Building strong relationships with event sponsors helps nonprofits raise more money and expand their reach. In this session of Just 1 Thing from Swell, Brooke Battle was joined by Katina Henderson-Hawkins from Morehouse College to explore practical ways to engage and retain sponsors before, during, and after your event.
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How to Support Sponsors Using Swell
Creative Ideas to Support Sponsors
Real-World Example: Morehouse College
Video and Transcript
Why Sponsors Matter
Sponsors are mission-aligned partners who care about your success. Strong sponsorships begin with relationship-building based on ongoing communication.
What do sponsors want?
- To be seen and appreciated
- To understand the impact of their gift
- To feel like part of your community
How to Support Sponsors Using Swell
Your Swell license includes tools you can use to boost visibility and personalize sponsors' experiences.
Event Name: Add the presenting sponsor's name directly to your event title
Ticket Emails: Mention sponsors and include their logos or links in the ticket confirmation and reminder emails. Note: Swell's emails have a 74% open rate!
Ticket Footer: This is a large space. Use it to recognize your sponsors or sell it to sponsors as a place they can include an offer/advertisement.
Sponsor Scroll: Your Swell events include a sponsor scroll so your sponsor's logo can appear on all of your content pages. There's a place here to input your sponsor's URL so if a guest clicks their logo, they can visit the sponsor directly.
Creative Ideas to Support Sponsors
The most memorable moments for sponsors often come from thoughtful touches. Here are some low-cost, high-impact ideas Katina and Brooke shared:
- Snap a photo of each sponsor’s table and email it to their point of contact after the event
- Tag corporate sponsors in social media posts when appropriate
- Include sponsor logos in your organization’s social media headers
- Send a small thank-you gift or handwritten note
- Use volunteers from sponsor companies for check-in or event support
- Include an offer or message from the sponsor in the email receipt footer
- Share impact data or photos with sponsors within a few days of the event
These details build trust and connection while showing gratitude.
Real-World Example: Morehouse College
Katina Henderson-Hawkins brought these strategies to life with her example of “A Candle in the Dark,” a signature gala event at Morehouse College. Her team uses photos, personal follow-ups, and pre-planned sponsor touchpoints to deepen relationships year after year.
Her advice? “Don’t assume your sponsor knows the impact they made. Show them.”
FAQ's
How do I balance sponsor asks with my event timeline? Build in sponsor visibility during the planning phase. Start by customizing your ticket branding and email templates.
What if I only have one sponsor? That’s great! A single sponsor can still receive premium treatment. Use personalized communications and thank-you messaging.
Can I offer sponsor perks after the event? Absolutely. Consider a post-event shout-out, a custom social media graphic, or a spotlight in your next newsletter.
Additional Resources
Just 1 Thing from Swell: Managing Sponsorships in Swell
10 Ideas to Include in Your Event Sponsorship Package
Savvy Ways to Land Corporate Support for a Fundraising Event and Build Deeper Ties
10 Unique Ways to Thank Your Event Sponsors
Your Guide to Event Sponsorships
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