7 Sponsorship Letter Types and How to Write Them

Sponsorships can help take your nonprofit’s mission-driven work to the next level. Thanks to sponsor funding and support, charitable organizations can execute major events and other initiatives to fuel their missions. A sponsorship letter is a key step in jump-starting these collaborations.

Below, we’ll cover everything you need to know about sponsorship letters, including what they are, who to send them to, and how to employ best practices for writing them. You’ll also find seven sponsorship letter templates to customize for your outreach.

What is a sponsorship letter?

A sponsorship letter is a donation request that asks a company or individual to sponsor an upcoming event, project, or activity. The purpose of this fundraising letter is to convince the benefactor that your fundraising event or project deserves their support.

Sponsorship letters are one of the most common donation request letters because they’re versatile. You can use them to ask for support from individuals and companies, and you can ask for varying levels of monetary or in-kind support.

How is a corporate sponsor different from a corporate donation?

The difference between a corporate sponsor and a corporate donation lies in the expectations for each. When you send a corporate sponsorship letter, it’s to establish a mutually beneficial partnership with a company. The sponsor may provide funding, event space, or other resources for your initiative. In exchange, your nonprofit may offer things like advertising space, social media shoutouts, and other perks to help elevate their brand and reach a wider audience.

If you send a letter simply asking for a donation, you give a company an opportunity to donate to your cause without strings attached. There are no expectations that you’ll provide something in exchange for the gift. It’s a straightforward contribution, and it’s up to the donor to manage promotional efforts.

What are the benefits of fundraising or event sponsorships?

Corporate sponsorship is a critical part of a well-rounded fundraising plan. It’s a way for nonprofit organizations to accomplish more for their missions with financial help, auction items, or in-kind donation support from a business or corporation.

Nonprofits often have fundraising ideas that require more assistance than their teams can tackle alone. Partnering with organizations that align with your cause unleashes new possibilities for communities in need.

A corporate sponsorship offers a business or corporation increased visibility within a community. The sponsoring business can establish its charitable image by supporting organizations that do incredible work.

In fact, many consumers prefer businesses that demonstrate regular investments in the communities they serve, with past research showing that they’re 4x more likely to purchase from a company with a strong sense of purpose. A sponsorship opportunity is an excellent way to make a big splash and bring a good cause to the forefront.

How do you identify potential sponsors?

You’ll have the best luck in securing sponsors if you’re strategic with who you ask. First, establish a solid understanding of your audience:

• What primary demographics follow you on social media?
• What types of supporters attend your events?
• What causes are most important to your audience?

Knowing your audience can help you look for potential sponsors who target a similar group of people. With that, follow these five steps to identify prospects where you may already have a warm lead or can make a compelling case:

• Step 1: Reconnect with past corporate donors to frame sponsorship as the next step in your relationship.
• Step 2: Search for companies that have supported nonprofits similar to yours or that have strong corporate social responsibility programs.
• Step 3: Ask your current event vendors about in-kind sponsorship opportunities.
• Step 4: Explore the connections of your board members, staff, volunteers, and other champions.
• Step 5: Look for businesses that complement yours, such as a veterinarian’s office supporting an animal shelter.

The more connections you can make between your nonprofit and a prospective sponsor, the more likely you are to secure the partnership.

How do you ask for sponsorship?

Asking for sponsorship is all about making a good impression. A sponsorship proposal letter is informative and persuasive. It should clearly explain what your organization does, why it matters, and how a potential sponsor can make a meaningful impact by getting involved.

Clarity is key when requesting sponsorship. Be specific about what you’re asking for—whether financial support, in-kind donations, or services. Outline the time frame, benefits for the sponsor, and any commitments or expectations involved.

Also, don’t forget to highlight your fundraising goal and explain how reaching that goal will benefit your community or cause. Sponsors want to see the tangible impact of their contribution. Make it easy for them to say yes by showing how their support fits into a bigger mission.

How do you write a sponsorship request letter?

Sponsorship letters can have a general layout and key standard content, but you’ll also want to customize each to the recipient and make a timely ask. 

To craft an effective sponsorship letter:

• Introduce yourself properly: Start by introducing yourself and your organization in a warm and authentic way. Help potential sponsors understand your mission and why a partnership with you makes sense.
• Include details about the sponsorship: Outline what you’re asking for clearly with compelling language that describes the opportunity and highlights any sponsorship levels or benefits they’ll receive in return to avoid leaving potential sponsors guessing.
• Personalize your letter: Remember that a good sponsorship request letter should be personalized with the name of the person or organization you’d like to sponsor your nonprofit. Personalization is key.
• Keep it clear and concise: Even if you have a lot to share, aim for a clear, focused message. Avoid overwhelming the reader with jargon or lengthy paragraphs.
• Include next steps: Ensure the reader knows what they should do next at the end of the letter. Let them know how to confirm their support, who to contact with questions, or where to find more information. Including a call to action in a P.S. in your fundraising letter is an effective way to build urgency and get eyes on your primary request.

How do you write an email asking for a sponsorship?

In today’s online world, your sponsorship letter will likely be in the form of an email. In alignment with top email best practices, consider a few unique ways to ensure your recipient receives, opens, and, most importantly, responds to your message.

• Craft a compelling subject line: Include enough detail to be clear but enough flair to catch attention, like these email subject line examples.
• Keep it brief: Leverage the ability to use hyperlinks in your emails to reduce the amount of text.
• Add visuals: Show sponsors why your organization is worth supporting by using compelling visuals, like photos, infographics, or short videos, that highlight your impact and help create an emotional and memorable connection. Just be sure to optimize your file sizes for email to avoid endless load times.
• Add contact information: Provide your recipient with a phone number or point of contact to respond to your request, especially if the email is forwarded.
• Plan for follow-up: Wait about a week before following up to reopen the conversation without seeming too pushy or getting lost in the inbox shuffle.

3 sponsorship letter best practices to remember

The tips above are a great starting point for writing effective sponsorship letters: personalize your message, be clear and concise, and have a compelling call to action. The three best practices below can help you take your sponsor requests to the next level.

1. Leverage social media for greater reach

Take a page from many corporate sponsorships that successfully spotlight social media. As you craft your sponsor letter, consider ways to add value through social engagement and sharing.

For example, do you have a branded hashtag that you and your sponsors can use to promote your campaign or event? Could you partner with cause-aligned influencers to build traffic to your site during this time that would add exposure for your sponsors, too?

There’s a lot you can do online to entice potential businesses and organizations to consider your sponsorship proposal.

2. Offer special promotions and incentives 

Get creative about ways to place your sponsors front and center across your donation page, communications, event branding, fundraising promotional materials, and physical signage. The more real estate they can gain for their logo in connection with your mission, the more they may want to give. 

This can also be a great way to segment different sponsorship levels. Offer additional exposure opportunities for those willing to give at a higher level. For example, you may have a top-tier level that offers a keynote speaking opportunity during an event’s main programming.

3. Create a VIP experience for sponsors

Make your proposal feel exclusive. Frame the sponsorship as an invitation to join a select group of visionary partners shaping something meaningful. This can get your prospective donors in the mindset of not wanting to miss out on this opportunity.

As part of this framing, you can offer special access to your nonprofit, such as early event previews, team meet-and-greets, or branded storytelling opportunities. Invite sponsors to come to an in-person meeting to discuss the opportunity further.

7 types of sponsorship letter templates

Sponsorship solicitations can be a letter by itself, or you can include a cover letter with additional promotional materials, like brochures or other branded material about your organization, that help build your case. 

Starting with a blank page can be challenging, so below, you’ll find sponsorship letter templates for seven types of scenarios, including:

• Local business sponsorships
• Corporate sponsorships
• Event sponsorships
• In-kind sponsorships
• Food and beverage sponsorships
• Church sponsorships
• Sports team sponsorships

1. Local business sponsorship letter sample

Subject line: Sponsorship Opportunity | [BUSINESS NAME] x [NONPROFIT NAME]

2. Corporate sponsorship request letter template

Subject line: Sponsorship Opportunity | [COMPANY NAME] x [NONPROFIT NAME]

3. Event sponsorship letter template

Subject line: Sponsorship Opportunity | [BUSINESS NAME] x [NONPROFIT EVENT NAME]

4. In-kind sponsorship letter template

Subject line: In-Kind Sponsorship Opportunity | [BUSINESS NAME] x [NONPROFIT NAME]

5. Food and beverage sponsorship letter template

Subject line: Sponsorship Opportunity | [BUSINESS NAME] x [NONPROFIT NAME]

6. Church sponsorship letter template

Subject line: Sponsorship Opportunity | [CHURCH NAME] x [NONPROFIT NAME]

7. Sports team sponsorship letter template

Subject line: Sponsorship Opportunity | [TEAM NAME] x [NONPROFIT NAME]

How to thank your sponsors for their support

Your nonprofit likely already knows the importance of sending a donation acknowledgement letter (also known as a donation receipt). Still, thank-you letters are a powerful way to show appreciation to your sponsors.

After your campaign or event concludes, give your sponsors a strong reason to stay connected and get one step ahead of securing their support for next year. You could even make a phone call to thank each sponsor on a more personal level. Authenticity will go a long way when navigating the sponsorship process.

When you do reach out, be sure to provide key highlights from your event, including how much you raised and how the sponsor specifically helped make that possible. If you anticipate hosting the same event or initiative next year, let them know and share how you hope they’ll celebrate again with you in the future.

Use sponsorship request letters to build impactful partnerships 

Sponsorship letters are an effective way to build partnerships that raise money and awareness for your organization. They allow you to share your story, explain your cause, and tell people why they should join in. No matter which of the highlighted sponsorship letters you send, be sure to do your homework and convey a clear, compelling message.

You’ll also want to personalize each message and highlight the mutual benefits of working together. When you lead with authenticity and purpose, you’re more likely to build lasting relationships that go beyond a single event or fundraiser.

Copy editor: Ayanna Julien