Before you begin to identify potential sponsors that would be
a fit for your event and marketing strategy, it is important to re-
member that sponsorship is neither benevolence nor philanthropy.
While you can have both, sponsorship and philanthropy (donors),
to support the revenue side of your budget, each is a very distinct
entity. While philanthropic gifts are given out of a sense of altru-
ism, sponsors are looking for a return on their investment (ROI).
It is important to distinguish this type of revenue, as it will help
in identifying potential sponsors. Another distinction that needs
to be made in identifying potential sponsors is the type of event.
This is particularly important when you begin to eliminate poten-
tial sponsors from your list based on their corporate policy of
types of events they do and do not sponsor. According to Steve
Jeweler and Julia Rutherford Silvers, authors of Event Sponsorship
for the George Washington University Event Management Certifi-
cate Program, the following are among the types of events that
seek sponsors:
■Hallmark, civic, and annual events
■Festivals and cultural events
■Sports events
■Meetings, conferences, and educational events
■Entertainment events, tours, and attractions
■Corporate cross-promotions
■Trade shows and expositions
■Cause-related eventsWith this understanding, you can then begin to identify the
types of sponsors you are seeking:
■Title/Presenting.Underwrites a majority of the event.
■Host/Supporting.Underwrites specific areas of an event such
as bars or food and beverage.
■Tiered.Monetary level determines the amount of exposure of
sponsors’ products, services, and individual leaders.
■In Kind.Often overlooked, in-kind sponsors provide their
goods or services at no cost to the event for the sponsorship
level related to the retail cost of the goods or services
provided.Once you have decided on the type of sponsor—or, more likely,
the combination of sponsors—you can begin your research into en-92 Chapter 4 Funding the Event Marketing Program