The best sponsors are companies that already want to reach the people in your room. Start with last year’s sponsors, then the vendors who sell to your members, your members’ own employers, and the companies sponsoring similar events. Research what each one wants, offer a package that fits, and ask a real person by name. Cold outreach to companies with no connection to your audience comes last.
I find and manage sponsors for a chapter’s annual conference and golf outing. This is the order I work in.
Where to find sponsors
| Where to look | Why they say yes |
|---|---|
| Last year’s sponsors | They already know the event works |
| Vendors who sell to your members | Your members are their customers |
| Your members’ employers | They want their people seen as leaders |
| Sponsors of similar events | They’ve already decided this audience is worth paying for |
| Your speakers’ companies | They already have someone on the program |
| Local businesses near the venue | They want the foot traffic and goodwill |
| Your board’s own networks | A warm introduction beats any cold email |
Find out who sponsors similar events
Look at the sponsor pages, programs and signage photos from other events your members attend: industry conferences, other chapters, related associations. Every company listed has already budgeted to reach this audience. Make a list, then find the right contact at each one, usually in marketing, business development or partnerships.
Research before you ask
For each prospect, know:
- What they sell, and to whom. Make sure your audience is their buyer.
- What they’ve sponsored before, and at what level.
- Who decides. A name and title, not a general inbox.
- What they’d want most: leads, visibility, a speaking spot, time with decision-makers.
Make the ask
- Lead with the audience, not your need.
- Offer the package that fits what they want, not the most expensive one.
- Give a deadline with a real reason, like a signage printing date.
- Follow up. Most yeses come after the second or third contact.
Our sponsorship letter templates cover the first ask, the follow-up and the renewal.
Make it easy to say yes
- A clear menu of sponsorship packages with prices.
- A way to claim and pay online, with an invoice for companies that need one.
- A quick turnaround on logos and details.
Then keep them
Finding a new sponsor takes far more work than keeping one. Deliver everything you promised, photograph it and send a short results report. Our guide to sponsor retention covers the follow-through.
Frequently asked questions
How do you find sponsors for an event?
Start with last year’s sponsors, then vendors who sell to your attendees, attendees’ employers and companies that sponsor similar events. Research each one, then ask a specific person with a package that fits.
How do you find sponsors for a nonprofit or association?
The same way: look for companies that want to reach your members. Vendors in your industry and local businesses that serve your members are the most likely to say yes.
How do you approach a company for sponsorship?
Find the right person, lead with who they’ll reach, offer a package that fits their goals, include the price and a deadline, and follow up within a week.
When should you start looking for sponsors?
Four to six months before the event for most conferences and golf outings, and earlier for large title sponsorships.
Sell sponsorships from your own site
Purple Pushpin gives associations and chambers online sponsorship sales with invoices, on the same membership website as their events and member records.