 2: Nothing Ventured, Nothing Gained
Be bold: especially when reaching out to larger organizations, always ask for your top sponsorship level first! The worst they can say is no — but there’s a good chance they’ll say yes, or just pick a lower level of sponsorship. At the end of the day, a bunch of smaller yesses can add up to a highly successful event. But you won’t get any yesses if you don’t take that initial risk by reaching out and asking.
When reaching out to sponsors, remember:
- Start with who you know. It may be easier to get sponsorships from businesses or organizations you already have a relationship with. This is why it’s also important to build connections with groups in your community year-round!
- Think creatively. There’s a lot of ways a sponsor might contribute to your event, so consider everyone from local businesses to restaurants. Some companies offer time off for volunteering — if you’re short on helping hands, this can be a great (and creative) partnership opportunity.
- No doesn’t necessarily mean never — it might just mean not right now. Consider a gentle follow up a few weeks or months down the line, or the following year for your next event.
- Be flexible. If you don’t have an option that fits what a sponsor is willing to give, consider creating space for them to get them involved in a way that works for them. Remember, small contributions add up to make a big difference!
- Target your messaging. Car dealerships love sponsoring valets, while local stores might prefer to donate auction items. Keep the sponsor in mind when you speak to them.
When you approach sponsors with intention, clear goals, thoughtful benefits, and genuine relationship building, you move beyond one night support and into yearly partnership. Be bold in your ask, creative in your offerings and consistent in your gratitude (don’t forget your thank you notes!). When sponsors feel valued and connected to your mission, they invest in your impact beyond a single event.
Tip 3: Turn Sponsors Into Year-Round Partners
Once you’ve found the right sponsors for your organization, it’s time to turn them into true partners for your cause. Once your fundraising event finishes, you might be left wondering, “well, now what?”. Other than debriefing and making notes for the next event (there’s always room to improve!), there’s lots you can do between events to nurture relationships and keep the energy built during the event going.
Events don’t happen without sponsor support. When you share the wins from the event with your internal channels, remember to share them externally as well. Most organizations remember to make a social media post or two celebrating the impact of the event, but it’s easy to forget that your sponsors want to know that information, as well. Crafting a simple, sponsor-focused report helps your sponsors feel engaged, knowing their support made a difference.
Consider including:
- Attendance numbers.
- Engagement highlights.
- Key outcomes, such as funds raised, community reached, or programs supported.
- Photos for visual impact.
If their sponsorship went towards a specific line item, call that out! Focus on answering the question, “did our investment matter?”
If you want to take your post-event sponsor report to the next level, consider adding these questions to your post-event attendee survey:
- Which sponsors did you notice during the event?
- Did any sponsor booths or experiences stand out to you?
- Which sponsors would you like to see return next year?
This valuable data will allow you to tailor your sponsor report more specifically to each sponsor, really digging into the impact their support made. These sponsors made an investment by supporting your event — it’s up to you to help them see why that investment was worth it, and why they should continue to sponsor you in the future.
