Building Your Fundraiser Sponsorship Package
Now that you have gauged the sponsorship potential for your fundraising event, it’s time to create your fundraiser sponsorship package. The fundraiser sponsorship package is an amazing tool and resource for your committee to use as they prospect and hopefully close many sponsorships for your fundraiser.
When creating your fundraiser sponsorship package, it’s important to remember that the major function of the document will be to clearly communicate the inspiration, message, and history behind your event, while also providing information on the different sponsorship tiers available to potential supporters.
And while information below will be a great guide for you to follow when creating your own fundraiser sponsorship package, feel free to get creative and add any feedback you have in the comments section of this post!
One of the most important sections of your fundraiser sponsorship package will be where you describe the inspiration and history behind your event. Providing a glimpse into the origin of your event and the story around the great cause / organization you are supporting will help your event stand out among the hundreds of sponsorship requests potential supporters receive. If you have been running your event for more than a year, be sure to include information on the progress or growth the event has made over that time. This could be growth in attendance, proceeds raised, or both!
After describing your team’s motivation and the history behind your fundraising event, you can also use a small portion of your fundraiser sponsorship package to talk about the organization or cause you are supporting. Here, include the mission statement of the organization and any important progress or history it has made since its origin.
Now it’s time to focus on some of the hard data. Do you expect high attendance? Maybe your audience isn’t huge, but consists mostly of a target demographic that you know your sponsors are dying to get in front of. For our annual Boston fundraiser, we focus heavily on our large attendance, consisting mostly of millennials and young professionals.
Some other sources of data that you may be able to pull from include:
Digital Presence – This will include anything from the traffic / impressions you may be observing on your fundraising event web page, to the number of fans or people in attendance on your Facebook event page. One tip here – make sure you set up a Google Analytics account for your site. This is easy to do, and will allow you to capture impressions and stats to share with your sponsors each year.
Survey Data – If you plan on holding your fundraising event annually, send out a post-event survey. In the survey, you can gain insights on what your audience thought of your event, but can also ask questions about your attendees’ ages, occupations, and preferences. Once you’ve collected this data, you can include some of the stats directly in your fundraiser sponsorship package in order to entice your sponsors.
Yearly Proceeds – Again, it will always help to highlight any growth you’ve seen in your proceeds donated, year after year.
Now that you’ve provided your potential sponsors with some amazing context behind your event, and stats that will have them chomping at the bit, it’s time to ask for their participation and help!
A strong call to action will provide potential sponsors with the next steps they must take in order to participate as a sponsor. In addition, it is always helpful if you can provide information on what a potential contribution would mean for the organization or cause that your event is supporting. For example, will a contribution of $1,000 provide meals to impoverished children for a week? Let your sponsors know these details, so that they can visualize the impact their organization will have.
The most critical portion of your fundraiser sponsorship package will be the sponsorship levels that you determine for your potential sponsors. These tiers describe the different aspects of each sponsorship (level of exposure, presence at the event, tickets, etc.) and correspond to increasing levels of contribution.
Based on the size of your event, you can determine the different monetary levels that you’d like to assign to each tier of sponsorship.
Typically, levels are broken into categories to make your ask clearer. We use categories such as Platinum, Gold, Silver, and Bronze, but feel free to create your own custom names that play into your event.
Common aspects that are included in most fundraiser sponsorship packages include:
Naming Rights – Naming rights are one of the most prominent attributes a fundraising event can offer to sponsors, and typically include a sponsor providing a monetary contribution in order to have their name tied to a certain portion of the fundraising event. For example, a sponsor company may donate $25,000 in order to have the event itself named after the company – i.e., The [Company Name here] Winter Fundraiser. For smaller contributions, you may be inclined to offer naming rights for different portions of your event (the DJ booth, the open bar, etc.).
Logo & Name Recognition – This can include a sponsor’s logo on all digital elements of your fundraiser, including email or online communications, social media pages, and your website. Additionally, logo recognition will include any physical signage present at your event, such as on event banners, programs, or even your photo backdrops.
Tickets to the Event – Traditionally, most of your sponsorship tiers will include tickets to your event for the sponsoring organization. The higher the contribution, the more tickets you can offer to the sponsor!
Finally, don’t forget to include your contact information and the address to which your sponsors can send their contributions, as well as any materials you will need from them (logo files, etc.).
Keep in mind that your fundraiser sponsorship package is a great way to start conversations with your sponsors. Emphasize that your different tiers are just guidelines – leave sponsorship opportunities open to discussion, in case your potential sponsors are interested in a custom experience outside of the original details provided in your sponsorship package.