Since becoming Partnerships & Sponsorships Manager for Creative Mornings Auckland, I’ve been asked one question more than any other: How do you actually find sponsors? So, in this issue of The Forward I'm breaking it down.
The good news is, sponsorship doesn’t have to feel intimidating. Once you understand how it works, the process becomes much simpler and a lot more effective.
First of all, it’s important to realise seeking sponsorship is very much like being in business. The only difference is that instead of exchanging money for a product or service, you may sometimes be seeking in-kind support for things like catering, venue hire, media, etc.
That means the same principles apply: you need to understand the value you bring and be able to communicate it clearly.
Sponsorships are two way exchange. Both parties need to bring something of value that the other is interested in.
Ask yourself:
One of the best things you can do is speak directly with someone from the organisation to understand what they value most. It might not be what you initially expect.
Yes, you have value. A lot of people underestimate this. For organisations seeking sponsorship, the value often comes in the form of community, audience, and alignment. At Creative Mornings Auckland, for example, we have an Instagram audience of nearly 2,000 followers, alongside a strong mailing list of creative, innovative, forward-thinking people.
Once you identify your strengths, it becomes much easier to determine which brands would benefit from connecting with your audience. For us, it includes breakfast food brands and businesses whose values resonate with our attendees and creative community.
Brands are far more likely to support initiatives that reflect their values. When a company sponsors your event or organisation, you effectively become a brand ambassador. So naturally, they want to partner with people and communities that represent them positively.
That’s why values alignment matters. The strongest sponsorships feel authentic, not forced. And realistically, you probably don’t want to promote a brand you don’t genuinely believe in anyway.
It doesn’t hurt to have some existing relationships with people who can help. Do you know anyone running a business, or managing the partnerships side of marketing? If not, there are some brands that use sponsorships heavily as part of their marketing strategy and they often have pages dedicated to this on their website. A quick web search isn’t a bad place to start.
In my experience, product-based sponsorships tend to be easier to secure for events than service-based offerings such as catering. This is likely because products - think drink brands, etc — can be supplied and distributed at a comparatively low cost, whereas catering requires a much greater operational commitment.
Above all else, make sure you’re speaking to the right person within the organisation. A well-targeted conversation can completely change the outcome.
When you understand your value and how your initiative aligns with a sponsor’s brand values, you can approach sponsors with confidence — knowing you’re offering something meaningful, not just asking for support.
P.S. If you’re doing sponsored content, make sure you’re following New Zealand advertising rules and best practices, for example, clearly labelling it as sponsored content.
📌 This was Issue 37 of The Forward — our regular communication for conscious-minded business leaders.
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