Hosting an event soon? Here's how you’ll locate and close sponsors.

Hosting a high-profile, special event at your bar can be a great way to engage customers, raise funds for a cause, and create a lively atmosphere. Each event should be viewed as a unique and memorable experience that inspires attendees to support your cause and contribute to your business. One of the more laborious tasks during this process is finding and securing donors, sponsors or partners.

Finding donors for a charity or participants for an event can be challenging due to various factors, mostly because many of us may have a limited professional network and/or lack of sales skills to get the job done. In this issue, we’ll cover how to find potential sponsors and how to get them on board.

Below is a video on how to attract advertisers. Although this video is ancient from a YouTube standpoint, there are still several key takeaways and simple steps that we can incorporate into our approach. See timestamps below the video with the most valuable information.

Timestamps that you’ll find most useful:

01:26: How to search for and locate potential sponsors.
01:55: Researching your targets to locate areas of common interest.
02:20: Locating contact information for initial outreach.
02:42: Great example of a cold-call that provides value, context, and insight into how to pitch your event and cause.
03:41: Overcoming objections and sticking to your guns.

In the end, you’re going to have to step out of your comfort zone and reach out to local businesses, artists, or individuals who may be interested in contributing items or experiences to your event. Items can include gift certificates to local restaurants or shops, unique pieces of art, concert tickets, spa packages, or even sports memorabilia. The aim should always be to collect a diverse range of items to appeal to the many different attendees and their personalities.

To address these challenges and increase your chances of finding partners in your endeavor, consider the following strategies:

• Clearly communicate your mission and impact: Clearly articulate your event’s purpose, the impact it will make, and how their donations or their time will drive positive change. Use compelling stories and real-life examples to engage them on an emotional level.

• Develop a strong awareness strategy: Create a multi-layered plan of attack to get the word out. This can include online campaigns, social media awareness, mini events, corporate partnerships, and major donor cultivation. Tailor your approach to your target audience and leverage different channels to reach them effectively.

• Build relationships: Focus on building authentic and long-term relationships with potential business partners. Engage with them personally, understand their interests, and demonstrate how their support can make a meaningful difference in the community.

• Enhance visibility and credibility: Invest in marketing and public relations efforts to increase your event’s visibility and credibility. Highlight success stories, partnerships, and the impact of your work on a regular basis. Remember that engagement often comes slowly but tends to build and ramp up fast right before the actual event.

• Cultivate donor stewardship: Show appreciation and recognition for existing donors and partners. Provide regular updates on your progress and how their contributions have made a difference. This can help build loyalty and encourage further support.

• Collaborate with other organizations: Explore partnerships or collaborations with charities, businesses, or community organizations. Pooling resources and leveraging networks can broaden your reach and attract new partners while at the same time drastically expanding your audience and the reach of your message.

• Evaluate and adapt: Continuously evaluate your efforts, measure results, and adapt your strategies based on feedback and data. Learn from both successes and challenges to refine your approach over time.

• Rules and regulations: Remember to comply with local laws and regulations regarding fundraising and event activities, licensing requirements, and any necessary permits for hosting events in your establishment. Consulting with local authorities and/or seeking legal advice can help ensure a successful and compliant event every time.

Building a strong donor base takes time, persistence, and strategic effort. By refining your strategies, effectively communicating your mission, and developing relationships with local business partners, you can increase your chances of finding supporters who are passionate about your cause, and thus creating loyal, repeat customers to your business as well.