How to Approach Businesses for Sponsorship and Donations: Practical Tips from a Business Development Leader

By Carol O’Donoghue, Marketing and Business Development Director at Cartmell Shepherd Solicitors.

Securing sponsorship and funding can be a vital lifeline for organisations, whether you’re running an event, a community project, or a charity. But approaching businesses effectively requires more than just asking for support. It’s about building a mutually beneficial partnership.

As a Marketing and Business Development Director in a large regional community driven law firm for many years, I can tell you that requests for funding and sponsorship are a daily occurrence. It can be overwhelming, particularly as economic conditions tighten and the need for support continues to rise. Most businesses genuinely want to help, to make a difference and support their local communities, but they also have to balance budgets, manage expenses, and make careful decisions about where their support will have the most impact. Understanding the need to balance generosity with commercial realities is key when approaching potential sponsors. For example, the amount of support is relative to the size of the business so a local firm may not be in the position to offer the same amount of funding as a larger national chain so you need to be realistic in what you ask of them.

Drawing on my experience I’ve put together some practical tips to hopefully help you stand out and build lasting, mutually beneficial partnerships:

1. Clearly Explain the Benefits to the Sponsor and speak to their Priorities

In my role, I’ve reviewed countless sponsorship proposals. One of the most common mistakes organisations make is focusing solely on their own needs. Remember: sponsors want to know what’s in it for them.

When approaching a business, be ready to explain clearly:

• How their brand will be promoted and their reputation enhanced (e.g. logo on event materials, website, or social media coverage).
• The type of audience or community they’ll reach and how their support will connect them with that audience.
• Opportunities for networking or showcasing their products/services.
• How any support fits with the businesses own values and aligns with their corporate social responsibility goals.

Think of it as a business proposition. You’re offering value, not just asking for a handout.

2. Offer Flexible Sponsorship Packages

Providing choice makes it easier for businesses to engage at a level they are comfortable with. Businesses have different budgets and objectives. Sponsorship packages can be tiered to offer different levels of exposure and benefits so sponsors can choose the level of involvement and expense. In my experience, clarity and flexibility make it easier for businesses to say yes.

For example:

• Gold Package: Main event sponsor, prominent logo placement, social media mentions, press coverage, opportunities to meet other sponsors and present awards/ trophies.
• Silver Package: Logo on marketing materials and website, limited social media mentions.
• Bronze Package: Name listed in programme and social media acknowledgment.

Packages make it simple for the sponsor to see exactly what they’ll get and choose an option that fits their budget.

3. Be Transparent About Costs

Having managed marketing budgets through economic highs and lows, I appreciate when organisations acknowledge the pressure businesses face and the support we already give to many other projects and charities in our community as it shows empathy and professionalism.

A simple line in your proposal can go a long way:

“We understand the pressures businesses face today and the support you already provide within our community, and we truly appreciate any further support you may be able to give.”

4. Say Thank You Publicly and Personally

Once a business has agreed to sponsor you, expressing genuine thanks is essential. I’ve always valued those we have helped who go beyond a generic thank you.

• Feature them on social media and tag their business.
• Include them in newsletters, press releases, or event signage.
• Send a personalised thank-you note, ideally referencing their specific contribution.

In my career, these gestures have often led to long-term relationships and  increases the likelihood of future support.

5. Keep Communication Professional and Personal

• Tailor your approach to each business. I’d encourage you to do some preparatory research to find out about the business before contacting them. Follow their social media accounts, engage with their content and like and share their posts. Generic emails rarely make an impact. As someone who’s received both mass emails and thoughtful, targeted approaches, I can assure you the latter always stands out.
• Be mindful of that particular businesses’ target audience. For example, seeking sponsorship for an international event abroad is unlikely to benefit a local business so think before you ask and reach out to businesses who are more likely to benefit from international exposure.
• Be clear, concise, and polite. Avoid jargon or overly emotional appeals.
• Follow up, but don’t pressure as patience is key.

6. Demonstrate Impact

Businesses love to see tangible results. After your event or initiative, share outcomes:

• Number of participants, attendees, or beneficiaries.
• Media coverage or social media engagement.
• Stories or testimonials demonstrating the difference their support made.
• Invite your sponsors to come and meet those that they have helped. There is nothing more powerful than that personal connection.

This reinforces the value of their sponsorship and strengthens the relationship for the future. In my experience, sponsors are far more likely to support you again if they can see and experience first-hand the difference their contribution has made.

7. Build Partnerships, Not Transactions

Think beyond one-off sponsorships. Engage sponsors as partners:

• Invite them to future events.
• Give them early access to new opportunities.
• Keep them updated on your organisation’s achievements.
• Provide networking opportunities with other sponsors.
• Treat them as valued partners, not just sources of funding.

Businesses are more likely to continue support if they feel genuinely connected to your mission.

Conclusion

Successful sponsorship is a two-way street. Organisations that clearly explain the benefits, provide options and opportunities, show genuine appreciation, and communicate professionally are far more likely to secure ongoing support. By respecting a sponsor’s investment, both financially and in terms of time, you can build partnerships that last long beyond a single project or event.

Drawing on my years in business development and marketing, understanding the pressures businesses face, acknowledging their generosity, and making it easy for them to see the value they receive can make all the difference. I know that a thoughtful, professional and partnership-focused approach will set you apart.

Carol O’Donoghue is Marketing & Business Development Director at Cartmell Shepherd, who works closely with businesses and community organisations to build strong partnerships and deliver impactful campaigns. Connect with Carol on LinkedIn here.