How to write the perfect sponsorship letter
Sponsorships can propel your fundraising efforts, allowing you to raise awareness of your fundraiser and reach more donors.
However, getting started and reaching out to prospective sponsors can be daunting, so crafting the perfect sponsorship letter and making a lasting impression is important.
If you want to kickstart your fundraising journey with the ultimate sponsorship letter, you’ve come to the right place. In this article, we’ll discuss what you should include in your letter, share top tips, and provide you with some sponsorship letter templates.
What are sponsorship letters?
A sponsorship letter is a donation request aimed at a business or individual, asking them to contribute to an event, project, or long-term partnership. The purpose of the letter is to convince the benefactor that your fundraiser is worth supporting and start building a relationship.
Unlike standard fundraising letters that purely ask for donations, grants, and other contributions, a sponsorship letter should also offer an incentive for someone’s support.
Not only are sponsors entitled to a tax receipt for showing support, but they should also be offered additional benefits. This could include being mentioned in the fundraiser’s marketing materials, a speaking slot at an event, or any other incentives that help to build their brand’s visibility.
Ultimately, you need to prove that your fundraiser is a worthy cause and demonstrate the benefits an individual or business can enjoy by partnering with you.
What do sponsorship letters usually include?
How you choose to compile your sponsorship letter is up to you and will be tailored towards your fundraiser of choice and the individual or organisation you’re writing to. However, some details are an absolute must if you want your letter to be successful.
Details about yourself and your fundraiser
First, start with a personalised greeting like you would with any letter. The introduction of your letter should include information about yourself or your organisation and briefly state why you’re starting a fundraiser. At some point in your sponsorship letter, you’ll need to talk about your fundraiser in more detail, including information about the charitable cause and the event/project/partnership.
Benefits of sponsorship
It’s also important to clearly communicate the benefits a business can expect if they choose to sponsor you. Most companies will want to see some sort of return on investment, which means you need to think about what you can offer them, whether that’s advertising opportunities or social media shout-outs.
The support you’re looking for
The business you’re approaching needs to know exactly where their financial support is going and what your expectations are. Explain how their sponsorship will help and be specific about how much money you’re looking for. This presents a potential sponsor with a full picture and allows them to make an informed decision.
How someone agrees to sponsor
Finally, you’ll want to include information about how a business gets involved and becomes a sponsor. State how they can confirm their sponsorship and who they can contact if they have any further questions. End with a call to action so they can take the next step and provide them with your contact information. You could even sign off by expressing your gratitude for their future support.
Who to send your letter to
Writing a good sponsorship letter is all about making a positive impression. In doing so, you need to know your audience, thinking about what resonates with them and personalising your letter accordingly.
When considering potential sponsors to receive your letter, here are some candidates you can target:
- Businesses that have sponsored fundraisers in the past.
- Organisations that find your chosen cause relatable. For example, a restaurant is more likely to sponsor an event raising money to buy food for the homeless.
- Local people and businesses who want to support the community.
- Companies that are vocal about your chosen cause online.
- Businesses with active corporate social responsibility programmes.
- Sponsors who will benefit from your partnership.
- If you’re part of an organisation, think about your suppliers, staff, board, and the rest of your extensive network.
Top tip: When sending a speculative sponsorship letter to a business, try to get the contact details of staff working in the HR and marketing departments.
How to make your letter convincing
Getting the template right for your sponsorship letter is often the easy part. The tricky bit is in the details and ensuring your letter is convincing. Fortunately, we’ve put together a list of top tips to ensure your letter grabs the attention of your recipient:
- Use the business or individual’s name: Personalise your greeting and tailor it to the person receiving your letter. Avoid using “To whom this may concern”. Ensure you get the personalisation details right, for example, no misspelt names.
- Tailor the letter to your recipient: Generic sponsorship letters won’t cut it. Do some research about the individual or business and make sure the wording is personalised.
- Keep it clear and concise: Try to ensure your letter is no longer than a page, using short sentences and paragraphs.
- Understand their needs: What do they want to get out of sponsoring your cause? Think about their needs and how you can accommodate them. Make sure they’re aware of the benefits of partnering with you.
- Don’t be afraid to name-drop: If the business you’re targeting has a positive mutual connection with someone you know, then don’t hesitate to mention it.
- Communicate the next steps: Ensure they’re made aware of what happens next and how they can follow up on the letter. Include contact details and a call to action.
How long should a sponsorship letter be?
An effective sponsorship letter shouldn’t be excessively long. It’s important that your recipient remains engaged and isn’t put off by pages of content. We recommend keeping your sponsorship letter to less than a page in length, with short sentences and paragraphs to make it more digestible.
For the perfectly crafted sponsorship letter, check out the sponsorship letter samples we’ve created below.
Sponsorship letter: general template
To be used in any situation where you’re seeking sponsorship, this general sponsorship letter template can be easily adapted to suit you and your recipient’s needs.
Subject: Sponsorship Opportunity for [Event/Project Name]
[Your Name]
[Your Organisation’s Name]
[City, State, Postcode]
[Contact Details]
[Date]
Dear [Sponsor’s Name],
I hope this letter finds you well. My name is [Your Name], and I am the [Your Title] of [Your Organisation’s Name]. We are excited to announce our upcoming [event/project] titled [Event/Project Name], scheduled to take place on [Date] at [Location]. This [event/project] is aimed at [briefly describe the purpose or goal of the event/project, e.g., raising funds for a charity].
We believe that [Sponsor’s Company Name] shares our commitment to [related cause] and would be an ideal partner in making this event a success. We are writing to explore the possibility of [Sponsor’s Company Name] becoming a sponsor for our [event/project].
As a sponsor, your company will not only benefit from significant visibility but will also play a key role in [describe the positive impact of the sponsorship, e.g., supporting a meaningful cause, engaging with the community, etc.].
We would be thrilled to discuss how we can collaborate to ensure mutual success. I am happy to arrange a meeting at your convenience to further discuss this opportunity and tailor a sponsorship package that aligns with your goals.
Please feel free to contact me at [Your Phone Number] or [Your Email Address] if you have any questions or need additional information. We look forward to the possibility of partnering with [Sponsor’s Company Name] to make [Event/Project Name] an outstanding success.
Thank you for considering our request. Your support would mean a great deal to us and the community we serve.
Warm regards,
[Your Name]
Sponsorship letter: event-specific template
Writing a sponsorship request letter for an event? Take a look at this sponsorship letter template.
Subject: Sponsorship Opportunity for [Event Name]
[Your Name]
[Your Organisation’s Name]
[City, State, Postcode]
[Contact Details]
[Date]
Dear [Sponsor’s Name],
I hope this message finds you well. I am writing on behalf of [Your Organisation’s Name], a [briefly describe your organisation]. We are excited to announce our upcoming event, [Event Name], which will be held on [Event Date] at [Event Location].
The [Event Name] is an annual gathering that [briefly describe the event’s purpose and goals, e.g., brings together local businesses, community leaders, and residents to celebrate, raise awareness, fundraise, etc.]. This year, we anticipate [expected number of attendees, e.g., hundreds of attendees] who share our passion for [cause/mission of the event]. The event will include [briefly describe key activities, e.g., keynote speakers, entertainment, workshops, etc.], making it a memorable experience for all involved.
We believe that [Sponsor’s Company Name] is an ideal partner for this event, as we share a commitment to [mention a common value or goal, e.g., community development, environmental sustainability, etc.]. We would like to invite you to sponsor this event, helping us ensure its success while also providing [Sponsor’s Company Name] with a unique opportunity for visibility and engagement [describe the positive impact of the sponsorship, e.g., supporting a meaningful cause, engaging with the community, etc.].
We would love to discuss how [Sponsor’s Company Name] can be involved in [Event Name] and the impact your support will have on the event and our community. Please feel free to reach out to me directly at [Your Phone Number] or [Your Email Address] to arrange a meeting or discuss further details.
Thank you for considering this opportunity. We are confident that your partnership in [Event Name] will be mutually beneficial and impactful.
Warm regards,
[Your Name]
Sponsorship letter: sports team template
If you’re part of a sports team, then your sponsorship letter will need to look slightly different to the templates we’ve included above.
Subject: Sponsorship Opportunity With [Your Sports Team’s Name]
[Your Name]
[Your Sports Team’s Name]
[City, State, Postcode]
[Contact Details]
[Date]
Dear [Sponsor’s Name],
I hope this letter finds you well. My name is [Your Name], and I am the [Your Title/Position] of [Your Sports Team’s Name], a dedicated team of [briefly describe your team, e.g., young athletes, competitive players, passionate sports enthusiasts, etc.] based in [Your City/Community]. As we gear up for our upcoming season, we are seeking the support of local businesses and organisations that share our commitment to [mention relevant value, e.g., teamwork, community engagement, youth development, etc.].
We are writing to offer [Sponsor’s Company Name] an exciting opportunity to partner with us as a sponsor for the [Upcoming Season/Year]. Your support will help us cover essential expenses such as [list specific needs, e.g., uniforms, equipment, travel costs, tournament fees, etc.], allowing our team to focus on performing at our best. [Describe the positive impact of the sponsorship for the business you’re writing to, e.g., supporting a meaningful cause, engaging with the community, etc.].
Please let us know if you’re interested in becoming a sponsor for [Your Sports Team’s Name]. I would be happy to meet with you to discuss this opportunity further and answer any questions you might have. You can reach me directly at [Your Phone Number] or [Your Email Address].
Thank you for considering this partnership. Your support would make a significant impact on our team’s success and help us represent [Your City/Community] with pride.
Warm regards,
[Your Name]
Thanking someone who agrees to sponsor
Using one of the sponsorship letter templates above, you’ve reached out to a business and received a positive response – fantastic news! The final piece of the puzzle is to contact your sponsor and acknowledge their support with a thank you letter.
Here are some top tips on how to demonstrate your appreciation:
- Send the letter as soon as possible after the sponsorship is confirmed.
- Personalise the thank you letter.
- Acknowledge the importance of their support and what it means for your fundraiser.
- Reinforce the positive impact it will have on you achieving your goals.
- Clarify sponsorship details and what the partnership entails.
- Let them know about future updates and how to communicate.
- End with a warm closing statement.
And there you have it. Not only are you fully prepared and ready to attract sponsorship with an unforgettable sponsorship letter, but you’re one step closer to making a difference in the lives of Australians benefiting from your charitable cause.