How to gain sponsorship for an event: step-by-step guide

When you find the right sponsors, they don’t just cover part of the cost, they actually help you create a better event. They can bring in more visibility, attract new guests, and give your attendees extra value.

But here’s the catch: getting a sponsor isn’t just about sending a cold email. It’s about building a relationship, showing the value of what you’re doing, and making it easy for them to say yes. Whether this is your first time reaching out or you’ve done it before but want to do it better, this guide breaks down exactly what works, and what doesn’t.

What is event sponsorship and why it matters

At its core, event sponsorship is a partnership. A sponsor gives your event money, services, or promotional support. In return, you help that sponsor reach your audience in a meaningful way. It’s not just about logos on banners, it’s about creating value on both sides.

There are a few kinds of sponsorships you might come across. Financial sponsorships are the most common, this is when a company gives money to help cover the cost of your event. Then there’s in-kind sponsorship, where they donate products or services instead of cash. For example, a print shop might offer free signage, or a local restaurant might cater your networking event. And don’t forget media sponsorships, where a radio station, blog, or influencer helps you get the word out in exchange for exposure or partnership.

So, why does this matter? Because sponsorships can help you do more without needing more. They bring in extra resources, boost your event’s credibility, and often help you reach new people. And for the sponsor, it’s a win too, they get to support a good cause or connect with a community that matters to them.

It’s a two-way street, and when done right, everyone walks away better for it.

Your sponsorship opportunity and audience

Before you even think about reaching out to sponsors, you need to be clear on what you’re offering. What’s the actual opportunity here? What are they sponsoring, and why should they care?

Start by getting specific about your event. Is it a fundraising gala? A community clean-up? A networking event for young professionals? Whatever it is, write down exactly what the event includes, who it’s for, and what makes it special. Sponsors want to know what they’re getting involved with, and more importantly, who they’re getting in front of.

That’s where your audience comes in. Think about your attendees: What do they care about? What do they do for work? Are they local? Are they parents? Do they love coffee? These little details help you figure out which products or services your audience already uses, and that helps you find companies that align.

Here’s the goal: you want sponsors to see your event as a good match for their brand. If your attendees are small business owners, a local bank might be a great fit. If you’re hosting a fitness fundraiser, health and wellness brands will get it. Show that overlap clearly, and you’ve already made your first case for support.

Different types of event sponsors and sponsorship levels

Not all sponsors are the same, and that’s a good thing. Some are ready to write a big check. Others want to give time, services, or products. The more types of sponsors you understand, the more doors you can open.

Let’s break it down:

• Corporate sponsors are usually bigger companies that want to support causes or communities that match their brand. These are often financial sponsors.
• In-kind sponsors donate things instead of money. That could be food, drinks, printing, space, or even volunteer time.
• Media sponsors help get the word out. Think radio stations, local blogs, or social media influencers who promote your event in exchange for exposure.

Once you know the types of sponsors you want, think about how to package your offer. This is where sponsorship levels come in. Create 3–4 clear tiers, like Gold, Silver, Bronze, each with different perks and prices. Maybe your top tier gets their logo on all signage, a speaking slot, and a table at the event. Lower tiers might just get social media shoutouts or a listing on your website.

Here’s why this works: it makes the decision easy for the sponsor. It shows them exactly what they’ll get and gives them room to choose what fits their budget. Plus, it helps you cover the costs by spreading support across multiple levels.

You’re not just asking for help, you’re offering a menu of ways to get involved.

How to prepare your sponsorship proposals

A sponsorship proposal is your pitch in writing. It’s what you send to show a potential sponsor what your event is all about, and why partnering with you is worth it.

Start with the basics. Keep it clear and short. What is your event? Who attends? What’s your goal? This is where you show the impact and the vibe. Make sure your language sounds like you, don’t try to be overly fancy. Speak like a real person, because that builds trust.

Then, show them the value. This part is key. What do they get for saying yes? Maybe it’s logo placement, a shoutout on your social media posts, a booth at the event, or a chance to speak to the crowd. Use real numbers where you can. If 500 people came last year, say that. If your email list is 3,000 strong, mention it. It helps the sponsor picture the exposure they’ll get.

Next, include a section on sponsorship levels or packages. Make these simple to scan, bullet points work great. You can even name the levels after things that match your event (instead of just Gold/Silver/Bronze). Just make sure there’s a clear ladder of value.

Finally, don’t forget the details: your contact information, a short call to action (like “Let’s talk more”), and a reminder that you’re open to customizing the partnership. Some sponsors want flexibility, and that’s totally fine.

Treat your proposal like a conversation starter, not a contract. You’re building something together.

Where to find potential sponsors for your event

Finding sponsors starts with looking in the right places, and chances are, you’re already closer than you think.

Start local. Look at businesses in your area that your attendees already know and trust. If you’re hosting a community or nonprofit event, local banks, restaurants, gyms, or small shops might be happy to get involved. Bonus points if they’ve supported events like yours before.

Next, look at companies that align with your products or services. If your event is focused on education, think of bookstores, tutoring centers, or edtech companies. If it’s health-related, try wellness brands or local clinics. The key is finding overlap between your event and what a company cares about.

You can also research corporate sponsorships by checking websites like Double the Donation or searching “[industry] + corporate sponsorship program.” Many big brands, including Bank of America, post their giving guidelines online.

Don’t forget to tap into your network. Ask your board, volunteers, or staff if they know any business owners or decision-makers personally. A warm introduction is often better than a cold email.

And if all else fails, use tools like LinkedIn or even event sponsor directories to find companies that have supported similar events. If they’ve done it before, they’re more likely to do it again.

The right sponsor is out there, you just need to know where to look.

How to network with key decision makers and secure meetings

Once you’ve found a few good-fit companies, the next step is getting in front of the key decision makers, the folks who can actually say “yes” to sponsoring your event.

Start by figuring out who that person is. It’s usually someone in marketing, community outreach, or partnerships. If it’s a small business, it might be the owner. You can find this info on the company’s website, LinkedIn, or by simply calling and asking, “Who handles sponsorship decisions for your company?”

Now, don’t jump straight into the pitch. Build a little connection first. Follow them on LinkedIn. Like a post. Comment something thoughtful. If you’re attending a networking event, look for them there and start with a casual conversation, not a hard ask.

When you’re ready to reach out, keep your message short and clear. Mention who you are, what your event is, why you think it’s a good fit, and how you’d love to connect further. Make it personal, not pushy.

Here’s a simple example:

“Hi Jane, I’m organizing a youth sports event next month and noticed your company has supported similar causes in the past. Our audience is mostly local families and student athletes, and I think there’s a great fit here. Would you be open to a quick chat about how we might partner?”

Be human. Be helpful. And remember, the goal of your first message isn’t to get a “yes”, it’s to get a conversation started.

Use social media to attract and engage sponsors

Social media isn’t just for promoting your event, it’s also a powerful tool to catch the eye of future sponsors.

Start by showing off your event in action. Share photos, short videos, and quick updates from past or upcoming events. Tag sponsors you’ve worked with before (if any) and thank them publicly. This builds trust and shows potential sponsors that you follow through and give recognition.

Next, think about the kind of social media posts that would make a brand want to work with you. Are you highlighting your audience? Are you talking about impact? Are you showing your reach? Even something simple like “Over 1,000 local parents attended last year’s event, can’t wait to grow that number this year!” helps paint a picture.

You can also directly engage brands you’d like to work with. Follow them, comment on their posts, or even tag them in relevant content. Keep it authentic and respectful. Nobody likes spam, but a thoughtful mention goes a long way.

And here’s a pro tip: treat your social channels like part of your sponsorship opportunity. Include follower counts and engagement stats in your proposals. If you’re planning shoutouts or brand features, let sponsors know. Make it part of the value you bring to the table.

Bottom line: if a sponsor checks out your page, they should be able to say, “Wow, we want to be part of this.”

Create standout sponsorship packages and pricing models

Sponsors want options. And more importantly, they want to know exactly what they’re getting for their money. That’s where well-built sponsorship packages come in.

Start by creating 3 to 4 clear levels of support. These could be classic tiers like Platinum, Gold, and Silver, or you can get creative and name them after parts of your event. What matters is that each level has its own set of benefits and a price point that makes sense.

Here’s a simple way to structure it:

• Top tier (highest cost): everything included, premium logo placement, speaking opportunity, booth at the event, dedicated email feature, social media mentions.
• Middle tier: logo on signage, mentions in event emails, social media shoutouts, table at the event.
• Lower tier: name listed on the website, 1–2 social mentions, printed mention in program.

If you can, include media sponsorship options, like exclusive branding on your livestream or event app. These kinds of placements feel special and give brands a chance to stand out.

And don’t forget about à la carte add-ons. Maybe a sponsor can pay extra to put something in the gift bags, sponsor a photo booth, or have naming rights to the registration area. These are small touches, but they can make a big difference in helping you cover the costs of your event.

The goal? Make your packages feel like a good deal, not a donation. When sponsors see clear value, they’re more likely to say yes.

Optimize your pitch timing and follow-up process

Even the best pitch can fall flat if the timing’s off. That’s why when you reach out to sponsors is just as important as what you say.

Start early. Ideally, you should begin outreach at least 3–6 months before your event. Bigger sponsors usually need more time to review budgets, get approvals, and plan how they’ll show up. If you wait too long, you might miss their planning window.

Once you send your first proposal or email, give it some breathing room, but don’t go silent. Wait about a week, then follow up with a short message. Something like:

“Hi again, just checking in to see if you had a chance to review the proposal. Happy to answer any questions or explore custom options if helpful!”

Keep it friendly and low-pressure. You’re not chasing them, you’re offering a sponsorship opportunity that can genuinely benefit their brand.

If you don’t hear back after a couple of follow-ups, it’s okay to let it go for now and circle back next year. But if they respond and seem interested, move quickly. Set up a meeting, answer their questions, and help them say yes by making the process smooth.

Sponsors are busy. A thoughtful follow-up can be the difference between a missed chance and a long-term partner.

How to cover the costs of your event with corporate sponsorships

If your goal is to break even, or better yet, come out ahead, corporate sponsorships can make it happen. But the trick is not relying on just one big sponsor to save the day. Instead, think like a builder: layer support from multiple sponsors to create a strong foundation.

Start by listing your event’s core costs: venue, food, signage, marketing, tech, and staffing. Then build your sponsorship levels to match those needs. For example, maybe your “Stage Sponsor” covers the speaker setup, while your “Food Partner” covers catering. Tie each tier to a real piece of the budget when you can, it makes it easier to explain the value.

Also, don’t be afraid to get creative. Some sponsors may want to help but can’t give cash. That’s where in-kind sponsorships can help you cover the costs without spending money. A print shop might donate banners. A company might provide volunteers. A media sponsor might run your ads.

When you map out the full picture, you’ll often find that you don’t need just one big sponsor, you need a few committed partners who each take on a piece.

And remember, this isn’t just about funding a one-time event. It’s about showing sponsors how their support creates community impact, strengthens their brand, and sets the stage for future partnership.

Build long-term relationships with event sponsors

Getting a “yes” from a sponsor is great, but keeping that sponsor around for the next event? That’s even better. Long-term sponsors save you time, build trust with your audience, and often become some of your biggest supporters.

It starts with how you treat them during the event. Make sure they feel seen and appreciated. Greet them when they arrive. Introduce them to key people. Mention them on stage or in your program. These small touches go a long way.

After the event, follow up with a thank-you. Not just a quick “thanks again,” but something personal. Share a few photos, a quick stat (like how many people attended), or a kind comment you heard about their brand’s presence. If you can, create a simple post-event report that shows what their support helped accomplish.

Throughout the year, stay in touch. Send them updates about your work or mission. Tag them in relevant social media posts. Share early details about your next event before you go public. It helps them feel like part of your team, not just a name on a list.

And when it’s time to plan again, don’t start from scratch. Reach out with a warm note like:

“We’d love to build on the momentum from last year and explore how we can partner again.”

This is how short-term support becomes a lasting relationship, and that’s where the real value lives.

Case examples: How real events gained corporate sponsorships

Sometimes the best way to learn is through real stories. Seeing how others secured sponsorships can give you ideas, confidence, and a better sense of what works in the real world.

Take a community event that partnered with Bank of America. Instead of just asking for money, the organizers showed how the event aligned with the bank’s mission, supporting local economic growth and community well-being. They offered visibility through signage, speaking time during the program, and a booth to connect with attendees. The sponsorship helped pay for the venue and gave Bank of America a clear community presence. Win-win.

In another case, a small nonprofit hosted a family-friendly fitness day. They reached out to local businesses, like a juice bar, a gym, and a kids’ play center, for in-kind sponsorships. The juice bar donated drinks, the gym led warm-ups, and the play center offered raffle items. None of the sponsors gave money, but their support helped the event feel bigger, more fun, and more valuable.

One group even partnered with a local media outlet for a media sponsorship. In exchange for logo placement and a short talk during the event, the sponsor ran free ads for two weeks. Attendance doubled compared to the year before.

These examples all had one thing in common: they led with alignment, not just need. The organizers didn’t beg for help, they showed value, offered flexibility, and made it easy for sponsors to say yes.

Build real connections

Getting sponsorships doesn’t have to feel overwhelming or out of reach. If you break it down, know your audience, create clear packages, build real connections, and follow through, you’ll be in a strong position to get the support your event needs.

Remember, sponsors aren’t doing you a favor. You’re offering them something valuable: access, exposure, impact, and a chance to connect with a community that aligns with their brand. The key is making that value obvious, and making it easy for them to get involved.

Start small, stay organized, and treat every “maybe” like the beginning of a relationship, not the end of a pitch. Whether you’re reaching out for the first time or refining your approach, you’re already ahead by being intentional and thoughtful.

Need a smarter way to manage your sponsorship outreach, donor relationships, and event strategy? Harness combines powerful tools with expert support to help you grow your impact without growing your workload.