Finding and organizing the sponsorship of your event can be challenging, but it can be the difference between hosting a mediocre or a remarkable event. Sponsors do not only help with financing, but can also add to the attendee value or boost your credibility. They can shift more focus on your message and help for a better positioning of your brand in the industry. This guide will show you why sponsors are valuable, how to choose the right ones and how to contact them.
Why are sponsors valuable and what can they offer?
Sponsors don’t only help you with finances. They show that your event is worth supporting. This adds value for your attendees and your brand recognition grows. Well-renowned sponsors add to the positive brand image in front of your target audience. The value sponsors bring depends on who they are and what they offer.
Funding
Imagine this: You have an idea for an amazing event, you know how to execute it and who to invite. You know what to include in the program and where it is going to take place. Everything is perfect. Except that your budget is limping… You just need a little push. That’s where sponsors come to play. Financial support is definitely a very valuable offering which often covers either logistic or marketing costs, venue or speaker fees.
For example, if you are hosting a tech conference a major software company may agree to cover the venue or equipment costs.
Media coverage
Let’s face it - getting people to notice your event is a challenge of its own. Companies with strong PR or media appearance can fix this problem for you with a flick of the wrist. And who doesn’t want better publicity? It helps your event gain more credibility and attention, which may lead to a higher attendance rate and possibly attract more sponsors. If one of your sponsors is a large media outlet they have the resources and public reach to create enough content and make the public aware of your events. Calendars, blog posts, newsletters are the most common examples.
Offering a venue
Some venues have a reputation. For example if you are organizing a political youth event, a location like a prestigious university auditorium or a governmental building would add great value. While not being a direct funding, this helps immensely reducing the costs of hosting and underlines the credibility of your event’s goal.
Other services
Details can make or break your event. If your sponsor provides software or any other type of technical support they can ensure a pleasant experience for your attendees. Other examples of services can be photography, catering or even entertainers like musicians.
For example if you get sponsored by a photography firm or an individual professional in that field they can offer to photograph your event at a large discount. This will not only give you content materials, but will also generate more publicity.
Which are the right sponsors for your event?
Shared purpose makes the impact stronger
Sponsorship isn’t just about helping with materialistic issues. Great sponsors have their values aligned with the aim of your event.You know how sponsors can be key actors in your event, let's focus on choosing the right ones. Not only does it add value, but it also creates a logical connection between you and your partners.
For example, if you are hosting a sustainability summit, a renewable energy company or an environmental non-profit organisation can agree to partner with you. This will create a much stronger message among your audience and boost your event’s credibility
Choose who to impress
A good incentive for choosing a sponsor is if you are targeting the same audience. If your audience already trusts or feels positive toward your partner they are more likely to come to your event. But not every company with the same target audience is the right fit for you.
For example, it would appear as controversial if you host an educational youth summit and your sponsor is a company that produces or distributes vapes. This would not only undermine your event’s credibility, but also get people to question the organisator’s values.
How do you get sponsors in practice?
Once you've identified potential sponsors who align with your event’s message, it's time to craft your sponsorship proposal. Here’s how to make your outreach compelling:
Show added value
In most cases, in order to attract the right sponsors, you have to show that your event can deliver value to them. This can be in the form of Return on investment (ROI) for example. ROI can be tied to lead generation or brand awareness, which comes from better visibility. For this you can show them different metrics like expected attendance, audience engagement on past events, or media coverage. Show statistics like increased brand awareness or newly generated leads to show added value
Create sponsorship packages, based on tiers
There can be a few different categories of sponsors, ranging from important to beneficial. You can now filter sponsors by ranks, and choose how they are displayed on your website with the new feature of aanmelder.nl’s website builder. That way you can give certain sponsors more or less attention. Sponsors from different tiers can also get different benefits like the place for logo display, booth at the event, mentions on social media, or even being part of the program as speakers.
Create an appealing proposal
When contacting the wanted sponsors it is important to craft a personalized and professionally written message, highlighting your common goals and ideas, as well as the event’s mission. Mention the expected outcomes of the event, as well as the opportunities it can provide for its’ participants and stakeholders.
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