Unlock the Hidden Secrets: What REALLY Makes a Sponsor Say Yes!

[apologising now, this could be a long one!]

It’s not just about the dollars (though they do help pay for the event!). It’s about connecting people, strategically, meaningfully, and with purpose.

When done right, sponsorship:

• Helps cover your event costs.

• Builds mutually beneficial relationships with aligned businesses.

• Gives vendors a deeper understanding of your audience and mahi.

• Brings people together in a way that goes beyond logos, it is also collaborative, creative, and lasting (so all about connection!).

And honestly? That’s the magic I love.

Sponsorship can be a Long Game
The biggest myth? That sponsorship is quick and easy. The truth?

It takes:

• Intentional connection

• Clear alignment

• Relationship-building over time

It’s not a cold call with a wishlist. Think 7-touch strategy: a warm intro, thoughtful follow-ups, and an honest kōrero about shared goals.

What Makes a Sponsor Say Yes?
Here’s what I’ve learned after years of pitching, securing, and delivering sponsorship deals:

• The audience matters (I mean really matters) – Sponsors want to connect with people that matter to them.

• Exposure, access, product sampling, storytelling, and even staff engagement is valuable.

But let’s be real…the bottom line still matters.
Sponsorship needs to be good business. That means your event has to offer value that aligns with a sponsor’s goals. It’s not a donation, it is a strategic investment.

Here’s what that can look like:
- Retail brand at a lifestyle event? Showcase products, do demos, or include samples in gift bags.
- Wellbeing brand sponsoring a retreat? Exclusive rights to run a session, or a spot on the attendee welcome email.
- Tech company sponsoring a conference? Branded lanyards, a speaking slot, or access to your email list post-event.
- Local business sponsoring a kids’ programme? Community goodwill, social proof, and increased visibility among local families.

The key? Matching their objective with a benefit your event can offer.

Start Here: Sponsorship Planning Checklist
Before you hit send on that sponsorship email, work through these:

• Know your audience – Who’s attending your event? What do they care about? How can sponsors connect with them in a meaningful way?

• Get clear on your value add – What exactly can you offer a sponsor—beyond a logo and a lanyard?

• Think beyond the obvious – Venue perks, coffee cart shout-outs, branded goodie bag items, sometimes it is the small things that can have big impact.

• Leverage your community – Who already knows, likes, and trusts your brand? Start there.

• Plan the conversations – The best partnerships happen when you talk to the right people, at the right time, with a well-prepared proposal.

Real Talk: Why Working with Me Saves You Hours
If this all sounds like a lot—it’s because it is. Good sponsorship takes time, research, follow-up, and sometimes a gentle nudge (or three or five).
That’s where I come in:
- I help you identify your strongest sponsorship opportunities
- I write or polish the proposals and/or prospectus
- I plan the approach and manage the follow-up
- I help you deliver the promised benefits and post-event comms >>> because retention matters

Check out the Public Libraries Case Study page for more.

Or as an example: Dance Studio Fundraising
A dance school relocating to a new studio needed to raise $170k. We looked talked about:
- Tiered sponsorships – Naming rights, signage, newsletters
- Square metre donations – With a visual donor wall
- Givealittle page – For family and community support
- Grants – Creative NZ, local boards, community trusts
- Business sponsorship – Dancewear brands, wellness providers, cafés, and even equipment suppliers

It’s about seeing the whole picture (sometime steeping outside the picture and getting creative = fun!)

You stay focused on the event. I handle the sponsorship jigsaw.

Why Work with a Sponsorship Manager?
Sponsorship takes time. It takes kōrero, coordination, and consistency. If you’re spinning too many plates already, this is where a dedicated sponsorship manager (like me) becomes your secret weapon.

Here’s what I take care of:

• Managing all communications. Nurturing both potential sponsors and you as the host..

• Writing and polishing proposals – So your pitch sounds polished, clear, and compelling.

• Handling the relationship, building trust with sponsors before, during, and after the event.

• Coordinating sponsorship agreements – Keeping all T&Cs clear, fair, and documented.

• Managing deliverables – Making sure sponsors get everything promised (on time).

• Integrating sponsor visibility – Across signage, MC scripts, programmes, emails, and social content.

• Delivering promotions for sponsors – Social media mentions, eDM features, shout-outs, and more.

• Post-event wrap-up – Sending reports, impact stats, thank yous, and rebooking conversations.

• Tracking value – Showing what worked, what landed, and what to improve next time.
  

The real benefit? You stay focused on delivering a brilliant event while I make sure the sponsor side is smooth, professional, and rewarding for everyone involved.

If your event needs sponsorship to succeed, don’t sit there wondering how to start.
- Let’s book a strategy call and build your sponsorship plan
- I’ll help you avoid the time-wasting traps and go straight to the best-fit opportunities
- You’ll leave with clarity, confidence, and a plan you can action—or hand back to me to implement

Send me a message and let’s make your event goals a reality.