The value of sponsorships is hard to overstate. They are one of the easiest ways to sell more spots, increase the value of your event, minimize financial output, and increase your profits. They can provide financial support, fill your swag bags with meaningful gifts for your attendees, or offer in-kind donations like food, drinks, or art supplies. Financial support and service-based donations pad your bottom line, and swag contributions increase the value of your event without you having to lay out any more cash. Best of all, sponsorships are a chance to build relationships with businesses whose values and mission align with your own.
One of the questions I get asked most often is “How do you get so many sponsors and partners to support your events?” It’s a fair question. As a post-professional, new stay-at-home parent planning my first Inspired Family: Mindful Parenting Conference I brought on board over 110 sponsors, partners and vendors. For my first Mindful Mama Retreat (a much smaller scale event) I pulled on board over 30 sponsors. This was without having any prior non-professional events to demonstrate value to these companies.
So, how the heck did I do it?
Here are some of my most valuable tips:
Create a system to stay organized
The first thing I did was start a spread sheet and fill it with a TON of research. Literally, hundreds of entries that included a company name, location, contact person, email address, website, and reason for contacting them (sponsorship, swag bags, presenter, vendor).Brainstorm contacts
Where did I find people to contact? Literally, I found ideas for whom to contact e.ver.y.where. I looked at similar large scale events (such as baby expos) for businesses that supported as sponsors or swag bag contributors. I looked at parenting and mindfulness magazines for advertisements to get a sense of companies in line with our values. I asked friends for references of businesses they would want to see at a mindful parenting conference; as presenters, sponsors, and in the vendor hall. Honestly, although it took a lot of time, building the list of contact ideas was the easy part.Target appropriate vendors
This is a big one. Keep in mind the vision of your event, and the profile of your attendees. Holding a yoga retreat? Contact companies that sell yoga gear, or healthy snacks. Holding a couples connection retreat? Contact businesses that might contribute experiential giveaways to your event, like a gift card to a local Bed & Breakfast, or a series of couples dance classes.Be specific and reasonable
Form letters (as a basis) are a must when contacting multiple businesses for sponsorship but every single letter you send out should be carefully tailored to the individual business. Yes, I understand that this takes A LOT OF TIME, but it is worth it. Being specific and individualized is what will get you noticed; it is what will help you to secure sponsorships. When contacting a potential sponsor, explain why you are contacting them and how you envision supporting each other's businesses. Be specific about what you would like them to contribute, and what you can provide to them in exchange. For example, if you are asking for swag bag contributions, let them know how many people you anticipate attending your retreat or workshop. Do they have a new product line? Suggest that they would benefit from sharing it with your audience. This gives them a clear sense of what you are looking for and what their investment will be. Would you love for their company to sponsor your location rental fee (or maybe just a specific room if you have multiple rooms)? Explain which room you think would be most valuable to them in the context of your event. For example, at the Inspired Family Conference we had a "Baby Changing Room", stocked with individual changing pads, diapers and wipes, bottom creams, etc. It was double sponsored by two local business that cater to parents interested in learning about cloth diapering. They provided the supplies and covered the cost of the room rental, and we highlighted them as room sponsors through signage at the room, mentions in the program, etc. The point is, be specific about why you are contacting the business, how you think they can contribute, and what they will get out of the partnership. This is as much about them as it is about you.Social media shout outs
Have a system to keep track of tagging and celebrating your sponsors and partners on all of your social media accounts. I announce partnerships at various times throughout the planning period of an event: at the beginning after a contract is signed, when their contribution arrives (for example if they are sending freebies for the swag bags), and any time I share a general post about the event. Your sponsors will often share your post, which increases visibility for your event. And let's be real - the whole point of bringing on sponsors is to build relationships with businesses and people whose values and/or products align with your event. Recognizing your sponsors and keeping them in the loop will help strengthen your connection and commitment to each other.Thank you cards (real ones)
When all is said and done, don't forget to send thank you cards. Yes, the handwritten kind, with a stamp, sent through the post office. In my opinion, it is the little things like this that make a world of difference in building deep, sustained relationships with partners who want to continue to work with you.Provide valuable feedback
Make sure you include sponsorship contributions on your feedback forms. Did a local business cover the cost of your room rental? Let them know how highly your attendees rated the retreat location. Did a national company send you free products for your swag bags? Let them know how participants liked what they contributed.
These are a few of the strategies secured sponsors and partners for my retreats and conferences.
Ready to get these results too?!
I had a feeling you might, which is why I created Sponsorship Secrets, a comprehensive system for securing generous and aligned sponsors. It is literally my exact system including strategies, tracking sheets, outreach templates, and more.
Sponsorship Secrets pulls back the curtain to reveal hidden strategies so that you too can enjoy all of the benefits that sponsorship has to offer.
It guides you step-by-step through the a proven process which will result in valuable sponsorships, leading to increased attendance, increased value, increased profits, and increased impact.
