Standing out in a sponsor’s crowded inbox is no small feat, but it’s a must if you want to hook their attention and get them to consider sponsoring your event.
Here are eight emails every event needs to build and maintain solid relationships with your sponsors — including actual copy you can use as a template.
Use this template when: You’re introducing yourself and your event to potential sponsors you’ve never met before.
Hey there,
I saw on LinkedIn that you are involved in {{related product/project}}. I would love to connect and ask your thoughts about an interesting event I’m working on.
Are you free tomorrow at 3:00 pm?
{{Your Name}}
Avoid opening your email with “Hope you’re doing well.” It’s a stock opening everyone is all too familiar with. Instead, make sure to do your homework on the person you’re messaging and include a sentence or two to show you’re familiar with their work.
Use this template when: You’ve met a sponsor representative in person at a networking event and want to follow up with them to find out who the decision maker is on their side.
Hey {{Contact Name}},
It was great to meet you last week at {{name of the event}}. Any chance you can suggest the best contact for those in the {{related product/project}} side at your company?
Thanks,
{{Your Name}}
Avoid lengthy copy or too much information. This email has one purpose and one purpose only: to find out who the decision maker is. So as hard as it may feel, avoid selling your event.
Use this template when: You begin to establish connections at your target sponsor company and want to win a meeting with the decision maker.
Hi {{Prospect’s Name}},
Your colleague, {{colleague’s name}}, mentioned you were the manager for {{related product/project}}.
I would love to set up a quick call to discuss some of your areas of focus and see if there is common ground between your priorities and our event’s plans for {{year}}.
How does your schedule look on Wednesday? Does 3:00 pm work for a phone call?
Thanks,
{{Your Name}}
Don’t sell your event during the first meeting. Instead, use it as an opportunity to conduct a discovery session to learn about your prospective sponsor’s goals. Doing so will help you to build a proposal that’s unique to their company, and thus, irresistible.
Find out how to get into the heads of sponsors and create long-lasting relationships in How to Win Sponsors for Your Event (and Bring Them Back Every Year).
Use this template when: You’ve had a meeting with the decision maker and are ready to send a sponsorship request (complete with a proposal and list of activations tailored to the company).
Hi {{Prospect’s Name}},
Thank you for meeting with me on {{date}}. I really enjoyed learning more about what {{Company Name}} is looking for in an event partner and how {{event name}} can help.As promised, here is a sponsorship proposal tailored to {{Company Name}}. Inside, you’ll find a list of activations I have personalized for your business goals, which will provide the most impact for your spend.Look it over and let me know if you have any questions. I’d love to schedule a call in the next week to go over the details — how about Tuesday at 10:00 am?
Thank you,
{{Your Name}}
When crafting your sponsorship proposal, make sure to include essential information, such as your elevator pitch, demographic data, ticket/registration sales figures, and social media actions.
Use this template when: You find yourself emailing back and forth with an interested sponsor about pricing for different activations. This is a critical stage for getting the most money possible.
Hi {{Contact’s Name}},
Thanks for getting back to me about the pricing for {{activation}}. I hear what you’re saying and I’d like to take a moment to explain how I landed on that number.
Your goal is to {{reach # of people/impressions on brand visibility/ RFID bracelets scanned/email addresses collected/etc.}} and I know {{activation}} will deliver.
The majority of my attendees are in your target market, {{list of demographic details and/or attributes that prove this point}}. By sponsoring our {{activation}}, you’ll gain critical face-to-face exposure with this particular group and help them make incredible memories that they’ll associate with your brand.
I’d be happy to jump on a call real quick to discuss. Let me know when is a good time to schedule 15 minutes today or tomorrow!
Best,
{{Your Name}}
Focus on the business value your event will offer to your sponsor when they push back on pricing. Tie your event into sponsors’ real goals, as you heard them in your exploratory meetings with the decision maker, to show the value.
Discover how to build and maintain the strongest relationships possible with your sponsors in our 2019 Guide to Event Sponsorship.
Use this template when: You have signed the contract and are collaborating with your sponsor’s team to make sure they have what they need in the months leading up to your event.
Hi {{Contact’s Name}},
Hard to believe, but {{event name}} is just a few months away! Which means it’s time to kick off planning and make sure you have everything you need to be successful on the big day.
A few important details to keep in mind:
Attached, you’ll find our first pass at the logistics plan. Take a look and let me know of any edits. And, as always, please reach out with any questions.
We’re so grateful for your help making this year’s {{event name}} the best one yet!
Cheers,
{{Your Name}}
Constant communication is key to maintaining a strong relationship with your sponsors. If something changes, let them know. Earlier is always better, so they can adjust their expectations.
Use this template when: You’re ready to share the good news with attendees about which sponsors you secured for your event. This might also be an activation sold to a sponsor.
Hi {{Attendee’s Name}},
Every year, the {{Event Name}} team works hard to partner with the best brands to bring you amazing experiences. And we’re super excited to share with you this year’s sponsor lineup!
Here are just a few of the things you can expect to see at {{Event Name + Year}}:
We’re counting down the days till {{Event Name}} and know you are too. To check out the full lineup of sponsors for this year’s event, visit our website.
Cheers,
{{Event Name}} Team\
Integrate Eventbrite with Mailchimp to make this send a breeze. Simply sync your Eventbrite account with Mailchimp to automate your outreach across pre-event and post-event emails, like sponsorship announcements.
Have an Eventbrite account? Discover how to add Mailchimp here.
Use this template when: Your event is over and it’s time to follow up with your sponsors to share important performance metrics and make the ask for their support next year.
Hi {{Contact’s Name}},
A big thank you from the whole team at {{Event Name}} for being a sponsor this year! It was an amazing event and attendees had a blast, thanks to you.
Attached is our fulfillment report for {{Company Name}}. Inside, you’ll find:
We look forward to meeting with you soon to go over the fulfillment report and get your feedback on the results. What does your schedule look like next week?
Cheers,
{{Your Name}}
In Mailchimp, you can use custom labels called tags to organize your sponsorship levels and simplify post-event communication. For example, Gold, Silver, and Bronze sponsorships can be tagged accordingly, making it easy for you to send targeted messages to each group based on their custom label.
For more tips on how to put together your fulfillment report, read Best Practices to Renew and Upgrade Event Sponsors.
Compelling copy is only half of an effective sponsorship strategy. To partner with brands whom attendees love, you need a ticketing or registration platform that makes creating, managing, and promoting your event a breeze.
Getting started with Eventbrite is easy — create your next event today, then sync your account with Mailchimp to start hooking sponsors.
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