Writing a Winning Sponsorship Letter

Let’s face it: you – or, more precisely, your organization – need money and resources. And competition for them is tougher than ever. So how do you stand out amid the sea of requests washing over potential corporate sponsors?

You write a stand-out solicitation letter that will convince companies that your organization and your event is both deserving of support and will give those companies the best return on their investment.

This post offers seven tips to writing a winning sponsorship letter.

1.       X Marks the Spot

Before you do anything else, figure out what type of company you want to sponsor your event.  Solicit companies whose mission and vision is compatible with your event. For example, if you were to organize an event for cancer awareness, you might solicit medical firms and drug companies.

2.       Keep it Simple

People are busy. They don’t have time to read through long or complicated solicitations. Unless you have a darn good reason not to, keep your letter to one page. Get straight to the point; write clearly and concisely.

3.       Look Professional

Use letterhead. Follow formatting conventions. Companies may not even read your letter if it doesn’t convey professionalism.

4.       Introduce Yourself

At the beginning of your letter, tell the company a little bit about your organization. Who are you? What is your mission? Who do you serve? If you are a nonprofit, make sure to mention that as well.

5.       Information, Information, Information

After you introduce yourself, explain the event. What kind of event will it be?  When and where is it?  Where will the proceeds go?

6.       What’s in it for Them?

After you have gotten your facts straight and presented your target company with pertinent information about your event, make sure that you tell it benefits that it will receive if it decides to sponsor your event. For example, If you are a 501 (c) nonprofit organization, let it know that any donations it makes will be tax deductible (specify what percentage will be tax deductable and include your organization’s federal tax ID number if possible). Additionally, describe any advertising placement (on posters, web advertising, t-shirts, programs, etc.) that comes with sponsoring your event.

7.       Please and Thank You

Last, but certainly not least, write the company a thank you letter whether or not it has decided to sponsor your event. Even if a company decides to not lend its support, a thank you letter will make that company remember you positively and can potentially open the door to future collaboration.

Soliciting corporate support is no easy task.  However, with the right strategy (and a little luck), you, too, can help your organization receive the resources necessary to make any event a successful one!

So what do you think? Have you had experiences with sponsorship letters that you’d like to share? Do you have additional tips or something to add to one of mine? I’d love to hear from you!


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