Through this video series I hope to guide you in how to get some of your event costs sponsored, I have been working with groups across Canada since 2007 and have learned valuable lessons about getting sponsors for local events!

This guide is not a definitive answer to all sponsorship questions as I am not a definitive expert, The goal is simply to make you aware of what is possible and help you lay out a plan of attack to get sponsors!

Step 1: Identify what you have to offer!

Sponsorship’s are all about serving 2 audiences at once, your event attendees and the sponsors themselves. Generally sponsors are looking for return on investment! SO one of the ways to do this is to figure out who your audience is and then find sponsors who would like to connect with them.

This does take a bit of work but the basic questions are:

Who is your audience? You know your attendees for your event!  Is it families, Women, Men, ECT. What do you think the average age will be? What do you think the average income is? What do you think they are interested in normally? – If you know the answers to those basic questions you can think about the products they use, Those products and the places the sell them those are target sponsors!

Where will the event be held? Is the venue going to be a good fit for the sponsors brand?

What is going on at the event? – What could happen with the correct sponsorship… What do you need to hold the best event possible and make you and your sponsors look fabulous! 

Why are you having the event? What is the purpose – is it to raise funds, awareness, a good cause? All of these things are great “Hooks” for potential sponsors.

How will you be serving your sponsors – what can you offer in the different sponsorship packages you create? The more money you ask for generally the more you have to give! What is your audience worth to sponsors.

Step 2 Putting it into a Sponsorship Package that actually serves your sponsors!

So how can you make sure you serve your sponsors there are literally 100’s of ways here the thing to remember is that if you have multiple engagement levels for sponsors you must be able to implement what you say you are going to do!

Here are some quick ideas that you could use to create engagement for your sponsors!

  • Advertising space in an event program, posters, flyers, and social media posts.
  • Their logo prominently featured in all communications about the event, on social media,
    etc.
  • Public acknowledgement of the sponsors generosity
  • Promotional materials included in swag bags or available at event(s)
  • An opportunity to speak at an event
  • A booth at an event
  • Being included on the ‘Supporters’ list
  • A framed “thank you for your support” letter to put up in their office
  • Social media shout-outs
  • Running a contest at your event or on social media
  • Products that they sponsor put in front of the audience
  • And anything else you can think of!

So what are you going to do to support your sponsors, what goes into your packages? How can you spice them up to get more eyes onto your sponsors?  Are there really easy things you can do to really make a difference between your sponsorship packages and what others in your area are offering?

An example of this is thinking about the normal social media thank you that you see many groups do. They usually post 1 time 23 different logo’s of all of their “insert level” sponsors. Ask your sponsors if that even helps them at all…. the answer is no.

How do you serve them better – While also serving your group? Instead of grouping them all together you make an announcement 1 by 1!

The process is simple you post this – (Your Group Name) would like to thank (Sponsors Name) for helping us to (What they Sponsored). We want to get the word out about the great work they do to say thank you. Please like and share this post and don’t forget to come to (Your Event).  Picture of your group logo and the sponsors logo.

Do you see the difference between the value of this and the value of a single mashed together post. Other ways you can implement a much better sponsor recognition program is to thank each sponsor with a short video. It is very simple open your phone camera shoot the video thanking them and talking about your event – post to your socials – tag them in the video and get a few of your group members to share it. Social media works on shares and chances are if you get 10 -15 shares it will reach a whack of people in your local area. This strategy not only thanks them it also promotes your event!

A great way to get more views and look better in the sponsors eyes you could also “Boost” the video on Facebook. This will get you a ton of views for very cheap. One video I did was seen by over 80000 people for a kids festival (Probably a few thousand repeats as the town was only 2000 people.) Now imagine how happy the sponsor was to have 80000 eyes on their sponsorship. How happy they were to see their business featured that way!

The secondary benefit to this is that other potential sponsors saw what I was doing and it made them want to sponsor as well as they knew what I was doing was going to be different!

Now imagine if you started a few months out from your event getting sponsors, you pick up your very first one, it is super low but you use that entire sponsorship to boost the thank you video post. Say $50 in  a targeted location near you. At Facebook’s current promotion rates for boosting a video in my area that would get the video seen by about 50,000 people. That is impossible to beat as far as advertising ad spend and also giving something back to your sponsor and oh yeah you also promote your event. 

Well what if you need that money to support your event? Then you only use a portion of that money for advertising. Your job as the planner is to make the event a huge hit. to do that you need  to make sure it is packed the only way to do that is get the word about the event to. So for my events when I get sponsors I spend 50% specifically on boosted posts until it is a sell out. the rest goes into production costs and such.

So now its time to contact the sponsors and you need a “sponsorship package”

So, what can you offer in exchange for sponsorship? Some ideas are:
Advertising space in an event program
Their logo prominently featured in all communications about the event, on social media,
etc.

  • Public acknowledgement of the donor’s generosity
  • Promotional materials included in swag bags or available at event(s)
  • An opportunity to speak at an event
  • A booth at an event
  • Being included on the ‘Supporters’ list
  • A framed “thank you for your support” letter to put up in their office
  • Social media shout-outs
  • Running a contest at your event or on social media
  • And anything else you can think of!
  • Free tickets or passes to your event
  • Table tents
  • Merch and give away’s 

Here is an example of one I have used for the Jesse Lewis Hypnosis Show:

Hello from The Jesse Lewis Hypnosis Show!
I am coming to your area to perform on (Date) at (Time) and am seeking possible sponsor partnership for
the event.
Attached you will find the sponsorship levels. If you would like to support this event I would
love to bring you on as a sponsor.
Thank you for your time.
Jesse
Jesse Lewis Hypnosis
Hypnotistjesselewis.com

Sponsorship levels For The Jesse Lewis Hypnosis Show in (CITY)

Sponsorship levels/packages can be customized and are designed to work for you! If you don’t see something you need or want another option to sponsor this event feel free to reach out. Want to get in front of every attendee through the gate? Let’s talk about getting your merch into their hands!

Bronze sponsor = $150 Get your company the recognition it deserves!

  • On poster
  • Thank you Face book post with your logo
  • On Sponsor Page on website

Silver = $250

  • On poster
  • Face book interview or thank you video
  • Thank you Face book post with their logo
  • On Sponsor page on website

Gold = $500

  • On poster
  • Face book interview or thank you video
  • Thank you Face book post with their logo
  • On Sponsor page
  • Shout out from stage from Jesse Lewis during the show

Naming Sponsor $2500 single event

  • On poster
  • Facebook interview or thank you video
  • Thank you Facebook post with their logo
  • On Sponsor page
  • Keep It Clean official sponsor – (Logo on
  • Garbage and Recycling Cans)
  • Keep It Spotless Sponsor – (Logo on Washroom Facilities)
  • Logo – Banner Over Event Entrance
    Sponsored by added to all Facebook streams
  • Event is named after you in all media and press releases. (Once your are official sponsor) Added to all Jesse Lewis Hypnosis marketing
    for the duration of the event or series depending on the package.
  • Skit customized by Jesse Lewis featuring your company
We also work with groups for in kind sponsorship’s generally these sponsorship’s are for media companies as advertising partners.

Can’t say fairer than that – Its a real sponsor partnership that actually recognizes you!

Get Started TODAY.
You are just steps away from our incredible sponsorship program.

Next Steps:
1) Select your sponsorship level.
2) Contact Jesse Lewis at jesselewishypnosis@gmail.com – Some Sponsorship levels may already be
taken so make sure you get your sponsorship package selected fast!

Step 3: Contact Check up and Full-fillment

So you understand your target, you have built your package, and now its time to approach. There are a few ways to do so.

There are some best practices when I look for local sponsorship’s. The first is to reach out personally. Not be phone, not by email – personally.

Depending you your community size you may want to hit every single business in town. Or you may want to be more selective with the first few you go after. It really is up to you.

So print the letters, print the packages, and mosey on down to your local business area and start talking to the business owners and managers. give them the letter and let them know you will follow up in a week! ASK FOR THEIR PHONE NUMBER so you can call them then at that time. Leave a message if they do not answer and call again 1 week later if they do not respond. From here it is up to them to let you know! this has worked for me for sponsorship from $50 to $7500 in the past.

If you are a non-profit they may ask for a receipt. That’s perfectly fine give them one!

Here is the easiest way to make the thank you video I talked about: When you go to pick up your sponsorship money from the company ask to speak to the owner again, ask them if they would be OK taking part in the thank you video. AND DO IT WITH THEM! Holy-moly what a concept! Think how happy that sponsor could be to be featured live as they are handing the money over and you are thanking them while talking about how awesome your event will be.

This is the difference maker between being a crappy partner and being a real asset to that sponsor! They are now an active partner instead of a passive one!