Someone writing a sponsorship letter.

Well-positioned sponsorships can transform any nonprofit event into a must-attend, memorable occasion. They can also help you fund a specific need or explore meaningful partnership opportunities that can expand your mission.

However, many nonprofits struggle to find the right partners to support their goals. The first step in successfully recruiting more sponsors is to write a compelling sponsorship letter that explains your cause and why the recipient is the perfect fit to support you. 

In this guide, we’ll show you how to write inspirational letters with the help of effective templates you can use to get started!

What are sponsorship letters?

A sponsorship letter is a fundraising request that offers the recipient an incentive in exchange for a cash donation, auction items or other gifts, an in-kind donation, or volunteer time. Sponsorship letters are typically sent to local businesses or corporations requesting that they contribute a corporate donation or in-kind gift to support your cause. 

These direct requests are great options to extend your reach and start a long-term relationship with a sponsor.

Why are sponsorship letters important?

Sponsorship proposals are important because the donations they secure help fund events like charity walks, runs, rides, galas, and more, all while strengthening ties between nonprofits and businesses.

They also sow the seeds of a long-term relationship (not just short-term support, though that is a bonus). And, along with the obligatory tax receipt, donors will receive benefits from supporting your organization, such as promotional spots or a guest speaking opportunity. 

In the end, a sponsorship letter has the potential to kick off or sustain a mutually beneficial relationship between you and your sponsor that results in shared publicity and mutual success.

What should you give sponsors in return for their support?

Donors have lots to gain from sponsoring charitable organizations. Business sponsors, in particular, can access the following benefits:

  • Positive Brand Image

    Social responsibility can substantially impact a company’s reputation. In fact, CSR research shows that 54% of consumers consider a company’s CSR practices when making purchasing decisions. By demonstrating a commitment to goodwill, companies can show consumers that their purchases will have a positive impact.

  • Employee Engagement

    Today’s employees want to work for companies that make an impact. Double the Donation’s employee engagement tools article explains that establishing CSR initiatives indicates that a business “cares about the same causes as its employees and wants to make the world a better place. As a result, employees will feel more empowered to continue working at a company that does more than just provide a product or service.”

    In your letter, emphasize that employees will be excited to know their company supports worthwhile causes if they decide to sponsor you!

  • Advertising Opportunities

    Your nonprofit can offer various marketing opportunities to corporate sponsors, providing them with visibility and brand exposure while supporting your mission. You can explicitly offer these marketing opportunities in exchange for sponsorships:

    • Their logo displayed prominently at events and on promotional materials
    • Sponsor-specific pages or sections on your nonprofit’s website
    • A booth at an event
    • Social media shout-outs
    • Their logo and promotional messages in your email newsletter

    By offering these advertising opportunities, you can demonstrate the value of partnering with your nonprofit, helping corporate sponsors envision how they can enhance brand visibility while supporting a meaningful cause.

How can you identify potential sponsors?

Sponsorship letters should be highly personalized. Therefore, you need to know exactly who you’re addressing and why they’d make a great sponsor ahead of time. Here are key signs that a business would make an awesome sponsor:

  • They’ve previously supported you or given to causes similar to yours. Prioritize sending proposals to companies that have volunteered with you, attended previous events, or shown interest in your cause. Likewise, if they support similar causes, this is a great opportunity to show them how they can lend a helping hand.
  • They work in a similar or complementary sector. Companies that work in a similar sector or environment as you will have a clearer understanding of your cause and needs. For instance, a healthcare organization will understand how they can help provide aid to an at-risk homeless population.
  • They’re local. Local or hometown businesses can benefit from the promotional opportunities of sponsoring you. Not to mention, businesses like to support causes that better their surrounding communities.
  • They have a well-known CSR program. A business with a robust CSR program is already familiar with nonprofit organizations as a part of their employee engagement initiatives. Take advantage of this by prioritizing outreach to corporations like these.
  • They can supply a direct need. Alongside monetary donations, looking for sponsors who can contribute in-kind donations can also help you work toward your goals. For example, a bakery might provide in-kind donations of snacks or pastries while a hotel could provide a venue space.

Before you send out letters to every available business, narrow your prospects to see if they meet the above criteria. Then, send your letters out well ahead of your event or campaign start date to give each prospect plenty of time to respond with any questions.

  • Positive Brand Image

    Social responsibility can substantially impact a company’s reputation. In fact, CSR research shows that 54% of consumers consider a company’s CSR practices when making purchasing decisions. By demonstrating a commitment to goodwill, companies can show consumers that their purchases will have a positive impact.

  • Employee Engagement

    Today’s employees want to work for companies that make an impact. Double the Donation’s employee engagement tools article explains that establishing CSR initiatives indicates that a business “cares about the same causes as its employees and wants to make the world a better place. As a result, employees will feel more empowered to continue working at a company that does more than just provide a product or service.”

    In your letter, emphasize that employees will be excited to know their company supports worthwhile causes if they decide to sponsor you!

  • Advertising Opportunities

    Your nonprofit can offer various marketing opportunities to corporate sponsors, providing them with visibility and brand exposure while supporting your mission. You can explicitly offer these marketing opportunities in exchange for sponsorships:

    • Their logo displayed prominently at events and on promotional materials
    • Sponsor-specific pages or sections on your nonprofit’s website
    • A booth at an event
    • Social media shout-outs
    • Their logo and promotional messages in your email newsletter

    By offering these advertising opportunities, you can demonstrate the value of partnering with your nonprofit, helping corporate sponsors envision how they can enhance brand visibility while supporting a meaningful cause.

Sponsorship Letter Best Practices

Of course, each sponsorship letter will vary based on your recipient and your request. However, there are a few best practices you can use to make all of your proposals compelling and to the point:

  • Personalize letters by addressing the recipient by name. Choose the right person to address the letter to by researching or calling to ask who manages corporate donations at the organization.
  • Talk to their point of view by highlighting how their organization’s values or previous charitable experience speaks to their company’s character. For example, you might say “As a small business that gives back to XYZ community initiatives, you know the importance of supporting those in need.
  • Highlight benefits that they would find important. Are they interested in getting their brand name out there? Do they want to team up with more like-minded organizations? Let them know how your organization can help them do that.
  • Have a leader at your organization write the letter, such as your president or an executive. This adds credibility to your ask and can be even more impactful if they know the small business contact personally.’
  • Give sponsors a choice to support you in a way that works best for them. Let them know you’d be grateful for a monetary sponsorship or an in-kind donation. 
  • Prepare for a follow-up by including your organization’s contact information at the bottom of your letter and suggesting the contact reach out with any additional questions. 

To write better sponsorship proposals, you can use templates and examples (like the ones provided below) to help structure your request and bring your organization’s fundraising narrative to life.

  • Positive Brand Image

    Social responsibility can substantially impact a company’s reputation. In fact, CSR research shows that 54% of consumers consider a company’s CSR practices when making purchasing decisions. By demonstrating a commitment to goodwill, companies can show consumers that their purchases will have a positive impact.

  • Employee Engagement

    Today’s employees want to work for companies that make an impact. Double the Donation’s employee engagement tools article explains that establishing CSR initiatives indicates that a business “cares about the same causes as its employees and wants to make the world a better place. As a result, employees will feel more empowered to continue working at a company that does more than just provide a product or service.”

    In your letter, emphasize that employees will be excited to know their company supports worthwhile causes if they decide to sponsor you!

  • Advertising Opportunities

    Your nonprofit can offer various marketing opportunities to corporate sponsors, providing them with visibility and brand exposure while supporting your mission. You can explicitly offer these marketing opportunities in exchange for sponsorships:

    • Their logo displayed prominently at events and on promotional materials
    • Sponsor-specific pages or sections on your nonprofit’s website
    • A booth at an event
    • Social media shout-outs
    • Their logo and promotional messages in your email newsletter

    By offering these advertising opportunities, you can demonstrate the value of partnering with your nonprofit, helping corporate sponsors envision how they can enhance brand visibility while supporting a meaningful cause.