How to Find Event Sponsors

Procuring Event Sponsors: Hello, there! This is Jana Hennemann with We&Co, and today we’re diving into a pain point some huddles have had in the past – finding sponsors for their open houses or events.

Why is this important? Because, it elevates YOUR event to the next level!

Believe it or not, it isn’t that difficult to find financial sponsors for your soirees. Especially considering that many local businesses are looking to get in front of other clients, businesses and professionals for their own branding, marketing and community outreach purposes.

Keep in mind that each Huddle has a different strategy for cornering their market segment. Many huddles host a monthly event in order to bring their ideal target audience to them. This video will make it much easier to find businesses who are able, willing and WANT to sponsor your strategic event making your job easier as an event host!

Finding Event Sponsors: What is Your Event?

What are your Event Details?

First, identify what kind of event you are hosting. Is it a coffee meeting? Is it a lunch? Is it a happy hour? Is it a dinner? Is it a ladies-only or a We&BRO meeting? This will help identify what kind of sponsorship you are looking for.

Second, where is the event going to be held? Will it be in an office or conference room? Will it be in a private room at a restaurant or coffee shop?

Third, WHAT TIME OF DAY is your event? Morning, noon, afternoon or evening? All have different sponsorship requirements.

Now that you know what, where and when, lastly, identify what kind of sponsorship you need! Is it for catering, paying for food at a restaurant, is it for door prizes, or other means? For example, if your event is at a restaurant, chances are they will not approve of you bringing an outside catering company into their establishment. This means you gotta find some financial remuneration to pay for that restaurant’s faire!

The good news is that even if it IS at a restaurant, as opposed to an event venue, the costs are going to go way down during a happy hour event as opposed to sponsoring a dinner event.

Anywho, you get the jist of it! Let’s explore some effective strategies to find event sponsors, AND after, let’s cover what those sponsors get in return for their support.

Strategies to Procure Event Sponsors

Local Business Outreach

Identify local businesses whose target audience aligns with your event attendees. Partnering with businesses can provide mutual brand exposure. I know cold-calling isn’t everyone’s cup of tea, but never underestimate the power of it or door-knocking. Make a list, do a google search, or PRO TIP call up local businesses you’ve seen on T.V. or heard on the radio (you KNOW these guys have the budget and are already taking action on their brand exposure).

Utilize Your Networks.

Leverage your personal and professional connections. The best sponsorships often come from within your existing circles. Even a simple text saying, “Hey, do you know anyone who is looking to increase their brand exposure? We have an event coming up and we are looking for food & door prize sponsors. The fee is nominal, and we are giving them additional exposure outside of the event.” More often than not, the person you are reaching out to either knows a business or two looking to expand, or THEY may even be the business wanting that additional marketing.

Find Event Sponsors via Social Media Strategy

Utilize social media to make a compelling post about your event. Clearly state what you’re looking for and outline the benefits for sponsors. Even better, have your friends, colleagues and network share your post so that even MORE people see exactly what it is you are looking for. Utilize FaceBook, Instagram, LinkedIn or whatever other social network you use to connect with potential clients or partners.

Approach Previous Event Sponsors

If you’ve had sponsors for past events, reach out to them first. Their familiarity with your events can make them likely candidates for ongoing partnerships. As you host your events, keep a list of all who have sponsored in the past, and every now and then, send them a thank you card or pop into their office to show a little gratitude. This extra step goes a long way in keeping you top-of-mind and can even secure sponsors in the future!

The Power of We&Co Members

In your Huddle meetings, involve every member in the sponsorship search. And, as always, have members reach out to their network during the strategy portion of the meeting. Encouraging each member to reach out to at least five potential sponsors via text, email or phone call greatly increases your chances of finding sponsors on the spot. This collective effort not only multiplies your outreach but also brings in diverse sponsorship opportunities.

What do Businesses get out of Sponsoring?

Normally the thing on every potential sponsors’ mind is “What do I get out of it?” Cover this with your fellow Huddle members. For example, if there is an event backdrop, let your sponsors know that they’ll get their name and logo on the event backdrop, the chance to distribute materials at registration, maybe they have a banner they’d like to showcase, a 45-second promotional plug during the announcement segment of the event, and even a feature in a video interview on your social media channels.

Be sure to go over & identify the perks of sponsoring an event with your fellow members so everyone is on the same page. If your Huddle DOES decide to do a video interview, elect someone to host the interview with that potential sponsor. These benefits provide significant brand visibility and engagement opportunities for the sponsors, making their investment worthwhile.

Utilizing these strategies and leveraging the We&Co community’s collective power sets you up for success in securing valuable sponsorships for your next Huddle event – be it part of your strategy or Open House. Remember, finding sponsors is about creating All-Win situations. It’s our core principle – sustainable success! Partnerships must be good for you, good for me, good for us, & good for all. Good luck on your sponsorship hunt and I’ll see you at the next Ongoing Learning Module!