Finding a sponsor takes time and effort. You research the right businesses, write a proposal, follow up and finally get a yes. But many artists, clubs and charities treat that yes as the finish line, when in fact it is the start of a relationship. Keeping an existing sponsor is usually far easier than finding a new one, and a sponsor who feels valued is much more likely to renew, increase their support or recommend you to others. Here is how to make that happen.
Deliver What You Promised
The foundation of every good sponsorship is trust. If you promised a logo on your posters, a mention at your concert or a stand at your event, make sure it happens exactly as agreed.
- Keep a simple list of every commitment you made in your proposal.
- Check each item off as it is delivered and keep evidence, such as photos, screenshots and copies of printed materials.
- If something changes, such as a venue or date, tell your sponsor straight away rather than letting them find out later.
Sponsors understand that plans sometimes change. What they do not appreciate is surprises.
Say Thank You Properly
A thank you is easy to forget in the rush after an event, but it matters. Go beyond a quick email:
- Send a personal message from the artist, chairperson or event organiser.
- Thank sponsors publicly on social media, in your programme or on stage.
- Invite them to see the results for themselves, whether that is an exhibition opening, a performance or a visit to a project they helped fund.
- For larger sponsors, consider a small, thoughtful gesture such as a signed print or a framed photo from the event.
Report on the Results
Most businesses sponsor because they want to be associated with something positive and reach a particular audience. Show them what their support achieved with a short report after each event or season. Include:
- Attendance figures or audience numbers you have actually measured
- Social media reach and engagement for posts that featured the sponsor
- Photos showing their branding in use
- A short story or quote from someone who benefited, used with their permission
- What their money paid for, in clear and simple terms
Keep it honest. A modest result reported clearly builds more trust than an exaggerated one. If you want to remind yourself of what sponsors look for in the first place, our page on sponsor benefits is a useful refresher.
Stay in Touch All Year
Do not only contact your sponsor when you need money. Keep them in the loop with occasional updates, such as news about an upcoming exhibition, an award your club has won or a new project you are planning. Invite them to events even when they are not sponsoring them.
When renewal time comes around, start the conversation early, ideally a few months before your next season or event. Share your report, explain your plans for the year ahead and suggest how the partnership could grow. Ask for their feedback too: what worked well for them and what they would like to see next time.
Treat sponsors as partners rather than donors, and many will stay with you for years. For artists looking to build these relationships from scratch, our guide on how to sponsor an artist is a good place to start.