Sourcing Sponsorship
for Your Show or
Event
Natalie Hoskins
ASC of NSW Next Generation Publicity
Officer
“Why source sponsorship?”
Know your target
audience
Brainstorm with your committee
Choosing who to contact
Decide what you need…
Prizes
Cash
Services
Free tickets
Feeling good
Promotion!
Shout out over PA
What can you offer in
return?
Their logo plastered on
socal media, website
and show schedules
Banner/signage at
event
Stall space for them at event
Cold Calling
Pros:
• Use your tone to convey your
message
• It’s more personal
• Applies pressure – they need to
give you an instant response
Cold Calling
Cons:
• Time consuming
• Expensive – will rack up your phone
bill quite quickly
• Emotionally draining – rejections
hurt!
• All of these equals a smaller net
reach
Emailing
Pros:
• Fast – even when sent individually, it’s quicker
than any other method
• Save on costs – the internet is widely and
freely available
• Larger net reach due to the above points
• More passive – allows companies to discuss
and think over their decision rather than being
on the spot
Emailing
Cons:
• Easier to be ignored, or accidentally
overlooked
• Easy for email address online to be out of
date or misspelt.
• Requires more writing effort
Going in store
A less popular and less ideal option exceptionally time consuming.
Not all businesses actually operate out of
stores, or the decision makers don’t work in
store.
But great for if you know the business owner,
or are only seeking donations from your small
town.
How To:
Documents
1. Email/letter
1. “Dear…”
2. Short introduction of who you’re
contacting on behalf of, and what your
organisation does
3. Describe the event you’re running and
what their donations will be used for
4. Provide any additional details
5. Offer your contact details for further
enquiries
6. “Thank you for your time”
2. Prospectus
1. Letterhead
2. Heading
3. Introduction
4. Offered Sponsorship Levels
3. Excel Spreadsheet
1. Pages/Tabs
2. Column Headings
•
•
•
•
•
•
Company name
Date initially contacted, and who by
Contact details used to reach the company
Donating, yes or no?
If not donating, reason why
Product donating?