Steps to Create Winning Corporate Sponsorship Packages

May 7, 2023

Corporate sponsorship is a fundraising strategy in which a company provides financial or in-kind support for your organization’s event in exchange for recognition and exposure. A sponsorship package typically outlines the benefits the sponsor will receive in exchange for their support, such as brand exposure, product placement, and networking opportunities. It also tells a compelling story of the organization to inspire the company to support your cause. 

Companies often use corporate sponsorship to increase their brand visibility, enhance their reputation, and support causes or events that align with their values and mission. It is a mutually beneficial relationship in which the sponsor receives positive exposure, and the organization or cause receives financial support to achieve its goals. Here is a guide to creating a winning sponsorship package. 

What kinds of fundraising events have corporate sponsors?

Almost any type of fundraising event can have corporate sponsors. Here are some examples:

• Galas

• Walk-a-thons, runs, and other sporting events

• Golf tournaments

• Conferences

• Festivals and parades

• Concerts 

• Theatre performances and film screenings

• Art Exhibits

• Open house or new service/product launch

• Car washes and bake sales

• Challenges such as a polar plunge

What are the steps to getting corporate sponsorships?

Before you get started, there are a few decisions for your board of directors or fundraising committee to make. 

1. Determine your fundraising event goals

Before seeking sponsors, it is important to have a clear idea of your fundraising event goals and budget. Define your expected income by calculating your event income streams minus your expenses. Here’s an example:

Expected net profit: Income ($40,000) – Expenses ($13,000) = $27,000

In this scenario, if the fundraising goal is to raise $35,000, the organization would aim to raise $8,000 in corporate sponsorships. Goal ($35,000) – expected profit ($27,000)= $8,000.

Often, organizations will plan to cover all of their expenses with sponsorships so that all the money raised at the event goes to the cause. This can be both financial and in-kind donations such as food, beverages, music, decorations, and location. 

2. Decide on sponsorship levels

Now that you know your corporate sponsorship goal, you can figure out what your levels will be. With first-time events, you don’t have a proven track record of attendees. So, you want to be realistic about the level of sponsorship and the number of businesses willing to commit. Some organizations will limit the highest sponsorship level to a limited number of businesses to give them featured exposure. 

Market research. To determine realistic sponsorship levels for your area or event, do some research on your local market. Search for events in your area online to review typical sponsorship levels. Try to compare organizations similar to you in size and length of time as a non-profit. 

Goals. Using your corporate sponsorship goal, determine how many sponsors are reasonable to achieve. Then, calculate what that would look like using different levels. 

Using our $8,000 goal, sponsorship levels and the goal for each level may look like this:

Sponsorship Levels:

The breakdown. Generally, top levels are at $10,000 for small to mid-size events and organizations. Three to five sponsorship levels are a good amount to provide enough choices without overwhelming the businesses. For a first-time event, having a low entry level of $250-$500 is a great way to start building relationships with local businesses.

Name your levels. Now comes the fun part: naming the levels. Typical levels such as platinum, gold, and silver are easily recognizable and can be a simple way to start. If you want to be more creative, relate the names to the type of event or your cause. For example, a concert event might have Headliner, Main Stage, Back Stage, and Encore as their levels. Or check out these clever food bank levels!

3. Decide on sponsorship benefits

Sponsoring a fundraising event demonstrates a company’s commitment to social responsibility and community engagement, often enhancing its reputation and brand image. Usually, the benefits are focused on letting the public know about their support. There can be other fun or meaningful incentives and perks to encourage business support. Here are some examples of benefits sponsors may receive:

• Brand exposure. Sponsors have their company name, logo, and messaging featured prominently in event marketing materials, including flyers, posters, social media posts, and email newsletters. Additional exposure at the event may include their name, logo, or advertisement in the event brochure, signage, banners, table stands, or t-shirts. 

• Media exposure. Sponsors will be featured in event media coverage, including print, online, and broadcast media.

• Tickets to the event. Having sponsors attend your event is mutually beneficial. They can give tickets as an incentive to their employees, network, and receive recognition in person at the event. It is also an opportunity for them to learn more about your organization and deepen their commitment to your cause. 

• VIP treatment and perks. Businesses may receive preferred seating or exclusive access to VIP areas and private events depending on the sponsorship level. Consider providing a goody bag, drink tickets, or other perks at the event.

• Product placement. Provide sponsors an opportunity to showcase their products or services at the event and offer promotional discounts or giveaways to attendees.

• Additional event exposure. Another way to provide top-level sponsors with exposure at your event is to ask them to speak or contribute a video. 

There are a few things to remember as you consider sponsorship benefits. These include costs, requirements from the sponsor (providing logos, advertisement artwork, videos etc), and the difficulty of providing the benefit. Align the benefits with each sponsorship level. The lowest sponsor levels should have minimal effort and costs while you want to roll out the red carpet (within reason) for your top-level sponsors. 

4. Create your sponsorship package

Now that you know your goal, sponsor levels, and sponsor benefits, it is time to start working on your sponsorship package. Your goal is to create a comprehensive sponsorship proposal that outlines their contribution’s impact on the community, the different contribution levels, and the benefits of sponsorship, including the exposure they will receive. The package should also provide clear, easy instructions on how they make their sponsorship commitment. 

The main parts of your sponsorship package are a letter, information about the organization, sponsor levels and benefits, and a sponsor form. 

A sponsorship letter is a formal request for financial or other support from a company or organization. Here are some key elements to include:

• Introduction. Begin the letter with a brief introduction of your cause and the event. Explain why you contacting the company or organization and why you think they would be a good fit for sponsoring your event or cause.  Personalizing this part of the letter is best, especially if someone in your network referred you.

• Purpose. Clearly state the purpose of your event or cause and the goals you hope to achieve. Explain how the sponsorship will help you reach your goals and make a difference in the community.

• Audience demographics. Provide a brief description of the audience attending the event and receiving your marketing outreach and why they are a good target market for the company. This will help sponsors understand the potential reach and impact of their sponsorship. 

• Call to action. End the letter with a clear call to action, inviting the company or organization to become a sponsor and providing information on how they can do so. Provide a deadline for sponsorship commitments and explain the next steps. 

• Contact information. Provide clear contact information for the event organizers, including name, email, and phone number. Make it easy for sponsors to reach you and ask questions.

Tailor the sponsorship letter to the event’s needs and the potential sponsor’s interests. It should be clear, concise, and persuasive and provide a compelling case for why the company or organization should support your event or cause.

Organization’s impact. You can provide the organization’s information in numerous ways.  Photos and graphics stand out more than a text-heavy page that likely won’t be read. Include your mission statement and a brief overview of your programs. It’s usually best to focus on the impact of your work and how it is improving lives. This is more meaningful to potential supporters than detailed descriptions of your programs or history. A short client story or testimonial is a compelling way to do this. 

Sponsor levels and benefits. Consider including these in a chart. This provides a clear visual to potential sponsors of what is asked of them and what they will receive in return. Make it clear that the highest sponsorship levels come with the most exposure and benefits for the company. 

The sponsorship form should include spots for the company to fill out all needed contact information and designate their level of sponsorship commitment. Also, provide details about payment options. Listing your Nonprofit Employer Identification Number (EIN) gives potential sponsors confidence that your organization is legitimate and their contribution may be tax deductible. 

Don’t want to start from scratch? Growth Capacity Services has a sponsorship template to save you time so you can start finding sponsors for your event quickly!

5. Identify potential sponsors

Next, create a list of potential sponsors and evaluate their sponsorship history and ability to contribute to your fundraising event. There are two main ways to identify potential sponsors for your event. Research companies or organizations that align with your event or cause. Look for companies that have sponsored similar events in the past and have a history of supporting community or social causes.

Personal contacts are often the best way to obtain your initial sponsors. Reach out to your personal and professional networks who are business owners or work at local companies. Also, find out if they have connections to other potential sponsors. Get your board and fundraising committee involved in this step!

6. Reach out to potential sponsors

You are ready to start reaching out to sponsors! Send your sponsorship proposal to your list of potential sponsors. Consider sending it by both mail and email. The physical copy is less likely to be overlooked, but it is usually easier to respond to an email. Follow up with a phone call or an email and ask if they have any questions. Offer to set up a time to meet or come to the organization for a tour. Remember that this is an opportunity to start building a long-term relationship. 

In addition to your potential sponsor list, there are other efforts you can make to connect with local and national businesses. 

Social media. Use social media platforms, like Facebook, Instagram, and LinkedIn, to research potential sponsors and make connections. Engage with their content and share your event or cause with them directly. You can also post sponsorship opportunities on your social media feeds to build interest. 

Check out our free social media templates for non-profits

Networking events. Attend networking events with your local Chamber of Commerce or other groups to meet potential sponsors in person. Be prepared to pitch your event or cause and explain why it would fit their brand and values well. Make sure to ask for a business card to follow up later. 

Sponsorship platforms. There are online platforms that connect event organizers with potential sponsors, such as SponsorMyEvent, Zip Sprout, or SponsorPitch. These platforms allow you to post your event or cause and receive sponsorship proposals from interested companies or organizations. There is a lot of competition on these platforms. Plus, they will take a percentage of the contribution or have fees involved. While it is an avenue worth exploring, putting all your eggs in this basket isn’t wise.

Finding sponsors requires a proactive approach and a willingness to reach out to potential partners directly. It’s essential to clearly understand the benefits you offer sponsors and craft a compelling message that will resonate with potential sponsors. Businesses can’t say yes unless you ask them! If you hear no, ask why so that you can make improvements in the future and know who to take off your list or try again with next year. Some businesses may need a longer lead time or only support specific causes. 

7. Track everything

Create a spreadsheet or database to track your corporate sponsorship outreach. This should include company contact information, efforts made to reach out to the organization, and if they said no or their level of sponsorship commitment. Also, use it to track whether you received payment and assets from the company, such as their logo, and which companies need to be included in which marketing materials.

Fundraising planner with corporate sponsor tracker

8. Fulfill benefits

Once the company has committed to being a sponsor, you have committed to delivering the expected benefits. Receiving logos, advertisement artwork, and names for their sponsor table attendees can take a lot of follow-up time. Put in place a sound system and team to help with this process. After the event, follow up with a thank you note with the event’s results and share the impact of their contribution. Consider a phone call to thank them and receive feedback about the event. This can be the key to building a long-term relationship. 

Sponsorships can be one of the greatest revenue generators of your upcoming event. It takes a plan, a persuasive sponsorship package, a tracking system, and a willingness to reach out. Establishing positive relationships with local businesses can go beyond the event, leading to additional donors, volunteers, and champions.

Growth Capacity Services would love to be a part of your process! Check out our Sponsorship Template, Fundraising Event Planner, and Done for You Sponsorship Package.