Cold Calling 101 – Cold Calling for Event Sponsorships

Cold calling for event sponsorships is a task most event organizers face. Cold calling is vital to securing partnerships and boosting your event’s budget. But cold calling isn’t just about dialing numbers—it’s about strategy. Mastering the art of cold calling can make a huge difference in your success as an event manager or organizer. Here’s how you can do it effectively.

Do Your Homework

Cold calling starts with thorough research. Understanding who you’re reaching out to is crucial. Blindly contacting someone without knowing what they do or how they operate sets you up for failure. Study your potential sponsors—learn about their business, their values, and why your event could align with their goals.

Think about their audience. Is it the same as yours? If your event attracts the exact demographic they target, you’ve already got a strong case for sponsorship. In short, tailor your approach to each prospect based on what you learn.

Timing is Everything

Cold calling is all about timing. Not just in terms of the event, but when and how you contact potential sponsors. Understand the timing of your call—don’t reach out when they’re busiest, and try to connect when they’ll have time to hear you out. Know what’s going on in their industry, as this will affect whether they’re willing to take part in your event.

Also, consider the timing of your request. Approach them early enough so they can fit your event into their budget. If you wait too long, they might have already allocated their resources elsewhere.

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Have a Conversation, Don’t Sell

A scripted sales pitch won’t get you far in cold calling. Instead, treat your conversation with potential sponsors like a genuine dialogue. Be personable but professional. Ask them questions about their goals and how they see their business aligning with your event.

Rather than dumping all your event details at once, keep it conversational. They know you’re asking for sponsorship, but they also want to know why partnering with you benefits them. Keep their needs in mind during the conversation.

Consider the Medium

Traditionally, cold calls happened over the phone. But now, there are several ways to connect—email, social media (like LinkedIn), and in-person meetings can all be just as effective, depending on the situation.

Each medium has its rules. For example, in an email, avoid sounding like spam by keeping the message concise and professional. If you’re using social media, make sure to approach through proper channels like LinkedIn or Twitter and avoid direct messaging contacts you don’t know well (unless there’s a great synergy between your event and them). This preserves professionalism while still making use of modern communication tools.

Follow-Up After the Call

After you’ve had your conversation—whether successful or not—thank the person for their time. If they didn’t commit, don’t push for additional follow-up unless they’ve shown interest. Respect their decision, but keep the door open for future opportunities.

If they are interested, send a more detailed follow-up email that includes all the specifics about your event, sponsorship opportunities, and any other materials that might help them make a decision. Offer to set up a face-to-face or Zoom meeting to discuss the partnership further. Establishing a personal connection can make all the difference in closing the deal.

Conclusion

Cold calling for event sponsorships is an essential skill for event managers. It’s not just about making random calls—it’s about strategic outreach, having meaningful conversations, and building relationships with potential sponsors. With the right approach, cold calling can open doors to new partnerships that elevate your event.

If you would like to read more on cold calling for event sponsorships, we also put together another article with 10 tips for landing your perfect sponsor.