If your event is athletic in nature, consider Nike, Adidas, Livestrong, and other sports-related organizations as possibilities. If you’re holding a music event or concert, consider local radio stations, music publications, and other ventures that have similar interests. If you’re holding a food event, consider Gourmet magazine, the Food Network, and other big food conglomerates. Aim high.
For this reason, more localized businesses are often a safer bet than larger corporations like Nike. While Nike’s certainly got the coin to throw around, they’re also probably getting several hundred sponsorship requests in a given week. The local radio station or sporting goods store? Probably much less. And if your customer base overlaps, that’s potential earned income for them. Consider leveraging potential sponsors against one another. If one sporting goods store from the West side of town has already pledged at a certain level, mention that to the sporting goods store on the East side of town. They’ll get the hint.
Your executive summary is your one chance to get the potential sponsor to continue reading, so don’t write a cookie-cutter form letter. Write an individualized note to make the potential sponsor feel like you really took the time to learn about them and their company. This will also demonstrate to the potential sponsor that you will hold up your sponsorship promises throughout the partnership. Remember to thank the sponsor for considering your offer. Use a friendly and professional working tone in your letter, illustrating your level of seriousness and professionalism.
Explain what’s in it for the sponsor. Entice the potential sponsors by using your knowledge of their business model, audience, and goals, explaining how their sponsorship will benefit them. You might include arguments about press coverage and other promotional opportunities.
Make sure that the sponsor has a specific task to fulfill in order to move the process forward. Keep the ball in their court. The easier it is for them to complete the task you’re requesting, the more likely it is that they’ll say yes.
