Event sponsorship is a win-win situation: the event gets funded and receives promotional support, while sponsors gain exposure, publicity, and association with a meaningful cause or community. If you’re organizing an event and looking to attract sponsors, one of the first steps you should consider is creating a structured sponsorship package with various levels. This offers potential sponsors options and enables you to cater to businesses of all sizes.
In this blog post, we’ll guide you through creating adequate sponsorship levels to optimize your chances of securing the right partnerships.
1. Understand Your Value Proposition
Before drafting any sponsorship packages, identify what makes your event unique and attractive to potential sponsors. Is it the audience demographic? The event’s reputation? Or a specific theme that aligns with a company’s branding? Understand what you have to offer so you can effectively pitch it.
2. Create Tiered Levels
Sponsorship levels are typically divided into tiered groups, each with benefits. Common tier names include:
- Platinum
- Gold
- Silver
- Bronze
However, don’t limit yourself to these metallic categories. Be creative and choose levels that align with your event’s theme or industry.
3. Define Benefits for Each Level
For each sponsorship level, specify the benefits sponsors will receive. Here’s a sample structure:
Platinum: Primary logo placement on all event materials, a keynote speaking opportunity, an exhibit booth in a prime location, and 10 VIP event passes.
Gold: Logo placement on select event materials, a breakout session speaking opportunity, an exhibit booth, and 5 VIP event passes.
Silver: Logo on the event website, an exhibit booth, and 3 VIP passes.
Bronze: Logo on event website and 1 VIP pass.
Remember, these benefits can be adjusted based on the nature of your event.
4. Set the Pricing
When determining pricing, consider your event’s expenses, the perceived value of the sponsorship, and market research. It’s crucial to strike a balance where the price is attractive to sponsors and profitable for the event. A common practice is to ensure that higher-tier packages offer better “value per dollar” to incentivize more extensive commitments.
5. Offer Customizable Packages
Some companies have specific sponsorship goals or budgets that need to fit neatly into predefined packages. To cater to these potential sponsors, consider offering customizable packages or a la carte options, which can increase your event’s appeal and flexibility.
6. Showcase Testimonials
If your event has had sponsors in the past, include their testimonials or success stories in your sponsorship package. This builds credibility and illustrates the tangible benefits of sponsoring your event.
7. Promote Your Packages
Once your sponsorship packages are ready, promote them! Use your event website, social media channels, and email marketing to reach potential sponsors. Direct outreach to companies that align with your event’s theme or values can also be effective.
Crafting compelling sponsorship levels is both an art and a science. It requires understanding your event’s value, researching potential sponsors’ needs, and creating mutual benefits packages. By offering structured, transparent, and customizable options, you can attract sponsors that will fund your event and enhance its overall experience and value.
