How to Get Sponsors for an Event: A Fundraiser’s Guide
Hosting a successful fundraising event requires more than a great cause—it takes resources, creativity, and the support of dedicated partners. Sponsorships can make all the difference, providing the financial backing, in-kind donations, or promotional boosts needed to elevate your event and achieve your goals. But do you know how to get sponsors for an event to support your efforts?
Whether you’re organizing a gala dinner, a charity run, or a virtual fundraiser, securing sponsorships requires a strategic approach. In this guide, we’ll walk you through practical steps to identify potential sponsors, create compelling proposals, and build lasting relationships with corporate and community partners. By the end, you’ll have the tools to transform your event into a mutually beneficial collaboration that inspires support and drives impact.
Here’s what we’ll cover:
- Understanding your event’s value
- Using your data to identify prospective sponsors
- Researching other potential companies
- Crafting an irresistible sponsorship proposal
- Making the sponsorship pitch
- Building relationships and following up
- Tracking and reporting on event outcomes
Before diving into the tangible steps you can take to secure sponsors for your next event, let’s take a look at the types of sponsorships you might be interested in.
Types of event sponsorships
Event sponsorships are not a one-size-fits-all opportunity. There are numerous ways for companies to support nonprofit events, and these include:
- Financial sponsorships — Financial sponsorships involve direct monetary contributions from sponsors to support the nonprofit’s event in exchange for recognition, branding opportunities, or other benefits. These efforts provide funds to cover event expenses like venue costs, equipment, or marketing and are typically tied to tiered sponsorship levels (e.g., Gold, Silver, Bronze) with corresponding benefits.
- In-kind sponsorships — In-kind sponsorships are non-monetary contributions of goods or services that offset the costs of hosting an event. Common donations include food, beverages, printing services, or technology, with an overarching goal of reducing operational expenses and allowing the nonprofit to allocate more event funds toward its mission.
- Media sponsorships — Media sponsorships involve partnerships with media outlets, such as newspapers, radio stations, TV channels, or online platforms, to promote the nonprofit’s event. Within this structure, sponsors provide free or discounted advertising space, editorial coverage, or airtime, helping amplify awareness and increase attendance or donations.
- Employee giving sponsorships — Employee giving sponsorships involve companies encouraging their employees to participate in fundraising efforts, often by promoting workplace giving programs or matching donations made during the event. This may include direct financial contributions, matching gifts, or team volunteerism during the event, increasing the nonprofit’s reach by tapping into the company’s workforce.
By offering a variety of sponsorship options, your organization can appeal to different types of businesses and align their interests with your event’s mission. After all, customizing these opportunities ensures a mutually beneficial partnership that drives success for both your fundraiser and your sponsors.
Understanding your event’s value
Before approaching potential sponsors, it’s crucial that you identify and articulate the unique value your event offers. Specifically, be sure you can answer the following questions:
- What sets your fundraiser apart? Why should a company sponsor your event rather than another?
- What benefits do you have to offer prospective sponsors? Consider branding opportunities, audience engagement, and alignment with the sponsor’s goals.
- Who is your target audience? What demographics will the sponsor gain access to by partnering with your event?
- How will the sponsor’s involvement be highlighted? Can you offer visibility through social media, event signage, or program materials?
- What is the potential reach of your event? How many attendees, media impressions, or online views can the sponsor expect?
- How does your nonprofit’s mission align with the sponsor’s values? What shared goals or community impacts can you emphasize?
- What tangible outcomes can you deliver? How will you measure and report the success of the sponsorship?
Sponsors are looking for partnerships that deliver measurable results, so focus on showcasing opportunities like brand exposure, community goodwill, and direct engagement with their intended audience.
After all, a clear understanding of your event’s value is the foundation for crafting compelling sponsorship pitches.
Using your data to identify prospective sponsors
Your organization’s existing data is a treasure trove for identifying potential sponsors. Start by analyzing past event records, donor databases, and community connections to uncover businesses or individuals with a history of supporting similar causes. By leveraging your data, you can create a targeted list of prospects who are most likely to get involved with your event.
For example, employee connections can be a powerful tool in securing event sponsors. Look at the employment data within your supporter base to identify individuals working for companies with corporate giving programs or sponsorship initiatives. If your supporters have strong ties to a business, they can act as advocates to introduce your nonprofit and highlight the benefits of sponsorship. This insider advantage can help your pitch gain traction and lead to meaningful partnerships being developed.
Fun fact: Double the Donation’s Top Companies report makes it easy for platform users to identify the best potential sponsors in their networks.
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Researching other potential companies
Beyond your immediate network, research businesses that align with your nonprofit’s mission and values. Pay attention to companies that are already engaged in philanthropic activities or have expressed interest in corporate social responsibility.
Explore local businesses, larger corporations, or industry leaders with a track record of supporting community events like yours. Look closely for companies whose products or services resonate with your event’s audience. After all, a thoughtful approach to researching potential sponsors ensures your pitch is relevant, increasing the likelihood of a positive response.
Not to mention, many companies (including industry leaders like Best Buy, Verizon, Cisco, Disney, and more) implement open applications for donation requests, making it easy to solicit a sponsorship opportunity.
Crafting an irresistible sponsorship proposal
Your sponsorship proposal is your chance to make a strong impression. For the best results, tailor each proposal to the specific sponsor, highlighting how the partnership will benefit their brand.
As you do so, here are a few best practices to consider:
- Include details about the event, audience demographics, sponsorship opportunities, and measurable outcomes, such as expected attendance or media reach.
- Be creative—offer customized packages that align with the sponsor’s goals, such as exclusive branding rights, product placements, or VIP experiences.
- Include visuals and mockups! Add examples of how the sponsor’s logo will appear on event materials, signage, or social media posts to demonstrate the value the partnership would bring.
A well-crafted proposal positions your nonprofit as a strategic partner—rather than just another organization asking for funds.
Making the sponsorship pitch
When it’s time to make the pitch, confidence and preparation are key. Reach out to decision-makers directly, whether through an email, a phone call, or an in-person meeting. Use the opportunity to tell a compelling story about your nonprofit’s mission, the event’s purpose, and the impact the sponsor can have. Plus, you’ll want to include an easy call to action, outlining how sponsors can commit by providing a simple contact method and a clear next step, like scheduling a follow-up meeting.
Then, be ready to address questions and offer examples of how similar sponsorships have delivered results.
Building relationships and following up
Securing sponsorships is about more than just a single event—in fact, it should be about cultivating long-term relationships. After your initial pitch, follow up promptly and provide additional information or updates as needed. For the best results, you’ll want to be responsive and open to collaboration, adjusting your proposal to meet the partner’s needs. You can even suggest ongoing sponsorship opportunities beyond the event, such as annual campaigns or recurring programs.
Even if a potential sponsor declines, maintaining a positive relationship can lead to future opportunities. Therefore, it’s important to show appreciation for their time and interest, regardless of the outcome of your request.
Tracking and reporting on event outcomes
Once your event concludes, track its performance and share results with your sponsors. This step demonstrates the value of their investment and strengthens your partnership for future events.
Provide a detailed report with metrics such as…
- Attendance numbers
- Media coverage
- Audience engagement
- Total funds raised
- Mission impact made possible
- And more!
Remember to include photos, testimonials, and any branding exposure the sponsor received. By delivering thorough and transparent reporting, you show your nonprofit’s professionalism and commitment to mutual success.
Next steps & additional resources
Securing sponsors for your fundraising event is both an art and a science. By researching prospects, tailoring your outreach, and showcasing the value of a partnership, you can create meaningful connections that go beyond a single event. Remember, sponsorships aren’t just about funding—they’re about building relationships that can sustain your mission long into the future.
As you implement the strategies outlined in this guide, keep the focus on aligning your organization’s goals with your sponsors’ values. With preparation, persistence, and a clear vision, you’ll position your event as an opportunity sponsors can’t afford to miss. Together, you’ll create a memorable event that furthers your cause and strengthens your network of support.
Good luck!
Ready to learn more about corporate giving opportunities to benefit your cause? Check out these additional resources:
- Corporate Sponsors: 65+ Companies That Donate to Nonprofits. Get a headstart on your sponsorship outreach with this list of companies known for charitable giving.
- How to Identify Corporate Partnerships [With Double the Donation]. Find out how your matching gift software can help uncover the best opportunities for corporate partnerships here.
- The Complete Guide to Developing a Workplace Giving Plan. Workplace giving can supercharge your next event! Uncover the best tips and tricks to make the most of workplace giving sponsorships and more.
