Writing a sponsorship email can be the ticket to securing partnerships that drive your event, project or cause. Whether you’re looking for corporate sponsorship for a community initiative or business sponsorships for a nonprofit, a good email sets you apart.
In fact, companies think sponsorships increase brand awareness and visibility, so they are more likely to partner with organisations that align with their mission.
Why writing a sponsorship email matters
Clear and professional sponsorship emails show potential sponsors what they can get out of the partnership. In this guide we’ll walk you through how to write a sponsorship email, with real examples and templates to get you started.
What is it and why do companies sponsor?
Sponsorship is a partnership where businesses provide financial or in-kind support to events, projects or organisations in exchange for visibility and promotional benefits. It’s a key part of marketing activity, helping companies reach new audiences and associate their brand with initiatives that reflect their values.
In 2022, global sponsorship spend was $97.4 billion and is expected to grow at 8.7% per annum to $189.5 billion by 2030
Companies sponsor events or causes to increase brand visibility, build emotional connections with their target audience and demonstrate corporate social responsibility. In fact brands will increase their sponsorship budgets in the next few years as they see it as a way to get closer to consumers
By knowing what drives corporate sponsorship you can tailor your proposals to meet the objectives of potential sponsors and get the funding.
Who to sponsor
Finding the right sponsors is key to a successful sponsorship request. Not every company will align with your mission or project so you need to target businesses whose values match your cause. Not every company will be a good fit so start by identifying organisations that have supported similar initiatives.
Research shows companies prefer to sponsor causes that align with their corporate social responsibility (CSR) goals.
Start by looking at companies that sponsor similar events or organisations. Use tools like LinkedIn, sponsorship directories and industry reports to find potential sponsors. Many companies also focus on the demographics of the audience they’ll be reaching.
Many businesses choose sponsorships based on the target audience so make sure you highlight the value of your audience.
How to find potential sponsors
- Research their sponsorship history: Look at companies that have supported similar causes or events to yours. They already have an interest so you’re more likely to get sponsorship.
- Check for CSR alignment: Many companies have corporate social responsibility. Look at their CSR goals and see if your event or project fits.
- Use networking platforms: LinkedIn is a great tool to research companies and connect with decision-makers. Build relationships before you make a formal ask.
How to write the perfect sponsorship proposal
A good sponsorship proposal is key to getting partnerships. It shows you’re professional and outlines the value you bring to potential sponsors, so ensure your proposal is presented clearly and well-structured.
Your proposal should focus on what the sponsor will get from the partnership and what’s unique about your project or event.
Your proposal should include sections such as an overview of your project, audience demographics, benefits of sponsorship and timeline. By offering different sponsorship levels you give potential partners options that fit their budget and goals.
What to include in your proposal
- Executive summary: A short overview of your project, its purpose and why it’s a good opportunity for the sponsor.
- Audience demographics: Details of your audience demographics: age, location, interests etc. anything that aligns with the sponsor’s target market.
- Sponsorship levels and benefits: Offer different sponsorship packages (e.g. gold, silver, bronze) and state what the sponsor will get at each level (e.g. logo placement, social media mentions, product placement).
- Timeline and key dates: A timeline of your project from promotion to post event follow up.
- Call to action: End with a clear next step. Whether it’s a meeting or finalising details make it easy for the sponsor to respond.
How to write a sponsorship email
- Customise each proposal: Tailor your proposal to each sponsor, focus on how their brand aligns with your event or project. Personalisation shows you’ve done your research and understand their goals.
- Focus on sponsor benefits: Instead of what you need, focus on what the sponsor will get, e.g. brand visibility, access to your audience or positive PR.
- Keep it simple and professional: Use clean formatting, concise language and make it easy to read. Sponsors will engage with a well structured document.
How NOT to write a sponsorship email
- Being too generic: Don’t send the same proposal to every potential sponsor. Tailor your approach to their specific needs and goals.
- Ignoring audience data: Don’t forget the importance of audience demographics. Sponsors want to know your audience aligns with their target market.
- No follow up: Submitting a proposal and not following up is a wasted opportunity. Sponsors are busy so a polite follow up can keep the conversation moving.
Sponsorship email template
Once you have your proposal ready, the next step is to write a clear and concise email to introduce your request. Research shows that emails with targeted subject lines are 47% more likely to be opened. Your email should be short and professional and provide key information about your event or project and what the sponsor will get from the partnership.
Your email should have a direct subject line e.g. “Exciting Sponsorship Opportunity for [Event Name]” which clearly states the purpose of the email. Start with an introduction and your organisation, then a brief overview of your project.
The most important part of your message should be the benefits for the sponsor, whether it’s brand visibility, access to a new audience or positive PR opportunities.
End with a call to action, e.g. request a meeting or offer to discuss the proposal. Follow up is key as often sponsorship deals are closed after multiple points of contact. If you don’t hear back within a week a polite follow up can make a big difference.
Sponsorship email template
Don’t make these mistakes when sending sponsorship requests
When you send a sponsorship request small mistakes can make a big difference. To increase your chances of success be aware of these common mistakes that can kill your chances. Here are some to avoid when approaching potential sponsors:
1. Talking too much about yourself
One of the biggest mistakes is talking too much about what you need rather than what the sponsor will get. While you need to explain why you need sponsorship, the focus should always be on what you can do for the sponsor. How will partnering with you benefit their brand, increase their visibility or align them with a meaningful cause.
As author of Power Sponsorship, Kim Skildum-Reid, says “Sponsorship is about building a business relationship with mutual benefits, not just seeking financial support”.
2. Not researching the sponsor
Another mistake is sending out generic proposals to companies without doing your homework. Sponsors want to know you understand their brand and values. Before you send your request, research the company’s previous sponsorships, marketing goals and target audience. This way you can tailor your request and show how your event or project aligns with their objectives.
3. No clear call to action
Your email or proposal should always end with a clear call to action (CTA). Whether you’re asking for a meeting, a call or a response, make sure the next step is clear. A vague or passive conclusion like “Let me know if you’re interested” doesn’t give a sense of urgency or direction. Instead try “I’d love to schedule a call next week to discuss how we can work together”.
Not sure how to end an email professionally? Check our in-depth guide here.
4. Too much information
While you need to include the essentials, too much information upfront can be overwhelming for potential sponsors. Keep your initial email short and sweet and focus on the benefits for the sponsor. Save more detailed information like audience demographics or full proposal for follow up communications or attachments.
5. Not following up
Many sponsorship deals are closed after multiple points of contact. Not following up on your initial email or proposal is an opportunity missed. If you haven’t heard back within a week or two, send a polite follow up to remind the sponsor of the opportunity. As the Sponsorship Guy, Larry Weil, says “Persistence and follow up are often what secure deals; it’s about building a relationship over time”.
How to keep the conversation going
Following up on your initial request is a critical step that can be the difference between getting a deal or missing out. Sponsors are busy and even if they are interested they may not respond immediately. A good follow up strategy shows persistence, professionalism and genuine interest in working together.
When to follow up
Give your initial email some time to be looked at but don’t wait too long. A good rule of thumb is to follow up 5-7 days after your first email if you haven’t heard back. This is long enough to give them time to look at your email but short enough to keep the momentum going.
In your follow up email restate your initial request and reiterate your interest in working together. Be polite and don’t sound impatient or demanding. Emails that offer value in follow ups like additional information or insights are more likely to get a response.
What to include in your follow up
Your follow up email should be short and sweet. Here’s what to include:
- A reminder: A gentle reminder of your initial email and what it was about.
- Value proposition: Repeat the key benefits for the sponsor. What’s in it for them.
- Call-to-action: End with a next step. Whether it’s a call or more information make it easy for them to respond.
Follow up email template
Follow up tips
- Be persistent but polite: If you don’t get a response after the first follow up wait another week before following up again. Multiple follow ups show dedication but make sure to stay polite.
- Provide value in every follow up: In every follow up try to add value, new event details, an updated proposal or additional statistics that might interest the sponsor.
- Be flexible with time: If the sponsor needs more time be accommodating. Building long term relationships often requires patience.
Sponsorship email examples (with breakdown)
When writing your sponsorship email it’s helpful to look at real life examples to see what works and what doesn’t. Effective sponsorship emails are clear, professional and focus on mutual benefits. In this chapter we’ll provide examples of different types of sponsorship requests and break down why they work.
Example 1: Event sponsorship request
Why it works:
- Clear intro: The email starts with a friendly and professional hello, introducing the sender and their organization.
- Targeted benefits: It’s focused on what the sponsor will get, mentions brand visibility and engagement with the audience.
- Specific ask: Closes with a meeting or call request, easy for the recipient to take action.
Example 2: Non profit corporate sponsor
Why it works:
- Emotional appeal: Connects the sponsor’s brand to a good cause, appeals to their desire for social responsibility.
- Personalization: Customized message that aligns the sponsor’s brand values with the non-profit’s mission, makes the partnership feel more personal and relevant.
- Clear structure: Sponsor levels are mentioned but not detailed, leaves room for more conversation in the follow up.
Example 3: Sports team sponsorship
Why it works:
- Local focus: Email is about how the sponsor can increase their visibility in the local community by supporting a sports team.
- Benefits: Clearly outlines the sponsorship benefits, logo placement and home game promotion.
- Friendly ask: Ends with a simple ask for a meeting or call, keeps it professional but approachable.
Takeaways
Each of these examples shows:
- Sponsor benefits: Always frame your ask in terms of what the sponsor gets.
- Professional and brief: Each email is short, clear and to the point.
- Personalization: Customized to the sponsor’s brand, values or community involvement.
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Sponsorship email templates to use
One of the most powerful tools in your sponsorship outreach is having a set of email templates. These templates help you stay consistent, professional and efficient when reaching out to sponsors. By customizing each email to the sponsor’s goals, values and industry you’ll get a better response.
Corporate sponsorship email
Event sponsorship request
Community or non profit sponsorship request
Customize your templates
While these templates are a good starting point, personalizing each email to the sponsor’s needs and values is key to success. Here’s how to customize:
- Research your sponsor: Tailor the email by referencing the company’s recent sponsorships, values or any corporate social responsibility (CSR) initiatives they support.
- Use specific numbers: If possible, mention the expected attendance numbers, media reach or demographics to show your event aligns with the sponsor’s target audience.
- Keep it short: While providing enough detail to show value, keep the email brief and easy to read. Busy decision makers are more likely to respond to short and to the point messages.
- Use an AI email assistant like MailMaestro to speed up your writing process for effective and personalized sponsorship emails.
Conclusion
Writing a good sponsorship email request is a crucial step in building successful partnerships that will drive your event, project or cause forward. By following the framework we’ve outlined—your proposal, personalized emails and polite follow up—you’ll increase your chances of getting a yes.
The key is to always put the sponsor first. While you need to communicate your objectives, the sponsorship relationship should be mutually beneficial. Showing how the sponsor will benefit from their investment in your event or cause is what will make your proposal stand out.
As stated in Power Sponsorship, “The more you make it about them and the value they’ll receive, the more successful you’ll be in getting a yes”.
At the end of the day persistence and professionalism are key to sponsorship outreach. Follow up, keep it clear and concise and continually adjust based on feedback. Every touch point is an opportunity to build a relationship and show your sponsor you’re all about a win-win.
follow-up on our previous call, ask if he’s ready to start cooperation let him know that our discount ends tomorrow ask him if he had time to calculate roi
