Head of HR at Rent For Event
Head of HR at Rent For Event
Need help covering your event costs? Sponsors can be your answer. From corporate conferences to charity galas, the right sponsors make events better. But getting sponsors isn’t just about asking for money. It’s about creating partnerships that benefit both sides.
Many event planners fail at finding sponsors. They make key mistakes that lead to rejection. But don’t worry! With the right steps, you can get more “yes” answers. This guide shows you how to find, contact, and win over sponsors who want to support your event.
Want to make your sponsorship dreams come true? Let’s get started.
Before hunting for sponsors, know what sponsorship means today. Sponsorships aren’t donations. They’re business deals where both sides must gain value.
Event sponsorship is when companies give money or services to your event. In return, they get marketing chances. Today’s sponsorships are more than just logos on banners. Sponsors want to connect with your audience and see real results.
The IEG Sponsorship Report shows companies spent $65.8 billion on sponsorships in 2023. Events took a big chunk of that money. Companies now choose carefully where to spend. They want chances that match their brand values and marketing goals.
Knowing why companies sponsor events gives you power. Here’s why they sponsor:
Event Marketer research shows 74% of people are more likely to buy products they try at events. This is why companies spend big money on the right events.
When you talk to sponsors, find out which of these goals matters most to them. Then shape your offer to match.
Finding the right sponsors requires systematic effort and strategic thinking. Follow these proven steps to maximize your chances of securing valuable partnerships for your event.
Before you contact sponsors, know what makes your event special. Answer these key questions:
Be super specific about your audience. This makes sponsors more interested. Don’t say “business professionals.” Say “250+ procurement directors from Fortune 500 companies with $2M+ buying power.”
Important Tip for Step 1: Use data from past events if you have it. Include how happy people were, social media stats, and survey results. Real numbers make your pitch much stronger.
Don’t offer the same package to everyone. Create options for different budgets and goals.
Make 3-4 main levels (like Platinum, Gold, Silver, Bronze). Each should have clear benefits. Also create custom packages for your best prospects. The Event Manager Blog says flexible packages get 35% more sponsors than fixed ones.
Your packages should offer:
Give each benefit a dollar value in your notes. This helps you explain your prices when talking with sponsors.
Now for some detective work – finding the right companies to contact. Look for:
Make a spreadsheet of possible sponsors. Note their past sponsorships, marketing goals, and any connections you have.
Don’t just chase big budgets. Look for brands that fit your event’s image. Eventbrite found that 70% of people like companies more after they sponsor events they enjoy. The right partner makes both of you look good.
Don’t waste time pitching to the wrong person. Find out who makes sponsorship choices. Depending on the company, look for:
LinkedIn helps with this research. Study the company’s team to find who handles events. Not sure? Call the main office and ask who manages sponsorships.
The first person you talk to might not make final decisions. But they can champion your cause inside the company. Be professional with everyone. Your proposal might get passed around.
Generic proposals lead to rejection. Show sponsors you understand their goals. Create custom opportunities for each one.
A strong proposal includes:
Make your proposal look good but keep it short. IEG says proposals over 8 pages get fewer responses than shorter ones.
Important Tip for Step 5: Add stories from past sponsors if you can. Real examples of how companies benefited from your event make a huge impact.
Your first contact shapes the whole relationship. When you reach out:
Most people fail at following up. Be persistent but not pushy. Bizzabo found most sponsorship deals need 4-7 contacts before closing.
Follow up like this:
No answer after all that? Move on but keep them on your list for future events.
When sponsors show interest, be ready to talk terms. Know which parts of your offer you can change and which you can’t.
During talks:
After you agree on terms, quickly send a formal contract. Make it list all duties, deadlines, and who does what.
Good sponsorships help everyone win. Here’s what you get:
Sponsors get these benefits:
Even experienced event planners make critical errors that sabotage their sponsorship efforts. Avoid these common pitfalls:
Want a quick rejection? Talk about how much money you need. Sponsors care about their goals, not yours. Always focus on what they’ll gain.
ESP Properties found 83% of sponsors say no to pitches that don’t show they understand business goals. Don’t say, “We need $5,000 for our venue.” Say, “Our event gives you access to 300 ideal customers, with many chances to show off your products.”
Smart organizers build lasting sponsor relationships. The first deal might be small, but happy sponsors often spend more next time.
The Event Marketing Institute says returning sponsors typically increase spending by 25-40% after one good event. Treat each sponsor as a future partner, not a one-time donor.
Your job doesn’t end when the event finishes. Sponsors need reports on results. Skip this and you’ll lose future deals.
Create reports that show:
Good reporting makes sponsors more likely to return.
Specific Detail: Top organizers meet with sponsors within two weeks after events. This shows you care and keeps the event fresh in mind.
Sponsorship isn’t a last-minute fix. Most companies plan budgets 6-12 months ahead. The Sponsorship Collective found late requests have under 5% success.
Start looking for sponsors at least 6-9 months before your event. This gives you time to:
Early contact shows you’re professional, making sponsors trust you more.
Cash isn’t the only good sponsorship. In-kind gifts can cut your costs and make your event better.
Look for in-kind sponsors for:
Eventbrite research shows in-kind deals make up about 30% of sponsorship value at top events. At Rent For Event, we’ve seen many clients team up with AV firms, venues, and tech companies for win-win deals.
Start 6-9 months before your event. Companies plan marketing budgets up to a year ahead. Early start gives you time for multiple contacts, meetings, and deal-making. It shows you’re organized too. For yearly events, talk about next year right after this year’s event ends, when good feelings are still fresh.
Sponsors want to know what they’ll get back. Include: who your audience is (with real numbers), marketing options, exclusive rights, past results, clear prices, details on activities, and ways to measure success. Add quotes from past sponsors if you have them. Keep it short (5-8 pages) but complete. Make it look good with clear next steps. Remember, your proposal competes with many others.
Balance market rates with your event’s special value. Look at similar events for pricing ideas. Figure out what each benefit is worth (logo spots, speaking slots, booth space). Think about what your audience spends and how sponsors can profit. Make packages at different price points. Be ready to adjust. The Event Manager Blog says top packages should cost 3-5 times more than basic ones.
Exclusivity can significantly increase sponsorship value, but must be balanced against your revenue needs. Consider offering category exclusivity (being the only sponsor in their industry vertical) for top-tier sponsors. This prevents competitive conflicts and justifies premium pricing. According to IEG research, category-exclusive sponsorships typically command a 30-50% price premium over non-exclusive opportunities. Be specific about the exclusivity terms in your agreement, clearly defining the category and any limitations.
Providing concrete ROI metrics is essential for sponsor retention. Track metrics like: number of qualified leads generated, booth/activation traffic, session attendance for sponsored content, app engagement with sponsored features, social media impressions and engagement, post-event surveys about sponsor recall and perception, and direct sales attributable to the event. Customize these metrics based on each sponsor’s specific goals. Consider using RFID technology, event apps, or QR codes to gather more precise engagement data. Present this information in a comprehensive post-event report.
Finding and securing the right sponsors for your event isn’t just about financial support – it’s about creating meaningful partnerships that enhance the experience for everyone involved. By following the strategic approach outlined in this guide, you’ll transform your sponsorship efforts from hopeful requests to confident business propositions.
Remember that successful sponsorship relationships are built on mutual value. Take time to understand potential sponsors’ objectives, craft personalized proposals, and deliver measurable results. Your diligence in this process will pay dividends not just for your current event, but for future ones as well.
Ready to take your event to the next level with the right technical support? Rent For Event provides premium AV equipment and technical expertise to ensure your sponsors’ messages are delivered flawlessly. Contact our team today to discuss how our services can enhance your next sponsored event.
