How to get sponsorships (without selling out your community): The leader’s playbook
Sponsorships aren’t just for big nonprofits or national events. Local community groups—like yours—can land meaningful brand partnerships that bring in cash, perks, and credibility. The secret? Treat your group like the marketing asset it is.
This guide walks you through exactly how to land sponsorship opportunities, step by step—from shifting your mindset to building a pitch that gets responses.
Rethink what community sponsorships are for
Sponsorships done right can be game-changing. They help you:
- Offset your operating costs so you can focus on your members.
- Boost your group’s credibility by aligning with respected brands.
- Create more value for your members—like discounts, free product, or exclusive access.
🚫 You’re not asking for charity.
✅ You’re offering direct access to a real, engaged community.
You’re not selling out—you’re opening the door for meaningful partnerships that benefit everyone involved.
Ask these 4 questions before you pitch a sponsor
Before you start cold-emailing brands, ask yourself:
1. Do we actually have the bandwidth?
Most sponsorships come with expectations—social posts, reporting, photo sharing. Be realistic: can you fulfill your end of the deal?
2. Will this improve our member experience?
If it feels off-brand or intrusive, your members will notice. Choose partners that naturally fit your group’s vibe.
3. Is this the right brand fit?
Do your values align? Avoid industries or brands that might clash with your group’s identity—especially if you're focused on DEI, sobriety, or sustainability.
4. What are we offering?
This is key. Your group is a marketing platform. Your assets might include:
- Event attendance stats (use Heylo check-ins)
- Active member count
- Social media reach
- Amazing event photos or videos
- Unique locations or venues
- Member talents (e.g., DJs, wellness pros, photographers)
Get clear on what you want (and don’t want)
Before any outreach, define what would make a partnership great for your group.
Ask yourself:
- What kind of sponsorship are we looking for?
Gift sponsor: Free product or services
Financial sponsor: Cash support
-What would actually help us?
Gear? Refreshments? Photography? Venue support?
-What industries are off-limits?
Fast fashion, gambling, alcohol—draw your lines.
For example, a hiking group might want outdoor gear partners. A run club could benefit from local cafés, PTs, or wellness brands. A family group might target snack brands or activity centers.
Build a mini pitch deck that gets attention
You don’t need a 20-slide presentation. Start with a clean, compelling one-pager. Your goal is to spark a conversation.
Here’s what to include:
1. Who you are: A one-line mission + a strong group photo
2. Audience snapshot: Member count, check-in stats, city, age range, IG reach
3. Upcoming events: Show your next 6-12 months (planned events = professionalism)
4. Partnership menu: 3 tiers (Bronze, Silver, Gold) with sample benefits
5. Call to action: Contact info + a clear “Let’s talk” CTA
🎯 Sample tiers
Bronze ($500)
-Product sampling
-1x IG story shoutout
-Light signage at events
Silver ($1,500)
-Branded recap video
-Lead capture at booth
-Email blast with sponsor promo
Gold ($3,000)
-Co-branded event
-Logo on T-shirts or bibs
-Pro photos/video edits for sponsor use
✅ Self-check: Could a stranger understand your group’s value in 60 seconds or less?
Start hyper-local
The best place to start? Right in your own neighborhood.
Your first “yes” might come from a place your members already love:
🏃 Run clubs → free coffee from a local café
🧘 Yoga groups → wellness brand discounts
🎽 Hiking crews → outdoor gear giveaways
🛠️ Volunteer orgs → hardware store gift cards
Ask: Do I (or a member) already know someone at this business?
Local sponsors often say yes faster—and your members are more likely to engage.
What companies give sponsorships?
While big brands can be appealing, don’t overlook smaller businesses and regional brands with active community marketing budgets. Good places to start:
- Fitness studios
- Wellness brands
- Coffee shops or restaurants
- Physical therapy clinics
- Sustainable product companies
- Local retail (especially if they cater to your group’s demographic)
Use your network—ask members who they know, where they shop, or who they follow on Instagram.
Track what matters (and report it)
Sponsors love to see ROI—even if it's not tied directly to sales. Use tools like Heylo and social analytics to report:
Product redemptions through code clicks
Social impressions (screenshots from IG insights)
💬 Bonus: Use Heylo’s Event Feedback tool to collect rave reviews from members after sponsored events.
After every event, send sponsors:
- A quick recap deck (use a Canva template)
- Top 3 photos with their brand visible
- Metrics: check-ins, reach, testimonials
- Suggested next activation idea
Pro tip: Send within 48 hours. Fast follow-up = future funding
Final word: sponsorships are relationships
Sponsorships aren’t just transactions—they’re long-term collaborations. Align on mission, deliver value, and build a relationship that grows with your group.
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