Sponsorship Letter Template

What a sponsorship letter should include

Keep the letter to one page. A sponsor reads the opening lines and decides whether to continue.

• Why this company

  One sentence on why you wrote to them: their customers attend your event, they sponsored something similar, or their mission matches yours.

• What the event is

  Name, date, place or online, expected attendees and the kind of people who attend. Use only numbers you can support.

• What you are asking for

  A cash or in-kind contribution, a range of packages or one named item. Say so in the letter instead of leaving it for the second meeting.

• What they get

  Two or three benefits that fit their goals, such as visibility, a session or a booth. Detail goes in the package deck.

• A clear next step

  A short call or a deck to send, with a date. One question is easier to answer than an open invitation.

Sponsorship request letter template

Copy this and replace everything in brackets. Delete any line that does not apply.

Subject: Partnering with [Event name] on [date]

Dear [First name],

I am [name], [role] at [organization]. I am writing because [one specific reason you chose this company, such as: your team supports the same community, or your customers are the people who attend our event].

[Event name] takes place on [date] at [venue or online]. It brings together [number or description of attendees], mostly [roles or industries], to [purpose of the event in one sentence]. [One sentence on past results you can support, such as the number who attended last year.]

We are looking for [number] sponsors to help [what the money pays for, such as keep tickets affordable or fund the main sessions]. Sponsors receive [two or three benefits that fit them: for example, recognition on our website and in the event app, a speaking slot, a booth].

We have packages from [lowest tier] to [highest tier] and are glad to shape one around what matters to you.

May I send our sponsorship deck, or would a 20-minute call on [two dates] suit you better?

Thank you for considering it.

Kind regards,
[Name]
[Role, organization]
[Phone] | [Email] | [Website]

Follow-up letter template

Follow up once after about a week, then once more after another week if there is still no answer. Add something new each time rather than repeating the first letter.

Subject: Re: Partnering with [Event name] on [date]

Dear [First name],

I wanted to follow up on my note of [date]. Since then, [one new fact: a confirmed speaker, a sponsor who has joined, registrations opening].

I have attached the sponsorship deck, which shows the packages and what each includes. The [package name] seems to fit what you do best, because [one reason].

If the timing is wrong this year, tell me and I will keep you in mind for [next event or date]. Otherwise, could we speak for 20 minutes this week?

Kind regards,
[Name]
[Phone] | [Email]

How to personalise the letter in ten minutes

A letter that could have gone to anyone usually goes nowhere. Before you send each one, do these five checks.

1. 1

   Find the right person

   Write to a named person in marketing, community, partnerships or the foundation. A general inbox is a last resort.

2. 2

   Read what they already sponsor

   Their website and news page show what they back. Mention one that is close to your event.

3. 3

   Match one goal

   Pick the benefit most likely to matter to them, for example access to your attendees for a company selling to them, or community recognition for a local business.

4. 4

   Suggest a package

   Name the one you think suits them. It shows effort and gives them something to react to.

5. 5

   Check every fact

   A wrong name or a figure you cannot support ends the conversation. Read the letter aloud before sending.

Mistakes that get sponsorship letters ignored

Most letters fail for the same few reasons:

• It talks about you, not them

  A letter that lists your needs and never mentions the sponsor's goals reads as a request for money, not a partnership.

• It is too long

  Keep it to one page and send the detail as a deck on request.

• It has no ask

  If the reader cannot tell what you want in the first half of the letter, they will not guess.

• It is sent too late

  Company budgets are set well ahead of the year. Write at least three to four months before the event, or earlier for a large one.

Where Eventdex fits in sponsorship

Eventdex does not write or send sponsorship letters. It supports the event once a sponsor says yes, with the features on its event sponsorship page.

• Sponsor visibility

  Sponsor logos on the landing page and lobby of a virtual event, and custom-branded onsite badges and lanyards.

  Event sponsorship features

• Sponsor results

  Live attendee stats and a post-event report for sponsors, and real-time booth metrics for exhibitors.

  Event sponsorship features

• Lead capture

  Exhibitors scan attendee badges to capture leads at the event.

  Lead retrieval app