Sponsorship Strategies: How to Attract & Retain Event Sponsors
Nonprofit Event Sponsorship 101: Building Lasting Partnerships with Sponsors
Event sponsorships are a vital revenue stream for social purpose organizations, but securing and sustaining meaningful sponsorships requires more than just sending cold emails. Successful sponsorships are about relationship-building, understanding sponsor needs, and creating compelling value propositions.
In this session, 10 Things Social Purpose Organizations Need to Know About Event Sponsorship, Mariah Monique, a sponsorship strategy educator and consultant, shared expert insights on securing sponsorships, engaging corporate partners, and navigating the evolving sponsorship landscape.
This recap includes key takeaways and an expanded Q&A section covering audience-submitted questions on everything from pricing sponsorship packages to stewarding long-term sponsor relationships.
Top Takeaways
1. Sponsorships are about partnerships, not transactions
Sponsorships are not donations. Companies expect value in return for their investment, whether that’s brand awareness, customer engagement, or mission alignment. Instead of a one-time transaction, approach sponsorships as mutually beneficial partnerships that can grow over time.
2. Sponsors care about audience, impact, and engagement
Companies choose sponsorships based on three key factors:
Audience fit – Does your audience align with their target customers?
Mission alignment – Does your work complement their corporate values and CSR (corporate social responsibility) initiatives?
Engagement potential – How will their brand be integrated into the event experience?
3. Research sponsors before reaching out
Before sending a sponsorship request, learn about their past sponsorships, corporate mission, and business priorities. Many companies publish annual reports or corporate social responsibility (CSR) statements that highlight their sponsorship focus.
4. Your sponsorship pitch needs to be clear and specific
A strong sponsorship pitch should:
Clearly outline what the sponsor will get in return
Include data on your event’s reach and audience demographics
Offer tiered sponsorship levels with different benefits
Avoid vague requests—be specific about the value exchange
5. Sponsorship packages should go beyond logo placement
While brand visibility is important, many sponsors want more engaging opportunities than just putting their logo on a banner. Offer options like:
Interactive brand activations (sponsor-hosted experiences or giveaways)
Speaking opportunities (keynote introductions, panel spots)
Exclusive networking sessions for sponsors and VIP attendees
6. Start your sponsorship outreach at least 6-9 months in advance
Companies plan their sponsorship budgets far in advance. If you wait until three months before your event, you may miss out. Early outreach allows time for discussions, approvals, and relationship-building.
7. Data is your best friend
Sponsors need to see the ROI (return on investment). Include data like:
Audience demographics (age, location, interests)
Event attendance numbers
Social media reach and engagement rates
Past sponsor success stories
8. Long-term sponsorships are more valuable than one-offs
Rather than focusing on securing a sponsor for just one event, work towards multi-year partnerships. This saves time on renewal efforts and provides financial stability for your organization.
9. Sponsorships require stewardship
The relationship doesn’t end when the event does. After the event:
Send a sponsorship report summarizing their brand exposure and engagement
Share testimonials and key event metrics
Send a thank-you note and set up a post-event debrief to discuss future opportunities
10. Take action now
Mariah recommended taking immediate steps within the next 30 days to refine your sponsorship approach, such as:
Updating your sponsorship deck with fresh audience data
Researching potential sponsors aligned with your mission
Making at least five outreach attempts per week
Strengthening your post-event sponsorship reporting process
Your Questions, Answered.
What are the best practices when reaching out to potential sponsors?
Start by building a relationship before making an ask. Follow their company updates, engage with them on LinkedIn, and connect through mutual contacts. When you do reach out, be clear about what’s in it for them and keep your pitch short and compelling.
How do we approach local businesses versus larger corporate sponsors?
Local businesses often have smaller sponsorship budgets but may be more willing to invest in community-based partnerships. Large corporate sponsors may have bigger budgets but require more lead time and structured proposals. It helps to have different sponsorship packages suited for each type.
Is it possible to get sponsorships for a conference with 300-500 attendees from a variety of professions?
Even if your audience is diverse, focus on common themes that unite them. Sponsors care about audience engagement, not just profession categories. Highlight how your event brings people together around a shared interest, cause, or goal.
How many sponsorships should we pursue each year?
This depends on your capacity to manage relationships and deliver value. Quality is better than quantity—it’s better to secure five high-value, long-term sponsors than 20 small, one-time sponsors that require constant replacement.
What do sponsors expect in return for their investment?
Sponsors want brand exposure, engagement, and alignment with their values. Some seek ROI in the form of leads, sales, or brand affinity. Others want to support causes that reflect their corporate values. Always ask sponsors about their goals and expectations before finalizing a deal.
How do we balance short-term and long-term sponsorships?
Offer different tiers of sponsorship. Some sponsors might want a one-time sponsorship to test the waters, while others are open to multi-year partnerships. Keep communication open and show measurable results to convert short-term sponsors into long-term partners.
How do we put together a sponsorship package?
A sponsorship package should include:
Event details and audience data
Sponsorship tiers and benefits
Pricing
A clear value proposition (why sponsoring your event is a good investment)
How can we best support volunteers in making sponsorship asks?
Provide volunteers with scripts, templates, and data so they feel confident approaching potential sponsors. Consider creating a sponsorship committee within your organization to lead outreach efforts.
How do we keep sponsors engaged after the event?
Send a thank-you email and sponsorship report
Highlight their contribution on social media
Check in with them a few months later to discuss future opportunities
Invite them to exclusive networking events or VIP meet-ups
Are there tools for tracking sponsorship outreach and progress?
Some free or low-cost tools include:
Airtable – for organizing sponsor contacts and outreach status
Trello or Asana – for managing sponsorship tasks
HubSpot CRM – for tracking sponsor conversations and follow-ups
How can we expand our sponsorship base?
Attend industry networking events and connect with corporate decision-makers
Look at sponsors from similar nonprofit events and reach out
Leverage warm introductions from existing sponsors, board members, and partners
Resources from the session
The Sponsorship Catalyst is Mariah’s consulting and training services
The Good Growth Company membership gives you access to past session recordings and nonprofit training
What’s next?
Sponsorship success doesn’t happen overnight, but with the right strategy, relationship-building, and storytelling, your organization can secure long-term, impactful sponsorships.
