Sponsors     |     10 April 2025

How to Make a Sponsorship Package That Actually Works

A step-by-step guide to creating sponsorship deals that bring in real support

12 minute read

Picture this: You’ve been asked to find sponsors for an event, and you’re not even sure where to start. You know businesses could help fund things, but how do you convince them to say yes? What should you offer in return? And why does it feel like every sponsorship package you’ve seen is just a list of logos on a banner?

If any of that sounds familiar, you’re not alone. Creating a sponsorship package can feel like a puzzle with missing pieces. But it doesn’t have to be.

A great sponsorship package does two things: It makes businesses excited to support your cause, and it makes securing sponsorships easier for you. This guide will walk you through exactly how to make a sponsorship package that really works, one that attracts real partners, delivers value to sponsors, and helps your fundraiser succeed.

What is a sponsorship package?

A sponsorship package is a structured offer that outlines what a business will receive in exchange for supporting an event, program, or organization. While it may feel similar to a donation request letter, it goes beyond asking for money. A sponsorship package involves creating a partnership that benefits both sides.

Unlike a gift or in-kind donation, where businesses give money without expecting much in return, a sponsorship provides value. In exchange for financial or in-kind support, sponsors gain visibility, marketing opportunities, and a chance to align their brand with a cause or event that matters to their audience.

For example, a local business might sponsor a charity run in exchange for logo placement on T-shirts, social media mentions, and a booth at the event. A larger company might fund a nonprofit gala in return for premium branding on event materials and an exclusive speaking opportunity.

The best sponsorship packages make it easy for businesses to see the benefits of getting involved. Instead of simply asking for funds, they offer clear, appealing incentives that align with business goals.

Why businesses sponsor events and fundraisers

Businesses don’t sponsor events out of generosity alone; they do it because it makes sense for them. If your sponsorship package clearly shows how a business will benefit, you’re much more likely to get a yes.

Here are some of the biggest reasons businesses say yes to sponsorships:

• Brand visibility: Sponsorships showcase businesses through event signage, promotions, and online exposure.
• Community goodwill: Supporting local events boosts reputation and aligns businesses with meaningful causes.
• Customer engagement: Sponsors gain direct access to potential customers through booths, samples, and interactive experiences.
• Tax benefits: Some sponsorships may be tax-deductible; businesses should verify with their accountants.

How to make a sponsorship package that works

Creating a sponsorship package isn’t just about putting together a list of benefits and sending it out to businesses. To get real results, you need to build something that speaks to potential sponsors’ interests and makes supporting your event an easy decision. 

Know your audience before creating your sponsorship package

Not all sponsors are the same, and a one-size-fits-all approach rarely works. Before you start creating your sponsorship package, take time to understand who you’re reaching out to and what would make them excited to get involved.

A local coffee shop and a national insurance company have very different goals, so your sponsorship offer should reflect that. Think about the businesses that would be a good fit for your event based on factors like:

• Industry alignment: Health and wellness brands are a natural match if you're hosting a fitness fundraiser.
• Community engagement: Small businesses often support local causes to strengthen ties with their customer base.
• Marketing objectives: Large corporations might seek high-visibility sponsorships to reinforce brand awareness.

Set clear sponsorship package levels

Offering tiered sponsorship levels makes it easier for businesses to choose a package that fits their budget and goals. Instead of a one-size-fits-all approach, provide structured options with varying benefits.

A company with a $1,000 marketing budget won’t commit to a $10,000 sponsorship, but they might go for a lower-tier option. Meanwhile, a company looking for high visibility won’t be interested if you don’t offer premium perks.

Tiers give businesses flexibility, making sponsorship more accessible while maximizing revenue potential for your event.

Common sponsorship package levels

While you can customize levels based on your event and organization, a typical structure looks like this:

• Platinum Sponsor ($10,000+): Exclusive branding, stage mentions, and VIP perks.
• Gold Sponsor ($5,000+): High visibility on marketing materials, and premium logo placement.
• Silver Sponsor ($2,500+): Logo placement, social media mentions, and event booth.
• Bronze Sponsor ($1,000+): Basic logo placement, website mention, and program listing.

Each level should clearly outline what the sponsor gets, making it easy for them to compare and choose. Obviously, a smaller organization like a school’s PTA might consider different amounts where the platinum level is only $1,000 and the Bronze level is $250. Adjust the numbers based on your organization’s size and needs. 

Ultimately, your top tiers should offer exclusivity that makes the business feel like a top supporter. Mid-tiers should provide strong brand visibility. Lower tiers should be accessible with smaller perks. Make sure the benefits scale appropriately. If a top-tier package costs twice as much as the next level, the benefits should feel proportionally bigger.

Offer creative ideas for sponsorship packages

Most businesses expect logo placement in sponsorship packages, but that alone isn’t enough to make your offer stand out. The more unique and engaging your benefits are, the more appealing your package will be.

Sponsorship should feel interactive and valuable, not passive. Instead of offering a basic logo placement, try offering an exclusive VIP area named after the sponsor, let the sponsors provide branded merchandise/samples, or feature sponsors in event promotions and campaigns. 

You might also sponsor special perks like reserved seating at major events, exclusive meet-and-greet opportunities, or personalized thank-you packages. When sponsors feel appreciated, they’re more likely to return for future events.

Make your sponsorship package appealing to businesses

Even the most creative sponsorship ideas won’t work if businesses don’t see clear value. The best sponsorship packages speak directly to what businesses want from their marketing investments. A small business might want foot traffic, while a national brand might focus on digital exposure. Customize sponsorship options to match different objectives.

Include data and proof of past successful sponsorships

If you’ve had sponsors in the past, use that data to your advantage. Share:

• Event attendance numbers.
• Social media reach and engagement.
• Testimonials from past sponsors who saw real benefits.

Businesses are more likely to invest when they see evidence that sponsorship works.

Communicate value with compelling sponsorship package ideas

Your sponsorship proposal should clearly show why sponsoring your event is worth it. When possible, show real-life success stories or testimonials. A past sponsor saying, “This sponsorship helped us reach new customers and increase sales,” is more powerful than any sales pitch.

Use visuals and easy-to-read charts in your proposal

Busy decision-makers won’t read a wall of text. A well-designed sponsorship package should include:

• A clear, easy-to-scan breakdown of sponsorship tiers.
• Infographics highlighting key audience data.
• High-quality event photos showcasing past sponsor involvement.

Building your sponsorship package

A great sponsorship package doesn’t just list benefits; it tells a story that makes businesses want to be part of your event. The more polished and persuasive your package is, the easier it will be to secure sponsors.

What to include in your sponsorship package

A well-structured sponsorship package should make it clear why your event matters and how sponsors will benefit. Here’s what to include:

• A strong introduction: Start with a compelling summary of your organization’s mission and why the event is happening. Make it personal and engaging.
• Event details: Include the date, location, expected attendance, and marketing reach. Sponsors want to know how many people will see their brand.
• Clear sponsorship levels: Break down the benefits of each tier in an easy-to-read format. Bullet points, tables, or visuals work best.
• Testimonials or case studies: If previous sponsors have had success, highlight their stories. Real-world results build trust and credibility.

Designing a professional and persuasive sponsorship proposal

First impressions matter. A cluttered, text-heavy document won’t grab attention, but a well-designed, easy-to-skim proposal will.

• Keep it visually engaging: Use images, icons, and branding to make your package look professional. A simple, polished layout makes a big difference.
• Use storytelling to connect with potential sponsors: Instead of just listing facts, paint a picture of why your event matters. Show the impact it has on the community.
• Avoid jargon: Your proposal should feel natural and easy to read. Stick to conversational language that doesn’t overwhelm or confuse.

Securing and managing sponsorships

Creating a great sponsorship package is only half the battle; you also need to pitch it effectively and build lasting relationships with sponsors. Not all businesses will be the right fit, so be strategic in your outreach. Contact with potential sponsors via email and LinkedIn, at networking events, and personalized outreach. 

When reaching out, include:

1. A quick introduction to your organization and event.
2. The benefits of sponsoring.
3. A clear next step (e.g., “Let’s set up a quick call to discuss how we can work together”).

Managing relationships with sponsors

Securing a sponsorship is just the beginning. If you want businesses to support future events, you need to keep them engaged. Make sure sponsors feel valued. A simple thank-you goes a long way. Publicly recognize sponsors on social media and at the event. Always deliver on your promises. If you offer logo placement, make sure it’s prominent. If you promise social media promotion, follow through. Don’t let the relationship end after the event. Send follow-up reports with engagement numbers and success stories.

More than just a transaction

Sponsorships are just as much about building meaningful partnerships as they are about raising money. Taking the time to create a compelling, well-structured sponsorship package, will help you attract the right sponsors and make the process smoother for future events.

Whether you’re planning a silent auction, a gala, or a community fundraiser, having the right tools can make a big difference. Silent Auction Pro helps organizations streamline event planning, manage sponsorships, and maximize fundraising success. With the right approach and the right support, securing sponsorships doesn’t have to feel overwhelming; it can be the key to taking your event to the next level. Request a free demo and see how Silent Auction Pro can help your organization soar.