Business matchmaking: how to find sponsors

In the world of business matchmaking, it is no secret that running a good event costs money. The venue, the tables, the catering, the badges and plenty of other things are simply necessary if the day is going to work.

If you are thinking about organising your own business matchmaking event, there are a few things worth keeping in mind, so that people remember you as an event organizer. You can also build real authority by speaking at your own event. What you need first, though, is a room where your guests feel comfortable. When the interaction feels right, participants are far more open to doing business.

Not everyone has the budget for an event fully worked out in advance. That is why most organizers turn to sponsors, who can make an enormous difference to what you are able to put on.

Here are some tips for finding new sponsors. We will cover:

• how to find sponsors
• how to approach a sponsor
• how to give them visibility at your event

Pay close attention to this part. It can be what decides whether your event works. Ready? Let's go.

How to find sponsors

Finding sponsors is hard work. Start with the audience for your event already defined, then map out which sponsor would actually bring something to those people. Remember that the exchange has to work both ways. If the sponsor gets nothing out of your event, they will not be back for the next one.

Once you know the kind of sponsor you want, research online or in person. Larger companies generally prefer to be approached through online channels, usually by email.

How to approach a sponsor

This is probably the most important part of the process. The first impression a sponsor forms is usually the one that sticks.

Do it as professionally as you can. Prepare a proposal that is attractive and that states the information clearly. Be explicit about what the partnership is for and about how your event benefits their brand.

If your design skills are not the strongest, use Canva to put the proposal together. It is simple and practical. Remember to offer sponsorship tiers, that is, different amounts matched to the level of exposure that suits them.

How to give them visibility at your event

There are plenty of ways to feature a sponsor's brand at a business matchmaking event: printed banners, the projection screen, business cards, table displays.

It is also worth giving the sponsor a speaking slot, so they can present their brand themselves and make an offer to the participants in the room.

Agree everything with the sponsor in advance, and put a contract in place so that the day itself runs smoothly.

Questions?

If you have more questions about the day of the event or about business matchmaking in general, take a look at our complete training on running these events. Alongside it, you get software that automates the whole process of your matchmaking rounds.

Download our guide and learn about the different business matchmaking formats.

Make use of these tips, and pass them on.