How to Get Sponsors for Your Fundraiser

Sponsorship is won by asking a specific local business for a specific amount of money, and telling them exactly what they get in return. That's it. The fundraisers that raise $3,000–$10,000 in sponsorship each season aren't lucky — they start eight to ten weeks out, build a one-page proposal with three clear tiers, and follow up with a phone call. Vague "any support would be appreciated" emails get ignored. A named ask with a deadline gets answered.

Why local businesses say yes

Most sponsorship in Aotearoa isn't corporate giving — it's a local business buying access to local customers and building visible goodwill. A $500 logo on the back of a junior football shirt in Term 2 or on the fence at the local netball courts is worth more to a Hamilton plumber than a national ad, because their customers are standing right there.

So lead with what they get, not what you need.

Sort your basics before you ask anyone

Businesses say no when the pitch feels disorganised. Have these ready:

• A named contact with a phone number and email that actually gets answered
• A one-page budget: what you're raising, what it's for, total target
• A bank account in the fundraiser's name
• A short description of who your audience is — how many families, how many people at the event, how many social followers
• A plan for what happens if you raise more than the target

If you haven't launched a page yet, work through the fundraiser launch checklist first. Sponsors Google you before they reply.

Who to ask, and in what order

Work from warm to cold. Your conversion rate on the first group is many times higher than on strangers.

1. Businesses you already have a relationship with. Your plumber, the café that does the morning coffee run, the physio half the team sees, parents' employers.
2. Businesses that serve the same families. Tutoring centres, driving schools, dentists, real estate agents, swim schools, farm supply stores, building merchants.
3. Larger local employers. Car dealerships, accounting firms, retirement villages, manufacturers.
4. National brands with local branches. Ask the branch manager — they often have a small local sponsorship budget nobody asks for.

There's more on warming up local businesses in how to get local businesses excited about your fundraiser.

The three-tier ask

Give people options. A single number forces a yes-or-no; tiers let them choose a level.

Tier	Ask (NZD)	What they get
Supporter	$250	Logo on the event poster, a thank-you post, mention in the school newsletter
Partner	$750	Everything above, plus logo on the team shirt or prize board, two event tickets, a photo of the team with their signage
Principal Partner	$2,500	Everything above, plus "proudly supported by" naming rights, first logo placement, a speaking slot or stall, and a wrap-up report with photos and numbers

Add one exclusive tier if it suits: category exclusivity, so only one real estate agency or one café appears on your materials. That's often worth more than the logo itself.

What you can actually offer

• Access to an audience. Give real numbers: "420 families, 1,900 Facebook followers, 600 people through the gate."
• Content they can reuse. Photos, a short video, a tag they can share on their own page.
• Experiences. Tickets, a team in the corporate quiz, a golf hole, a table at the gala.
• Digital vouchers. A business can list a voucher through Generous.nz at /business. Vouchers are delivered digitally by email, and fundraisers keep at least 10% of voucher sales — a neat way for a business to support you year-round without writing a cheque, and something to offer when cash isn't available. The 5% + GST platform fee is invoiced separately and is never taken from donations. Payments run through Stripe, and orders are screened for fraud by AI.

A short email that works

Kia ora Sarah,

I'm Mia, treasurer of the Riverside Junior Football Club. We're raising $12,000 this season for new goalposts and subsidised fees for six families.

We'd love Coastal Plumbing to be our Principal Partner at $2,500. That puts your logo on 300 team shirts for the 2026 winter season, on our fundraising page, and in four newsletter mentions — in front of 420 local families.

I've attached a one-page proposal with the two other tiers. I'll give you a call on Thursday to see if it's a fit either way.

Ngā mihi, Mia — 021 123 4567

Short, specific, one clear ask, one follow-up promise.

Close the loop, or you won't get a second season

Sponsors renew because of how you treated them, not how much they liked the cause.

• Call three to four days after sending the proposal. Don't wait on email.
• Invoice promptly and issue a receipt. If you're unsure how sponsorship and donations are treated, check current official guidance from IRD, and see donation tax credits in New Zealand.
• Within three weeks of the event, send a one-page wrap-up: total raised, photos, attendance, and their logo in action.
• Invite them to the event as guests, not just as a logo on a banner.
• Diary next season's ask now — six to eight weeks before you need the money.
• If they say no this year, ask what would make it a yes next year. Write it down and follow up.

Frequently asked questions

How much should we ask a small NZ business to sponsor?

$250–$750 is a comfortable range for a local café, tradesperson or clinic. Ask $1,500–$5,000 from larger employers, dealerships and firms that actively market to your families. Always give three tiers so they can choose.

Do we need a written sponsorship agreement?

Not legally in most cases, but a one-page agreement covering the amount, the deliverables, the timeframe and your logo usage is worth it. It prevents awkward conversations in week three when someone wants their logo somewhere you didn't promise.

What if a business offers goods instead of cash?

Take it, and value it at retail in your budget. Product sponsorship — meat packs, vouchers, printing, a venue — frees up cash for the things you can't get donated. Just be clear about which tier it counts toward.

Is sponsorship different from a donation?

Yes. A sponsor receives something in return — visibility or access. A donation is given with nothing expected back. The tax treatment differs, so check current IRD guidance rather than