If you’re in charge of event sponsorship, let’s face it: you’re in the relationship business. Forging connections is key to landing the best sponsors you can. And landing higher caliber sponsors is the path to higher sponsorship revenue.
 
Even if you know who to approach about sponsorship, it can be tough to know how to secure the deal. Here’s the secret: it all starts with nailing the event sponsorship proposal email.
 

3 types of emails you’ll use to win event sponsors

When you reach out to potential sponsors, you’re likely to send one of these three different types of emails:
  • The follow-up (or “warm” email)
  • The introduction (or “cold” email)
  • The meeting request
Once you select the right sponsorship email for you, you can draft a sample letter for a sponsorship request for an event. Each email takes on its own tone and structure — here’s how to do every sponsorship email right.
 

Nail the follow-up sponsorship email

Perhaps your outreach efforts begin at a business event, where you share a promising chat with a representative of your target company. First, make sure that these efforts are successful by learning why event planners fail at networking and how you can network more effectively with these tips.
 
Once you’ve found a potential contact, what comes next?
 
The person you met at Company X is your in. They don’t have to be a decision-maker — they just have to point you in the right direction. Before too much time passes, a friendly, concise email is in order. Use these event sponsorship examples to guide you as you:
  • Give sponsors a reason to open: It all starts with your subject line. Keep it short, snappy, and to the point. “Met you at [event]. Let’s connect!” sets the context for your message and extends an invitation to continue the relationship. The same strategy goes for emailing a referral: “[Referrer name] recommended I get in touch.”
  • Mention how you’re connected: While it’s important to give context to your relationship to the sponsor, don’t write a novel. Briefly mention your mutual connection, then transition into the purpose of your email. Here’s an example: “I recently had lunch with [referrer name], who shared some of your ideas. I was blown away! I think your approach would be perfect for a project I’m working on.”
  • Seek their expert opinion: You can demonstrate how much you respect their time by keeping your request concise. “Spare fifteen minutes to give your expert feedback?” is only eight words long and articulates the request perfectly.
Pro tip: Don’t ask for their sponsorship just yet—get to know them first. If you don’t, they might find it too easy to cast your pitch aside. You want a chance to properly woo this person to find out who the decision-maker is and then ask for a face-to-face meeting through your connection.
 

Craft an introduction email that can’t be ignored

Of course, you won’t always have a warm connection to potential sponsors. In these cases, you’ll need to “go in cold” and write a sponsorship letter for an event to someone you’ve never met before. Following an event sponsor letter template with these tips can take the guesswork out of crafting this introduction email.
 
Don’t panic. Take the time to gather information and learn who’s who at the company. With a little research on LinkedIn, you can find an employee in a relevant role. (Check out this tip sheet to learn common professional titles to look for at different companies.) When you’re ready to email your potential sponsor, keep this in mind:
  • Be clear and concise: Your goal is to start a conversation that will ultimately lead to a meeting to discuss the sponsorship opportunity. The email should focus on the value of your event, and what objectives and audience you share. Keep in mind that you’re seeking a long-term partnership rather than a one-off event sponsor. Your message should be brief with just a few sentences.
  • Start off hot: Your next challenge is keeping their attention. Come off too pushy and the potential sponsor will quickly wonder why they opened your email in the first place. The same will happen if you aren’t clear about your ask.
  • Avoid “hope you’re doing well”: There are better ways to break the ice and get down to business. A little research can go a long way. Include a sentence or two at the opening of your email to show that you’re familiar with the recipient’s work.
Pro tip: Working your way from a cold intro to the decision-maker can be frustrating. But there’s value in the process. Ask each person you speak with about their business, and by the time you reach the right person, you’ll know what matters most to them.
 

How to write a successful meeting request email to a sponsor

As you begin to establish connections at your target sponsor company, eventually you’ll get the name of a decision-maker. Now, it’s time to win a meeting. Be explicit, and include a clear call to action. “Would you be able to put me in touch with [referrer name]?” or “Does 3 p.m. work for a phone call?” are questions that ask them to commit.
 
Whatever you close with, avoid signing off with “thanks in advance.” Closing with an expression of gratitude is shown to increase response rates, so while you should avoid thanking your prospects in advance, a simple “thanks” can go a long way.
 
Pro tip: Don’t just ask the decision-maker if they want to meet. All that does is invite them to say “no.” Instead, give them a few meeting time options and offer enough information to spark their interest.
 

Example of a sponsorship email

Now that you’ve secured your sponsor, show them a little extra love by promoting them with a dedicated email to attendees. Not only will it make your sponsors happy, but it will also provide value to attendees by making them aware of helpful products or services that will be at your event.
 
This example from Yoga in the Field showcases how to promote a sponsor while keeping the imagery and messaging relevant to the event. Emails like this can showcase products or services that the sponsor offers to enhance your event.
 

Become a pro at securing event sponsorships

These best practices are key to connecting with potential sponsors. If you’re ready to build your skills and secure sponsorships for your next event, learn how to perfect your sponsorship pitch deck, and consider getting certified in event sponsorship. When you do, you’ll be sending event sponsorship emails that are engaging, effective, and successful.