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Write a good intro. Outline the benefits. Convince with supporting evidence. Communicate background about the event. Follow up personally. Here is an example:
In the opening paragraph of the letter, you should immediately introduce yourself or your company and your cause specifically. Don't beat around the bush. People need to be hooked right out of the gate. Don't assume people know who you are or what your organization does. Explain those things, clearly. Begin with a description of the company (if it's a corporate letter) or yourself (if it's for personal sponsorship). For example, such-and-such firm is a nonprofit organization committed to rehabilitation... etc. Highlighting a few accomplishments right away will make it clear why it's not a risk to give you sponsorship. Make it very clear how the money will be specifically used. In the second paragraph or first, you need to make the direct request for sponsorship and explain why you are seeking it. In order to give you sponsorship, a company or person needs to be convinced they will benefit from doing so. So in the middle paragraphs of the letter, clearly communicate the benefits not to you, but to them. If the sponsors will get good publicity out of the sponsorship, for example, explain how. Be very specific: Will the event be televised? How many people will be attending? Will there be VIPS? If other prominent companies or their competitors are sponsoring your event, you might want to mention that. Give the sponsors options. They will like the fact they have different choices to match their individual needs or budgets. This means including a few numbers audience size, for example, or demographics of those they will reach. Also don't forget to thread in an element of emotional appeal - a personal story of someone who will be helped, for example, if said briefly (in a sentence or two) can be very moving. Explain how you will give the sponsors recognition for their sponsorship. Perhaps they can have free booth space at your event in exchange for sponsorship. Provide the essential details of the sponsorship deal that they will need to make their decision. Don't forget to include contact information. You might want to also include a self-addressed, stamped envelope to make it easier for them to respond. Don't forget to include the date you need a response by. Ask the sponsors how they prefer to be recognized. For example, how do they want their name to appear and do they want to be recognized? Offer possibilities but never assume. Ask. You should provide some concrete details in the letter to back up your organization or event. For example, if you're writing a letter for a charity, you should explain the background of the charity, such as when it was founded, who runs it, who it serves, and any awards or accomplishments it's received. Show don't tell. Don't just tell us the group or event are good or worthy. Convince us through showing details evidence that backs up why or how the event or group are good or worthy. Evidence is more persuasive than superlatives, generally. Just sending off a letter to a company is not the most personal way to develop a connection. Although a sponsorship letter is a good idea, follow up in a more personal manner. You could call or stop by if you don't get a response in 10 days. Remember though that many CEOS especially will be very busy and could be annoyed. So you might want to schedule an appointment or call first. Make sure that you convey excitement about your project. Avoid anything negative. You don't want to sound like you're begging or trying to put a guilt trip on them about donating.. If the answer is "maybe," don't feel bad about following up. Just don't do it immediately or too much or you might become annoying. Never be presumptuous. Don't assume they will give you a meeting or sponsorship. Simply thank them for their consideration. Don't forget to send a thank you note if you get a sponsorship.