A good sponsorship letter is short, specific and about the sponsor, not about you. In a few paragraphs it says who you are, who will be in the room, what the sponsor gets, what it costs and when you need an answer, and it’s addressed to a real person. Send it by email with your sponsorship packages attached or linked, follow up within a week, and start with the companies most likely to say yes: last year’s sponsors.
I write the sponsor outreach for a chapter’s annual conference and golf outing every year. Here’s what works, and four templates you can copy.
What every sponsorship letter needs
- A real person’s name. “Dear Sponsor” goes in the trash.
- Who you are, in one sentence.
- Who they’ll reach: how many people, and who they are by job title or industry.
- What they get: the benefits that matter to them, not just a logo.
- The price, or a link to the packages with prices.
- A deadline, with a reason, like a printing date.
- One clear next step: reply, call or claim a package online.
Keep the letter to one screen on a phone. The details go in the attached package.
Template 1: First request
Subject: Sponsoring the [Event] on [date]
Hi [First name],
I’m reaching out from [Organization], [one sentence on who you are]. On [date], we’re hosting [Event], which brings together [number] [job titles or industry] at [venue].
Many of the people in that room are the [buyers / partners / hires] [Company] works with. Our sponsors get [two or three key benefits, like registrations, an exhibit table and recognition from the stage].
Packages start at [price], and the full menu is here: [link]. We finalize signage on [date], so I’d love to know by [deadline] if you’re interested.
Would you be open to a quick call this week?
Thank you,
[Name]
[Title], [Organization]
[Email]
Template 2: Follow-up
Subject: Re: Sponsoring the [Event]
Hi [First name],
Following up on my note about the [Event] on [date]. [One new detail: a speaker announced, registrations ahead of last year, a few spots left.]
The [specific package] would be a great fit for [Company]. Happy to send anything that helps, or set up a quick call.
[Name]
Template 3: Renewal for last year’s sponsors
Subject: Your spot at [Event] next year
Hi [First name],
Thank you again for sponsoring [Event] this year. [One specific result: attendance, a photo, something people said.]
Before we open sponsorships to new companies, I wanted to offer [Company] first chance at your [package] for next year, on [date]. We’re holding it for you until [deadline].
You can claim it here: [link], or just reply and I’ll take care of it.
[Name]
Template 4: Thank you
Subject: Thank you for sponsoring [Event]
Hi [First name],
Thank you for sponsoring [Event]. [Number] people attended, and [Company]’s support made [something specific] possible.
Attached are photos of your [signage / table / recognition], and a short summary of the day. We’d love to have you back next year.
[Name]
Mistakes that cost you sponsors
- Writing about your needs. “We need your support” is weaker than “here’s who you’ll reach.”
- No price. Making sponsors ask for pricing adds a step most won’t take.
- A long letter. If it needs scrolling on a phone, cut it.
- Sending once. Most sponsorships come after the second or third contact.
- Forgetting last year’s sponsors. Ask them first, before anyone else.
For what to put in the packages themselves, see our sponsorship package ideas, and for finding new companies to ask, how to find sponsors.
Frequently asked questions
How do you write a sponsorship letter?
Address a real person, say who you are and who they’ll reach, list the key benefits, include the price or a link to your packages, give a deadline and ask for one clear next step. Keep it short.
What should a sponsorship request letter include?
Your organization, the event and date, the audience, what the sponsor gets, the cost, a deadline and how to say yes.
Should a sponsorship letter be sent by email or mail?
Email, addressed to a specific person, with your packages attached or linked. Follow up within a week.
How long should a sponsorship letter be?
Short enough to read on a phone without scrolling much. Put the details in the sponsorship package, not the letter.
Let sponsors say yes online
Purple Pushpin lets associations and chambers sell sponsorship packages on their own website, with invoices, so the link in your letter goes straight to a page where sponsors can claim their spot.