Client Onboarding Checklist: Steps, Templates & Best Practices
Corporate sponsorship is the fastest way to inject serious funding into your initiative.
The math is simple: more sponsors = more money, more credibility and more impact.
A strong sponsor lineup doesn’t just increase your bottom line—it elevates your brand, attracts bigger backers and expands your reach.
But here’s the problem: most people struggle to land sponsors.
In fact, 29% of event planners say securing sponsorships is one of their biggest challenges. Another 33% of professionals struggle with insufficient event budgets.
Why? Because they:
The good news is that Sponsorship isn’t reserved for big players. With the right approach and execution, anyone can lock in high-value, long-term sponsors with the right strategy.
Whether you’re pitching a conference, nonprofit initiative or brand partnership, this guide will show you exactly how to attract, negotiate and lock in corporate sponsors like a pro.
Let's dive in.
Corporate sponsorship is a partnership where a company provides financial or in-kind support to an event, organization or individual in exchange for brand visibility and promotional opportunities.
Sponsors gain brand exposure, targeted audience engagement and alignment with values, while the organization (sponsee) receives resources to execute their initiatives.
Sponsorship deals can take many forms, such as financial, event, cause-related, in-kind, promotional, media, sport, content creator or influencer partnerships.
According to John Abreu, a leading sponsorship and sports marketing measurement expert, successful brand partnerships thrive when the collaboration is right.
VP of SPIQE
Depending on the level of visibility and involvement they want, sponsors can choose from various packages such as title sponsorships, tiered sponsorships and in-kind sponsorships. Sponsors are often recognized through prominent logos on event signage and special acknowledgments.
Events that offer varying sponsorship levels typically provide more benefits to corporations that contribute larger amounts.
Getting corporate sponsorships involves a series of steps, from identifying potential sponsors to crafting a compelling pitch and securing the deal.
Here’s a step-by-step guide to help you get started:
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Landing corporate sponsorships starts with one crucial step—finding the right partners. This is where most deals either take off or fall flat.
Unlike grants, sponsorships aren’t just about supporting a good cause—they’re strategic business decisions.
So, how do you narrow down your corporate sponsorship list? Look for sponsors whose:
In her article for the Dorothy A. Johnson Center for Philanthropy, Renee Zau underscores the importance of considering your sponsor’s audience:
“When your nonprofit and sponsor’s audiences overlap, the events and programs you engage with will be heard and seen by people who are likely to donate to you and become advocates for your mission. Additionally, this guarantees that your sponsor is getting something valuable out of the relationship, as your supporters may also become their customers.” - Renee Zau, CEO & Co-Founder, DonationMatch
Start by looking at the core message of your event, project or cause. Who does it appeal to?
Think about the industries they’re in, the causes they support and their previous sponsorship history. Have they sponsored similar events or initiatives?
Are they looking to expand their reach into your audience demographic? Boost their community involvement? Strengthen their brand image? Break into new markets?
The better you understand their objectives, the clearer the opportunity becomes. Your event or project won’t just be another sponsorship request—they’ll view it as a strategic marketing move that helps them achieve their business goals.
Don’t forget to consider the size and scope of potential sponsors. Large brands may seem like an obvious choice, but don’t overlook smaller or local companies. They can be just as valuable—if not more—especially if they have strong ties to your community or niche.
Beyond the low-hanging fruits in your community, there are other places to search for sponsors:
Once you’ve curated a large list of sponsors that check all the right boxes, it’s time to make it count—reach out, start the conversation and turn that list into real opportunities.
Now you need to find a way to reach your prospects and make them an offer they can’t ignore.
You have two options: good ol' fashioned cold calling and cold emailing.
Truth be told, no one likes to get random emails or calls.
Unless of course, it's personalized, offers something that's relevant and too good to pass up on.
Generally, you can expect an average response rate of about 1%-5% for cold outreach.
But that number can actually skyrocket to 17% if you have a high-quality list of contacts, a compelling email subject line and highly targeted messaging.
So what does this mean for you? You’ll need to reach out to at least 500 potential sponsors to generate a solid number of responses. Out of those:
With these odds, every opportunity counts. If you’re emailing, your subject line needs to be strong enough to earn an open. If you’re calling, your opening statement has to grab their attention right off the bat.
The secret to successful outreach isn’t just personalization—it’s timing and relevance. Otherwise, your email will end up in the trash or your call will end in an awkward silence.
Once you grab their attention, get to the meat of the conversation as fast as you can. This isn’t the time to dive straight into a pitch or bombard them with details.
Your goal should be to hook them in and whet their appetite for the opportunity.
CM Strategist + Consultant
Get straight to the point:
Don’t get caught up in talking about your event, project or cause. Instead, shift the focus to the corporate sponsorship benefits you’re offering.
What do they gain? More brand visibility? Customer engagement? Access to a hard-to-reach audience? If you’ve done your research and chosen the right sponsors, they should see the potential right away.
Once they show interest, it’s time to move the conversation forward. Offer to schedule a call or a meeting where you can present your full proposal and discuss the partnership in more detail.
A great conversation is just the first step—now, you need to present a compelling case that proves why this sponsorship is worth their investment.
There’s no better way to create a visual “wow factor" for your proposal than using a killer pitch deck.
Want to see what goes into a high-converting sponsorship deck? Check out our infographic for a visual breakdown.
Here's a brief rundown on how to create a sponsorship deck that grabs attention and gets results.
To get the full scoop on the art of creating a sponsorship pitch deck, read our article: How to Write an Impressive Sponsorship Deck + Best Templates to Use.
The negotiation meeting is your moment of truth—the chance to turn interest into a signed partnership. So don’t wing it.
Show up strong, take control of the conversation and make it impossible for them to say no.
Before you step into that meeting (or fire up Zoom), make sure you’re armed with everything you need:
Be ready to answer questions about metrics, timelines and deliverables. Start with a quick recap of your sponsorship proposal, but don’t just talk—listen. Dig into their goals, challenges and what they truly want from this partnership.
This is where trust is built—or lost. Sponsors don’t just want logo placements; they want impact. Don’t just rattle off sponsorship tiers—frame your offer around value.
In his article, David Hobson, Former Head of Marketing at Foundr says value is a far more powerful position to approach your offer from.
“Everything in business is a transaction. It’s an exchange. And one thing that drives me crazy around Kickstarters and fundraising is what I call the “beggar mentality.” You would have seen it. It’s where people say, “I want to raise money, please give me some.” It’s just fancy begging and not that different from rattling a tin can on the street. It doesn’t matter how amazing your product, service, idea or business is. You will repel people with this approach. You’re not offering value—or at least you are not communicating that value well to others.” - David Hobson, Former Head of Marketing at Foundr.
If you're looking to secure a sponsorship, you need to ditch the beggarly mindset. Think of it as a partnership—one where both sides get something valuable.
What’s the exchange? How does your partnership help them reach their goals or solve a pain point? Got proof? Drop in a success story —like how a past sponsor saw a 30% increase in customer engagement thanks to your event.
Negotiation is where the partnership takes shape; the key is to keep it collaborative.
The best deals leave both sides feeling like they’ve won. While it’s crucial to be firm about your value, it also makes sense to be flexible in your approach.
If their budget doesn’t align with your ask, suggest creative options that work for both parties.
For instance, if a sponsor can’t meet your financial ask, consider alternative contributions like in-kind donations, media exposure or co-marketing opportunities.
Before you leave that meeting, make sure nothing’s left hanging. Recap the key points, confirm next steps and get clear on follow-ups.
Even if they don’t sign on the spot, keep the relationship warm—send a thank-you, keep them updated on future opportunities and engage with their brand.
Because even if it’s not a yes today, it could be a game-changing yes tomorrow.
A handshake—virtual or in-person—is great, but nothing’s official until it’s in writing.
Think of a solid sponsorship agreement as your insurance policy.
It keeps everyone on the same page, prevents last-minute surprises and makes sure both parties get what they signed up for.
Start by clearly defining the scope of the partnership: Who’s involved, what’s being sponsored and for how long? Clearly define the event, campaign or initiative the sponsor is supporting, including key dates, locations and any relevant background information.
Once you’re clear on the basics, dive into other terms of the partnership, including:
A solid contract protects both sides, so don’t rush it. And before you finalize anything, run it by your legal team. Once everything checks out—get those signatures and make it official!
Need a head start? Grab this editable sponsorship agreement template to simplify the process:
Once the agreement is signed, it’s time to deliver on your end of the bargain.
Before diving in, take the lead in confirming key details. Who’s responsible for what? When are the key activation dates? What needs to happen and when? A visual timeline with milestones, deadlines and action items can keep both sides aligned and avoid last-minute chaos.
Sponsors should never feel like they’re in the dark. Keep communication flowing with:
Most importantly, make sure every element of their sponsorship activation shines. Be it branded experiences, social media campaigns, influencer partnerships, product sampling, games and contests, branded wearables or logo placement.
The event might be over, but your job isn’t done.
Proving ROI for sponsors is what turns one-time deals into long-term partnerships.
Set up tracking dashboards before and during the campaign to measure key performance indicators such as:
Next, create a compelling post-event evaluation report that showcases the value you delivered, complete with visuals, testimonials and takeaways.
Just throwing a bunch of data at them won’t cut it. Mix up the stats with storytelling to paint a compelling picture of the sponsorship’s success.
Here’s a customizable event report template that visually breaks down attendee demographics and engagement using tables, maps, widgets and icons.
On top of sharing these results, don’t forget to ask for feedback.
Set up a debrief meeting to discuss what worked well, what could be improved and how they felt about the partnership overall. This conversation not only shows you value their input but also gives you insights to refine your approach for future collaborations.
Most importantly, don’t let the relationship fizzle once the campaign ends. Share a personalized thank you note and keep them in the loop with things like:
Here’s why this is super important. When sponsors know they’re in good hands, they’ll be back. And next time? They’ll bring a bigger budget.
In your pursuit of a corporate sponsor, you'll need quite a number of tools at your disposal, including:
With Visme, you don’t have to start from scratch. Our library of professionally designed sponsorship templates covers everything you need—from sleek sponsorship decks to in-depth reports.
Bridget Sullivan, Director of Partnership Solutions for the Florida Panthers, raves about how Visme has transformed her sales team’s approach—turning data into compelling stories that captivate partners and prospects.
Director of Partnership Solutions
And the results speak for themselves. During closing calls, corporate partners consistently referenced the materials her team provided—specifically calling out the storytelling and how it stood out from anything they’d seen before.
Below is a list of 10 templates to elevate your next sponsorship outreach.
Each template is professionally designed and fully customizable. So you can tweak colors, fonts, graphics and content to match your brand and appeal to potential sponsors.
When pitching to sponsors, you need a visually compelling, data-backed presentation that proves your value. This sports sponsorship deck template is built for that.
Use this deck to tell a compelling story. Sponsors don’t just invest in numbers—they invest in alignment, impact and opportunity. These slides help you connect the dots, showing how their brand benefits from supporting your event, team or initiative.
Instead of overwhelming sponsors with stats, this template is packed with data visualization. Slide six features a pie chart and gender breakdown, giving sponsors a clear snapshot of your audience. Slide seven presents a bar chart showcasing your broadcast reach over the years, a crucial selling point for sponsors aiming for media exposure.
Walk confidently into event sponsorship discussions with this deck that informs, impresses and moves conversations forward. Whether you’re pitching to luxury fashion houses, beauty brands or lifestyle companies, it delivers the numbers, visuals and value sponsors want to see.
Designed with a sophisticated blend of white and earthy tones, this slide deck keeps things stylish and professional.
Here’s what you’ll find inside:
The slides also cover event achievements, sponsorship benefits and tiered partnership options (Silver, Gold, Platinum). After customizing this template, take it to the next level with Visme’s Presentation Studio—deliver it live, record a video walkthrough or add private speaker notes to keep your pitch seamless and polished.
While a deck sparks interest and sets the stage, the sponsorship proposal is where you lock in the details. It’s the document sponsors review when making their final decision, outlining everything from event logistics to sponsorship benefits in a structured, compelling way.
This Workshop Sponsorship Proposal Template is built for clarity and impact, featuring a clean, stylish layout that keeps the focus on your message.
It includes all the key sections you need, with dedicated space for event details, sponsor benefits and past achievements. A well-organized table breaks down dates, locations, times and duration so sponsors can quickly grasp the logistics at a glance.
Each page is designed for storytelling, with room for compelling narratives, visuals and icons that highlight your workshop’s value. You can tweak the layout, swap colors and add or remove pages to fit your needs.
Pulling off a music event takes more than just a killer lineup—you need the right sponsors to make it happen.
A strong proposal helps you lock in those partnerships by showing brands exactly why your event is worth their investment.
This music event sponsorship proposal template makes your pitch impossible to ignore. It lays out everything sponsors need to know—your brand story, event plan, budget, sponsorship packages and even testimonials from past partners.
Designed with a clean, modern layout and high-quality visuals, it gives sponsors a feel for the energy and experience your event will deliver. Swap out images, tweak colors and customize every detail to make it your own.
Need to fine-tune your visuals? Visme’s AI Image Editing Tools let you resize, sharpen, upscale and remove backgrounds with just one click. Even if you don’t have event photos yet, no problem. Use our AI Image Generator to create realistic, high-quality visuals of your event concept. Show sponsors exactly what’s in store—before the stage lights even go up.
A sponsorship request letter opens doors before your proposal even hits the table.
While a proposal dives into the details, this letter is your warm introduction—a way to grab attention, spark interest and get potential sponsors excited before they commit to reviewing the full pitch. It sets the stage for deeper conversations and makes sure your proposal doesn’t land cold.
If you're looking to secure funding for a sports team, this sponsorship request letter template is the perfect starting point.
Designed with a bold mix of orange and blue, it delivers energy and professionalism in one sleek package. The sample text captures your team’s identity, achievements and why sponsors should back you. It also highlights the exposure opportunities and brand benefits they’ll gain from this partnership.
No need to cram sponsorship tiers into the letter—use Visme's interactive content tool to add pop-ups or link text or objects to an external document for the full breakdown. Keep it sleek, persuasive and straight to the point.
While your event might be over and the lights have dimmed, taking the time to genuinely thank your sponsors keeps the door open for future collaborations. It shows them that their support didn’t go unnoticed and reinforces the value of their contribution.
This thank you letter for sponsorship template combines a clean, professional design with a heartfelt message that makes sponsors feel truly appreciated. It doesn’t just say thank you—it highlights how their support made a tangible impact on your event’s success.
Customizing this template in Visme is simple. Add quotes from participants or beneficiaries, link to a short thank you video and personalize the colors and fonts to match your brand’s look and feel.
Sprinkle in metrics, feedback and social media stats to demonstrate how their sponsorship resonated with your audience and amplified your event’s reach. Let them see the direct results of their investment.
A sponsorship deck is great for pitching, but a sponsorship package seals the deal by giving potential sponsors all the details they need to make a decision. While a deck sparks interest, a package lays out the hard facts—tiers, benefits, financials and deliverables—so sponsors know exactly what they’re getting. If you're planning a gala, you need a package that’s polished and compelling.
This gala sponsorship package template is built to impress. It features a sleek layout with on-brand icons, stylish text boxes and a crisp blue background that keeps everything looking professional. A well-structured financial breakdown ensures transparency, while the detailed pricing model helps sponsors easily find the right fit.
From the stunning cover page to pages dedicated to event details, goals and sponsorship tiers, this template makes a strong case for why brands should invest in your gala.
Before you send it off, use Visme’s team collaboration and workflow tools to refine the design, gather feedback, assign tasks and finalize every detail. Whether you’re tweaking visuals, setting deadlines or reviewing content, you can do it all in real-time—so your sponsorship package goes out looking flawless.
If you're raising funds to support educational programs for disadvantaged youth, this nonprofit sponsorship package template is your perfect ally.
You need more than just a nice pitch—you need a clear, compelling breakdown that shows sponsors exactly what they'll get from the partnership. This template helps you do just that, with vibrant colors, smart design, high-quality vector icons, high-res stock photos and eye-catching visuals that draw the right attention.
If you're pressed for time or hitting a creative roadblock, Visme’s AI presentation maker has got you covered. Just input your event details, select a style and let AI take care of the rest. You’ll have a polished, ready-to-go sponsorship package in no time.
While a sponsorship proposal or deck does the heavy lifting to sell your event, the contract seals the deal and makes everything official. It's where the details come together—laying out expectations, deliverables and legal protections for both parties.
This general sponsorship contract is a standout example. With a high-res cover photo and sleek design, it sets the tone for a professional, structured agreement. It covers all the essential clauses you need, but if you want to tweak it to fit your specific needs, Visme’s intuitive editor makes it simple.
Personalize the text and if you want your branding to shine, upload your logos, colors and icons. The Brand Wizard does the work for you—just enter your URL and it’ll automatically pull in your brand assets, ready to be added to your contract.
A sponsorship event report is your proof of value—it shows sponsors exactly how their investment paid off. This template helps you break down the key details—attendees, engagement and demographics—using easy-to-digest visuals like charts and graphs. It’s designed to make the impact of your event crystal clear so sponsors can see exactly what they got out of their partnership.
You can also use it to identify areas for improvement and refine future event strategies. The real-time collaboration features let you get feedback directly from sponsors or stakeholders, keeping everyone aligned without the back-and-forth.
Once you're happy with the final look, share it instantly with a live URL or download it in multiple formats (PDF, Image, PPTX) to send via email, Slack or even print.
Want to know if your report is getting the traction it deserves? Visme’s analytics feature gives you real-time insights into engagement. Track who’s opening it, how long they’re reading and whether they’re clicking through—so you can follow up strategically and turn interest into action.
Corporate sponsorship is a business deal—companies provide funding, products or services in exchange for brand exposure, audience access or strategic partnerships. It’s not just about slapping a logo on an event; it’s about creating value for both sides.
The best sponsorships are built on alignment. Sponsors get in front of the right people and organizations get the support they need to succeed. Whether it’s a sports team, a conference or a social cause, the key is making sure the partnership makes sense and delivers results.
Sponsors get brand visibility, audience engagement and a seat at the table with potential customers. Whether through event signage, co-branded content or exclusive networking, sponsorships help businesses build credibility and expand their reach.
Beyond visibility, sponsors acquire leads, network with key stakeholders, build goodwill and position themselves as industry leaders. Some use sponsorships as part of their CSR strategy to align with causes that matter to their brand and customers.
Sponsorship costs vary widely based on factors like industry, audience size, sponsorship tier and brand value. Small sponsorships, such as local events, may cost a few thousand dollars, while major sponsorships for large events, sports teams or festivals can reach millions.
Many companies determine sponsorship budgets based on expected ROI, audience reach and alignment with their marketing objectives. The most effective sponsorships are those that offer clear, measurable value and integrate well with a company’s overall branding strategy.
Sponsorships aren’t cheap and if they’re not well-executed, they can feel like a wasted investment. Without a solid strategy, companies can struggle to measure impact, generate leads or justify the spend.
There’s also brand risk. If an event, influencer or organization faces controversy, sponsors can get caught in the fallout. Plus, sponsorships require ongoing effort—just writing a check won’t cut it. The best results come from active participation and smart activation strategies.
Start with your audience—who they are and why sponsors should care. Outline clear sponsorship tiers with benefits like brand exposure, speaking slots or exclusive access. Make the value crystal clear with data, past success stories and ROI projections. Then, package it all up in a sleek, professional proposal or pitch deck using the dozens of sponsorship package templates available in Visme.
Sponsors don’t invest on a whim. They back opportunities that prove their value, make an impact and deliver real results.
Every touchpoint—from your initial outreach to post-event reports—has to be strategic, polished and unforgettable. Achieving that requires clear communication, flawless execution and data that backs up your impact.
Whether you're pitching corporate sponsorships for events or nonprofits, Visme gives you everything you need to make it successful:
Ready to land that top-tier sponsor? Get started with Visme and make your next sponsorship outreach your best one yet!
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