How to Turn Event Sponsors into Year-Round Revenue Partners

Social media posts scheduled. Signage created and displayed. Team meeting held. Roles assigned and carried out. Sponsors’ checks cashed. Sponsors acknowledged as contractually agreed. Team debrief completed.

And just like that, your nonprofit’s annual fundraising event has come and gone. Now what?

The truth is, events take months of planning but only hours to execute. Sponsors show up, logos go up, names are shouted out and then, the night ends. The team debrief often closes with an unstated hope that those same sponsors will return next year. For too many organizations, that’s the next time they will think about or speak to them: when planning ramps up for next year’s event.

Organizations that grow sponsorship revenue aren’t just good at hosting events. They are intentional about what happens after the event. And for small, all-hands-on-deck teams, this doesn’t require more staff, just a few smart, repeatable habits.

Build a Simple Post-Event Sponsor Report

Most organizations do a great job sharing photos, celebrating attendees, and thanking their team. What’s often missing is a recap from the sponsor’s perspective. Sponsor impact is typically folded into the overall event story, rather than highlighted on its own.

In reality, many events wouldn’t happen without sponsor support. Sponsors help fund the venue, food, entertainment, and experiences that make the night memorable. A short, dedicated report helps them clearly see the role they played in making it all possible.

Your report can be simple. Include attendance numbers, engagement highlights, and key outcomes such as funds raised, community reached, or programs supported. Add photos where their presence is visible. It doesn’t need to be long or complicated. It just needs to answer one question with a confident yes: Did our investment matter?

Sponsors want to know they made the right decision—and that their support made a difference. A thoughtful report builds credibility and opens the door to early renewal conversations, as well as other ways to partner before the next annual event.

Use Post-Event Surveys to Surface Sponsor Value

Many nonprofits already use tools like SurveyMonkey or Google Forms to gather attendee feedback about what worked well and what could be improved. One opportunity that is often missed is capturing what attendees remember about the sponsors themselves. By adding just two or three sponsor-focused questions, you can gather valuable insights. Consider asking:

• Which sponsors did you notice during the event?
• Did any sponsor booths or experiences stand out to you?
• Which sponsors would you like to see return next year?

These simple questions turn impressions into data you can share. They give sponsors real confirmation that their presence was seen and appreciated, and they provide meaningful proof points as you begin renewal and expansion conversations.

Schedule Follow-Up Conversations Early

Events take an emotional and physical toll, especially on lean teams. One of the biggest missed opportunities is waiting too long to follow up in a meaningful way.

While post-event thank-you emails are often scheduled for the day after, they can feel impersonal and easy to overlook. If your goal is to move from one-time sponsorships to year-round partnerships, sponsors should have a different experience than the general audience.

Reach out within one to two weeks, while the energy of the event is still fresh. A quick phone call with a personalized thank you and a few highlights goes a long way. Ask one forward-looking question: *“What would make this partnership even more valuable for you next year?” *

Take note of their response and calendar any ideas or requests before you approach them again with a formal ask. Let them know a sponsor report is on the way, if you haven’t already sent it. Renewal and expansion conversations are much easier when they begin as reflections, not requests.

Treat Sponsors Like Partners, Not Transactions

Once you’ve taken these steps, you’re already moving from one-time sponsor to repeat supporter to true partner.

To keep the relationship growing, continue to include sponsors in your story. Highlight their company in your newsletter. Tag them in event photos on social media. Invite them to smaller gatherings, volunteer days, or program visits throughout the year.

Each touchpoint creates another opportunity to build a deeper connection to your mission. When sponsors feel seen, informed, and genuinely connected to the work, they come back, and often grow with you.

---

Special thanks Anetra Henry for the expert advice on sponsorships. Anetra is a strategist and author of the Sponsorship Success Guide with two decades of experience in organizational research and revenue growth. As a fractional advisor, she helps leaders find the strategic signal within their data to build the foundations necessary for sustainable expansion.

Looking for more help 3 Moments Fractional Leadership Delivers the Biggest ROI