How to Get Partners and Sponsors for Your Online Event

In today’s fast-paced, digital world, online events are quickly replacing physical meetings. As the number of virtual events per year increases, so does the need to seek innovative ways to captivate event sponsors. 

Getting a sponsor for an event allows you to offset costs and generate profitable revenue streams. But connecting with partners in an online space can be tricky.

While technology offers new opportunities for organizers, sponsors, and attendees to interact, it also requires you to revamp traditional techniques. 

In this article, we’ll give a quick summary of the ebook to guide you on how to get sponsors for an event and create long-lasting relationships with them. Our well-researched guidebook walks you through the process of creating an event strategy, the most effective ways of engaging with sponsors and partners, and ways to select and set-up online platforms for a successful event.

1. Partnership vs. Sponsorship in Events

Before diving into the intricacies of event partnership and sponsorship, let’s discuss the difference between the two terms.  

Partnerships in Events

A well-managed and long-lasting partnership offers you winning financial rewards. It also helps you accelerate sales, open up marketing channels, and promote your brand. 

Thus, partnerships provide you with a unique opportunity to amplify your outreach and event.

Sponsorships in Events

An experienced event sponsor helps increase brand awareness and boost sales by placing your product or service in front of your target audience. 

A sponsor will pay money for this access and be associated with your event. In turn, sponsors may request an exhibition space, distribution of freebies, VIP tickets, or interviews.

Partnership Terms and Conditions

Event partnerships are an effective marketing tactic for businesses to generate new leads, promote social media pages, or increase sales. 

Since the offering for a partner differs for every event, creating partnership marketing agreements can be tricky. 

Here we guide you through the details of a killer partnership proposal that ensures both parties feel satisfied:

  • What the Partner Has to Deliver- Before you start creating a proposal, you must understand your partner’s target audience, mission, and what they want to deliver
  • What Can You Provide in Return- After identifying a potential partner’s target audience, outline what benefits you will offer. For instance, you may provide speaking opportunities, add their logo on electronic tickets, etc. 

Both brands should meet extensively, have a strong understanding of the other’s target audience, and establish marketing objectives before creating a partnership proposal. 

Sponsorship Terms and Conditions

Sponsors are critical for events since they help marketers receive funding, add third-party endorsements, and promote the event’s social media pages.

But securing sponsorship for your virtual event can be challenging, particularly if you don’t know how to draft terms and conditions. 

Here we discuss the process of writing a sponsorship proposal:

  • Determine Your Rights- Before finishing your proposition, ensure you add your right to change the date and time of the virtual event  
  • Understand the Company- Understand the third-party’s offering, target audience, marketing objectives, and benefits they offer before signing an agreement 
  • Identify Your Offerings- Add the services and objectives you’ll fulfill in return for the sponsorship 

2. How to Get Sponsors and Potential Partners for Virtual Events

For years, partners have helped marketers access new markets, increase sales, improve access to technology, and gain financial capital for exposure and hospitality.

But sponsors and partners no longer want these bonuses; instead, they seek interactive ways to connect with their attendees. So, if you’re planning to create long-lasting relationships with sponsors, you must recreate your offering.

Moreover, you need to find new ways to connect with and retain sponsors. Here we discuss a few practical ways to gain sponsorships and partners online:

Identifying Target Companies and Reaching Out

Avoid wasting your resources on irrelevant leads by identifying which companies best fit your criteria. 

Narrow down your circle while being inclusive by ensuring your potential partner’s core activity and marketing objectives resonate with your conference’s topic.

Consider using LinkedIn Sales Navigator, Rankings, and External Lists to find relevant companies and individuals. Alternatively, you can Google-search businesses.

Leverage LinkedIn’s Sales Navigator

LinkedIn’s sales navigator is a fantastic paid tool for finding relevant partners and sponsors. It also helps you stay on top of your messages. 

Here are its top features:

  • Lists- SN lets you organize contacts or organizations in a list according to your convenience 
  • Saved Searches- LinkedIn allows you to save a search of your parameters. So, consider limiting your lead searches to less than 2.5k
  • Sales Navigator Inbox- The SN inbox helps you send personalized connection requests through which you can gain winning partners or sponsors 
  • Sales Navigator Search- Use your custom, lead, or account list to pinpoint potential partners or sponsors


3. How to Reach Out to Potential Partners?

After creating a list of prospective sponsors, it’s time to reach out. 

Consider connecting with your partner through email or social media channels. You might think calling is a better option, but most partners prefer an online interaction since it is more casual. 

Ensure your approach is personal and direct, allowing the businesses to know why you decided to reach out to them.

Here are several bonus tips to keep in mind when reaching out to potential partners:

  • Reply to every email within 24 hours 
  • Keep your tone professional yet friendly 
  • Avoid making grammatical mistakes in your emails 
  • Consider keeping all conversations in email tags

Partnership Pitch Email

Let’s take a closer look at the ideal partnership pitch email, what it comprises, and best practices:

  • Start by introducing yourself, your brand, and why you are contacting while keeping your tone professional yet friendly 
  • Add a shot and informative introduction to your event, its concept, and its mission
  • Include a unique selling proposition that outlines the value you offer to the sponsors for online events, the event’s audience size, characteristics, etc.
  • Discuss why you decided to contact the company and what you will deliver to them 
  • Go in-depth about the sponsorship
  • Consider discussing previous events 
  • End with a catchy call-to-action 

Respond To Their Questions 

Your potential partner or sponsor will have further questions regarding the proposal. They may even request you to send them a plan. 

If they request a hard copy, ensure you create easy-to-identify documents by adding a logo, date, and website links.

Moreover, use a professional tone and consistent fonts and styles.

Partnership Proposal Presentation

Securing a partnership requires a well-curated presentation and a skilled marketer who knows how to capture leads. 

While preparing for your presentation, keep these tips in mind:

Start by writing the proposal in a Google Docs file. Once your team agrees on the proposal’s text, send it to a Graphic Designer alongside visuals for a slide background, charts, etc. 

When the GD sends the first version of the presentation, read it thoroughly to identify areas that need further editing

After making corrections, such as ensuring a consistent style, removing typos, changing layouts, or adding a slide, the Graphic Designer sends the final version of the presentation

The marketer uploads the file to the target folder in Google Drive, converts it into a PDF file, then attaches it to the Pitch Email

Video Call with Potential Partners

Ending your email pitch with a call-to-action suggesting a video call is an excellent way of securing a partner. 

Sponsors don’t waste their time contacting companies they are not interested in. Thus, you must execute it correctly and on the scheduled time and date:

  • When virtually connecting with a partner, take a few moments to appreciate the opportunity to be connected. After this, identify with your time availability options and suggest several time slots while keeping their time zones in mind
  • If your partner confirms a time slot, send them a calendar invite via Google Calendar with a Google Meet link. Ensure you name the calendar meeting and send it to relevant members
  • Conduct your research, compile information in a Google Doc file, and add links to relevant LinkedIn pages to prepare for the video call 
  • Schedule a preparation meeting with your team members to discuss the proposal’s details. 

Follow-up on Partners

Follow-up emails are an effective way of reminding leads about your proposal. 

Convey the right message in your follow-up email by including information about a new high-profile partner on board.

Remember to send your follow-up email after two days and a second follow-up email containing a validity date. 

Make sure you do not sound desperate in your emails since the proposal offer benefits to both parties.

Post Event Communication

After the event ends, upload your sessions to a video management platform and share embedded links with your partners. Appreciate their participation and collect feedback. 

Moreover, express your willingness to cooperate in the future.

4. Virtual Event Sponsorship Ideas

Virtual events help you grow your revenue by uptaking sponsorship opportunities. To connect with the ideal partner, you can offer them the following event sponsorship ideas:

  • Sending branded swags to your attendees and advertising sponsors on your social media pages 
  • During the event, you can add their logo in the networking or waiting for lounge or play recorded videos
  • Providing them virtual booths, which they can customize to fit their brand image
  • Posting the event online and engaging with your sponsor regularly to ensure a long-lasting relationship

The Bottom Line

You’ve hopefully learned how to get sponsors for your upcoming event by now. So, use this information to your benefit and connect with businesses that help you reach your marketing objectives. 

Remember to create a stunning presentation and a personalized email pitch to secure a partnership.

Download this guidebook for more information on how to build strong media relation and get sponsors for your online event.


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