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A letter asking for sponsorship

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A letter asking for sponsorship
April 22, 2019 Wedding Anniversary Wishes 4 comments

CATEGORY PLATINUM (Maximum of 1 Sponsor) Sponsorship amount: Rs. In that meeting, do ask them how long it generally takes them to make a decision.

You know how you go to all those fancy conferences, and they have boatloads of company logos on all their printed pieces, or you see posts like "Thanks to CRAZY COOL COMPANY for being our awesome sponsor!" and you think:

How the heck do small fry events like this one get people to give them money to put on an event?

I know, I get it. Asking for sponsorship can be nerve wracking at best, and terrifying at worst, and a lot of it is because we believe that trading hard-earned money in exchange for promotion is icky (or something similar).

The reality is that, most companies are too busy to do the hard work it takes to gather a group of people together, and then they're WAY too busy to deliver the event. They want to partner with someone else who will do a lot of the hard work, and then reap the rewards.

But, sometimes, event organizers don't know what the rewards actually are for company sponsors.

In today's post, we're going to get into the minds of sponsors and hopefully make it a little easier for you to ask for sponsorship for your next event.

1. Start with sponsors with whom you already have a relationship.

Asking for money is tough, so to soften your nerves a little bit, I recommend reaching out to people you may already know. Take them out for coffee or lunch, then tell them a little bit about your idea. A lot of times, passion is a great way to help sell people, and sponsors who love the idea of doing a collaborative event will get on board if they hear how excited you are.

If in-person is too tough, try email! I've had lots of luck asking for sponsorship over email, especially when the ask is in-kind or a smaller sponsorship.

I don't recommend asking for sponsorship dollars over email, since you want people to get excited about your mission, and that's best communicated over the phone or in person.

2. Set up packages for a variety of levels -- but not too many.

One of the things that we as event organizers think sponsors want is LOTS of choices. The reality is, they don't, and as an organizer, you don't want to have to deliver on all those promises. Usually, having one very high level sponsorship available is standard, as well as 3 mid level sponsorships, and maybe 3 smaller sponsorships is a good amount. If you have more help, you can do more sponsorship packages, but the reality is, sponsors often get overwhelmed with the choice of too many packages. Keep it simple.

Standard packages include: name and logo on marketing materials, verbal thank you during the event, a ticket or five to the event, and opportunities to make mini-presentations throughout the event (usually only reserved for very high-level sponsors).

For the most part, if your event is aligned with a sponsor's goals, they're going to want to be in the room at the event, and speak to the crowd at the event. Know that those two things are very coveted, so be sure to price them accordingly within your sponsorship levels.

3. It's okay to solicit sponsors after you launch -- especially if your event is new.

A lot of times, new events have a certain amount of intrigue to them...sponsors are curious if you can back up your claims, and they're always looking to get in the door on new, exciting initiatives that have legs.

However, it can be a chicken-and-the-egg scenario. Sponsors won't commit early because they want to know that you can sell the tickets. If you don't have sponsors, people may not view your event as legitimate, and you also may not know how to price tickets.

The best advice I have here is to not count on any sponsorship dollars in your first year, and try to price your tickets accordingly. The second best advice I have is to start soliciting sponsors early enough where you can possibly get one or two on board before launching your ticket sales. Usually, sponsors will want to know who else is sponsoring, and if you can get a few sponsors on board in the beginning, you'll have luck with other sponsors who also want to buy in.

Additionally, sometimes sponsors wait until ticket sales are ROLLING in before they commit. That's fine too, just be sure that you ride high on the momentum and announce when you sell tickets to help build excitement around your event and to make it desirable for sponsors to participate.

Want to know what exactly I say to my sponsors when I email them? Click below to get a PDF of the exact sample letter I use.

Send out a letter to a company requesting for sponsorship for a fundraising event by downloading and editing this sponsorship letter format template.

45+ Sponsorship Letter Templates – Word, PDF,Google Docs

a letter asking for sponsorship

Fundraising events raise a lot of money in a short amount of time, but they can also be quite expensive to host.

Securing sponsorships is a great opportunity to offset expenses while giving companies the chance to promote their brand at your event.

In a recent post, we looked at the importance of acquiring event sponsors, how to set sponsorship levels, ideas for publicity rewards and tips to find like-minded potential sponsors.

Today we will go over the nuts and bolts of your nonprofit's most important tool in sponsorship acquisition: the request letter!

Check out 10 easy steps to craft a concise, enthusiastic and effective sponsorship proposal letter.

Best of all, the letter doesn't need to take a ton of time. To assist, we are proud to unveil our latest free resource: a Sponsorship Kit! Click below to download the Kit with sample letters, forms and easy-to-customize templates that simplify the process from start to finish.

Sponsorship Proposal Letters:

Definitely include...

1. Information on your event and organization.

Event: Include the name and date of the event and invite recipients to attend, regardless of whether or not they choose to become a sponsor. Also include key metrics to help them understand the size and scope of your event, such as your fundraising goal, the expected audience size and demographics.

Organization: If your nonprofit doesn't have one already at hand, prepare a one-page fact sheet, brochure or pamphlet to include with each letter. Consider outlining your history, mission and vision, key statistics, awards or accolades you've received and goals for the upcoming year.

2. Sponsor opportunities and rewards.

As discussed in the previous post, corporate sponsorship is a form of advertising that elevates and promotes their brand. While it's important to explain your nonprofit's mission, keep the focus on how sponsors will benefit. This isn’t simply a donation—your event is a marketing opportunity they can't afford to pass up.

First, using bullet points, clearly delineate the names and cost of all sponsorship opportunities available. Along with the typical reward tiers, consider including the opportunity to underwrite some costs of your event, like no-risk travel packages in your auction, printing costs for the auction catalog, catering and booking the venue.

Next, outline all the promotional rewards sponsors will receive according to sponsorship level. Describe the promotion materials on which their logo and name would be included (like programs, catalogs, flyers and signage), and quantify how many of those you expect to distribute before, during and after the event. Keep each reward tier distinct, to incentivize companies to level up.

Companies are frequently inundated with sponsorship requests, so try and distinguish your event from other fundraisers if possible. For example, point out if there's a reason a particular company would be a good match for your event (think: a running club sponsoring a 5K).

You can also mention tax benefits from a sponsorship, then direct them to their accountant or CPA with any questions.

3. A personalized salutation.

Think of your letter as a time-saving substitute for the ideal face-to-face sponsorship ask. You'll want to recreate as personal of a feeling in the letter as you can.

Avoid addressing "to whom it may concern," and instead call the company or conduct online research to find the proper contact person. Local branches of major corporations, like banks and department stores, will have someone designated to evaluate all sponsorship proposals; for smaller companies, most likely the appropriate contact will be the head of the HR department or even the CEO.

While researching, try to find out whether or not the organization has a charitable giving policy which you can reference in your letter.

4. Your event and organization logos.

Print each letter on nice letterhead to make your organization look credible. Similarly, design and include an event logo, making the event appear polished and professional. This mailing is their first impression of not only your nonprofit but the kind of graphic design style and quality they can expect from your marketing materials, so sophistication is key.

5. A specific, bolded ask.

Establish as soon as possible the point of your correspondence ("We would like to invite Your Company to become a sponsor for this year's event.") Bold and/or underline one clear call-to-action.

6. The deadline for sponsorship submission.

Remind potential sponsors that the earlier they submit, the more media impressions they will receive from your social media and website. The deadline is especially important for time-sensitive rewards like print advertising and TV spots.

7. How to submit a sponsorship.

Local companies and small businessowners are extremely busy people. Make it as easy as possible to sponsor your event. Include contact information (phone and email) at both your return address on top and signature on bottom, plus methods of payment (e.g. via enclosed check or credit card).

Try to include...

8. A personal story or anecdote

If you have space in your letter, tug at the reader's heartstrings with a quick, heartfelt anecdote related to your cause. Tell a story of one person whose life has been changed by your programs, or how the community is better because of the funds raised from last year's event.

9. A picture

This story will pack even more of a punch when accompanied by a related picture, which gives your organization credibility and dimension.

10. A self-addressed, stamped envelope

Every additional step the potential sponsor must take to submit their registration is another point at which they might get distracted, change their mind or forget. Including an envelope makes the registration process that much smoother—and the cost of any one stamp could turn into thousands of dollars in sponsorships!

General Tips

  • Keep your letter to one page, then include additional inserts as needed for details on your organization and/or publicity rewards. Concentrate the one-page letter on the exposure the company will receive, not how the donation will help you.
  • Structure the letter in standard business letter format.
  • Upload sponsorship opportunities online so you can easily link to them in emails and on the website.
  • Personalize our templates in the Sponsorship Kit!

As you can see, there are many different moving parts to writing simple but effective sponsorship letters. Thankfully the process is a breeze with the help of our Sponsorship Kit. As promised, here's a link to request your free copy.

Fill out the form and immediately get access to 100%-customizable request letter templates, 3 versions of a sponsorship form (sponsors can either write in or select their desired sponsorship level), an example sponsorship letter and sample reward tiers, plus a thank you letter template. Click below to get the Sponsorship Kit today.

The final pieces of the sponsorship process: tracking sponsors, following up with proposals and ensuring a positive experience that keeps supporters returning year after year. Stay tuned to Winspire News for more in an upcoming post. (If you haven't already, subscribe today and never miss a post.)

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a letter asking for sponsorship

  1. 1

    Write a good intro. In the opening paragraph of the letter, you should immediately introduce yourself or your company and your cause – specifically. Don't beat around the bush. People need to be hooked right out of the gate.
    • Don't assume people know who you are or what your organization does. Explain those things, clearly. Begin with a description of the company (if it's a corporate letter) or yourself (if it's for personal sponsorship). For example, such-and-such firm is a nonprofit organization committed to rehabilitation... etc.
    • Highlighting a few accomplishments right away will make it clear why it's not a risk to give you sponsorship. Make it very clear how the money will be specifically used.
    • In the second paragraph or first, you need to make the direct request for sponsorship and explain why you are seeking it.
  2. 2

    Outline the benefits. In order to give you sponsorship, a company or person needs to be convinced they will benefit from doing so. So in the middle paragraphs of the letter, clearly communicate the benefits – not to you, but to them.
    • If the sponsors will get good publicity out of the sponsorship, for example, explain how. Be very specific: Will the event be televised? How many people will be attending? Will there be VIPS? If other prominent companies or their competitors are sponsoring your event, you might want to mention that.
    • Give the sponsors options. They will like the fact they have different choices to match their individual needs or budgets.
  3. 3

    Convince with supporting evidence. This means including a few numbers – audience size, for example, or demographics of those they will reach.
    • Also don't forget to thread in an element of emotional appeal - a personal story of someone who will be helped, for example, if said briefly (in a sentence or two) can be very moving.
    • Explain how you will give the sponsors recognition for their sponsorship. Perhaps they can have free booth space at your event in exchange for sponsorship. [7]
    • Provide the essential details of the sponsorship deal that they will need to make their decision. Don't forget to include contact information. You might want to also include a self-addressed, stamped envelope to make it easier for them to respond. Don't forget to include the date you need a response by.
    • Ask the sponsors how they prefer to be recognized. For example, how do they want their name to appear and do they want to be recognized? Offer possibilities but never assume. Ask.
  4. 4

    Communicate background about the event. You should provide some concrete details in the letter to back up your organization or event.
    • For example, if you're writing a letter for a charity, you should explain the background of the charity, such as when it was founded, who runs it, who it serves, and any awards or accomplishments it's received.
    • Show don't tell. Don't just tell us the group or event are good or worthy. Convince us through showing details – evidence that backs up why or how the event or group are good or worthy. Evidence is more persuasive than superlatives, generally.
  5. 5

    Follow up personally. Just sending off a letter to a company is not the most personal way to develop a connection. Although a sponsorship letter is a good idea, follow up in a more personal manner.
    • You could call or stop by if you don't get a response in 10 days. Remember though that many CEOS especially will be very busy and could be annoyed. So you might want to schedule an appointment or call first.
    • Make sure that you convey excitement about your project. Avoid anything negative. You don't want to sound like you're begging or trying to put a guilt trip on them about donating..
    • If the answer is “maybe,” don't feel bad about following up. Just don't do it immediately or too much or you might become annoying.
    • Never be presumptuous. Don't assume they will give you a meeting or sponsorship. Simply thank them for their consideration. [8]
    • Don't forget to send a thank you note if you get a sponsorship.
  6. 6

    Proofread. You can sabotage your chances for sponsorship if you don't proofread your letter. Letters riddled with spelling or grammar errors don't seem professional. And why would someone want their name attached to an unprofessional event?
    • Check punctuation. Many people don't know how to use commas or apostrophes properly. The little things matter here.
    • Print out a copy of your letter, set it down, and read the hard copy in a few hours. Sometimes the eye gets so wedded to online content that it can be easier to miss typos if you're reading it online.
    • Make sure you send it with proper postage in a professional business looking envelope.
  7. 7

    Here is an example:

Your Letterhead (if applicable)

Date:____

Address: _________ _________________ _________________

Dear Mr. / Ms. / Mrs. _______

Recently, I was invited to compete in Miss USA State Preliminary Competition. While at the State Preliminary Pageant, I will have the opportunity to be chosen as the state's representative to the Miss USA National Pageants.

I would be grateful if you helped in sponsoring me in Miss Colorado USA for my chance to win. More than 20-50 women will be competing with me. This event will be televised regionally with an anticipated audience of 2 to 300,000 and all my sponsors will be named in the pageant and on future productions website.

The amount a sponsor may contribute is flexible. You could assist me through one of the options listed below.

$____ – Your name, description, and logo

$____ – Your name and description

$____ – Your name and logo

$____ – Your name

If you are interested in sponsoring me, please get back to me at ___________________. Thank you very much for your time.


Sincerely,

Signed Name

Typed Name

for sponsorships? Check out our sports sponsorship letter for teams! This year, we are asking for [$] in exchange for the following: Your logo on [Type of.

How to Write a Letter Requesting Sponsorship

a letter asking for sponsorship

Sponsorship Letter Examples

Sponsorship letters are written to potential people or organizations who are likely to provide funds for an event or some other activity. The basic aim is to convey to the sponsor(s) how their contribution will prove beneficial, not only for you, but to them as well. This article will give you some important tips on how to write such a sponsorship letter, along with some examples of the same.
People who organize events for a purpose are always in need of sponsors who can fund their events. Sponsorships are sought not only by non-profitable organizations, but also by certain business organizations or companies who are not able to cover the entire expenses needed for an event/cause. In such cases, they request other companies or people to support them by funding their event. Sometimes, people need a sponsorship to take part in an educational or sports event if they do not have enough financial resources.

As receiving a sponsorship is crucial for the success of a particular event, it is important to know the correct way of writing these letters. Writing these letters casually, without paying attention to details and requirements of both yourself and the sponsor may lead to detrimental results. Ensure that your language is polite yet confident. Highlight how this event/sponsorship will benefit you and the sponsors as well. For example, if you are organizing an awareness campaign for breast cancer, you may write letters to medical organizations for their support, in exchange of which they will get an opportunity to advertise their organization, put up their banners, and invite new clients. Tax savings is an additional advantage, depending upon the nature of sponsorship.

Letter Writing Tips

These letters can be of two kinds: (i) One is when you are writing to a business organization; and (ii) The other is when you are writing to a friend or relative. In case of the former, it is best to stick to a formal tone, while with the latter, you can have a slightly personal approach. You have to begin the letter by introducing yourself and on whose behalf you are writing the letter. Tell them about the purpose of your letter and some details about the event that you need the sponsorship for. Continue the letter by requesting them to sponsor your group or cause. You also have to mention how you are going to thank the organization, for example, through activities such as, putting up banners, inviting them to the event, giving a speech, etc. The following examples will help you understand the format as well as the guidelines that you have to keep in mind while writing these letters.

Sponsorship Letter Template and Samples

You need to write this letter in a formal manner; therefore, the format is quite like that of a formal letter. Take a look at the following template to understand the way a sponsorship letter should be written and the elements it should include. This template can be used as a guideline to write the letter.


(Date)
(Sponsor Name)
(Address)
(City), (State, Zip)

Dear (Name of the person),

Here you need to introduce yourself and/or your company/organization. You may also write about the accomplishments of yourself or the organization, which may prove to be helpful in convincing the sponsor(s) about granting the funds for the cause/event.

In this paragraph, you need to request for the sponsorship, and mention the event or the reason for which you are requesting for a sponsorship.

Over here, you will need to tell your potential sponsor(s) how their company will benefit from sponsoring you, and what all you plan to do so that the sponsors get the most publicity.

Here, you are required to include basic details of the sponsorship deal, and also request that the potential sponsor fill out the necessary form and details.

Lastly, you need to thank the person/company that your letter is addressed to.

Respectfully,
(Signature)
(Your name)
(Position in the organization)

Here are a few letter samples that you can refer to, in order to get a clear perspective regarding the necessities in writing a letter to fund your cause.


August 17, 2013
Ms. Samantha Rogers
ABC Private Limited
234, S. Marina Street
New York, SA 48294

Dear Ms. Rogers,

My name is Margaret Williams, and I am doing my Masters in Cultural Studies from the Southwest University. There is a cultural meet to be held in London by the Cultural Roots Society, and I have been selected to take part in this meet by the organization. During this one-month program, I will have the opportunity to meet students from different cultures and interact with experts in this subject.

An examination followed by an interview was held by the Cultural Roots Society, a month ago. Among the hundred students who attended this interview from my state, I was the privileged one to be selected. I see this as a lifetime opportunity where I will get an exposure to different cultures, which will surely benefit me.

This cultural meet will be held in the month of March 2014, and I would really appreciate if your organization can help me by sponsoring my tuition fees, which comes to around USD 30,000, including all other expenses. I am requesting potential sponsors to help me in my goal. After my return from the cultural meet in April, I am planning to hold a small event to thank my sponsors and share my experiences with them.

A contribution form has been enclosed along with the letter. If you want more information, you are free to contact me at my residence on 856-453-239. Your sponsorship and support would help me in my attempt. Thank you for your support in advance.

Sincerely Yours,
(Signature)
Margaret Williams
Student


August 17, 2013
Ms. Sally Brown
XYZ Private Limited
234, South Street
New York, SA 48294

Dear Ms. Brown,

It is with great pleasure that I offer your organization a great opportunity to become a valuable sponsor of the "Corporate Championship", which will be held in February 2014. We have been organizing this championship for the last three years in our city.

Most of the corporate firms are the members of this program, and every organization has contributed its financial assistance to the success of the Corporate Championship. This event has helped to create a friendly atmosphere among all the organizations, and the employers are now helping each other in times of crisis.

We are happy to see that you have had a continuous participation in this program for the past two years. We truly believe that you will provide your valuable support to this program this year as well. As a valuable sponsor, your company banner will be showcased during the event. You can also suggest your company logo for the advertisement of this program.

The details of the total amount necessary for the program and contribution expected from each company are given in the enclosed document. We appreciate you considering our proposal for sponsorship. Please feel free to call us for more information about the program.

Sincerely Yours,
(Signature)
William White
Marketing Head


August 17, 2013
Mr. Noah Hamilton
ABCD Medical Institution
234, North Street
New York, SA 48294

Dear Mr. Hamilton,

Our NGO―Believers in Miracles―is organizing a campaign for breast cancer awareness on November 25, 2013. We are a small organization with great hopes to make our world free from cancer.

This campaign is designed to promote awareness among the people of this city. We wish to invite guest speakers from esteemed medical institutions in the country and also publish around 25,000 booklets consisting of the current statistics on breast cancer, and also explaining how it can be prevented.

We request you to come forward and contribute not only in terms of monetary funds, but also by helping us publish the awareness booklets. We would be grateful if you sponsor us in this noble cause. It would be an honor to be associated with a reputed Cancer Research Institution, such as ABCD.

A contribution form has been enclosed along with the letter. If you want more information, you are free to contact me on 856-453-239. Your sponsorship and support would help us immensely in our noble attempt. Thank you for your support in advance.

Sincerely Yours,
(Signature)
Betty Jones
Manager, Believers in Miracles

*A contribution form is enclosed in these letters, which enables the sponsor(s) to fill in their details (name, address, contact details), and gives necessary details to the sponsor(s) regarding the acceptable denominations of the amount contributed, the name in whose favor the check or DD needs to be drafted, the mailing address, Tax ID, and so on.

Once you have written the letter, proofread for spelling and grammatical errors, and type it out thereafter. You can either post the letter, or send it through an e-mail. Whether you are writing the sponsorship letter to a business organization or to one of your relatives, make sure that the tone you use for writing is gracious and polite. All the best.
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a letter asking for sponsorship
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