You’ve decided to host a walkathon to raise awareness and funds for your charitable cause. Organizing a walkathon is a great way to bring your community together and raise money. But putting on a successful event can come with significant costs – from permits and marketing to T-shirts, refreshments, and supplies. Securing sponsors can help cover these expenses while also increasing your event’s visibility and fundraising potential.
In this guide, we’ll explore practical strategies for finding walkathon sponsors, creating compelling sponsorship opportunities, and building partnerships that benefit your organization and the businesses that support it.
What We’ll Cover
- Utilize Your Network of Supporters
- Why Businesses Sponsor Walkathons
- Benefits a Walkathon Provides to Sponsors
- Be Organized in Your Approach to Sponsors
- Be Creative and Provide Opportunities for Fun
- Get Started Today with a Donor-Friendly Walk-a-thon Fundraising Website
- How to Get Walkathon Sponsors FAQ’s
- Walk-a-thon Fundraising Resources
Utilize Your Network of Supporters
A great way to build your sponsorship list is to consider who you already know. Who on your leadership team is connected to a small business owner? Who in your team of volunteers or friends works for a larger company or corporation that may designate funds for local community projects? Can they connect you with the person who handles corporate sponsorships?
Remember that networks constantly grow and change. Most organizations do a great job of assessing their networks when first constructing recruitment and prospecting plans. However, as your registration grows and you recruit volunteers and participants, your network will grow too. Schedule a second and third assessment of your network, and actively seek connections that will support your event’s success.
Why Businesses Sponsor Walkathons
Everyone likes to support a great cause; however, companies look for a win-win relationship when investing in your walkathon. Be sure to explain exactly how sponsoring your walkathon will provide value to the businesses you are prospecting.
Understanding and clearly articulating how prospective sponsors benefit from working with your organization is essential. This becomes the foundation for selling sponsorship opportunities. Creating tiered sponsorship levels will help guide this process.
Benefits a Walkathon Provides to Sponsors
Businesses sponsor walkathons for more than just the opportunity to support a good cause. Sponsorship can help companies increase brand visibility, connect with the local community, and demonstrate their commitment to causes their customers and employees care about.
For nonprofits, understanding these benefits is key to creating sponsorship opportunities that provide real value to both the sponsor and the event. When businesses can see how their support will benefit their brand while making a meaningful difference, they are more likely to become enthusiastic partners. After all, businesses are always looking for ways to reach new potential customers.
Some common benefits that walkathon sponsors receive include the following:
- Inclusion in promotional materials like your walk-a-thon website, t-shirt, and flyers
- Exposure at the fundraiser – Will sponsors have a tent or table onsite, or will you announce them during the awards ceremony?
- Opportunities for team building and employee development
Be Organized in Your Approach to Sponsors
A successful charity sponsorship program takes several steps, which your walkathon planning committee should manage. Follow these guidelines to determine and reach fundraising goals.
- What are your fundraising event goals, and how does sponsorship feed into those goals?
- Develop a corporate sponsor packet with a concise cover letter and message.
- Create sponsorship levels that allow businesses to contribute at various levels, ie $500 to $10,000.
- Determine what your agency will provide in exchange for sponsorship. For example, use of logos on signs, T-shirts, websites, or in publicity materials.
- Brainstorm a list of prospective sponsors. Delegate each prospect and create a concrete timeline for approaching each prospect.
- Make sure to obtain each sponsor’s logo as you go. You’ll be thankful that you have them ready when it’s time to post on your website or print walk-a-thon materials.
- Don’t forget to thank your sponsors! Mention each sponsor’s contributions at the event, and send thank-you letters. This may encourage them to return for annual events.
Be Creative and Provide Opportunities for Fun
Think outside the box and find compelling tie-ins for local businesses. For example, insurance companies may be able to create special slogans pertaining to health and safety. Or invite a local furniture store to set up a rest stop for walkers where they can feature some of their best-selling lounge chairs. The possibilities for fun and creativity are endless. Don’t be afraid to think outside the box.
Get Started Today with a Donor-Friendly
Walk-a-thon Fundraising Website
How to Get Walkathon Sponsors FAQ’s
To get sponsors for a walkathon, start by identifying local businesses, corporations, community organizations, and individuals within your existing network. Create a compelling walkathon sponsorship proposal that explains your cause, fundraising goals, expected attendance, and the benefits sponsors will receive. Offer several sponsorship levels and provide opportunities for businesses to promote their brand through event signage, T-shirts, social media, websites, and other marketing materials.
The best businesses to approach for walkathon sponsorships are those connected to your cause, participants, or event. Potential sponsors may include local restaurants, insurance companies, fitness centers, retailers, banks, and other community-minded businesses.
A walkathon sponsorship proposal should include information about your organization and cause, the walkathon’s purpose, your fundraising goals, sponsorship levels, and the benefits at each level. Explain how sponsors will receive visibility through event signage, promotional materials, social media, websites, T-shirts, press coverage, or an onsite booth. A professional sponsorship packet makes it easier for businesses to understand the value of supporting your walk.
There is no single price for a walkathon sponsorship package because sponsorship amounts should reflect your event’s size, expected audience numbers, fundraising goals, and the benefits you offer. Consider creating multiple sponsorship levels so businesses can participate at different contribution amounts. You might offer several tiers ranging from a few hundred dollars to several thousand dollars, with increased branding and promotional opportunities at higher levels.
Common walkathon sponsor benefits include logo placement on event websites, flyers, T-shirts, banners, and other promotional materials. You can also provide sponsors with booths or tables where they can interact with participants and promote their products or services.
To find local businesses for walkathon sponsorship, begin with your organization’s existing network. Ask board members, volunteers, beneficiaries, and supporters if they have connections with business owners or corporate decision-makers. You can also research businesses that actively support community events or causes similar to yours.
A sponsorship program might include Bronze, Silver, Gold, and Platinum levels. Each tier can provide increasingly valuable benefits such as larger logo placement, social media recognition, event signage, promotional booths, VIP access, or recognition in other marketing and media materials.
You can increase walkathon fundraising by combining corporate sponsorships with participant registration, peer-to-peer fundraising, donations, and other fundraising streams. Encourage participants to create personal fundraising pages and ask friends, family members, and coworkers to donate on their page. Walkathon sponsors can also help promote the event to their employees and customers, potentially bringing more walkers and donors to your campaign.
Thanking sponsors is an important part of building long-term walkathon sponsor relationships. Send personalized thank-you letters or emails after the event and publicly recognize sponsors through your website, social media, newsletters, and other communications. Share the results of the walkathon, including the amount raised and the impact of the funds.
Walk-a-thon Fundraising Resources
Planning a walk-a-thon or peer-to-peer fundraiser? DoJiggy can help! Visit our walk-a-thon resources for additional information and download our free guide below.
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