How to Secure Sponsors for Your Next Successful Event

Whether you are planning a multi-day conference, networking reception, or annual gala, securing sponsorships allows you to create an unforgettable experience that is valuable to attendees, your association management company, and your sponsors alike.

At Premier Choice, we know that sponsorship success starts long before the day of the event. Continue reading for our top five tips on how to secure the right sponsors for your next event.

1. Define What You Can Offer

Before your first attempt to connect with potential sponsors, you need a clear and realistic understanding of what you have to offer. Consider audience demographics, the purpose of the event, how many attendees you are expecting, and what opportunities you can provide to make their experience well worth their investment.

Crafting a strong value proposition will allow you to match the right sponsor with the right benefit.

2. Identify Your Audience & Create a Master Outreach List

For any communication you send, being familiar with your audience will allow you to tailor your message for maximum results. Not every company will be the right fit for your event. Look for sponsors whose products and services align with your members’ interests and needs.

You can start by creating a master outreach list. This may include identifying previous sponsors, industry vendors, or local businesses who could be interested in recognition and engagement of your members.

Once you are ready for the next steps, you will be prepared to create a message specific to your future partners.

3. Create a Sponsorship Prospectus 

Your sponsorship prospectus should clearly outline:

·      An overview of your organization and specific event

·      Sponsorship tiers and pricing

·      Specific benefits (logos, speaking times, exhibit booths, advertising opportunities, etc.)

·      Audience data

·      Stats from previous events including engagement and attendance rates

A sponsorship prospectus should be visually appealing, easy to read, and not overly wordy.

4. Make a Specific & Personal Ask

It can be a challenge to achieve high open and click rates on mass emails. If you have key contacts you want to make sure receive your invitation to sponsor, consider creating a personalized ask. You may be surprised to see how effective this extra step can be when securing the sponsors you envision for your event.

Secondly, by creating an application process, you retain the control over who is accepted or politely denied. As previously mentioned above, not every organization will be the right fit for your event. By implementing an application, you can ensure your attendees are engaging with organizations that fit their interest and expectations.

Get creative with sponsorship packages. Can you offer them a personalized webpage or audience facetime during a meal break? Having an array of benefits will set you aside from your competitors.

5. Thank Them & Provide Results

Lastly, and often a step that is overlooked, is taking the time to thank your sponsors for their support. Sponsorship equals partnership. You can make sure they receive a return on their investment by:

·      Meeting all promised deliverables in your contract

·      Promoting their organization before, during, and after the event

·      Sending them a comprehensive post-event review of engagement data, photos, or testimony from attendees.

Keeping your sponsors happy will showcase that their attendance made an impact and will help ensure their continued partnership.

Ensuring a smooth experience for event sponsors is just as important as your attendees. Without them, your event may not be possible. A clear, thoughtful approach can produce the results you need for your next successful event.

Need help building a winning sponsorship strategy? Our team specializes in event planning and sponsorship development for associations. Contact us today on how we can help make your next event a success.