A sponsorship is an agreement in which a donor agrees pay all or part of the costs of an event or project. Sponsorships are a traditional way to raise money for worthwhile projects or events that benefit the community or that benefit you as an individual. When writing a sponsorship letter, keep in mind that first impressions mean everything. There are also standard guidelines you can follow to improve your chances of landing that sponsorship.
Use a business letter format. Use organisation letterhead if you represent an organisation. Write a standard business letter on plain stationery, if you're seeking a personal sponsor to help you pay for summer camp, your education or a sports team.
Enter the date on the upper left of the paper about 1 1/2 to 2 inches from the top of the page. Write the inside address four to six spaces below the date. Start the inside address with the contact’s name. Write the word "Attention" followed by a colon and the contact's name, e.g., Attention: James Smith.
Use the first paragraph to introduce yourself and your organisation, if applicable. Name and describe the event or project. Invite them to be one of the sponsors and tell them how they can participate.
Use the second paragraph to explain how you or the organisation plans to use donations . Refer to any news stories about the event or project. Give figures from the most recent campaign if this is an annual or regular event like raising money for youth camp.
Include in the third paragraph the benefits of sponsorship. Explain how a donation can improve the donor's image in the community and how it can benefit those your organisation serves. Give examples of how people have been helped in the past. Get written permission from those you use as examples if you use their names.
Let sponsors choose how they give. Come up with different giving levels and name them--for example, Gold, £1,625 to £3,250, Silver £650 to £1,625 and Platinum, £325 to £650. Explain how gifts benefit those you serve, e.g., £81 sponsors one child, £97 two children, etc.
Come up with information sheet for your sponsorship letter. Include how long the event has been around, how much money it has raised in the past, who participated in it and how many people it has benefited.
Ask for a donation. List due dates for contribution collections. Remind donors of the rewards of helping others. Include a date sponsors will receive a formal report on the campaign or tell them that you will thank sponsors in a full-page ad in the newspaper.
Try asking friends and neighbours first if you've never solicited a sponsorship before.
Prepare yourself for rejections. They're just part of the job.
Tips and warnings
- Try asking friends and neighbours first if you've never solicited a sponsorship before.
- Prepare yourself for rejections. They're just part of the job.