If, for example, you are holding an event for the first time and your largest annual donor gives you $25,000 per year, don’t set up a title sponsorship for your event at the $500,000 level… you’re not going to get it. On the other hand, many organizations that do have large donors will hold annual galas and price their top sponsorship at $1,000 or $2,500 thus underselling what could be a very lucrative avenue for additional revenue.
Setting Your Sponsorship Levels
When setting sponsorship levels, look at your overall event goal. Assume that you will raise at least 50% of your overall fundraising goal through sponsorships (if not more). Thus, if you want to raise $100,000 from your event, your sponsorship goal should be in the $50,000+ range. Set your sponsor levels accordingly. In this case, you’d want to have a top sponsorship slot of at least $15,000 – $20,000 in order to reach your overall sponsor goal.
Naming Your Sponsorship Levels
Name your sponsorship levels in a way that highlights either your event theme or your organization’s work. For example, if you are holding an event to raise money for a school, you could name your sponsor levels: Scholar, Essayist, Author, Contributor, Friend. If you are holding an event with a garden theme your sponsorship levels could be: Rose, Tulip, Petunia, Daffodil, Daisy. If you can’t come up with anything that ties into your organization or event, you can also use naming conventions like: Platinum, Gold, Silver, Bronze.
Providing Benefits to Sponsors
Each sponsor level should include a distinct group of benefits for the sponsoring company, individual, organization or family. These benefits can include:
Marketing Opportunities – What marketing and advertising opportunities can you offer your sponsors in return for their sponsorship?
- Event and pre-event naming opportunities
- Inclusion in press releases and event programs
- Signage at the event
- Recognition by event speakers from the podium
- Press availabilities
- Recognition on the organization’s website
Event Benefits – What event benefits can you offer your sponsors in return for their sponsorship?
- Tickets to the event and to any VIP receptions at the event
- Reserved tables at the event
- Inclusion of a sponsor representative as an event chair or co-chair
Be creative in planning your sponsor benefits. Not every sponsor will receive all of the benefits outlined above, and obviously the higher a sponsor’s donation is, the more benefits the company or individual will receive.
Sample Fundraising Event Sponsor Package
Most non-profits that are hosting fundraising events will create a sponsorship flier (or include one with their event invitations) that showcases the sponsor levels and the benefits that sponsors will receive at each level. Here is a sample sponsor flier you can modify for your next fundraising event:
47th Annual Columbia Family Shelter Black Tie Gala
Title Sponsor: $20,000
– Naming rights for the event and inclusion of logo on all event materials
– 25′ banner at event
– Opportunity for sponsor to speak at event
– 20 tickets to event and VIP auction preview
VIP Auction Preview Sponsor: $10,000
– Naming rights for VIP auction preview reception
– Inside back cover of ad calendar, and display advertising at event
– Featured in newspaper and billboard advertising for event
– Logo featured on website for one year on event invitations and materials
– 10 tickets to event and VIP auction preview
Presenting Sponsor(s): $5,000
– Full page ad in ad calendar and display advertising at event
– Featured in newspaper and billboard advertising for event
– Logo featured on website for one year and on invitations and event materials
– 10 tickets to event, 6 tickets to VIP auction preview
Excellence Award Sponsors: $2,500
– Naming rights for one of this year’s Columbia Excellence Awards, presented at the event
– ½ page ad in ad calendar and display advertising at event
– Featured in newspaper and billboard advertising for event
– Name listed on event invitations and logo featured on website for six months
– 6 tickets to event, 2 tickets to VIP auction preview
Silver Sponsor: $1,000
– ½ page ad in ad calendar and display advertising at event
– Featured in newspaper advertising for event
– Name listed on event invitations and logo featured on website for six months
– 4 tickets to event, 2 tickets to VIP auction preview
Bronze Sponsor: $500
– ¼ page ad in ad calendar and logo featured on website for six months
– 2 tickets to event, 2 tickets to VIP auction preview
Partner Sponsor: $300
– Listing in ad calendar and on website for three months
– 2 tickets to event
