New businesses are often keen to introduce themselves to different kinds of people. Those are going to include any of their potential customers and clients, partners, sponsors, and so…continue reading
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But events can be fun if you plan carefully and get the right sponsors for your event. To help you ease your burden, we have here a few sponsorship letter templates and samples for you to download and use. You can also use our template for event flyers.
Finding sponsors for your event can be a daunting task, especially if you’re still wet behind the ears. Thinking about how to draft a letter that would please the sponsors might be too taxing. Thus, event planners tend to send thousands of generic sponsorship letters to thousands of different prospects. But is that what really hooks sponsors?
How Do You Woo?
Jeff Haden of Inc.com discussed with the Marketing Director of Bike Monkey, the world’s biggest bike event, Greg Fisher, on what they should expect to get out of sponsoring an event. Investing in something requires a heck-ton of money. Business people usually think things through before sponsoring an event. Sometimes, after the event, they’ll even wonder if it was all worth it. Sponsors don’t simply see an event as a charity case. They see it as a means of investment–a business opportunity. By exposure, they hope to drive more business into their company in the long run. Just like courting a woman, wooing them needs a little TLC. So how do we court a prospect into investing in your event?
The key to turning your prospect into a sponsor is to think like them. If you know what they want, then you’ll know how to give it to them.
Fyre Festival: A Fanciful Fiasco
It was the biggest music festival that never happened. Tom Huddleston Jr. of CNBC reported that over $26 million had been scammed out of unwitting sponsors. Billy McFarland, CEO of Fyre Media, had already been notorious for scamming people with his “invite-only” credit card company Magnises. Then, in April 2017, he came up with a new, brilliantly terrifying idea of organizing the music festival of a lifetime, with celebrities the likes of Kendall Jenner and Bella Hadid in attendance. However, what was thought of as a fantastical, never-before-seen musical journey, turned into a nightmarish disaster. As shown in Netflix’s coverage of the Fyre Festival, people fought over tents instead of villas that were promised in their promotional video. What was supposed to be an exotic and gastronomic experience turned out to be a cheese-sandwich disaster. What’s even worse is that the attendees also had to fly all the way from the US to the Bahamas and get stranded there for days to attend a non-existent event!
Had this not been a scam, this would have been the biggest failure in the history of event planning. If this was not a scam, we could learn a thing or two about this. First, make sure to meet the expectations that you are building on your promotions. Second, ensure to provide proper shelter to your attendees. Third, make sure to set a realistic budget plan for the event. Let’s just say the Fyre Festival was a real thing. $26 million is too low a budget for such a big music festival. That amount is only enough as payment to the celebrities in attendance. Don’t be afraid to ask for a lot of money from your sponsors. They also want the event to succeed as much as you do.
What are the Best Music Festivals in the US and Canada?
The Fyre Festival was the worst “would-have-been” event in the world. It was a bad memory that we all hope to forget. Music festivals, though, in general, are not bad at all. There are a lot of awesome music festivals that were planned so well, we all wish we’d been there. Here are some of the best music festivals in the US and Canada:
How Do You Write an Effective Sponsorship Letter?
Event organizing is a fun activity, especially if you see the people taking part in it having a lot of fun. It allows you to incorporate your creativity and lets you do things your way. However, what greenhorns may have trouble with is funding the event. Hooking sponsors can be tricky. But as long as your letter is well-drafted, you can get them to invest in you. We have listed a few things for you to remember when writing a sponsorship letter. If you need help in creating a marketing strategy for your event, you can also look into our event marketing strategy templates.
Step 1. Start With A Friend
It might be easier for you to talk if the person you are dealing with is a friend. It would be easier for you to explain in great detail, and your friend wouldn’t interrupt you in the middle of your explanation. Also, since you already know each other, the trust had already been built. Thus, you don’t have to worry about having to build rapport with the other party.
Step 2. Determine the Go-To Guy
With the explosion of technology, communicating with people has never been made easier. The first thing you need to know before sending out a letter would be to find out who to send it to. It’s useless to send it to the company email as it will only get lost or won’t get to the right person. With today’s society, you can use social media to find out the head person. An excellent way to mine for information would be through LinkedIn. Almost all businessmen, employers, directors, are in there, and they also include their work email or work phone. If you have no confidence in writing an email to your prospects, you can always take a look at our email marketing samples for some ideas.
Step 3. Customize the Sponsorship Level
Don’t settle for generic sponsorship levels. It’s also a bad habit to provide them several options or packages. As pointed out earlier, it only shows that you haven’t done any research about the company you are writing. Match the sponsorship level with the prospect.
Step 4. Set Up a Meeting
Providing a sponsorship package, laying the benefits down for them–this has always been the typical template for sponsorship letters. You can only begin to imagine how many the marketing department receives daily. So what makes your letter different from the rest? Actual human communication. Nothing gives the message clearer than verbal communication. You can check the communication plan. State in your letter that you would like to discuss with them what your event is all about or what they’ll be getting out of it. That way, you are giving your prospects a chance to ask questions and clarifications.
Step 5. Say Thank You
Never forget to thank your sponsors before, during, and after the event. Don’t start burning bridges if you still want them to join the gig next year. Show your appreciation to them as a simple human courtesy. You can also do it the old-fashioned way by writing them a thank-you letter. Check our thank you letter templates for an idea in drafting them out.
Sponsors are humans before they are business people. One thing that we need to remember when we plan an event is that this is all about human interaction. It’s okay to mess up the first time. Even professionals have their fair share of epic fails. Just remember: whether it’s a fundraising event, a music festival, or a holiday celebration, it’s made so people can have a little bit of fun.