Sponsorship for your association or community center: how to find sponsors
What can you offer a sponsor?
Sponsors invest in their brand awareness, reputation and relationships with the local community. When putting together a sponsorship package, consider:
- Logo on printed materials, banners and website
- Mention in newsletters and social media
- Acknowledgement at events ("This event is made possible by...")
- Access to activities (tickets to an event, exclusive tour)
- Advertising on the building or within the space
- Free or reduced-rate venue hire for corporate events
Create two or three packages with escalating benefits and corresponding contributions; this makes choosing easier for a potential sponsor.
Who are potential sponsors?
Start locally:
- Local businesses that are already customers or use your spaces
- Businesses active in your target groups (sports retailers, insurers, builders)
- Entrepreneurs who are members of your association or connected through volunteers
- Regional banks and cooperatives (Rabobank, for example, runs a local fund programme)
How do you approach a sponsor?
Pick up the phone and request a personal meeting, not an e-mail that gets ignored. Prepare the conversation with a concrete proposal: what you offer, what you ask for in return, and what the sponsor gets. Be honest about your organisation: how many members do you have, how many visitors do your events attract, and what reach does the newsletter have?
More tips on communication can be found in our guide on generating publicity.
Sponsorship agreement
Always put the arrangements in writing in a sponsorship agreement. Describe:
- What the sponsor contributes (amount, goods or services)
- What you offer in return (visibility, packages, mentions)
- The term of the agreement
- Review point: when will you discuss whether the collaboration will continue?
Fiscal aspects
Sponsorship income is typically taxable, even for tax-exempt organisations. Advertising fees are, however, not sponsorship but income from economic activities and may be VAT liable. Consult your treasurer or a tax adviser on how to account for sponsorship income correctly.
Relationship management
Treat sponsors as partners: keep them informed about how the collaboration progresses, invite them to events and send an annual overview of what their contribution has made possible. A satisfied sponsor is a loyal sponsor.