How to: Write Letters to Potential Sponsors

Letter writing can be a scary process. The blank page combined with the desire to sound professional, educational (in case they have never heard of your cause), and sincere can be crippling for anyone trying to write their first of many sponsorship letters. Deep breath. We can’t all be Hemingway, so put that level of perfection from your mind right now.

Before you begin writing you need to know what you are asking for. Is it donations of food or beverages to sell at your booth during the walk? A monetary donation? Permission to post information in or around their building? Narrow this down and work from there. Much like a cover letter, you will want to hit the following three points:

• Who you are/your cause
• Why you have chosen them specifically to help you (do some research!)
• A personal story

However, keep in mind the number of letters you will be delivering/sending. This level of attention and time can not be devoted to 50+ potential sponsors (unless this is your actual job). You will want to complete a more general letter (see example below) to send in mass and save the more pointed letters for those who you think can/will donate in a big way.

 

EXAMPLE

DATE

Dear SPONSOR NAME:

Lupus remains under recognized, despite the fact that over 1.5 million Americans have lupus.  Lupus is a chronic autoimmune disease that can ravage any part of the body. Below is the personal story of YOUR TEAM NAME team captain(or whomever), NAME:

It was April 2012 and I couldn’t help but stare around the room. I paid close attention to every aspect of the room. Like the ugly burgundy carpet with tiny cream colored polka dots or the fake plant collecting dust in its leaves in the corner. I wanted to remember this room.

For almost a year, I had been searching for an answer. The answers were never there. Finally, the day came. I remember those tiny cream colored polka dots on the carpet blurring as they danced in my field of vision when the doctor said to me, “Your ANA test came back positive”. A positive Antinuclear Antibody test indicates that there is an autoimmune disease present in my body.

After more blood work, referrals, and an appointment with a specialist, I met my new fate on December 12, 2012. I didn’t care to inspect the room. I can’t tell you what the carpet looked like or the paintings on the wall, if any. But, I do remember my heart falling into the pit of my stomach when I heard the words, “It looks like you’ve got lupus”. Then, I crumbled.

There is no cure for lupus. It will never go away. I can’t take a magical pill or get a vaccine that will rid me of this daily burden I live with. My joints ache. My memory is dull. My skin is sensitive. My hair is thinning. My stomach is burning. My body is…exhausted.

The hardest part about lupus is not the ignorant medical professionals, insensitive family and friends, the constant blood work, or the consuming disease—it’s knowing that you will never have peace. I have accepted that I have lupus. I do not pity myself or the others because we are soldiers in this battle. I refuse to accept that I will never obtain peace. There will be a day when I will no longer feel any pain and I can live my life the way I have always dreamt of. But that requires you

Yes, I need you. I need to you to be aware of lupus and the damage it causes not only to the body but the soul. I need you to refuse to accept that there is no cure and demand adequate research and awareness. I need you to help change my life and the lives of millions of others. I need you to support my team, Purple Is The New Black, as we Walk To End Lupus Now in Boston.

We need you.

Thank You,

NAME

On DATE I will be helping the Lupus Foundation of America solve the cruel mystery of lupus, the world’s cruelest, most unpredictable and devastating diseases, while giving caring support to those who suffer from its brutal impact. Funds raised through Walk to End Lupus Now support a comprehensive program of research, education, advocacy, and support. 

Every bit helps. Your donation will provide our team with a way to spread Lupus awareness to every person we encounter, not only on the day of the walk but every day after that we wear our team shirts we will be bringing Lupus awareness to the community.

Thank you for your support!

Sincerely,

NAME

CONTACT INFORMATION: Website, Email, Phone, Twitter, and Facebook

A few final tips: Keep your letter to a single page, include a deadline for them to get back to you, write a few drafts, have a friend proofread them, and don’t forget to follow-up about two weeks later if you haven’t heard back.

 

Check back for our blogs on saying thank you and how to team build, as well as an exciting post from Purple Is The New Black Team Captain, Gladys!

Happy Walking!

Purple Is The New Black

 

 

Finding Sponsors

 

Lupus.org

 

You have created your team and registered on lupus.org, what is your next step toward reaching your fundraising goals? Obtaining sponsors!

A few points possible sponsors will be considering:

1. How will this donation affect the company?
2. Will this association bring in more business or create a positive image?
3. Is the cause worthwhile?

• Sponsoring helps the company gets their name out in the community. This could drive more business their way or, in some cases, take business away.
• Sponsoring can make a large impersonal company seem more engaged and caring.
• It can also alienate customers who do not agree or support the same cause.
• Those the company selects to sponsor will affect the public image of the company (which is why careful consideration is necessary before a donation is made).
• Aligning themselves with those they sponsor helps the company more fully display their mission to the public.
• The nonprofits chosen by the company become a part of the above-mentioned mission—meaning that if something happens with either the non-profit or the company (good or bad) one can be directly associated to the other.

If you are a non-profit team hoping to obtain a few sponsors to help reach your fundraising goal, the best strategy might seem to be to call on as many local businesses as possible and see who will donate to your cause. However an alternate route to consider that could prove to be more effective is to sit down as a team and pool your resources. It is often best for companies to support causes that their employees either support or are directly involved in. See if anyone on your team has a connection. Then go around and make a list of sponsors your team would like to be associated with.

Because your walk is a local and you are a local team it would be best to consider businesses and companies in your immediate area, but be selective! Only chose businesses and companies you would be proud to advertise for during fundraising events and the walk because their name will most likely be included on your promotional material and even your team shirts (capes, hats, etc). This means researching the names on your list to make sure their mission aligns with that of your team.

When you have narrowed your list down to the best 15 options divide the outreach evenly amongst your team, unless you have nominated one specific member to be in charge of all sponsorship outreach (this might be best in the long run for organizational purposes). Collect the contact information. This might mean visiting your local businesses in person and inquiring about the best person to contact or for a larger company, simply search their website (or call) for that information. Craft a letter/email for each possible sponsor. Make this letter personal and full of information about the team, the walk, and what the donation will do to help. Keep the length relatively short (a single typed page) and do not forget to include your contact information (website, Facebook page, Twitter, phone, email, mailing address)! You want the make it as easy as possible for them to get back to you.

Now comes the part that can be a bit intimidating for some—following up. Do not be afraid to call after a reasonable period of time (say 10 days) to find out if they have received your letter and if they are interested. Remember to be polite in the face of possible rejection. This will say a lot about your team and burning the bridge will not help you in the future.

After the acceptances have come in gather with your team and come with a creative thank you! This can be in the form of a card signed by the entire team, a team photo, a small token of appreciation, or an invitation to meet you all at the walk. Be creative and have fun with it!

Remember that your team can raise money and be active participants in the walk without sponsors, but that sponsors are a great resource and can help you reach and even surpass the team fundraising goals.

The quick breakdown for obtaining sponsors:

1. Pool team resources
2. Find connections
3. Create a list
4. Research each possibility
5. Finalize 15 possible sponsors
6. Collect contact information
7. Craft a letter/email
8. Send letter/email
9. Follow up
10. Send a team thank you

Check back for an example letter/email to send and possible thank you ideas!

Happy Walking!

Purple Is The New Black