Event Planning - Sponsorship Development (Part I)

docalmendarez
Nov 15, 2024
4 min read

"Attract people and sponsors will want to join the action."

If you are creating an event with broad appeal, especially if there exists the potential to attract a large number of people, then you might have the option of recruiting event sponsors to pay the bills The opportunity is even greater if the event is for charity, but for-profit events still represent a marketing opportunity to companies (or even individuals) with an interest in your audience.

Sponsored Event Timeline

You need at least six weeks to create a small, sponsored event (one for which you want $500 to $5000, as a rule of thumb) and 90 days is even better Of course, larger sponsored events might take as long as a year or more to plan.

Here is an example of a quick-and-dirty six-week timeline for recruiting sponsors. Use it as a guide to create one that makes sense for you.

Six weeks before the event

Set sponsor costs and benefits

Launch the event website or page

Identify preliminary sponsor targets

Begin contracting potential sponsors

Three weeks before the event

Final deadline for sponsor commitments

Mail invitations, with sponsor logos and/or names

Launch any social networking

Begin advertising, with sponsor logos and/or names

Two weeks before the event

Email potential attendees, mentioning sponsors

One week before the event

Email potential attendees, mentioning sponsors

Event Day

Involve/showcase sponsors as much as possible

Post-Event

Thank sponsors

Hand-written thank you notes to attendees

Identifying Potential Sponsors

When considering potential sponsors, what you need to look for are companies (and sometimes individuals) who have a demonstrated interest in the subject matter of your event and/or the constituency you are targeting.

Here are three quick examples:

Film Festival

Focus on companies who sell products or services to a consumer market, because consumers will be your primary target; sure, some of your attendees will be business owners or purchasing agents or whatever, but they will not be in a "business frame of mind." Sponsor examples might include a beverage distributor, a family law attorney, a realtor, a bank, and a satellite dish company.

Technology Trade Show

Focus on companies who sell products or services to a business market, because business owners, executives and employees will be your primary targets. Sponsor examples might include a bank, a CPA firm with an emphasis on businesses, and IT services provider, a payroll company, and an insurance company with an emphasis on business customers.

Women in Business Awards Ceremony

This could be a bit of hybrid, because you will be focusing on women in a business frame of mind, but the marketing effect is a good bit stronger because most of the attendees will be women, a lot of them will have higher levels of income, and women who do not attend are still more likely to identify with supporters of a women-oriented event.

Once you have thought about the kind of event you are holding and have a general ideal of the sort of sponsors who would make sense, the search process is really pretty simple. Your best prospects are going to fall into one of two groups - companies who have sponsored similar events in the past or companies with whom you have a personal connection.

Do not make it complicated; just start making a list:

List companies you know of who sponsor events (especially similar events)

Email people you know and ask for their suggestions

Search the Web for similar events and find out who sponsored them

Events that have their own websites

Organizations that host events

Charity organizations

Business organizations

As with pretty much every other piece of high-value information, figure out the best way to keep track of sponsor names, interests, and monetary levels over the long term (almost always, this will be in a database). Once you are looking for this information, you will find yourself constantly stumbling over great sponsor possibilities.

Advertisements thanking sponsors for their support

Event programs

Museum walls

Signage at events you attend

Once you have your list of potential sponsors (your initial list - you will always want to add to it as you learn about prospects) you need to make sure you have the right tools in place to approach them.

Let's think about "the ask." At the most basic level, all you really need is to pick up the phone and make the call - or stop by the office, or send an email message, or whatever. Particularly if you have done a good job of choosing your targets and have a relationship with them, this may be all you need to do. But even in this case, you will need to answer the question, "What do I get in return for the check?"

The answer will be different for every event. Here are some examples: