How to Create a Nonprofit Sponsorship Proposal a Company Will Say Yes To

Insights from local sponsors + practical steps you can use today.

Sponsorships can transform your nonprofit’s capacity by funding your events, extending your reach, and building bridges into the business community. But too often sponsorship appeals produce lackluster returns, or worse, result in silence.

Here’s the good news: many companies want to partner with you. They budget for sponsorships each year and look for ways to make an impact that aligns with their values. Your job is to make that alignment easy to see. And even easier to say yes to.

At Ghost Writer, we’ve helped dozens of nonprofits design sponsorship packages that get attention and get results. We know what works and what doesn’t. But we don’t expect you to just take our word for it. We sat down with two community-minded folks who are on the receiving end of sponsorship requests.

• Kevin Wert, Chief Engagement Officer and Partner at Wakeen & Company, who not only approves sponsorships but volunteers on nonprofit boards and has been on both sides of the ask.

• Andrea Greene, Business Development Relationships Manager at Belco Community Credit Union, who reviews and advocates for sponsorships across seven counties.

They shared what makes a request worth saying yes to.

Start with Connection, Not Just a Request

Before you send a sponsorship package, make sure the sponsor knows who you are and that you know who they are.

Strong sponsorships often begin before the ask—through a volunteer, a shared event, or even a mutual contact. That early connection helps sponsors feel confident you're a thoughtful, aligned partner, not just another name in the inbox.

“If the first time I hear from you is when you need something, it’s harder for me to go to advocate for your cause,” Andrea explained. She’s often the one who brings proposals to Belco’s internal team and says her level of confidence in the nonprofit matters.

Kevin echoed this relationship-first mindset, noting that “warm intros often unlock conversations a cold email never would. If someone volunteers with you and works at a company you’d love to partner with, reach out,” he said. “Start there.”

And once the door is open, relevance matters. Andrea stressed how important it is to tailor your proposal to the company you’re appealing to: “If your mission connects to something we already support, it’s a much easier conversation.”

Doing your homework is essential. Sponsors want to know that your audience overlaps with theirs. Are you reaching the same neighborhoods, schools, or customer base? Will supporting your work help them deepen their community presence or reflect their brand values in a meaningful way?

Understanding your sponsor’s goals, audience, and priorities makes your ask easier to say yes to. And more likely to turn into a long-term relationship.

What Makes a Strong Sponsorship Proposal

The following suggestions are the heart of a strong sponsorship proposal designed to catch attention and lead to a meaningful “yes.”

When you get them right, you show sponsors that you’re thoughtful, organized, and ready to build a meaningful partnership. But if you miss a key element, your appeal can get lost in the shuffle.

Here’s how to make sure your appeal stands out for all the right reasons.

1. Start with a Strong Foundation

Before you dive into tiers and logos, ground your sponsorship packet with a few essential building blocks:

• A short, clear mission statement.

Who are you? What do you do? Why does it matter right now? Keep it under three sentences and skip the jargon.

Instead of: “We are a 501(c)(3) nonprofit founded in 1999 with the aim of…”

Try: “We help 500+ local kids stay in school and off the streets through mentorship, tutoring, and meals.”

• A compelling hook.

Open with a statistic, story, or visual that draws the reader in. Kevin suggests structuring your whole message with the Hook—Story—Offer approach.

Hook: A stat or insight that grabs attention

Story: A short example that makes the problem and solution real

Offer: A clear, time-bound ask and the benefits of saying yes

For example:

“1 in 4 local kids don’t have access to books at home [HOOK]. We’ve placed reading corners in 22 schools, but 14 more are still waiting [STORY]. Your $2,500 sponsorship helps launch 3 new corners this fall and includes logo placement, event tickets, and volunteer opportunities [OFFER].”

This structure mirrors how sponsors make decisions: attention, context, action.

2. Make Your Impact Concrete

Sponsors aren’t just giving to a cause. They want to see what their dollars do and how that impact connects to their values.

You need to make it easy for the sponsor to imagine how their support will make a difference. That’s where story and specificity come in.

Kevin stressed the importance of helping sponsors visualize the impact their dollars will have. He said, “I should be able to see right away that $1,000 feeds a family for a year, or that your nonprofit removed 400,000 pounds of trash last year. That’s what decision-makers need to see.”

Translate support into outcomes. For example:

• $250 = 5 art classes

• $1,000 = meals for a family for a year

• $5,000 = full summer youth program

If your work isn’t easily quantified, use stories, testimonials, or visuals. Include a QR code to a video or impact page, if needed, but keep your core message succinct.

When impact is presented this way, the story illuminates what the sponsor’s support makes possible.

Andrea added, “Sponsors want to see outcomes: how many people benefit, how the funds will be used, and how it ties to our mission.”

This kind of clarity helps businesses justify the investment, advocate for the request internally, and feel confident their dollars are making a difference.

3. Show Them What They Get (And Why It Matters)

Sponsorship isn’t charity, it’s partnership. Sponsors want visibility, yes, but also credibility, access, alignment, and meaningful ways to engage.

Spell out what they receive:

• Logo placement (on materials, website, signage)

• Social media recognition or links back to their website

• Event tickets or speaking opportunities

• Volunteer engagement for their employees

• Exclusive sponsor status, when appropriate

Andrea emphasized that the strongest sponsorships go beyond dollars and instead focus on building relationships. Corporate sponsors want to build relationships that position them as part of the solution in their community.

“Money is important, but we also like to get our boots on the ground,” she said. “We want to roll up our sleeves and be involved with the nonprofits we support, to the extent they allow or need us to.”

For organizations like Belco, that involvement might look like employee volunteer days, financial education workshops, event participation, or opportunities to interact directly with the people your organization serves. These touchpoints can help sponsors feel connected to the work and more invested in its success.

Andrea noted, “We want to support the community and raise awareness about what we do.”

When your sponsorship package shows how a business can show up, not just sign a check, you move from transaction to true partnership.

4. Prioritize Readability and Format

Even a compelling proposal can be overlooked if it’s hard to read. Sponsors are busy and your materials are often one of dozens they’ll review.

If they can’t scan your appeal in under a minute, you’ve lost your window.

Andrea was clear: “Short and sweet wins the day. Use bullet points, impact statements, a quick summary of your mission. Don’t make people hunt for the important stuff.”

Kevin agreed, emphasizing that longer isn't better. “I always talk about the ‘executive summary approach.’ A lot of decision-makers want you to ‘be brief, be bright, and be gone.’ So give them the highlights in a quick, visual format, maybe a one-pager or a trifold. I’m not saying a longer packet or case study doesn’t have value, but you don’t need a glossy 12-page booklet to make your ask. If you do a good job of connecting with the sponsor, they’ll follow the trail, especially if you use QR codes to link to impact videos, testimonials, or your website.”

To maximize readability:

• Keep it to one page (or a trifold brochure)

• Use bold headings and short, skimmable sections

• Break up dense paragraphs with bullet points or lists

• Use QR codes or short URLs to link to deeper content like stories, videos, or testimonials

Kevin summed it up: “Too many nonprofits wait too long to get to the point. We shouldn’t have to guess what you want.”

Polished, easy-to-navigate materials signal that you respect your reader’s time and make it more likely your message will land.

5. Make It Easy to Say Yes to Your Sponsorship Proposal

Clarity wins over cleverness. The easier it is for a sponsor to understand your request and act on it, the more likely they are to move it forward internally.

At a minimum, your sponsorship request should always include:

• A specific ask — “We’re seeking $2,500 to support…”

• A reason to act now — Is there a deadline? A seasonal tie-in? A match opportunity?

• A person to contact — with an email address, phone, and a planned follow-up

When asked how she prefers to receive an appeal, Andrea said, “Email is my favorite, because it’s easier to forward it to a decision-maker. If you send something printed, I have to scan it first before I can send it on.”

She also stressed the importance of follow-up and clarity about next steps: “If I agree to send a packet on, make sure to follow up. Ask who the decision maker is. Ask about timing. Say, ‘I’d like to have a decision by…’”

Kevin echoed that email is usually the most efficient way to start, but both agreed that a thoughtful printed piece can still stand out when used intentionally, especially as a follow-up or leave-behind.

The takeaway: be clear about what you’re asking for, why the timing matters, and how the sponsor can respond. When you make the next step obvious and easy, you reduce friction and increase the chances of a yes.

6. Let Your Tone Reflect the Relationship

Sponsors aren’t gatekeepers. They’re partners. So write like you’re beginning a conversation, not submitting a grant application.

Your tone should be:

• Friendly but professional

• Confident but not pushy

• Clear, not apologetic

Tone matters because it sets the stage for partnership. Be human. Be respectful. And above all, be confident in the value your organization brings to the community and to your sponsors.

Sponsor Follow‑Up & Stewardship

Getting a yes is a major win but keeping that sponsor engaged is what builds long-term support.

It’s surprisingly common for nonprofits to go quiet after the check clears. Andrea sees it all too often.

“I’ve seen nonprofits disappear after we send a check. No thank-you, no update, nothing,” she said. “It’s not always intentional, they’re just busy. But that silence makes us less likely to sponsor again.”

That kind of communication gap doesn’t just feel unprofessional, it breaks trust. And it makes future asks harder.

Instead, follow-through should be part of your sponsorship plan from the start:

• Send thank-you notes to your sponsors right away. Bonus points if they are handwritten.

• Share outcomes. Use a one-pager, photo gallery, or quote to show the impact of their support.

• Stay in touch between asks. Newsletters, event invites, or simple check-ins go a long way.

“Even a short, handwritten note stands out,” said Kevin Wert. “You know someone took the time and that makes me more likely to support them again.”

Like any relationship, how you show up after the first meeting often matters most. Thoughtful stewardship reminds sponsors they’re more than a check. It makes them feel valued, appreciated, and eager to support you again.

🛠️ Sponsorship Appeal Checklist

If you’re about to send an appeal, use this before you hit send:

✔ Does your appeal clearly explain who you are and what you do in 3 sentences or less?

✔ Have you researched the sponsor’s past giving and confirmed alignment with their priorities?

✔ Have you already made some kind of connection through a volunteer, event, or conversation?

✔ Is the ask specific, timely, and realistic?

✔ Can the sponsor quickly see how their support will make a difference?

✔ Have you clearly outlined what the sponsor gets in return?

✔ Have you kept your package short, clear, and easy to scan?

✔ Is your tone friendly, confident, and professional?

✔ Have you planned follow‑up and made it easy for them to respond?

✔ Will the sponsor feel thanked and connected after giving?

This is more than a checklist. It’s how strong sponsorship relationships start.

Need help with your next sponsorship appeal?

We’ll help you build a custom, compelling sponsorship packet that shows up the way partners want to work with you. And gets a yes.

Let’s talk.