Hosting any kind of annual gala or seasonal event is challenging enough. Between hiring the right caterers and ensuring everyone on your NFP’s donor list is contacted, you may encounter financial issues. It can be highly cost-prohibitive to run a large-scale program.
A good way to offset those financial concerns is through event sponsorship. Partnering with other NFPs in your area, businesses, organisations, or private groups of investors ensures that your event runs smoothly. The trick is finding ways to get the best sponsors on your side.
What is Nonprofit Event Sponsorship?
When you work with a sponsor who helps you host or provide resources to the community, a fair exchange occurs. You receive the financial or marketing backing you need to complete the event, and sponsors gain name exposure that enhances their branding.
Commonwealth Bank is an excellent example of sponsorship. They have CommBank naming rights with the CommBank Matildas, Subway Socceroos, and several smaller groups serving younger generations of footballers eager to play and engage in sports.
Every time a guest attends one of these events, they see the brand’s name on the stadium, in marketing materials, and often on the very cups they drink a cool beverage out of while cheering on their favourite teams.
Top Ways to Get Sponsorship
While the Commonwealth Bank example is informative, you can imagine being an NFP carries a little more weight with most consumers. You have a naturally “ethical” mission that people want to get behind. The fact that you’re “not for profit” means you care about the outcome more than revenue. Sponsors of all sizes and shapes want to align with what you’re doing for the community.
Here are some of the most popular methods for engaging with potential sponsors to encourage their support of your programming and upcoming events.
Offering Different Levels of Sponsorship
Not every company wants to drop $10,000 on a new bus for a private school. You may have to offer different levels of sponsorship through packages. This allows companies of all sizes to partner with your NFP brand within the requirements of their budget constraints and cash flow.
Maybe you offer tiered monetary support (bronze, silver, gold, and platinum packages) in exchange for name placement or offer “in-kind” sponsorship where they provide non-monetary support like transportation or goods at the event. Many raffles utilise in-kind corporate sponsorships, offering gifts of donated items such as a weekend vacation on the Gold Coast or a romantic seafood dinner for two.
In return, you’ll need to provide branding opportunities like:
- Offering top billing on your event in the title (i.e., National Australia Bank Presents “Your Brand” Golf Tournament).
- Exhibit space or kiosks for your guests to learn more about the sponsor.
- Co-marketing materials that give you a chance to celebrate how much the sponsor helps that they can put all over their social media and reporting.
- Numerous pre-event and post-event interactions.
In some cases, a sponsor simply wants preferred seating for an event so they can be seen adding value to the community. There is a lot of flexibility here as long as you take time to get to know what the sponsor wants and needs in a partner.
Do Your Research
As an Australian NFP, you most likely already have a database or email list of high-value donors. These are broken down by demographics, amount donated, and other information that you find relevant for when you next engage or inform that group.
Potential event sponsors are much the same. You need to learn about their needs, wants, and desires. Look at their audience and compare it to your own. Find the similarities so you can better express how sponsoring your event adds value to the reputation and resources of a given business or entity.
Don’t forget peers as potential sponsors. There are numerous large-scale events hosted by 3-5 similar NFPs that pool their resources together for greater impact. Need proof? Take a look at the extensive list of sponsors for the Special Olympics in Australia.
Design a Proposal
Once you have a list of potential sponsors, you’ll need a captivating proposal. Think of this document as your big “ask” for donor support. You are trying to convince a company or organisation that your event is worth their partnership.
Take your time crafting this proposal and include the essentials like:
- Event overview & details
- Target audience & community impact statements
- Sponsorship package or level options
- Your contact information
- Personal stories from donors, volunteers, and clients
- Your value statement and how the sponsor’s resources will help
You’re trying to make it as easy as possible for a potential sponsor to say “yes” to your proposal by providing clear, convincing, and precise information they can bring to their decision-makers.
Make the “Ask”
Next, send out letters, emails, and make phone calls. You will need to contact the potential sponsor’s development director, outreach coordinator, brand manager, or marketing director. They are the ones most likely responsible for corporate sponsorships and community outreach.
That first year is going to be the hardest. You won’t have the previous years’ example as “proof of concept.” However, if you have a modern website with connected social media and example audiences, you can demonstrate how the sponsorship will boost their brand recognition and public goodwill.
It may help to create a sense of urgency in your ask by mentioning only a few spots are available or offering incentives for those returning to your event. If you can find a way to provide monetary reports on how sponsorship improves a business operation, then you’ve struck gold in more ways than one!
Final Tips for Getting More Event Sponsors
Still on the fence about how to get the most sponsors? Check out these extra tips we’ve seen work with our previous NFP clients:
- Tell your nonprofit’s story and include elements that integrate with the sponsor’s operations or product
- Provide marketing, promotional, branding, swag, and social media sponsor incentives
- Start with established companies that have the stability to offer support
- Use data as part of your pitch
- Be sure you’re working with the correct contact point
- Be patient, as your connection may take a few tries to convince
- Always offer follow-up and thank-you notes, even if the potential sponsor disagrees with your request. You never know when they will be back in the future.
When you do close the deal, be helpful and supportive. You want to involve your sponsors in all details relevant to their participation. They are to be treated as VIPs because of their efforts. That is how you’ll ensure they’ll be around again in the future. Longevity is a significant goal of event sponsorship, and you want to create a legacy that your NFP can build on for generations to come.
How We Help You Succeed
Event sponsorship is a fantastic way to ensure your nonprofit event runs smoothly. When you do make a pitch, you want an easy-to-navigate, mobile-responsive online presence that potential sponsors can explore on their own.
At Web 105, we create the modern and engaging websites you need to best represent your nonprofit brand. We’ve worked with a wide range of clients, including Australian businesses, governmental agencies, and healthcare providers across the country.
From specialised plugins to beautiful donation pages, we have the skills you need for a fantastic website. Contact us today, and let’s create the assets you need to appeal to more sponsors.
FAQs
How do I ask for sponsors for an event?
You need to understand what potential sponsors are looking for and how sponsoring your event aligns with their goals. It’s all about providing value.
Who would sponsor a charity event?
Most likely, you’ll find sponsors in your community. They are the ones who will feel the impact of your efforts the most and have audiences your two organisations will share.
What companies donate the most to nonprofits?
There is no clear answer to this. It all depends on what you’re offering and the resources of the potential sponsor. Bigger companies might have more money to give, but don’t forget in-kind gifts from local organisations that may be just as valuable.