Sponsors fund private and public events, but the benefits don't run one way. A sponsor gives your event money to put their business name out in the public, create brand awareness and expand their client base. In short, a mutually beneficial relationship must exist for a sponsor to get on board with your event. To get a sponsor, you must prove that your event has all the qualities the potential sponsor needs to enlarge their client base.
Start planning as soon as possible. Larger companies plan to sponsor events a year in advance. If you plan on attaining big-name sponsors, you must begin the process at least a year out. Smaller companies, such as a local business, need less time and often need only a month's notice.
Analyze your event demographic carefully. Look at age, gender, career background and any other pertinent information. This analysis tells you which sponsors may be interested in your event. For example, if your event attracts a large number of young families, then go to businesses that sell children's toys and provide day-care services. They could serve as strong potential sponsors.
Try to get a personal meeting with the sponsor that best fits your event. A personal request for sponsorship creates a stronger relationship with the potential sponsor than a letter or phone call. The personalization of a face-to-face meeting increases the likelihood of attaining the business as a sponsor.
Present the business with your analysis to "sell" your event. You must explain with verifiable facts why your event can help the potential sponsor. Demonstrate that your event contains the sponsor's target audience and provides the perfect platform to expose a new group of people to their product.
David Montoya is an attorney who graduated from the UCLA School of Law. He also holds a Master of Arts in American Indian studies. Montoya's writings often cover legal topics such as contract law, estate law, family law and business.