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The success of your peer-to-peer (p2p) fundraising event depends largely on your team captain recruitment: getting a dozen (or more!) engaged folks to build teams, bring energy, and ask for donations on your behalf. We coach all of our Charity Partners to prioritize recruitment above just about everything else. However, sponsorship can also help skyrocket your fundraising results AND add extra reach and credibility to your campaign and event.
To some, the process of finding and securing sponsorships may feel a little daunting, but it doesn’t have to! Here’s a practical guide to P2P event sponsorship to help make this facet of your fundraising easier and more efficient.
Sponsorships vs. Donations: Know the Difference
Sponsorships and donations are similar—you’re asking someone for money to support your hard working charity. But in actuality, they’re quite different. Here’s why:
- Donations are driven by generosity and goodwill, without the expectation of direct return.
- Sponsorships are a business exchange that provide the sponsor with tangible benefits and potential ROI.
Sponsorship is more like a smart business decision than a charitable gift. When a company sponsors your event, they’re not simply giving—they’re investing. The return? Brand visibility, community goodwill, and direct engagement with prospective customers that align with their values.
💡Tip: Remember, you're offering real value. Don’t be daunted or intimidated when approaching businesses with an opportunity to sponsor your event.
Setting Your Sponsorship Goals
We recommend raising no more than 10-30% of your fundraising goal through sponsorships. That means if your overall goal is $20,000 you’d be looking for between $2,000 – $6,000 in sponsorships from local businesses.
Why not more? The power of P2P fundraising is in the recruitment of captains and the exponential return of team-based fundraising. In our Blue Sea signature events, for example, the average team raises $2,000 and brings out a passionate group of their friends and family who help to create a vibrant, high-energy atmosphere. There’s nothing worse than an event that has more sponsors than participants, and an imbalance between the two erodes the potential return your sponsors will receive for their investment.
Start By Developing a Sponsorship Strategy
A critical first step in securing sponsorships for your event is establishing a sponsorship strategy. Ask yourself:
- What do we want to achieve? Set clear goals for sponsorship revenue to align with your fundraising goal and in-kind needs. How many sponsors do you want, ideally? How much would that mean you need from each sponsor?
- What can we offer? Explore what you can provide in exchange for sponsorship dollars—social media exposure? Branded signage? In-person tables or speeches? How can these align with your goals? Are there sponsorship levels that you can establish for the event or across your entire development calendar?
- What resources do we have? What is your team’s capacity to find and manage sponsorships? Are you set up for success?
The answer to these questions will be the basis for your sponsorship strategy. It doesn’t need to be much fancier than that. We do recommend setting sponsorship goals and sponsorship levels that will guide your efforts throughout the campaign.
💡Tip: Working with Blue Sea can help supercharge your sponsorship efforts. We often receive inquiries from large, often regional or national, organizations who are looking to support individual locations. In these cases we will connect you and coordinate the sponsorship invoicing. In the past, locations have received sponsorships from organizations like BC Housing, Bruce Power, and others!
Blue Sea Charity Partners also receive editable sponsorship packages and training to help you feel confident and equipped.
Start With Who You Know
With your strategy in hand, it’s time to start asking businesses to sponsor your event!
While it’s important to think big, it’s just as important to start small. Make your first asks to people you already have a relationship with: friends who lead local organizations, businesses you shop at, or your board members’ professional contacts. These friendly folks may have more incentive to say yes and can help you fine-tune your pitch.
Be savvy though! Consider what makes a good sponsor for your event. For example, if you were seeking sponsors for The Grand Parade, businesses catering to seniors, like pharmacies, law offices, and meal delivery services would be great places to start. Knowing your audience—who will attend your event, what they value, and how they align with your sponsors’ goals—is key to finding the best fit businesses and crafting a valuable pitch.
Tailor Your Pitch: Listen and Respond to What They Need
If possible, before you put options in front of your prospective sponsors, ask a few questions that will help you better understand their business needs and priorities:
- Who are your target customers?
- Is a potential sponsorship coming from an HR budget, a marketing budget, or elsewhere?
- What would success look like for your organization?
- How do you like to be recognized?
The answers to these questions will help you understand what they truly value and how to tailor your sponsorship ask to meet their needs—whether that’s in real time or in a follow-up meeting or email.
For instance, we once offered a local business owner the chance to speak at an event’s opening ceremony as part of his sponsorship package. He politely declined, explaining that public speaking wasn’t something he was comfortable with—and if it was required, he wouldn’t participate at all. The offer, though well-intentioned, didn’t align with his needs.
In another instance, I approached a local mechanic to sponsor an event but in this case, I knew his business had no website and no social media. So, rather than focusing the offer on the great digital exposure he’d receive, I instead talked about an opportunity to connect face-to-face with community members at an en route rest stop.
By asking first (or at least doing some homework), you can tailor your package to each sponsorship prospect.
The Cost of Sponsorships: Managing Expectations
There are costs involved in delivering value to your sponsors. Expect to spend 10–20% of the sponsorship revenue on activation costs—this could include signage, thank-you ads, or any additional promotional efforts that benefit the sponsor.
Don’t undersell your sponsorship packages! The right pricing ensures you’re able to deliver on your promises to sponsors while meeting your event goals. A $5,000 lead sponsor isn’t out of reach if you can clearly articulate the value they’ll receive.
If you’re just starting out it may be smart to offer smaller sponsorships to test the waters, but ensure that whatever you’re offering is worth your time after you consider the activation costs.
Cash > In-Kind
While in-kind sponsorships (e.g., printing services, swag donations) can be helpful, cash is king!
If you receive offers for in-kind goods and services sponsorships, take a moment to evaluate how they will enhance the event. Are they providing something of tangible value, or are they just filling space?
💡Tip: Be strategic with in-kind sponsorships. The most valuable in-kind contributions are those that directly offset real expenses you’d otherwise incur. For example, partnering with a local printer can reduce signage costs across the board—lowering the cost of fulfilling every sponsor package and freeing up budget for other priorities. That’s a smart win for your event.
On the other hand, accepting branded umbrellas for your winterrific February walk—however well-intentioned—might add unexpected work: storing, transporting, coordinating, and distributing them. If an in-kind offer creates more hassle than help, it’s okay to politely decline.
Moving Beyond Rejection: It’s a Numbers Game
Now for the bad news: No matter how good you are at sponsorship sales, some people will say no. Don’t take it personally—sponsorships are a numbers game. Focus on building strong relationships, ask insightful questions, and be prepared to hear “no” as you continue refining your strategy.
And if someone says no, move on quickly. The right sponsor is out there, and each “no” is just a step closer to a “yes.”
With a clear strategy, an understanding of what sponsors want, and the confidence to ask boldly, you can secure valuable sponsorships that help fund your event, elevate its credibility, and expand its impact.
Sponsorships grow your event, create more engagement opportunities, and build lasting connections with businesses that care about your mission. Start with your existing network, build a strong pitch, and stay ready to make those valuable connections that will benefit your cause for years to come.
