Top 5 Ways to Retain Sponsors

In our latest blog, we explore the five essential keys to sponsor retention, focusing on how organizations can maintain and enhance their relationships with sponsors.  The following strategies are designed to ensure sponsors feel valued and see tangible benefits from their partnership with your organization.

Brand Visibility

Companies use nonprofit sponsorship as a business strategy to build brand recognition and generate positive PR

    • 91% of global consumers are likely to switch brands to one associated with a good cause, given comparable quality/price
    • 61% of consumers are willing to try a new brand if it is associated with a cause they care about
    • 50% of global consumers are willing to pay more for goods and services from a company that gives back to society

Sponsors want to see their logo anywhere and everywhere

  • Banners, T-shirts, signage, newsletters, webpage, social media, email campaigns, landing pages


  • Acknowledge your sponsors at events, board meetings and committee meetings
  • Place an ad in their industry publication thanking them for their sponsorship
  • Have staff, board members and ambassadors thank sponsors on their personal social media
  • Give sponsors VIP tickets to events and invite them to pre/post-event VIP sessions


When companies agree to sponsorship, they want to see a measurable return on their investment; the most common metric for this is exposure

  • Compile a comprehensive list of marketing materials that included the company’s logo, and track the number of impressions each one generated:
    • Email campaign | Sent March 30 | 1,500 opens
    • Physical mailer | Sent April 10 | 1,900 recipients
    • Facebook post | Posted on April 15 | 530 likes
  • Show examples of other businesses that have sponsored your events and how much exposure it generated for them

Lines of Communication

  • Start the relationship before asking for money
  • Create a sponsorship contract that lays out what your association owes to the company for their sponsorship
  • Draw up a calendar of touch points
    • Social media mentions
    • Newsletter ads
    • Web spotlights
  • ALWAYS deliver what you promised
  • Stop by their workplace throughout the year
  • Nurture and build your relationship


  • Listen to your sponsors needs and pain points
  • Talk to sponsors about the clients they are targeting – you may be able to help them communicate
  • Brainstorm creative ways to generate visibility for your sponsors – VIP events, microphone time at events, etc.
  • Listen, listen, listen – the best way to attract and keep sponsors is to offer sponsorship benefits that will be valuable to them

In conclusion, retaining sponsors requires a strategic approach centered around visibility, recognition, measurable metrics, effective communication, and creativity. By implementing these key strategies, you can build strong, lasting relationships with your sponsors, ensuring they see the value in their investment. If you need assistance in creating or enhancing your sponsorship retention strategy, contact us today. We’re here to help you achieve your goals and maximize your organization’s potential.