Your peer to peer event presents a captive audience of participants and donors. This provides an excellent opportunity to sell sponsorships to raise additional funds. Often, your “audience” of participants and donors may be specialized. Your event may attract a specific type of group; bowling, running, cycling, golf, etc. This can make sponsoring your event more attractive for the right sponsor. Consider approaching companies that sell goods or services to your group.
In exchange for a sponsorship fee, companies can have their logo appear on your event website, and on a physical board at the event. If you are giving participants any kind of give-aways or registrant kit, sponsors can insert flyers or special offers and/or samples into your participants package. For a higher price, “premium sponsors” can have additional presence on your website homepage, on all promotional materials like posters and flyers, T-shirts, or can even be mentioned on the radio.
Medium to large sized companies can be a good source of sponsorships. Most large companies have budgets for local causes and donations. They might even have a specific person who is responsible for “corporate social responsibility” (CSR). Large companies set their budgets very far in advance, therefore if you plan to sell sponsorships or asks for corporate donations, start as early as possible.
The obvious place is to start with companies you know. You may work in a large company yourself and/or have family and friends who work in companies. Look at the community where your event is going to be held. Are there any medium or large sized companies in your area or community?
Many medium to large sized companies have clubs or groups within the company that may want to participate in your event. When communicating with companies for sponsorships, be sure to ask about clubs or groups that may want to participate (running, bowling, workout groups, yoga, etc.) and ask them to join in. At the very least ask if you can post a poster on their bulletin boards, lunchroom, internal website, or reception area.
Create a list of companies that you want to target and then methodically call and/or write each of them. You will have to be prepared with an information sheet explaining the event, the reason for the event, and the details of the event. In addition, you will need to have a prepared letter formally requesting support.
To be successful at selling corporate sponsorships, you (and/or your volunteers) will have to be prepared to do some cold calling, send letters, and to follow up on their requests. Keep a spreadsheet of companies and the last contact you had with each, so you don't get confused.
Look around your community and notice all the local businesses. Hair salons, gyms, restaurants, …etc. Unlike with large companies, you can often walk in and speak directly with the owner. While the amounts generated may be less, selling sponsorships to local business can be another good technique to raise money. Unlike larger companies they usually don’t require a formal written request so many months in advance.
