As a nonprofit professional, you know that fundraising events are a key part of your organization’s fundraising portfolio. You also know that sponsorship revenue is crucial to the event’s bottom line and your nonprofit’s return on investment. 

Sponsorships are a win-win for the sponsoring business and the benefiting nonprofit, but it’s up to the event’s planning team to effectively build, pitch, and sell sponsorships. So as you start planning your next fundraising event, whether it’s a charity golf tournament, online auction, or any other option, use these tips to maximize your sponsorship offerings and raise the most money possible for your nonprofit.

1. Target the Right Businesses

Start by identifying businesses within your networks where your nonprofit has a personal connection, whether it’s through a staff member, board member, planning committee member, or dedicated volunteer. Next, think about businesses that have a particularly vested interest in your event’s audience. For example, if you’re planning a golf tournament, GolfStatus recommends highlighting golfers’ higher-than-average net worth and annual income in your sponsorship pitch and targeting brands who want exposure to a wealthier clientele. Finally, think about other potential sponsors that are dedicated to your cause or have a history of sponsoring fundraising events in your community. 

Make a list of these companies and determine who will make an introduction, whether by a phone call or email. You might create some common talking points about your organization and event for folks to share when they make an introduction, before presenting a formal invitation to become a sponsor. 

2. Create Attractive Sponsor Packages

Your sponsorship offerings should appeal to a variety of businesses and budgets. Not every company can spend thousands of dollars on a title or presenting sponsorship, but they might be willing to invest a few hundred dollars for a hole or table sponsorship. You should have packages that meet the needs of different types of sponsors to involve as many sponsors as possible. NXUnite recommends tailoring packages and sponsorship tiers to align with sponsor preferences and objectives. 

Keep this in mind: the most fruitful sponsorships are those that are a partnership between your nonprofit and businesses. Why? Because working together makes it a true win-win. Sponsors are investing in your event, so it’s your job to maximize this investment and ensure they are getting what they desire out of your event, whether it’s name and logo exposure, brand lift, or the ability to interact with attendees. 

3. Leverage Technology

Your event management technology can present additional sponsorship opportunities, including premium digital exposure. Unlike on-site signage or a logo in the event’s printed program (which also have value), digital sponsorships provide impressions before, during, and after the event. What’s more, digital exposure comes with fewer risks and overhead costs. Try these technology-centric sponsor ideas:

• Sell a technology sponsorship. This might include logo placement on your event registration website, your management platform’s accompanying mobile app, or other built-in sponsorship exposure. This could be a standalone package or built into your title or presenting sponsorship. 
• Use social media. Give sponsor shoutouts (be sure to tag their accounts) on all your social channels for additional sponsor visibility and engagement. This might also prompt new sponsors to jump on board with your event.
• Include sponsor logos whenever and wherever possible. Digital platforms make it easy to add sponsor logos, messaging, and links as soon as the sponsor commits to support your event. Include these logos on the event website, in emails promoting your event, on your organization’s website, and any slideshows that will be shown at the event.

4. Offer In-Kind Sponsorship Opportunities

Some businesses aren’t responsive to requests for monetary support, but instead prefer to make an in-kind or non-cash donation to your event. These in-kind sponsorships can be just as valuable to your fundraising event, so include them in your slate of sponsor offerings and be prepared to create custom sponsorships. These types of sponsorships are easy to customize and tailor to the sponsor’s unique capabilities, interests, and priorities, including:

• Donated products or goods. These could be used as auction items, raffle prizes, or attendee gifts. For example, a sporting goods store donates a sleeve of golf balls for every golfer at your golf tournament, so you create a custom golf ball sponsorship. 
• Donated services. Tap into sponsor expertise and services for event needs such as decor, food, or entertainment. Maybe a local florist is willing to donate flower arrangements for each table at your gala or a marketing or PR firm will provide pro-bono services to help promote the event.

When pitching these types of sponsorships, keep lines of communication open to determine the best donation options for the business to get the most out of it. Make it clear how you’ll recognize their in-kind support, with the understanding that it will be based on the commensurate value of their donation (i.e. you likely won’t create a sponsorship for a $25 gift card donation but will for gift card donations for each attendee). 

5. Provide Robust Sponsor Benefits

Once a sponsor has committed to your event, particularly higher-dollar sponsors, have a candid conversation about their goals and how your event can help achieve them. Do they want straight-up brand exposure? To connect with attendees? A little of both? Flex your creative muscles and find innovative ways to activate sponsorships and provide valuable exposure via multiple channels as part of the event. Consider these ideas: 

• Provide creative ways for sponsors to market their products or services and showcase their brand. These could include branded merchandise for staff and volunteers, logoed signage or decals, the opportunity to interact with attendees at the event, dedicated time to give demonstrations, or a speaking opportunity. 
• Include the sponsor’s name in certain event activities, such as a “Hole-in-One Contest Presented by Sponsor” or “Sponsor Photo Booth.”
• Offer memorable event experiences that leave a lasting impression on attendees. For instance, share a video from a sponsor after the event thanking attendees for their support, describing the event’s outcomes, and sharing a promo code for their next order from that sponsor. You could also give sponsors the chance to facilitate a memorable experience at the event, such as a make-and-take craft or cooking experience.
• Provide exclusive perks for sponsors, like business attendee and sponsor contact information, a complimentary team or table, social media shoutouts, logo placements, and other mentions. 
  

About the Author

Logan Foote

Logan Foote has been around the game of golf nearly his entire life. He first picked up a club at the age of four, and despite thousands of attempts, he’s never had a hole-in-one. He earned a bachelor’s degree in business administration at the University of Nebraska-Lincoln and pursued a career in sales. Logan came to GolfStatus in 2017, where he channels his passion for golf to help nonprofits raise money through the game. As Sales and Education Director, Logan oversees a team that works with thousands of nonprofit clients to maximize their golf fundraisers with the GolfStatus platform, and shares his golf fundraising expertise through GolfStatus’ free educational webinars. He lives and golfs in Lincoln, Nebraska with his wife and three sons.