Before you write
- Write to a person by name. A call or a visit first makes the letter something they expect.
- Ask for one thing, for one event or one year, with an amount.
- Say exactly what the sponsor gets, and keep the promise small enough to keep.
Letter 1: the request
Supporting [event or club name] in [year]
Dear [name],
[Club name] is a [kind of club] with [number] members in [town]. Each year we [what the club does, in one sentence].
On [date] we are holding [event], which [number] people came to last year. We are looking for [number] local businesses to sponsor it at [$amount].
In return, we will thank [business name] by name and logo on our website, in our newsletter to members and on a sign at the event.
I will call you on [day] to answer any questions. If you would like to go ahead before then, reply to this email or call me on [phone].
Thank you for considering it,
[Your name]
[Your role], [Club name]
Letter 2: the follow up, a week or two later
Following up: [event] on [date]
Dear [name],
I wrote on [date] about sponsoring [event]. We have [number] sponsors so far and [number] places left.
If [business name] would like one, I can send the details today. If now is not the right time, we can talk again next year.
[Your name]
[Phone]
Letter 3: the thank you
Thank you from [Club name]
Dear [name],
Thank you for sponsoring [event]. Your gift of [$amount] paid for [what it paid for], and [number] people came.
[One line on a moment from the day.]
We have thanked [business name] on [where]. We will send you a photo from the event this week.
With thanks,
[Your name]
[Your role], [Club name]
Sponsorship levels
| Level | Amount | What the sponsor gets |
|---|---|---|
| [Supporter] | [$amount] | Name on the website and in the newsletter |
| [Friend] | [$amount] | As above, plus logo on the event sign |
| [Partner] | [$amount] | As above, plus [two tickets to the event] |
Thanking a sponsor by name and logo is different from advertising its products. The IRS explains the difference in Publication 598, under qualified sponsorship payment. If a sponsor wants an advert with prices or an endorsement, ask your accountant first.