At every event we attend, whether it is a fundraiser or a conference, we experience the effects of sponsorship. A logo firmly displayed at the finish line, a thank you to our sponsors at the podium, a subtle brand on an event t-shirt are all examples of how sponsors, big and small, make events happen.

This isn’t to say, the act of sponsoring isn’t a well thought out strategy to meet the target audience of an event. There are many questions a prospective sponsor should ask before deciding if they want their name plastered all over an event.

  • Does this event target the audience I want to reach?
  • Is it well attended?
  • Is it a quality event?
  • Is there a sponsorship level my company can afford?
  • What are the benefits we receive from our sponsorship?
  • If it is a fundraising event, does it fit our mission?
  • Is there media coverage?
  • Is an in-kind sponsorship available?

As event planners, it is essential to have answers to all of these questions, even statistics, when preparing a proposal for potential sponsors. When reviewing our sponsorship levels for the 2015 NRITS Conference, we analyzed what has and hasn’t worked in the past, any trends developing in corporate sponsorship, how many different levels we should offer, and who we want to actively pursue as sponsors. As a result, we saw a trend of less high end sponsors as the economy is still a little uncertain and decided to split up some of the sponsor levels this year to make it more accessible to all business sizes. We also took advantage of social media and the success of our Twitter Wall at last years’ event and added an exclusive sponsor for all social media. Thanks to our sponsors, we can pack the NRITS Conference agenda with fun activities. We anticipate another exciting golf tournament, as well as other well attended organized activities (last year we toured caves in the Ozarks and enjoyed a festive showboat dinner). Thankfully we also have sponsors that cover meals, breaks, conference packets and lanyards – all of which are essential in making our conference successful.

Sponsor reward: Our sponsors get to meet, greet and participate with their target audience at a unique intimate conference.  Event Reward: The conference has interesting and relevant sponsor talks, activities, and connections.

While on the event committee for Bike for Shelter, a bike ride and festival fundraiser for Missoula’s Watson Children’s Shelter, we yearly re-evaluate our sponsor levels and how to attract new sponsors.  Sponsors for this event are so invested they are collaborative and often bring creative ideas of how to expand their brand presence while making the event more fun!. Last year one sponsor decided to display their brand new pick-up trucks with the start and finish arch tied to them – it worked out great! Many of our sponsors bring several volunteers to man the event and provide in-kind sponsorship with food, entertainment and prizes.

Sponsor Reward: They send a positive, supportive message to a wide community through interaction and brand placement. Event Reward: The family-fun and community oriented annual fundraiser brings in over $50,000 for the shelter while also spreading awareness of the shelter’s mission.

Sponsoring, as long as the event fits your business mission, will only benefit your company. When defining your marketing plan for the next year, research which events and conferences you would like to be a part of and reap the rewards of giving back and growing your business with your target audience.

Go and meet your match!

Kasey B. Wright

About the author:

Kasey B. Wright is a small town, small business kind of girl with nature in her heart. She grew-up working long hours at her parents general store in amazing Joseph, Oregon – Google it, oh wait, here’s a link – visit! Really- Arts, Camping, Resort on Wallowa Lake, Mountains, 52 high lakes, Gorgeous! Enough with the free advertisement, but truly it is amazing – Google it! Now days, if not twiddling away on her iMac, painting, or mentally re-designing pretty much everything, she is outside with her family enjoying all of the adventures that lay beyond her front door (which in Missoula are abundant and basically start within a five-minute radius of her house). Her family, a husband of whom she met as a freshman in college (architect – I know two designers and yes, nothing ever gets done), our dog (neurotic first child wire-haired pointing griffon), cat (shelter cat – maybe the most adjusted member of our family), and toddler twins (girl+boy) in chronological order, keep the adventure alive! Oh yah, fish too (rarely claimed).