This document provides guidance on securing event sponsorships. It discusses how sponsorships benefit both nonprofits and sponsoring organizations. Key points include: securing sponsorships requires understanding your audience data to find aligned sponsors; building relationships with potential sponsors over time through clear communication and offering branded benefits; and planning sponsorship outreach strategically using a C.S.T. formula of clearly outlining your Cause, sharing Program outcomes, and detailing sponsor Payout benefits. The document emphasizes applying sponsorship best practices can help nonprofits fund their impact through corporate partnerships.

1. FUND YOUR IMPACT
WITH SPONSORSHIPS
with Mariah Monique, MPH

2. Who am I?
Expertise as a sponsorship decision maker,
evaluator, negotiator, and funder.
Personally secured sponsorship dollars and
executed brand activations at small and large-
scaled events.
Coached dozens of nonprofit leaders on how to
secure event sponsors that ranged from $2,500 to
$150,000 and counting.
So, L.E.A.N. in and commit to implementing the knowledge
you learn today because it ONLY works if you APPLY it.

3. Have you ever secured a
sponsorship before?

4. Here's what you'll learn:
The basics of sponsorships and how they benefit you
Discuss why your audience data matters
Learn my C.S.T. formula to seeking sponsors
Building relationships with your sponsors

6. A. You've secured
sponsorships before, but are
ready to level up.
B. You're a new organization
and fear that no one will
sponsor you.
C. You've tried to secure
sponsors, but you haven't had
much traction.
Does this
sound like
you?

7. ERICA R.
You are not alone
"I knew nothing about sponsorships before working with Mariah. My
organization was self-funding every event before meeting her. Since
then, we have secured over $75,000+ in sponsorships. My friends think I
am an expert on the topic, but I tell them it's all from what she has
taught me."
Nonprofit Founder & CEO

8. FOUNDATIONAL
UNDERSTANDING

9. What is a Sponsorship?
A sponsorship is a monetary or in-kind contribution
made to an organization in exchange for specific
branding benefits.
Sponsorships are a marketing tool for sponsoring
organizations.

10. Two Types of Sponsorships
Monetary
Contribution
In-kind donation
&

11. Sponsorships are a
WIN-WIN for
everyone!

12. Benefits of Securing Sponsors
Sponsors add credibility to your organization’s event and
magnifies your brand reputation.
Sponsors boosts your marketing and promotional efforts.
Sponsors can increase your reach and expand your
organizational exposure.
Sponsors financial commitment lends you leverage to add
elements to your event you couldn’t otherwise afford.
Sponsors increase your revenue to meet your community’s
needs.
1.
2.
3.
4.
5.

13. Benefits for your Sponsors
Increases brand awareness and reputation
Boosts customer sales with more targeted marketing
Positions an organization as an industry thought leader
Gives them real-time audience insights
Helps to form new and meaningful relationships to meet
business needs
1.
2.
3.
4.
5.

14. "Begin with the
end in mind."
Stephen Covey
Book: 7 Habits of Higlhly Effective People

15. Goal Setting

16. EXAMPLE #1
We will grow our sponsors wish list from 5 to 100 by December 15th and secure
at least $15,000 in sponsorships by the end of March 2024.
ACTION PLAN: Schedule two hours each week to add potential organizations
to my wish list and reach out to three contacts a week to learn more about
their sponsorship goals/priorities.
EXAMPLE #2
We will raise $30,000 in sponsorships from seven new sponsors by attending
two community meetings a month to network with potential corporate brands
by March 2024.
ACTION PLAN: Identify at least two new connections at each event and
cultivate a relationship with them in order to heighten the chances of
converting them into a potential warm lead.
Set your Sponsorship Goal

17. Your
Audience
Data

18. Importance of Data
Improves your understanding of who your audience
is, which helps you determine the right sponsors to
reach out to for funding.
Helps you tell a compelling story to potential
sponsors who align with your target audience.
Helps your sponsors gauge the potential ROI.
Gives an idea of the potential event reach and
exposure.
1.
2.
3.
4.

19. Who is your Audience?
Demographics
Pyschographics
Income, education, age, gender
Interests, values, beliefs, personality

20. people
Challenge
Demographic Lifestyle
Age Identifier
Gender
Ethnic group
Education
Income
Unhoused
Special Needs
Food insecure
Foster children
Middle school
College students
Young professionals
Elders
Entreprenuers
Travel
Newlyweds
Service
Demographics &Psychographics

21. Where Do I Find Sponsors?

22. Drop in the chat the names
of sponsors you've secured.

23. CONNECT
NETWORK
BRAND
INDUSTRY
Prospect MADNESS
Healthcare
Wine & Spirits
Automotive
Finance
Food
Instruction Legend
Industry: Industry type
Brand: Who you want to work with
Network: Who you know
Connect: Who you have direct access to

24. Give brand benefits in exchange for
their partnership and money.

25. What are Brand Benefits?
An item offered to a sponsor within a sponsorship agreement. A good or service sold to
the sponsor as part of the sponsorship deal.
Logo on website with link
Product placement or product demonstration
Event signage
Vendor booths
Press release
Radio or social media shout outs
Speaking opportunities
Celebrity/high profile photos or time

26. No more scratching
your head about
what to offer
sponsors

27. What to offer a sponsor?
A gift for you
Taking the guesswork out!

28. Building
Sponsorsing
Relationships

29. TIME

30. Dating
Getting to know each others
values and priorities.
Engagement
They say "YES" to sponsoring
and participating in your
event.
Marriage
They commit to supporting
you year after year. This is
more of a partnership.
NO KISSING ON
THE FIRST
DATE
Exclusive
Your sponsorship proposal is
an exclusive request tailored
to their needs.

31. Relationship first, business
needs second.

32. let's prevent
rejection
Timing
Sponsorship requests
should be made at least
6 months in advance.
Clarity
Clarity breeds
confidence.
Strategy
Create a plan of action
for outreach and
tracking progress.
C.S.T. Formula

33. C Program
List 1 - 2 events/programs to highlight
Outcomes
# of people who attended
# of people served
# of informational material distributed
Social media engagement numbers
Email marketing numbers
Qualitative & quantitative
Share any previous outcomes and expected results
1.
2.
3.
4.
5.
6.
Payout
Sponsors reported 30% increased sales
Sponsors generated an average of 10 new business leads
Attendees reported connecting with at least 3 new people
Present the payout or benefits for your sponsor and audience
1.
2.
3.
r
A
L
i
y
t

34. t
s
R
a
t
e
g
The basics
y
Who: Consider which companies you'd like to partner
with and build a DREAM sponsor list.
What: Consider what you can offer them and what you
want them to do.
When: Consider how far in advance you need to
cultivate the relationship and once the relationship is
built then create a plan to check-in every so often.
Where: Consider where you'll meet and engage existing
and prospective sponsors. Don't forget about social
media platforms.
Why: Consider why you want to work with them besides
for money.
How: Strategize how you'll engage these existing and
prospective sponsors.
1.
2.
3.
4.
5.
6.

35. Brainstorming
Idea Generation
Outreach
12 - 10
MONTHS
Sponsorship deck
Outreach
9 - 6
MONTHS
Secure Sponsors
Outreach
5 - 3
MONTHS
Promotions
Ticket sales
2 - 1
MONTHS
Execute event
Fulfillment
EVENT
DATE
SPONSORSHIP TIMELINE
Get Real

36. Today's recap
Sponsorships are a win-win for all parties involved.
Leveraging your audience data will help drive and
streamline your outreach efforts.
Building a relationship with your sponsors is
foundational to cultivating long-term partnerships.
Proper planning prevents rejection! Get clear, create
a strategy, and plan in advance.
1.
2.
3.
4.

37. Any Question?

38. Thank You!
Connect with me