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How to Make Sponsorship Packages Shine: 3 Examples + Free Template!

Author: Sonia Urlando
June 30, 2023
🕑 14 min read

No nonprofit ever made it to the top on its own! Relationships with partner organizations, major donors and corporate sponsors not only bring in funding, but they also establish credibility in your larger community.

The key to hooking those connections? Sponsorship packages!

This comprehensive guide to sponsorship packages will show you:

  • How to create sponsorship packages with real value
  • The basics of structuring your package
  • A free sponsorship packages template
  • 3 sponsorship packages examples for different organizations

Let’s dive in!

What is a Sponsorship Package?

A sponsorship package is essentially a brochure meant to entice sponsors into working with your organization. It shows what sponsors get from you (branding opportunities, speaker slots, etc.) and what you get from them (monetary support, in kind donations, etc.) in return.

When organizations look into sponsoring you, their choice largely comes down to return on investment (ROI). Creating a package that has real value for sponsors is the key to hooking them!

There are two primary models of sponsorship packages:

  • Tiered sponsorship packages have a sliding scale of levels, with every tier offering more sponsorship value in exchange for higher donations. This model is clear and easy to understand, and can help you reach sponsors at a variety of levels.
  • A la carte sponsorship packages have a large list of different perks, which can be picked out and assembled to fit sponsors’ individual needs. This model makes it easy for sponsors to track ROI, and provides an attractive element of flexibility!

The model you go with really depends on the needs and capabilities of your organization, along with what kinds of sponsors you’re trying to attract.

5 Reasons Why You Should Create a Sponsorship Package for Your Events

If you’re looking for the perfect opportunity to connect with sponsors and tap into an alternate revenue stream, look no further than your events! 

Creating sponsorship packages for events will help you:

1. Get a bigger event budget

Event planning starts with ideating and dreaming, and then adjusting to fit the container of your budget. With 65% of an event organizer’s budget typically going towards marketing and paying staff, it can be tough to find the funds for leveling up your event.

That’s where sponsorship changes the game! 

Imagine you’re a literary organization that’s running a book festival, and you want to have special programming for science fiction authors. A solid event sponsorship package might convince a local science center to fund the entire stage! Plus, then you can use the money you “saved” for other creative ideas.

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2. Gain credibility

If you’re an up-and-coming nonprofit, showing off those shiny sponsor logos is a great way to build credibility in your industry.

Receiving event sponsorships is a quick way to show that:

  • Established people are comfortable tying their name to yours
  • There is value in working with your organization
  • You are a real participant in your community

Building sponsorship packages for events is where the process starts! Approaching a prospective sponsor with a thorough and valuable package shows that you’re a professional.

3. Give your audience better experiences

The money you earn from event sponsorship packages ultimately goes back into your audience experience. After all, without the audience, there is no event!

Event sponsorships can go towards things like:

  • Special stages and entertainments
  • Art installations
  • Quality food and drinks
  • Wellness breaks
  • Space for quiet rooms
  • Livestreams
  • VR experiences

Once your basic expenses are covered, consider what it would mean to go above and beyond for your specific event. For example, you might not need a yoga session for your weekend conference—but your attendees would certainly appreciate the stretch break between sessions!

4. Create lasting partnerships

Sponsorship should never be a one-off thing! If your package is valuable enough and your event experience is positive, sponsors should be happy to reconnect every year.

Your relationship with sponsors has a whole life cycle:

  1. Introduction with a sponsorship package
  2. Discussion and negotiation
  3. Pre-event planning
  4. Day-of connection and support
  5. Post-event feedback and discussion
  6. Thank you, thank you, thank you!

It’s not a fun statistic, but 30% of nonprofits fail to exist after ten years. Event sponsorships are an opportunity for your organization to make the connections that promote longevity.

5. Boost your brand awareness

Brand awareness goes both ways—and thorough event sponsorship packages should make that loud and clear for sponsors!

For example, if you are running a charitable organization for animal welfare, receiving a sponsorship from a local vegan cupcake shop:

  • Forms a visible connection between your organizations
  • Highlights your sponsor’s values
  • Introduces your organization to the cupcake shop’s customers
  • Establishes you as a member of a community

Ultimately, you want to work with sponsors who align with your brand enough that there is valuable audience crossover.

Free Sponsorship Package Template

Looking for a place to get started on your sponsorship packages? Check out our free sponsorship package template!

This template includes a structure for your organization’s information, sponsorship levels, contact information and more! All you have to do is make adjustments to suit your organization and fill in the blanks.


What to Include in Sponsorship Packages

A key part of getting sponsorships is knowing what to offer and what to ask for.

Here are 8 essential elements of sponsorship packages for events and beyond:

1. An overview of your organization and mission

At the heart of all charitable organizations is a cause. Sponsorship packages for nonprofit organizations should highlight your mission loud and clear!

This includes:

  • Your mission, vision and values statement
  • Who your beneficiaries are
  • A brief history of your founding
  • Notable team members
  • The impact you have already made (with stats!)
  • The further impact sponsorship would have

Did you know that businesses are actively seeking out corporate sponsorship packages? In fact, according to a study from Nonprofits Source, “over $50 million has been invested in the last two years into new CSR startups to help expand matching gifts, volunteer grants, and other corporate giving offerings.”

If you connect with aligned businesses and make your mission shine, securing those sponsorships should be a breeze!

2. Fundraising goal

Get clear with the numbers in your sponsorship packages.

When they read through your package, sponsors should understand:

  • How much money you want to raise
  • The date you aim to raise it by
  • What your goals (and stretch goals!) will achieve

The more specific you make your goals, the better idea sponsors have of what they can provide. Saying “we want to raise money for a playground with a charity marathon” sounds nice, but it doesn’t create a sense of urgency or impact!

Instead, you could say: “Our goal is to raise $15,000 during our Run to Play, which will be held on August 5th. This money will go towards raising a playground that will be a safe outdoors space for children in our community.”

With this information in mind, your sponsors will see the real impact they could make by sponsoring something like water stations—or proudly donating a couple thousand dollars!

3. Sponsorship levels and tiers

Whether you’re going with the tiered or a la carte model, make your sponsorship options as clear as possible.

For a tiered package, you should include:

  • The name of each tier
  • The cost of each tier
  • A detailed explanation of sponsor benefits
  • Examples of who typically goes for each tier

For an a la carte package, you should include:

  • Options organized by category (virtual, merch, food, etc)
  • The cost of each option
  • A few example packages

By giving prospective sponsors as much information as possible, they can feel empowered early on to choose what works for them. Let them know that if they’re uncertain, they can always contact you for more information!

Speaking of…

4. Customizable sponsorship options

There will be some sponsors who like the idea of working with you, exceept they’d like a couple of changes… and that’s a good thing!

This might seem inconvenient, but it means that your sponsors really would like to work with you. Ask your prospects what would make sponsorship more valuable to them, and if certain perks aren’t quite cutting it, replace them with something that makes sponsors excited.

Working with an a la carte model makes this easy, but don’t be afraid to stay flexible with your tiered sponsorship packages as well. Not only will this secure you more sponsorships, but it’ll also help build those crucial long-term relationships.

5. Branding, marketing and exposure opportunities

According to a survey from Nonprofits Source, “90% of companies indicated that partnering with reputable nonprofit organizations enhances their brand.” When you’re setting up your nonprofit sponsorship packages, highlight the opportunities partnering brings to get sponsors’ brands front and center.

This could include:

  • Logo placement opportunities
  • Social media partnerships
  • Digital banners
  • In person signage
  • Prime booth real estate during events

Brand visibility is a huge point of what makes sponsorship valuable to businesses. Make sure your sponsorship packages highlight where and how your audience will get to know them.

6. Benefits and ROI of event sponsorship

Whether event sponsorship is given through monetary or in-kind donations, media events or partner promotions, it’s essential that sponsors see a return on investment. They want to know that the time, labor or money they provide is ultimately worth it on their end!

Along with highlighting the impact sponsorship will have on your nonprofit, be clear on what the sponsors will get out of it.

Include details on opportunities for:

  • Lead generation
  • Great PR and brand exposure
  • Partnership and networking
  • Corporate Social Responsibility
  • Market research
  • Audience exposure (we’ll get into this next!)

7. Audience size and demographics

When businesses read through corporate sponsorship packages, one of the most essential pieces of information they look for is your audience.

Give readers information about:

  • How many members you have
  • Your social media following
  • The size of your email list
  • Typical social demographics (gender, age, etc.)

Having audience overlap is the key to a valuable sponsor relationship. For example, if your primary audience is Gen Z, a life insurance company might not have much to gain from collaboration!

8. Compelling visuals

Don’t underestimate the value of making things pretty! Structuring your sponsorship packages in a way that’s visually attractive is more likely to keep your readers’ attention.

Include design and visual elements such as:

  • Consistent fonts and colors to tell a cohesive brand story
  • Colorful graphs to help readers absorb data quickly
  • Pictures of beneficiaries to emphasis the impact of sponsorship
  • Attractive layout to highlight your professionalism

If design isn’t your strong suit, don’t panic! Tools like Google Docs and Canva have visuals you can pull from, and templates you can adapt for sponsorship packages.

The information is the most important thing, but a solid visual presentation will make it translate even more nicely.

How to Price Sponsorship Package Tiers

So let’s say you go with the tiered model for sponsorship packages. How do you decide how to actually price each tier?

Here are a few helpful tips:

  • Consider your audience size. The more people you’ll reach, the more valuable it is to become a sponsor—which means the price of your packages should go up.
  • Quantify your value. Pull from your data to determine the visibility, reach and engagement sponsors can get from partnering with you. As your value grows over time, you can always raise your prices.
  • Research the market. Overcharging will scare away sponsors, and undercharging will lose you opportunities and undersell your value. Take a look at sponsorship packages from similar organizations to set yourself a baseline

93% of nonprofits believe they can grow the amount of money they raise from corporate giving programs. If you work from a solid foundation, you’ll be more likely to see results!

How to Create a Sponsorship Package for Your Nonprofit

The moment of truth! Here are 6 tips for creating effective nonprofit sponsorship packages.

1. Research the interests and goals of potential sponsors

One of the keys to securing corporate sponsorships is choosing the right businesses to reach out to. Research is your friend here, and will guide you towards finding those connections!

As you search through different sponsors, keep an eye out for:

  • Past charitable donations and collaborations
  • Key details on the company’s website
  • Relevant posts on leadership members’ LinkedIn pages

Connecting with sponsors takes time and energy on your part—don’t waste it on people that likely won’t be interested in partnering!

2. Align benefits with your target sponsors

Once you have an idea of the goals, needs and values of prospective sponsors, create a benefits package that hits some of their pain points.

For example, if a company’s website proudly shares their recent expansion to a Canadian audience, and your nonprofit is based in Toronto, including a VIP booth at a live event is a fast way to make a community introduction.

A tiered model for sponsorship packages can help you meet the needs of similar sponsors of multiple sizes. An a la carte package, on the other hand, will make it easier to have a little more variety of sponsors. Choose whichever one fits your target sponsor list best!

3. Highlight unique selling points of your event/organization

What is it that makes your organization the one a business should sponsor?

In your sponsorship letter, highlight the niche that you’re filling, especially if you haven’t found any other organizations quite like yours. And if your nonprofit is serving a cause within a larger industry or community, draw special attention to the unique initiatives that make you necessary and worth supporting.

This might include:

  • The specific location you are serving
  • Innovative programs you’re establishing
  • Urgent projects you’re initiating

4. Demonstrate the value proposition for sponsors

Part of what makes your organization special is the value it offers your sponsors when it comes to collaboration. A good portion of sponsorship packages should be dedicated to what makes partnering valuable to businesses themselves.

Emphasize the value of each level and type of sponsorship opportunity with:

  • Examples of past sponsor success
  • Data about audience overlap
  • Hard numbers highlighting your reach
  • Engagement opportunities

If sponsorships are monetary, ask yourself: are they getting what they’re paying for? A large part of sponsorship comes from a charitable place, but it’s not the same as a donation.

5. Include digital assets and virtual experiences

Even if you’re mostly building in person event sponsorship packages, sponsors can still benefit from the virtual realm! 

Since your audience visits your website, reads your newsletters and follows you on social media, sponsors can benefit from perks like:

  • Banners
  • Logo placement on your website
  • Branded profile frames & filters
  • A spot in the digital vendor’s hall
  • A highlight in your newsletter

And if your event if virtual, you can ask businesses to sponsor experiences like:

  • Livestreams
  • Breakout rooms
  • Virtual Q&As
  • Online games

6. Include opportunities for sponsor + attendee interaction

Whether your sponsors are trying to make fresh connections in the community or bring in potential customers, interaction is essential. Think of yourself as the host of the party—it’s your job to make those introductions!

Opportunities for sponsors to connect with attendees could include:

  • Prime real estate in the vendors’ hall
  • Advertising free swag at the sponsor’s table
  • Including sponsors in programming
  • Networking games
  • Event management software like event apps

If you’re building event sponsorship packages, don’t just note who your attendees are—tell sponsors exactly how you’ll help them connect.

Sponsorship Package Ideas

Your event sponsorship packages will look a little different depending on if you’re holding an in-person, hybrid or virtual event. It’s still possible to use either a tiered or a la carte model, but both the sponsorship perks and opportunities should be tailored to the structure of the event.

In-Person or Hybrid Events

For in-person or hybrid events, sponsors can cover the cost of:

  • Accessibility support. Many sponsors will be interested in covering the cost of closed captioning, ASL interpretation, wheelchair ramps or quiet rooms. Making your event more accessible for attendees is essential, and a meaningful way for sponsors to show their support!
  • Photography. Photos capture the memories of the event, and make for great advertising when the day’s over! This is an especially useful form of sponsorship if the business you’re working with has any involvement in the arts.
  • Food and drinks. Getting sponsored by a food brand or restaurant is an easy way to keep guests happy while giving your sponsors great exposure.
  • Merch or swag bags. If you’re running an outdoor event, letting sponsors pass out branded water bottles is a way to save you money, keep attendees hydrated and give your sponsors’ brand some great visibility. 
  • Entertainment. One great way to expand your programming and entertainment is by letting a sponsor cover the costs. When your audience has a great experience, you can direct them to the sponsor that made it possible!

In exchange for these sponsorships, their logo should be featured on all of your major signage. Plus, be sure to give public thank you’s throughout the event! There are plenty of other perks you can also include, but these are a great start.

Virtual Events

You might be surprised by how many virtual sponsorship opportunities there are!

Your sponsorship packages can include:

  • A website feature with their logo, details and a big thank you!
  • Banner ads on your newsletter or event app.
  • Exclusive advertisements for their products or services. Your marketing team can even spotlight and review what they have to offer on social media!
  • Thought leadership blogs or presentations. These are a space to highlight the shared values between your sponsors and your nonprofit organization.
  • Virtual marketplace and networking opportunities to connect sponsors and attendees.
  • Livestream sponsorships where logos are present on loading screens and thank yous are given before and after the event.
  • Accessibility support for live captioning and a virtual ASL translator.

While virtual sponsorship might feel very different from in person sponsorship at first, there’s actually a bunch of overlap! Sponsoring livestreams is quite similar to sponsoring stages, and placing a logo on a website isn’t so different from including it on signage.

Examples of Sponsorship Packages for Events

Looking for some sponsorship packages examples? Check out these 3 different options for nonprofits, golf tournaments and virtual events!

Nonprofit Sponsorship Package

The Clubhouse Network is a nonprofit that helps young people from underserved communities develop new skills and build confidence in themselves through the use of technology.

Its sponsorship package is very basic on the website, and encourages interested parties to reach out to the Executive Director. This creates a guaranteed opportunity to connect on a personal level with a member of the leadership!

What We Like:

  • Each type of sponsorship has a different purpose
  • A range of price points are offered
  • Custom sponsorships are available

Golf Tournament Sponsorship Package

The Travis Roy Foundation, which was created to support survivors of spinal cord injuries with adaptive equipment grants and scientific research funding, has sponsorship opportunities for its Cougar Nation Golf Tournament.

What We Like:

  • A thank you to their Host Sponsor right at the top
  • Multiple clearly named tiers at varying price points ($200-$4000)
  • A clear layout of the benefits

Virtual Event Sponsorship Package

Sustainability Live is a hybrid event that’s all about—you guessed it!—sustainability. This event uses virtual event software so that attendees from afar still get lots of value out of attending. Better yet, it even has a guide to using the software!

What We Like:

  • Perks are broken down into: brand awareness, networking, thought leadership and leader generation
  • Attractive website with lots of pictures and motivating language
  • A block of the logos of other sponsors

Building Sponsorship Packages that ROCK!

Nonprofit sponsorship packages are where your sponsor relationships begin! With the help of this simple brochure, you can expand your event budget, build credibility and create bigger and better experiences for your audience.

We hope our tips (and our template!) have been useful for you. You know your organization is valuable to work with—so get out there and snag those sponsors!

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