In fact, a sponsorship proposal opens up a new opportunity to partner with potential investors. However, writing a sponsorship request letter is not as easy as it seems. It requires careful planning and execution.
In this guide, we will walk you through everything you need to know about event sponsorship request letters, from sponsorship request letter definition to writing one.
How to Write Winning Sponsorship Request Letters That Get Responses?
An event sponsorship request letter is your golden ticket to securing financial support from prospective partners. Unlike traditional donation requests, sponsorship letters offer an exciting opportunity for collaboration. So it is important to write a persuasive sponsorship letter to attract a financial partner or investor for your event.
Let’s see some best practices on how to write a winning sponsorship letter for events:
- Begin with a Personalized Greeting: Beginning your sponsorship request letter with a personalized note sets a positive tone right from the beginning. It will show that you have taken the time to research the recipient and their company.
In order to hook readers, you need to personalize the introduction. It’s a simple yet effective way to make your event proposal engaging from the start.
Let’s understand with an example:
Example 1
Dear [Sponsor Name],
We hope this letter finds you well. We are writing to request your sponsorship for our upcoming event.
Example 2
Dear [Sponsor Name],
I am writing to raise a fund for our [Event Name]. I recently read about your [Company’s recent achievement or news] and strongly believe your organization’s values
If you look closely the first example lacks the specific appeal and value proposition but the second one looks personalized which makes it more relevant and attractive.
- Introduce Yourself and Your Organization: After a personalized introduction, give a few words about yourself and your organization. Your initial introduction sets the stage for building rapport and showcases your company’s vision, values, and accomplishments.
Briefly describe who you are, what your company does, and when was your firm established. Also, provide details about your target audience, including their demographics, interests, and more.
Along with that, provide a summary of the event including details like the event name, date, location, its purpose, speakers invited, intended audience, the scale of the event, etc.
- Describe Event Sponsorship Letter Purpose: Briefly explain the purpose of the event sponsorship letter. Since the purpose of this letter is to get the sponsor to partner with you right? So, it is essential to state the intention when composing the funding request letter. Also, explain why you are looking for a sponsor for the event, why you picked the recipient’s company as a potential sponsor, and how both organizations can benefit from it.
- Highlight the Sponsorship Benefits: One of the most efficient ways to enhance your sponsorship proposal and truly make it stand out is to showcase the perks of the deal that the sponsor company will receive in return. Highlighting corporate sponsorship benefits will establish the value proposition to sponsors and effectively entice them to invest in your event, increasing the possibility of a long-term partnership.
The benefits may include VIP access to a program, dedicated brand exposure, logo placement (on marketing materials, event website, & signage), networking opportunities, event speaking opportunities, and access to your target audience. Make sure that you have tailored the benefits as per the specific needs and interests of each potential sponsor. This will make your offer more attractive and appealing. - Attach Past Event Success Stories: Include past event success stories in your sponsorship request letter. This will enhance the credibility of your event, your organization as well as your sponsorship request letter. Also, explain in what ways the previous sponsor benefited from it. By providing tangible evidence of your past event’s impact, you can build trust and demonstrate the potential return on investment to new sponsors.
Include the following information when adding success tales from former events:- Briefly summarize the event, including its purpose, target audience, and key activities
- Highlight specific achievements of the event such as attendance figures, social media reach & engagement, media coverage received, and any other quantifiable achievements
- Mention specific benefits that previous sponsors received such as brand visibility, lead generation, and more
- Include testimonials from previous sponsors to add credibility and authenticity
- Attach images, infographics, and short videos to show event success and sponsorship impact
- Briefly summarize the event, including its purpose, target audience, and key activities
- Add Contact Details: Don’t make your recipient search for your contact details. Make it easy for them to reach out to you if they want to proceed with the request or discuss further.
Include your contact details like email ID and phone number so that recipients can quickly get in touch with you. - Include Strong CTA: If you want to get a rapid response to your sponsorship request letter, include a strong CTA (call to action). It will clearly tell sponsors what you want them to do next, whether it’s scheduling a meeting, reviewing a sponsorship package, or something else. A powerful CTA increases the likelihood of a positive response and helps you convert potential sponsors into actual partners.
Here are some powerful calls to action examples:
“I would love to discuss this opportunity further. Please contact me at [email address] or [phone number] to schedule a meeting.”
“To secure your sponsorship and receive exclusive benefits, please respond by [date].”
“Please contact us today to learn more about our sponsorship packages.” - End with Gratitude: Wrap up your sponsorship request letter with a note of gratitude, as it demonstrates professionalism and courtesy which are essential elements in fostering strong business relationships. Expressing gratitude will show your respect for the sponsor’s time and consideration. Ultimately, a letter with a heartfelt thank you will increase the chances of a favorable response from the recipient.
Here’s a simple example:
(“Thank you for your time and consideration. We look forward to the possibility of partnering with you on this exciting event.”)
- Insert Digital Signature: Inserting digital signatures will help you add a personal touch to your sponsorship request letter and demonstrate the effort you put into creating an entire proposal. Plus, It can enhance the letter’s authenticity and credibility.
In fact, digital signatures simplify the process of signing documents, eliminating the need for physical signatures and paper-based processes. You and the sponsor both can save time and resources.
Following these steps, you can create an appealing and invaluable sponsorship request letter for any event you plan and open the door to successful partnerships.
What is an Event Sponsorship Request Letter?
An event sponsorship request letter is a formal document that an organization writes to potential sponsors to seek financial support for their upcoming event. Sponsorship letters aim to reach out to prospective sponsors, providing them with all the relevant details on the upcoming event, the terms of the sponsorship, etc to encourage them to invest in the event or project.
Sponsorship can form a mutually beneficial partnership between both parties, which can lead to a long-term collaboration. Whether you are planning a virtual or in-person event, having it sponsored by reputable companies will bring with it a fair share of benefits.
How to Ask for Sponsorship
Before you reach out to potential sponsors, it is imperative to design and develop a complete sponsorship plan. If you wish to approach or attract possible sponsors, you need to be aware of a few elements. Let’s see what these factors are and the steps to follow when seeking sponsorship for an event:
- Understand Your Needs: First, you need to understand your expectations from your sponsors. Get clarity on your needs and objectives.
Get a detailed understanding of your budget and have a fair estimate on how much the event will cost you. Once you know your overall needs for the event, you can proceed to the next steps.
- Decide on What You will Offer in Exchange for the Sponsorship: The sponsor needs to receive something in exchange for the sponsorship, for it to be a mutually beneficial collaboration.
Think about what you can offer in return for sponsorship such as inserting your sponsor’s logo on all of the event’s promotional material, a link to their company on your official website, a short video clip about the sponsor company to be screened at the event, etc.
- Research Potential Sponsors: Conduct thorough research on sponsor companies and identify the ones that best fit your event goals and target audience.
Check whether they have enough capital to fund your event. Go to their website and check their sponsoring history. Also, see if they are currently sponsoring anyone.
- Prepare Your Sponsorship Pitch: When asking for sponsorship, it is recommended to prepare your sponsorship pitch.
A persuasive pitch actually helps you communicate and explain your goals to them, effectively. It also encourages the sponsor companies to trust your company and invest in your event.
- Craft a Sponsorship Proposal: The next step is to write an event sponsorship request letter. Include important information in your sponsorship proposals, such as event goal, target audience, benefits, etc.
Ensure that your request letter is persuasive and that you have taken the time to draft it.
- Contact the Appropriate Person for Sponsorship: Once you have a list of sponsoring companies, contact the individual who handles such requests at each of the potential sponsor companies.
It is important to identify and reach out to the right person within the sponsor company to maximize the chances of success. Email them your well-crafted sponsorship request letter to get a response from them.
- Prepare Yourself For Rejection: It is important to stay positive while seeking sponsors, but at the same time, it pays to accept that there will be rejections along the way.
Not everyone will accept your sponsorship request so be prepared for any outcome. If a sponsor rejects the proposal, don’t give up immediately.
Reach out to other sponsors until you find someone willing to invest in your event. If necessary, make a few changes to the sponsorship pitch, make it more attractive, and get back to work.
- Set up a Meeting: Once you get a positive reply from a sponsor, go ahead and book a meeting with them. Present the details of the event and the sponsorship in person, and come to an agreement.
Having clear verbal communication and an open discussion will increase the chances of getting a mutually beneficial partnership.
- Follow-up: In case you don’t hear back from the sponsors you reach out to, following up with them proactively is a smart way to elicit a response.
Don’t make your follow-up emails as elaborate as your initial mail. Keep them short to increase the chances of quick response.
Event Sponsorship Request Letter Template
Subject Line: Seeking Sponsorship for [Event Name], hosted by [Company Name]
Hi [Recipient’s Name]
My name is [Your Name] and I am the [Your Designation] at [Organization Name]. [Insert a few credibility-building stats and achievements of your company] This year, we are organizing [Event Name] which will be held on [Event Date] at [Event Location]. The purpose of the event is to [Event Purpose].
I am writing this mail to appeal to you to consider being the sponsor for our event. We believe that your support and contribution will make a significant difference in the success of our event.
In exchange for sponsorship, we would love to offer you some high-value perks including [Number of free tickets you wish to provide the sponsor] free tickets to the event, event t-shirts, logo placement on all event promotional materials, and [Any other exchange you will be offering].
We look forward to collaborating with [Organization Name].
Please let us know if you would be interested in sponsoring our event.
Sincerely,
Digital Signature
[Your Name]
Why Are Event Sponsorship Request Letters Important?
Event sponsorship request letters are essential for securing the funding for your upcoming event or program. A well-drafted letter effectively shows the value you offer to the sponsor company or individual and convinces them to partner with you. Highlighting your event goals and partnership’s benefits increases your chances of securing the necessary funding for the event you are planning.
Partnering with a respectable sponsor raises awareness of your event and helps you bring in more guests. A letter with a defined goal attracts potential sponsors and demonstrates the event’s value and impact. And it also outlines what sponsors will receive in return for their support. By effectively communicating your event’s value proposition, you secure the support you need to host a memorable and successful event.
How to Elevate the Sponsorship Pitch?
One of the smart ways to get funding for your next event is to secure a sponsorship. It not only provides financial support but also boosts your event’s credibility and visibility. In order to take your sponsorship opportunity to the next level follow the below tips:
- Create multiple sponsorship tiers: Create multiple sponsorship levels as it allows you to appeal to a diverse range of sponsors with different budgets and objectives. When you build numerous tiers with varying perks, you increase the chances of attracting different sponsor groups. Also, maximize your revenue potential. By tailoring sponsorship packages to a specific company’s needs, you greatly increase the likelihood of securing a successful partnership.
- Show your audience value: Sponsors actually care about who your event will attract. If you value your audience in a sponsorship letter, it helps sponsors understand why partnering with you is worthwhile. Highlight essential details like your audience demographics, interests, and financial capabilities. This will show your relevance to the sponsor’s target market.
For example, If you’re organizing a tech conference, highlight the number of tech professionals, investors, and startups taking part in the event. Along with that, display their revenue, and decision-making ability. Displaying your audience’s quality and engagement, you really strengthen your proposition and show how valuable the sponsor’s investment will be.
- Broaden your sponsorship horizons: Don’t limit yourself to local businesses when looking for sponsors—consider regional and national sponsors as well. If you broaden your search for potential sponsors, you can find unique partnerships and innovative collaborations.
For example, if you are organizing a sustainability-focused event, collaborate with eco-friendly brands, renewable energy companies, or sustainable fashion designers. This will not only diversify your sponsorship base but also attract a more niche audience who are passionate about your event’s cause.
Ultimately, extending sponsorship horizons beyond traditional industries can lead to more impactful partnerships that elevate your event to new heights.
Common Mistakes to Avoid While Drafting Event Sponsorship Request Letters
Sending sponsorship letters to potential sponsors is an effective way to secure a reliable sponsor for your events. It is key to bring a sponsor company on board and secure guaranteed funding for the event.
However, you should avoid a few things while writing a sponsorship letter. We have seen many sponsorship proposals go wrong because of certain mistakes that you can easily avoid.
Let’s see what these mistakes are:
- Not Defining Your Event Goal: One of the most common mistakes organizations make is that they do not define the goal for the event.
Without a clear vision and definite event goals, you can not send out sponsorship requests! Identify your event purpose, target audience as well as what you want to achieve from your event. - Insufficient Sponsor Research: Many businesses do not perform sufficient research on potential sponsors before reaching out to them.
Doing this will make your proposal inconsistent with the sponsor’s specific interests and brand value.
So it is important to study each potential sponsor’s business operations, target market, brand value, and past sponsorship activities. Without adequate information on the sponsoring company, your letter may appear generic or irrelevant to the sponsor. - Not Establishing Clear Sponsorship Tiers: If sponsorship tiers are not clearly defined, sponsoring organizations will struggle to understand what they will receive in return for their investment. Clearly define what kind of exposure you can give the sponsor and what they will get in exchange for sponsorship.
What Should Not Be Included in a Sponsorship Proposal
Crafting an effective sponsorship proposal is one of the easiest ways to secure one. But getting it right requires thorough research, proper planning, and a persuasive tone. It also involves some no-nos that you must absolutely avoid.
Let’s look at key elements that shouldn’t be included in an event sponsorship proposal:
- Excessive Company Details: The sponsorship proposal should not contain too much information about the company hosting the event. Many sponsorship seekers believe adding in-depth company information to their proposals will help attract sponsors. But, this is not true.
Doing this will take them away from reading important sponsorship information. - Lengthy Explanations of Your Purpose: When describing your event purpose in the sponsorship proposal, it should not be long-winded. It is best to keep it short and simple.
In fact, a brief, focused description of your purpose will help donors comprehend your mission more effectively. - Mentions of Customization: You should never include a customization option in your sponsorship proposal.
When you mention that you can customize your sponsorship proposal, you will come across as someone who isn’t sure about their proposal. - Too Many Visuals: Avoid including excessive graphical content in event sponsorship request letters. Doing so will draw their attention away from the actual sponsorship-related content.
Use visuals to illustrate crucial elements such as charts for sponsorship tiers & benefits, target audience demographics, and more.
Conclusion
Event sponsorship letters are a great way to form a mutually beneficial partnership and initiate a conversation with a potential sponsor. It is the most important step you take to reach potential investors and obtain funding for your event.
Following the guidelines established in this blog will surely help you create the perfect sponsorship request so you can effortlessly secure the funding for your next event.
FAQ
After sending an event sponsorship request letter, if you don’t hear back from the potential sponsor, send a follow-up mail or directly connect with them over the phone. Try to contact them within a week so the sponsorship proposal is still fresh in their mind, but they have also had enough time to look into it.
If an investor turns down your request, thank them for considering your company, and for their time. Try to understand why they would have rejected your proposal. Connect with them through a phone call or email and politely ask them to share their feedback on your proposal, so you can improve it accordingly. This will really help you approach other future potential sponsors more effectively.
It is recommended to wait for 6 to 7 business days after you send a sponsorship request letter to potential sponsors. This will give them enough time to review your proposal and make an informed decision on it.
In return for sponsorship, you can offer them branding and advertising opportunities to maximize the visibility of their brand. Place the sponsor company’s name or logo on event promotional materials such as brochures, banners, flyers, etc. Also, mention their name in emails, newsletters, social media posts, and blog posts.
No, it is not a good idea to mention a specific sponsorship amount in the initial sponsorship request letter. Instead, outline the different sponsorship packages with associated benefits. This will allow potential sponsors to select a package that fits their budget and goals.
Research similar events in your area to understand the common pricing structure. Check out what other companies offer sponsorship packages with various benefits to accommodate different budgets and what value they provide to sponsoring companies.
Yes, a CTA must be included at the end of the letter. It is an essential component of any sponsorship request letter. The strong CTA will persuade the recipient to take the next step and start a conversation with you.
Following are some effective call-to-action (CTA) to include in your sponsorship request letter:
- Let’s get on a call to discuss further
- Explore this partnership
- Download the sponsorship package guide
- Contact me
- Secure your sponsorship spot today
