Aim High for Event Sponsorships

Sponsorships for Auction – It's Where the Money Is

There's no question that guests attending your events come for the fun. Whether it's formal galas, golf tournaments, or dance competitions, some invitees won't attend if there isn't an auction. People like to “win” and there is no better way to provide your guests that special feeling than with an auction. The fun, like a great theme, is what gets people in the door, but sponsorships are where the the bulk of the money is made.

Auction Items vs Sponsorships

While we each think that our auction event is the most important thing around, businesses receive tens of dozens of donation requests a year, and go on to donate dozens of items. Finding auction items can be a breeze with these links and advice. Ordinary donations make up the bulk of the auction action, Sponsors can help increase revenue multiple times over- here is how.

Sponsorships give you the opportunity to make your partner feel extra special. You want your donors to remember your organization so their participation for the next year is nearly automatic. What incentives do you have for sponsors? Event tickets, special recognition, and thank you gifts are a great starting point for making your sponsors want to continue to work with your organization.

Sponsorship Goals

When it comes to sponsorships, you should have goals on both micro and macro scales.

• The macro goal of the total sponsorship donations collected is to, at a minimum, cover the cost of your event. If your event costs your $20,000, there's your macro total sponsorship goal.
• The micro goal is to have the individual item sponsor cover the cost of what they are sponsoring. If your valet service costs your $2,000, that's the minimum that you should set as your valet sponsorship goal.

Build long-term relationships with the sponsors. You will want to set an expectation that a certain percentage of your sponsors will repeat annually. 100% is great but probably not necessarily realistic. After the event thank everyone properly. The stronger the relationship, the more likely you'll be able to convince your sponsor to move up a level the following year.

Where to Start

Always start with who you know. If you are a school, reach out to the parents of the students. If they are not in a position to sponsor, perhaps their employer is or they're friends with local business owners. Next, see who might have a aligned interests with your organization. For example, the ambulette company's business grows with the local hospital's success so they should be towards the top of the hospital's list of probable sponsors.

Target your message to the businesses you're approaching:
Always always always ask the vendors your organization uses to become sponsors. If they appreciate your business, donating to your event is the least they can do. Questions to think about:

• Having a valet at your event? Car dealerships love to sponsor them. If there's room, allow them to display a couple of their flagship vehicles.
• Are you a school? Ask the local children's toys and clothing stores to sponsor a “priceless” opportunity like a 30 second “all you can grab shopping spree”.
• Red carpet sponsorship? Local newspapers and magazines are the perfect fit. They really want their readers to know that they are an active part of the community.

Aim High

While we all know that even a few hundred dollars can make a huge impact on a charitable organization, to many large organizations, it isn't even a rounding error. Whether it's $300 or $30,000 always ask for your top level sponsorship from these organizations. The worst they can say is “no” but they'll most likely just pick a lower level sponsorship.

Sponsorship Quick Tips:

Nothing ventured, nothing gained- If you ask for a donation and are told “no”, you've lost nothing but the time it took to ask. You'll be told “yes” more than you'd expect. Even if it's a little “yes”, a bunch of little “yeses” turn into a significant impact on your organization.

• Be nimble and flexible. While all of your sponsorships at a certain dollar level might be taken, create a new one on the spot that would best fit a potential new partner.
• “No” doesn't mean “never”; it means, “not right now.” You never know if you are reaching out during a slow month or the person you asked is having a bad day.
• Give business time to think about the opportunity. Continue to share about your program outcomes for when future sponsorship opportunities arise. It gives potential sponsors the chance to find you when they have the time and are in the right mindset.

The end is just the beginning

Great stewardship turns a one time sponsor into a long term partner. And long term partners are where sustainable fundraising truly begins.

• Send a personalized thank you within 48 hours. Reference exactly what they sponsored and the impact it made. Specific gratitude is memorable gratitude.

• Share results, not just totals. Let sponsors know how much was raised, what it will fund, and include a photo or short story from the event.

• Publicly recognize them again after the event through social media, your website, or a follow up email to attendees. Continued visibility reinforces value.

• Schedule a short post event check in. Ask what worked well for them and plant the seed for next year’s partnership.

• Keep them in the loop year round. Send mission updates so they see the difference their support makes beyond event night.

Yes, you can do this

In the end, a successful auction may create the excitement, but strong sponsorships create the stability. When you approach sponsorships with intention, clear goals, thoughtful benefits, and genuine relationship building, you move beyond one night support and into year after year partnership. Be bold in your ask, creative in your offerings, and consistent in your gratitude. When sponsors feel valued and connected to your mission, they do not just fund an event, they invest in your impact. And that is how you turn fun into funding and moments into momentum.