Do you dream of getting more money and exposure for your business, but feel like you’re working too hard to achieve it?
I want to introduce you to a proven way to get a lot more money and exposure by working less.
There is a proven way to achieve success without putting in more hours and many authors, speakers, and entrepreneurs have been doing it for years now – they’re securing corporate sponsors.
And the best part? You don’t need to be famous or have a massive social media following to make it happen. Even if you’re just starting out, you can get corporate sponsors and take your business to the next level.
Sure, it requires a touch of initial work, and you will have to reach out to some companies, but once you get your first major corporate sponsor, it gets easier.
Entrepreneurs and solopreneurs, just like you, are successfully securing corporate sponsorships and getting funding from big companies like Microsoft, Citibank, FedEx, American Airlines, Bank of America, Marriott, Walmart, IBM, Coca-Cola, and many others, as you read this article.
What’s more, many of these people didn’t even have a book published. That’s right, they aren’t a brand unto themselves or have a huge following on Instagram or YouTube, they’re normal everyday hard-working people just like you.
In this article, you’re going to learn how ordinary people have been able to secure sponsorships worth $10,000, $25,000, $100,000 or more. We’re going to cover the secrets to crafting a compelling sponsorship proposal, identifying the right sponsors for your business, and negotiating sponsorship deals that benefit both parties.
But first, I’d like to introduce you to John because examples help us learn faster and relate on a deeper level. Plus, John’s story can be your story in just a couple of months if you put in the work.
Case Studies: Real-Life Examples of Successful Corporate Sponsorship Deals
I have two great examples for you of entrepreneurs that put in the work and secured serious corporate sponsorships.
The first wanted to remain anonymous, while the second example is from the Dogington Post.
John’s Experience Scoring A Corporate Sponsor
Meet John, a small business owner who was struggling to find corporate sponsors for his upcoming product launch event. John had a fantastic service and a strong marketing plan, but he was having trouble getting the funding he needed to make his event a success. John didn’t want to take out more loans, so he decided to implement some of the tips he had learned about securing corporate sponsors.
First, John defined his target audience and sponsorship goals. He knew that his product would appeal to young professionals in the tech industry, so he focused his sponsorship efforts on companies in that industry. He also defined his sponsorship goals, which included increasing brand awareness and generating sales leads.
Next, John created a sponsorship proposal that clearly outlined the benefits of sponsoring his event. He highlighted the expected attendance, media coverage, and the opportunity for sponsors to showcase their products and services.
He also included a breakdown of the different sponsorship levels available, ranging from $5,000 to $25,000, because John knew if the base level of sponsorship was too cheap, companies wouldn’t take him seriously.
John then researched potential sponsors, looking for companies that aligned with his target audience and goals. He found several companies in the tech industry that had a history of sponsoring similar events, and he reached out to them with personalized emails and phone calls.
After a few weeks of follow-up and negotiation, John secured a sponsorship deal with a tech company for $10,000. The company would receive prominent branding at the event, a speaking slot, and a booth to showcase their products. In return, John would receive the funding he needed to make his event a success.
John was thrilled with the sponsorship deal he had secured, but he didn’t stop there.
He kept his sponsor engaged by providing regular updates on the event planning process and offering opportunities for them to get involved. He even invited their CEO to speak at the event, which was a huge success and generated additional media coverage.
Thanks to the sponsorship deal John secured, his product launch event was a resounding success. The event attracted over 500 attendees, generated hundreds of sales leads, and helped John’s business establish itself as a key player in the tech industry.
John was able to double his revenue within just six months of the event thanks to the authority, visibility, and brand awareness that tying his service to a major corporate player in the sector gave him.
Dogington Post Gets A Sponsor
Let me share with you the story of Harlan Kilstein, a guy who found sponsor success in an unexpected way.
Harlan is a dog lover, and he wanted to create a platform where other dog owners could come together and share their experiences. So he started the Dogington Post, a blog dedicated to all things related to dogs. His goal was to get more traffic and money for his brand-new business.
But Harlan knew he needed help to achieve his goal. That’s when he turned to a sponsor expert, who showed him the ropes of securing corporate sponsorships. And it turned out to be the best decision he ever made.
Now, Harlan hired a consultant who specializes in getting business owners corporate sponsorships and the expert walked Harlan through the steps which he executed himself.
Within a month, Harlan was able to land top pet food sponsors like Merrick. But that wasn’t all – he also secured a deal with Black and Decker, a company that makes appliances to help you clean up after your pets. And the impact of having a top-tier sponsor like Black and Decker on his website and marketing materials was huge.
Harlan’s website and blog gained more credibility, which led to more attendees at his events, more website traffic, more clients, and even more sponsors. The success of his sponsorship deals opened doors he never thought possible.
While your sponsors will vary from Harlans, you will have one thing in common with the creator of the Dogington Post. You’ll discover that one sponsor can lead to many more, and the benefits are limitless.
Winning Over Corporate Sponsors: 7 Keys For Success
To land your first corporate sponsor successfully, you have to plan accordingly, prepare like the professional you are, and dig into the work.
To make it easier on you as you begin this process, here are the seven keys you can’t ignore or try to shortcut:
- Define your target audience and sponsorship goals:
Before you start looking for sponsors, you need to understand who your target audience is and what your sponsorship goals are. This will help you identify the right sponsors that align with your audience and goals.
- Create a sponsorship proposal:
Once you have defined your target audience and sponsorship goals, it’s time to create a sponsorship proposal. This proposal should clearly outline the benefits of sponsoring your business or event and what the sponsor can expect in return.
- Research potential sponsors:
Once you have your sponsorship proposal ready, start researching potential sponsors. Look for companies that align with your audience and goals and have a history of sponsoring similar events or businesses.
- Reach out to potential sponsors:
Once you have identified potential sponsors, it’s time to reach out to them. You can do this through email, phone, or in-person meetings. Make sure to personalize your outreach and explain why you think the sponsor would be a good fit for your business or event.
- Follow up professionally:
After you have reached out to potential sponsors, make sure to follow up with them. This will show that you are serious about the sponsorship and are committed to building a long-term relationship.
- Offer different sponsorship levels:
Offer different levels of sponsorship to accommodate the needs of different companies. This will increase your chances of securing sponsorship from a wider range of companies.
- Keep your sponsors engaged:
Once you have secured a sponsor, make sure to keep them engaged. Provide regular updates on your business or event and offer opportunities for the sponsor to get involved and interact with your audience.
With these, you’ll increase your chances of securing corporate sponsors for your business or event. Remember, it takes time and effort to build relationships with sponsors, but the rewards are significant and well worth your time and effort.
Crafting a Compelling Value Proposition for Corporate Sponsors
You need to create a really strong value proposition for potential sponsors if you want to land those lucrative and brand-building corporate sponsorships for events.
This is one of the trickier and overwhelming steps for most people.
Keep it simple! A value proposition is just a statement that outlines the benefits a sponsor can expect from partnering with your event.
First, start by identifying what your event has to offer that is unique and valuable to potential sponsors. This could include things like the size and demographics of your audience, the reach of your marketing efforts, or the opportunity for brand exposure and recognition.
Next, craft a clear and concise statement that communicates the value of sponsoring your event. This statement should highlight the specific benefits that a sponsor can expect to receive, such as increased brand visibility, access to a targeted audience, or the opportunity to align with a particular cause or message.
It’s also important to be realistic and specific about what you can offer in return for a sponsor’s investment. This might include things like logo placement on event materials, speaking opportunities, or access to VIP areas or networking events.
Remember to focus on the benefits to the sponsor, rather than just the features of your event. This means highlighting how sponsoring your event can help a sponsor achieve their marketing or business objectives, rather than just listing the various components of your event.
Here are a few examples of strong value propositions for potential sponsors, remember that you must tailor these examples to the specific needs and goals of each potential sponsor while clearly communicating what’s in it for them should they sponsor your event.
- Increased brand exposure: By sponsoring our event, your brand will be exposed to a highly targeted audience of potential customers, which can lead to increased brand recognition and customer loyalty.
- Exclusive access: As a sponsor, you will have exclusive access to our event attendees, allowing you to showcase your products or services, build relationships, and generate leads.
- Positive association: Aligning your brand with our event can improve your brand’s reputation and credibility, as attendees will view your company as a supporter of the event and its values.
- Unique branding opportunities: Our event offers a variety of unique branding opportunities, such as naming rights, logo placement, and product placement, that can help increase brand awareness and visibility.
- Networking opportunities: Sponsoring our event provides opportunities for networking with other industry leaders, potential partners, and influential individuals, which can lead to new business opportunities and collaborations.
Overall, creating a strong value proposition requires a deep understanding of your event and its audience, as well as a clear understanding of the needs and goals of potential sponsors. By focusing on the benefits of sponsorship and offering specific opportunities for engagement and visibility, you can increase your chances of securing corporate sponsorships for your event.
Why A Corporate Sponsor Says “No”
You’ll get “no’s”. That’s life, and it’s business, and you shouldn’t take it personally. But you should learn from it.
Now, how could a corporate sponsor say “no” to your event after you put so much work into it?
Well, the biggest reason is usually a poorly written sponsor proposal. It’s essential to have a well-crafted proposal that clearly outlines the benefits to the sponsor and why they should invest in your event or project.
But even if you have a great proposal, there’s still the challenge of pitching it effectively. Many people don’t know the right wording to use or who to contact in the company to make it happen. And that’s where expert guidance comes in.
That’s why I want to walk you through the critical process of securing corporate sponsorships step by step. I want to show you how it’s done, so you can get the funding and support that you deserve.
This is not just for big businesses – it’s for anyone who wants to take their event, project, or organization to the next level. Whether you’re a business owner, coach, consultant, speaker, author, nonprofit, or someone working on a podcast, film, show, blog, or any other project, this guide is for you.
By following the right steps and with the right support, you can create a winning sponsor proposal and pitch that will get you the results you need.
Don’t miss out on the opportunity to elevate your event or project with corporate sponsorships.
Two Winning Sponsor Proposal Examples
The first is for a non-profit event and the second is a for a local business expo event.
Sponsor Proposal Example: Nonprofit
The following is an example, along with a breakdown of what makes it effective, of a nonprofit sponsorship proposal email. This is for a nonprofit, so the lowest sponsorship level is only $2,500. Nonprofits and for-profit organizations follow a similar outline, but the buy-in is traditionally lower for a non-profit event.
Introduction
The proposal should begin with a brief introduction that sets the tone for the rest of the email. In this section, you should explain who you are, what your event is, and what kind of sponsorship you’re seeking. Keep it short and poignant.
Example:
Dear [sponsor name], I am writing to invite your company to sponsor our upcoming charity event, the Hope Run. The Hope Run is a 5K race that raises funds for cancer research and treatment, and we are seeking sponsors to help us make this event a success. We believe that your company’s commitment to social responsibility and community involvement aligns perfectly with the mission of our event.
Event Overview
In this section, provide a brief overview of your event, including its purpose, location, date, and expected attendance. Be sure to emphasize why your event is unique and how it will benefit the community or your target audience.
Example:
The Hope Run will take place on May 1, 2023, at Central Park in New York City. This event is expected to attract over 5,000 participants, including runners, walkers, and volunteers. Our goal is to raise $200,000 for cancer research and treatment, and we need your support to make it happen. By sponsoring the Hope Run, your company will have the opportunity to make a meaningful contribution to the fight against cancer while gaining exposure to a large and diverse audience.
Sponsorship Levels
In this section, outline the different levels of sponsorship that you’re offering, along with the associated benefits. Be clear and specific about what each level entails and how it will benefit the sponsor.
Example:
Gold Sponsor: A $10,000 donation will entitle your company to prominent placement of your logo on all event materials, including banners, t-shirts, and promotional materials. Your company will also receive recognition in all pre-event and post-event publicity, as well as four complimentary race entries and VIP access to the event.
Silver Sponsor: A $5,000 donation will entitle your company to placement of your logo on select event materials, as well as recognition in pre-event and post-event publicity. Your company will also receive two complimentary race entries and VIP access to the event.
Bronze Sponsor: A $2,500 donation will entitle your company to placement of your logo on select event materials and recognition in pre-event publicity. Your company will also receive one complimentary race entry and VIP access to the event.
Benefits of Sponsorship
In this section, explain the benefits of sponsoring your event in more detail. Be sure to emphasize how the sponsor will be able to reach their target audience and achieve their marketing goals through the sponsorship.
Example:
By sponsoring the Hope Run, your company will be able to:
- Enhance your brand’s visibility and exposure to a large and diverse audience.
- Demonstrate your company’s commitment to social responsibility and community involvement.
- Increase your company’s credibility and reputation through association with a reputable event and cause.
- Connect with potential customers and clients in a meaningful way.
- Stand out from your competitors by supporting a unique and important cause.
Conclusion
Finally, end the proposal with a strong conclusion that emphasizes the value of the sponsorship opportunity and invites the sponsor to take action. If you already have a sponsor for the event, slip that corporate brand into this section.
Example:
Thank you for considering sponsoring the Hope Run. We are confident that this event will be a success and that your company’s support will make a meaningful contribution to the fight against cancer. Please let us know if you have any questions or if you’re interested in learning more about our sponsorship opportunities. We look forward to the possibility of working with your company to make the Hope Run a success.
Sponsor Proposal Example: For-Profit Local Business Expo Event
Here’s an example of a sponsor proposal for a business expo event:
Introduction:
Our upcoming Local Business Expo event will bring together hundreds of business owners and entrepreneurs from various industries, providing an opportunity for networking, learning, and showcasing their products and services. The event will take place on July 15th, 2023, at the XYZ Convention Center in downtown Houston, TX.
About the Event:
The Local Business Expo will feature keynote speeches from local business and industry leaders, workshops, community leaders, panel discussions, and a showcase of exhibitors displaying their products and services. Attendees will have the opportunity to connect with potential clients, customers, and partners. The event will be widely promoted through social media, email marketing, print ads, and partnerships with local business organizations.
Sponsorship Opportunities:
We have several sponsorship opportunities available for companies looking to showcase their brand to our attendees:
- Platinum Sponsorship – $50,000:
- Prominent placement of your company’s logo on all promotional materials, including flyers, posters, and event website.
- Speaking opportunity at the keynote session
- A 10×10 booth in the exhibit hall
- Logo on event badges and lanyards
- Opportunity to provide branded promotional items to attendees
- Gold Sponsorship – $25,000:
- Logo placement on promotional materials, including flyers, posters, and event website
- A 10×10 booth in the exhibit hall
- Logo on event badges and lanyards
- Opportunity to provide branded promotional items to attendees
- Silver Sponsorship – $10,000:
- Logo placement on promotional materials, including flyers, posters, and event website
- A 6×6 booth in the exhibit hall
- Logo on event badges and lanyards
- Bronze Sponsorship – $5,000:
- Logo placement on promotional materials, including flyers, posters, and event website
- A 6×6 booth in the exhibit hall
All sponsors will receive:
- Recognition on the event website
- Promotion on social media platforms
- Acknowledgment in the event program
Why Sponsor: Sponsoring the Local Business Expo event provides an opportunity for your company to showcase its products and services to hundreds of business owners and entrepreneurs, making valuable connections and building relationships. It also demonstrates your commitment to supporting the business community and helps raise brand awareness.
Next Steps: To become a sponsor of the Local Business Expo event, please contact our Sponsorship Coordinator at [insert email here] or call [insert phone number]. We look forward to partnering with you to make this year’s event a success!
Let’s Examine Why This Proposal Example Works
- Attention-Grabbing Introduction: The proposal starts with a strong and attention-grabbing introduction that clearly explains what the event is all about and why it’s worth sponsoring. It highlights the key benefits of the event, such as the opportunity to reach a targeted audience of business professionals.
- Customized Offerings: The proposal offers a range of different sponsorship levels, each with their own customized benefits and offerings. This allows potential sponsors to choose the level that best fits their needs and budget.
- Clear Benefits: Each sponsorship level clearly outlines the benefits that the sponsor will receive, including specific branding and marketing opportunities, as well as access to attendees and networking events.
- Visual Aids: The proposal includes visual aids, such as diagrams and images, to help potential sponsors visualize the event and the different sponsorship opportunities.
- Call to Action: The proposal ends with a clear call to action, encouraging potential sponsors to contact the event organizers to discuss sponsorship opportunities further.
Overall, this proposal works well because it communicates the benefits of sponsoring the event very clearly, it offers customized options to fit different sponsor needs proving flexibility, and would include visual aids (photos, logos, etc.) to help potential sponsors understand the opportunity.
Who To Contact With Your Sponsorship Proposal?
The best person to contact for a sponsorship proposal depends on the company and its structure, so you’ll have to do a bit of research by going through the company’s website and LinkedIn profiles.
In general, it’s best to reach out to someone who oversees marketing or sponsorships, such as a marketing director, sponsorship manager, or brand manager. These individuals are responsible for promoting the company and finding opportunities for brand exposure, so they may be more receptive to a sponsorship proposal. You can reach them initially on LinkedIn or via email from their corporate website.
If you’re not sure who to contact, try reaching out to the company’s general contact email or phone number and ask to be directed to the appropriate person for sponsorship inquiries. Do not send your sponsorship proposal to the company’s general contact email address, or copy and paste it into their contact form. You need to get the name and direct email or phone number of the person who makes marketing, promotions, and sponsorships decision at the company.
You can also try doing some research on the company’s website or LinkedIn to see if they have a specific sponsorship or marketing department listed.
LinkedIn is an incredible resource for this and can save you loads of time! You can drill down on any company using LinkedIn search and identity the name, position, and experience of the head of marketing, promotions, sponsorships at each company.
If you don’t have a LinkedIn account at this point, you’ll want to set one up the right way to make securing your event’s corporate sponsor easier.
Conclusion
In conclusion, securing corporate sponsorship can be challenging, but entrepreneurs and business owners just like you do it every day.
By defining your target audience and sponsorship goals, creating a compelling sponsorship proposal, researching potential sponsors, and keeping your sponsors engaged, you can increase your chances of securing the funding you need to make your business or event a success.
Whether you’re a small business owner like John or a seasoned event planner, following these tips can help you achieve your sponsorship goals and take your business or event to the next level.
So, if you’re ready to take your business to the next level and get the exposure and funding you need to succeed, don’t hesitate and head back up to those 7 non-negotiable keys listed above and get started.
