How to Write a Sponsorship Letter
What is a Sponsorship Letter?
A sponsorship letter asks for financial support from a company or individual to fund a specific event, team, organization, or cause. This could be for things like sports teams, school clubs, charity fundraisers, or even educational programs.
Is It Like a Donation Request?
No. Sponsorship is a partnership where the sponsored entity promotes its relationship with the sponsor in exchange for financial support. When someone donates, they do not expect recognition or promotion. They donate to support the cause.
What is a “Sponsorship Request Letter”?
The terms “Sponsorship Letter” and “Sponsorship Request Letter” mean the same thing. So, whenever you come across the word Letter, add the word “request” before it. This will help you understand the context better.
What is a “Sponsorship Email”?
A sponsorship email is the same thing as a sponsorship letter. Unless you are mailing something physical to potential sponsors, in which case, adding a letter would be a nice touch – but doing physical outreach can be labor-intensive and costly. So, anywhere you read the word letter, you can mentally substitute the word email.
How to Write A Sponsorship Letter
In this short guide, we’ll break down the key elements of an effective sponsorship letter, providing you with tips and insights to help you write one that stands out and gets results. Whether you’re a seasoned professional or new to the world of sponsorship, these tips will set you on the path to success. Let’s dive in and learn how to draft a sponsorship letter that gets the “yes” you want.
Sponsorship Letter Outline
The Header
Include your information at the top of the letter, including your name/organization name, address, email address and today’s date.
Your Recipients Info
Include the name of the sponsor/company and its address. Tip: Go to the sponsor’s website and confirm the exact name and spelling of the company. (You don’t like it when your name is spelled incorrectly. Right?)
Introduction
Briefly introduce yourself or your organization. In this section, state the reason you’re writing. The most common mistake in this section is that the writer frames their request as they need money. That’s a donation request. Instead, use this section to frame the letter as an opportunity for the sponsor.
Event or Project Details
Describe the event you are running, why it’s unique, and why people should care. Don’t forget to describe the audience for your event. The sponsor wants to know that their customers are present in the audience for the event or product. For instance, describe whether they are male or female, young or old, families, couples, singles, etc.
Sponsorship Benefits
Share what’s in it for the sponsor. Talk about the visibility and exposure they will get.
Call to Action (CTA)
The CTA is what you want the sponsor to do next. It could be a meeting, phone call, or video chat.
Signature
Your name!
Attachments
Include any supporting documents, like event schedules, testimonials, or other information.
Sponsorship Letter Example or Template
What Do You Not Include In A Sponsorship Letter?
The sponsorship request letter is a business proposal. You’re asking for financial support in exchange for promotion. Business can be selfish sometimes. For example, the sponsor does not care about your budget, your needs, or how you’ll use the sponsorship fee. The sponsorship letter should focus on what’s in it for the sponsor.
Also, if you have a sponsorship over $10,000, you might want to consider not including the price in the first letter. Instead, state your willingness to customize the benefits to the sponsor’s need and price it based on the value you present. You could use this language:
If you are interested in this sponsorship opportunity, we have a variety of sponsorship packages customized to you and priced based on the benefits you need. Let’s schedule time to discuss how we can create the right opportunity for you.
What is the Difference between a Sponsorship Letter, Sponsorship Deck and Sponsorship Proposal
Different circumstances require different tools.
Basic Outreach for Low Dollar Sponsorships
A sponsorship letter is the most basic way to reach out to a potential sponsor. It is usually used on less expensive sponsorship requests, usually $10,000 or less.
More Elaborate and Expensive Sponsorships
If you’re looking to secure substantial funds, typically exceeding $10,000, it’s smart to assemble a sponsorship deck. This is basically a detailed marketing presentation that paints a comprehensive picture of who you are and the opportunity you’re offering. When you’re requesting a larger sum of money, you need to provide more information, and that’s where the sponsorship deck really shines.
Here’s a crucial tip: It’s generally best not to include pricing details in your sponsorship deck. Why? Well, at this stage, you might not clearly understand what your potential sponsor needs or what they’re willing to invest. The pricing specifics should be reserved for your sponsorship proposal, where you can tailor your offer to suit their specific requirements. This approach allows you to create a winning proposal that aligns perfectly with your sponsor’s expectations.
The Final Proposal
A sponsorship proposal is similar to the sponsorship deck. It includes a comprehensive picture of who you are. However, at this point, the sponsorship proposal also describes exactly what you are offering the sponsor (because they told you what they need) and the price for the sponsorship.
Final Thoughts
Mastering the art of writing a compelling sponsorship letter is essential for organizations looking to forge successful partnerships. By following the tips and guidelines outlined in this article, you can effectively communicate your value proposition to potential partners. Remember, a well-crafted sponsorship letter is not just a piece of correspondence; it’s a powerful tool that can open doors to mutually beneficial relationships. So, whether you’re a seasoned sponsorship pro or just starting out, honing your sponsorship letter-writing skills is a valuable investment in your journey to solving business challenges through the magic of sponsorship.
