by Cindy Hartzell

Created on: June 27, 2009   Last Updated: July 21, 2009

Use a business approach:

Finding sponsors for an event takes time, patience and a professional approach. Although there are many sources to find potential sponsors, the best and most efficient approach is to become "business matchmaker." Essentially, you will be matching businesses with customers and clients. Approach sponsors with a win-win scenario and focus on what you can provide them - access to their target market. When companies can clearly see a return on investment for their sponsorship, you will find they will be much more interested in sponsoring your event.

Identify what you have to offer organizations that might provide support for your event. Have a detailed description of the target market to which the event will provide access. Have an established amount or be willing to negotiate a number of "impressions" that sponsors will receive in exchange for their support. Prepare clean, professional looking handouts with your contact information, an overview of the target market qualities and the advantages that the event will offer the sponsor. Mail these out, or if possible distribute them in person. If this is an annual event, include newspaper coverage and statistics from previous years. Provide details on the event date, agenda, displays, other sponsors, and entertainment. Include details on when and how many opportunities the sponsor will have to get their name and/or products before the potential customer. Be prepared with specific types and or levels of sponsorship you will need.

Make plenty of calls, and whenever possible visit the decision makers in person. Follow up with companies that have not responded to your inquiries, until you get an answer. Contact potential sponsors well in advance, if possible, as much as a year ahead of time. Many large organizations will need a year to include your event in their business plan and budget. If you just held a successful event, take advantage of any good press or word of mouth and solicit sponsors for your next event.

Finding sponsors:

Once you have clearly identified and described your target market, research and look for organizations that want to reach the same target market. Also identify the decision makers in the organizations to save time and make your efforts more efficient. Look at past events similar to the one you are planning. Find out what types of sponsors, and if possible, the specific sponsors that supported the event. Generate a list of these sponsors as a starting point.

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