Event organizers face a double whammy: convincing companies their event aligns with marketing goals AND standing out from the hundreds (or even thousands) of sponsorship letters these companies receive yearly.
In this competitive landscape, learning how to write a sponsorship request letter that’s appealing and offers value can make all the difference. The structure, content, and tone matter – in other words, what you say and how you say it.
In this blog, we’ll teach you how to write a sponsorship request letter with clear and concise information that demonstrates professionalism, respects the sponsor’s time, and persuades them to support your event.
Level Up Your Sponsorships: Plan Before You Pitch
Planning before writing your sponsorship request letter ensures targeted communication, tailored value propositions, and efficient outreach.
How to Find Sponsors for Your Event
The right sponsors can elevate your event from good to great. Here’s how to find them:
Reach Out to Past Sponsors
Past sponsors are already familiar with your event’s value. Building on this existing relationship makes them more receptive to future partnerships than reaching out to new sponsors.
Research Similar Events
Identify companies that have already shown interest in your type of marketing. You can convince new sponsors to support your event with the right incentives, especially since your audience likely aligns with their target demographic.
Offer Meaningful Incentives
Many events vie for the same sponsorship dollars. By offering attractive incentives, you can stand out from the crowd and entice sponsors to choose your event.
Write a Compelling Sponsorship Request Letter
Highlight what makes your event memorable. Include your company story, what you do, and your target market demographics – all to demonstrate a strong fit with the potential sponsor.
How to Know if a Sponsor is a Good Fit
A company might have an excellent reputation, but that doesn’t mean they’re the best sponsor for your event. Great sponsors have these qualities:
They Understand the Value of Event-based Marketing
In addition to visibility and awareness, they know events will put them in direct contact with prospects and current customers, so they’re prepared to derive the most ROI from these interactions.
Their Audience Matches Your Demographics
A sponsorship’s contribution should enhance the experience and not feel like an unnecessary intrusion. The sponsor’s products or services must be relevant and valuable to your target audience.
Their Presence is Beneficial
The most suitable sponsors enhance your event with financial backing, product demos, or attendee connections. It’s all about mutual benefits for you and them.
They Have Realistic Expectations
Their budget should align with your sponsorship tiers. Clear financial expectations from the get-go prevent misunderstandings or disappointments, paving the way for a smooth partnership.
What to Include in a Winning Sponsorship Request Letter
Event marketing produces 300-500% ROI for nearly half of sponsors. But with that kind of return, how do you get them to choose yours? The answer: Know how to write a sponsorship request letter.
Introduce Your Event
The opening of your sponsorship letter must grab your sponsor’s attention and convince them that your event is the perfect platform for your brand.
So, how do you make your first impression count?
1. Briefly Introduce Yourself and Your Organization
Start with the basics. Introduce yourself and your organization. Mention your mission and relevant experience in hosting events to establish your credibility and prove you’re a reliable partner. Keep this brief and concise. They don’t necessarily need to know your entire career history.
2. Seamlessly Transition to Your Event
Next, shift focus to your event and spark their interest. Introduce its name and theme and highlight its purpose and significance. For instance, is it a sustainability conference, an outdoor sports expo, or a wedding expo?
3. Showcase Your Target Audience
Help the sponsor visualize the potential reach they’ll gain from your event. Describe your target audience. Who are you trying to attract? Mention their demographics, interests, and any specific industry relevance. These details allows the sponsor to assess if your audience aligns with their target market.
Highlight Your Value Proposition
After introducing your event, you need a deal-closer: your value proposition. This part of your letter is where you convince sponsors your event will benefit their bottom line.
1. Focus on Sponsor Benefits
Don’t just mention generic features like “logo placement” or “booth space.” You have to translate these perks into tangible benefits. For example, “logo placement at the event entrance and on our event website puts your brand in front of [estimated number] of potential customers.
2. Target Audience Alignment
Go into detail about the event’s target audience. What are its demographics, interests, and age? How many sub-groups are there? The point is to convince the sponsor that you and their target audience align
3. Lead Generation Opportunities
Highlight opportunities for sponsors to generate qualified leads. Will they have dedicated networking time? Do you provide lead capture forms via an app? Can they give workshops or sell products?
Important tip: Event organizers often write request letters that are too general. Remember, your sponsors need to quantify their spending. Numbers add power to your words.
Always include estimated attendance figures, online viewership for virtual events, or social media reach if possible. Quantifiable metrics showcase a sizeable audience with lead opportunities for sponsors to tap into.
Explain Sponsorship Package Options
Now that potential sponsors understand your event’s value, it’s time to present them with tempting sponsorship packages.
Having a range of packages caters to a broader pool of potential partners. Smaller companies may only have the budget for a basic package, while larger enterprises might want a premium package with extensive branding opportunities and lead-generation tools.
Also, bear in mind that a small sponsor might grow to become a larger one as the company expands. That’s why offering different price points is always a good idea.
Plus, sponsors have different needs. Some may prioritize brand awareness, while others seek lead generation. Structuring your packages with varying levels of exposure and benefits allows you to cater to different goals.
Most events have at least three sponsorship tiers (Bronze, Silver, and Gold), although there’s no one-size-fits-all arrangement. No matter how yours is structured, be careful not to just list features—explain their value.
For example, Gold Tier provides exclusive live demo sessions in the workshop area with 200 audience members.
End With a Call to Action
A solid call to action (CTA) compels the recipient to take the next step and initiate a conversation. Without it, your letter might be discarded.
There are several options to write a CTA, depending on preference:
- Website Visit: Direct them to a dedicated page on your website with a sponsorship proposal outlining specific benefits for each package.
- Meeting Request: Suggest scheduling a meeting to discuss their needs and tailor a sponsorship package to their goals.
- Expression of Interest: Invite them to express their interest via email or phone. This opens the door for further communication and allows them to ask questions.
For maximum impact, consider combining these options. For example, you could say, “Visit our website for a detailed proposal and schedule a meeting to discuss a customized package.”
Just remember to make it easy for sponsors to contact you. If you don’t have a link that directs them to your website, include your email address, phone number, and website address.
Lastly, express your enthusiasm for partnering with them. This adds a personalized touch and makes your request feel less transactional.
Additional Sponsorship Letter Tips
Here are some bonus tips to elevate your sponsorship letters and improve your chances of securing lucrative partnerships.
Personalization
A generic letter addressed to “Dear Sir or Madam” sounds copy-and-paste. Instead, personalize your letter by addressing the recipient by name and mentioning their company’s specific interests. This demonstrates genuine effort and increases engagement.
Keep it Concise & Visually Appealing
No one wants to slog through a text-heavy document. Aim for a letter length of one to two pages, maximizing white space and using bullet points for easy readability. Consider a visually appealing layout with your organization’s logo and event branding elements to create a professional impression.
Showcase Past Successes
Let past sponsorships be your cheerleaders! Briefly mention past successes with brand logos or testimonials from previous sponsors. Social proof demonstrates your value and builds trust with potential partners.
Follow-Up
Don’t leave your fate hanging after sending your letter. A well-timed follow-up email or phone call demonstrates your proactiveness and keeps your event top-of-mind. Remember to be polite and avoid being pushy.
Proofread, Proofread, Proofread!
A wonderful letter filled with grammar errors is careless and unprofessional. Proofread your letter meticulously before sending it out. Consider having a colleague or a professional copy editor review it so there are no spelling errors.
Final Thoughts: Turn Sponsorship into a Partnership
A well-crafted sponsorship proposal is a powerful tool for securing event sponsors. But knowing how to write a sponsorship request letter is just one part of the process. Consider leveraging the latest event technology to impress sponsors and offer them enhanced in-person and digital exposure.
Whova goes beyond sponsor management. Our comprehensive event management platform streamlines the entire process, from selling sponsorships and collecting payments to promoting partners through a user-friendly mobile event app.
With over 50,000 events successfully managed in the past decade, Whova is a trusted choice for event organizers of all sizes. Contact us today to request demo.