How to sell nonprofit event sponsorships
Wednesday, January 13, 2021
Virtual and in-person nonprofit events can benefit from sponsors as a way to raise more money, to increase brand awareness and to give clout to new organizations or new events. Learning how to sell nonprofit event sponsorships can be an effective way to boost your overall fundraising goals throughout the year as well.
Keep your prospective sponsors in mind and make it easy for them (and your team) to stay involved throughout your event. Here are some tips for kicking off your event sponsorship program and a free guide with additional insights and ideas.
What’s in it for them?
Partnering with an event sponsor needs to be a win-win on both sides. While you receive a reprieve on event costs, your sponsors should receive acknowledgments and promotions that match up with their sponsorship level. As you work on your sponsorship program, outline:
- Giving levels
- Sponsorship ‘gets’ (what they receive from you at certain sponsor levels)
- Team member(s) assigned to monitor sponsorships
- Ways to help your sponsors promote the event on your behalf
Choosing your event sponsors
Partnering with the right sponsors can open up your fundraising event to increased exposure and awareness. Sponsors who are active on social media can provide word-of-mouth marketing, real-time engagement and requests for event sign-ups, for example.
As you make your potential sponsors list, think of companies or high-profile individuals who
- Relate to and support your nonprofit’s mission
- Understand your organization’s offerings
- Are already engaged with you in other ways
- Have reach within the community
- Could bring potential media exposure
- You would feel good about establishing a partnership with
Plan ahead, give them time
Establishing an event sponsorship program takes time and can also take a few extra resources within your nonprofit. This month’s template provides you with a high-level timeline of important pieces to take care of as you start your event sponsorship sales and outreach.
Download our nonprofit event sponsorships guide to walk you through your next event’s sponsorship sales. In addition to a guided timeline, we’ve provided ideas on giving levels, naming conventions, how to choose and engage sponsors, and ways to make it easy for everyone to promote your event.