How to grow and retain event sponsors
If you don’t like “cold-calling,” consider these tactics to help you get sponsorships:
- Get the most popular person in your organization to help you solicit sponsors.
- Call up last year’s donors.
- Post sponsor logos prominently on all correspondence and event materials. This will prompt non-sponsors to think about benefits of exposure.
- Announce new sponsors on social media.
- Treat every email, phone call and contact as a potential sponsor.
Other things to consider:
Keep the sponsors in mind during the planning phase. When doing your event planning, recognize that corporate sponsorship is a form of brand advertising. The basic intention of sponsorship is to conjure up positive associations between the corporate brand and clients. This is done by naming events or showcasing corporate logos in promotions leading up to and during the event.
Create a sponsorship prospectus. Always be sure to document, in detail, how each sponsor will benefit from their level of commitment.
Write your proposal highlighting the type of people who will be participating in the event, the theme, and the potential sponsorship and marketing opportunities available. The prospectus should be styled to appeal directly to the type of companies who will sponsor.
Connect with sponsors after the event. Send a thank you letter or email, brief them on the activities that their sponsorship funded, or detail how their contributions were used and how you promoted their support at the event.
Post photos of the sponsored events on social media in real time, then, send these photos to the sponsor as a follow-up.
Ask for suggestions on improvement for future events.
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