Approaching a company with a sponsorship request for your event is always difficult. A few years ago my students had to organise their very own festival. The plan was to organise a town based festival for the local community. We approached a bank that had recently opened a branch in the centre of town. After researching the bank’s mission and business approach, as well as their customers, we sent them an email and got invited for a meeting.
Sometimes you have meetings that just don’t work out. This was one of those. And after 5 minutes that became painfully clear. Long story short: we had misunderstood the bank’s mission. “We cannot provide sponsorship for your event”, the bank manager said, “but I can place some of my employees outside and hand out balloons”. Yes, that is really helpful.
Before you approach a potential sponsor you need to have a good look at your own event, the audience you are aiming for, your own data, and what you actually want from a potential sponsor.
This slideshow will help you identify some of the questions you need to find the answers to with regards to event sponsorship.