Tips on recruiting sponsors

When we talk about sponsorship we are talking about a contribution from the business community. A sponsor gives you money or resources for your initiative or project and expects in most cases a compensation in return. In this article we have listed some tips that will make it a lot easier to recruit sponsors.

Go for a long-term sponsorship relationship

The most important tip is that you should always aim for a (long-term) relationship with your sponsor. Don't just think about getting money or materials quickly, but see a sponsor as a partner. Especially in the cultural sector, the favor factor is extremely important. You only get that when you have a social connection with a company. People work there as well who do a lot by feeling. The cooperation with a company does not have to stop after the initiative or project. If a company does not hear from you again then they will be inclined not to sponsor you the next time you knock on their door for the next initiative or project. At the very least, thank the company or invite them and link back to the results.

Find a company that suits you

It is very important that you do not just haphazardly approach companies asking them to sponsor you. Always check if the company suits you and your way of working and always check if it fits the kind of initiative or project you are initiating. If you don't take this into account you will find that you spend a lot more time approaching sponsors and the results will be disappointing. This can lead to dissatisfaction with a sponsor, causing you to avoid approaching them next time. Also, the audience may not fully understand what the connection is and that can lead to ambiguity.

See where the common interests lie

To convince a potential sponsor, it is good to emphasize that you have common interests. This may have to do with the content of your initiative or project. Some companies find it important to support certain artistic movements. They may also see an interest for the municipality or region in which you operate. In most cases, a company will primarily look for similarities in the (desired) target groups so that they can expand their reach through your initiative or project.

Approach the right person

When you haphazardly approach a sponsor through the info@.... mail of the company then chances are that your question will get lost in a big mass of mails. Try to find out in advance who is the person who will judge your question. With small companies this is often the owner himself but with larger companies you soon end up with a marketing department. This is because companies see sponsorship primarily as a form of communication. Try using the company's website to find out who you should contact or call the company in advance. The more personal you approach someone, the easier it is to explain what you want.

Ensure good timing

Many companies determine at only a few times during the year whether they can provide money or resources for sponsorship. Especially with larger companies, there is a marketing budget. This is often determined prior to the new fiscal year. Since there is a chance that you are not the only one asking for a sponsorship contribution, it is advisable to get in early. Generally speaking, the period from September to November is desirable. If it appears that you are already late with a particular company, feel free to ask them when it would be best to approach them on your next attempt.

Think carefully about what you are asking for

Some companies like to sponsor you in the form of money and other companies find it easier or nicer to provide resources. These may be facilities or raw materials, for example, or they may put time into your initiative or project from their own expertise, but then not charge you for this or at a reduced rate. Look carefully at what you need because often you will benefit more from in-kind sponsorship.

Be creative

Keep in mind that some companies are more likely to be approached by your peers or competitors. Try to stand out from others. This may be because your sponsorship proposal is very well put together and stands out among the other requests. The way you approach the company can also be influential; an email can get lost in the crowd so you could also choose to visit them (whether or not after making an appointment) or, for example, send a video message via social media. You can also get more success by coming up with creative quid pro quos instead of focusing purely on putting a logo on a website or something.

Leverage your sponsor's communication channels

Realize that your sponsor always contributes because they believe in your initiative or project and because it contributes to their goals and policies. They are only too happy to show that to their own supporters. And that in turn is a perfect way to contribute to the communication around your initiative or project. Make as much use of this as possible and feel free to point this out to the sponsor. It is useful if you provide them with a nice text about what you are doing. Also include these collaborations in your communication plan because it can contribute to the assessment of the application for a grant or fund.

Communicate the result

Ultimately, a company will only sponsor you if by doing so they achieve their own goals. In many cases, they will ask you afterwards for information they can use to assess whether they succeeded. Be ahead of them by communicating this proactively. For example, you can send a snippet to the company in which you include all the expressions in which they recur. Indicate what the reach has been for each expression. This could be the number of posters and where they were distributed, the number of impressions of a message on social media or the number of visitors who visited your website. Be honest in this and don't overdo it. There is a very good chance that the company itself has insights (by looking at the number of click-throughs to their own website, for example) and otherwise it will come out some other way. That makes you untrustworthy and the relationship with the company will quickly cease. Moreover, it talks itself around as quickly.

Keep in mind the regulations

Sponsorship often has to do with placing advertising around your initiative or project. It is not very common, but you may have to deal with rules from the Advertising Code Foundation. In addition, there may be special rules regarding VAT, even if you yourself are not liable for VAT. Finally, sponsorship can also have tax benefits for a company, especially if you have ANBI status. The tax authorities can tell you all about this.


If your own expertise gives you knowledge on this subject, or if you see possibilities to improve this text, please send an e-mail to info@cultuuracademy.nl.