Why One-Size-Fits-All Doesn’t Work in Sponsorship Sales 

When it comes to creating sponsorship packages, one of the most common questions nonprofit professionals ask is: “Is there a standard way to structure sponsorships?” It’s a fair question. After all, it would be much easier if there were a universally accepted sponsorship formula that worked for every event or organization.

The truth?

There is no cookie-cutter approach to sponsorship packages. 

While you may see organizations using tiered sponsorship levels or offering similar benefits, a successful sponsorship program is one that is customized to your organization’s assets, audience, and value. Trying to replicate another organization’s sponsorship package without tailoring it to your own strengths can lead to missed opportunities and lost revenue.

So, what’s the best approach? Let’s break it down.

Your Sponsorship Opportunities Should Fit YOUR Organization 

Sponsorship is not about selling logos on a banner—it’s about creating valuable marketing partnerships between your organization and corporate sponsors. That means your sponsorship opportunities should align with what your organization offers and what your sponsors are looking for.

For example, a nonprofit focused on environmental conservation might offer sponsorship benefits such as:

✅ Recognition in sustainability reports

✅ A branded volunteer day for employees

✅ Inclusion in a documentary or educational video series

On the other hand, an arts festival might provide opportunities like:

🎭 Exclusive naming rights for performance stages

🎨 VIP access to artist meet-and-greet events

🎶 Onsite brand activations with interactive experiences

While both organizations may have sponsorship tiers, they may also offer opportunities that are uniquely suited to their missions, audiences, and event experiences.

Are Sponsorship Tiers Necessary? 

Many organizations use tiered sponsorship structures (Gold, Silver, Bronze, etc.) to categorize sponsorship levels. This can be a helpful way to organize benefits and pricing, but there’s no standard template for how tiers should look. 

Consider these two different sponsorship structures:

Organization A: A National Charity Gala 

Platinum Sponsor ($50,000) – Title sponsorship, exclusive speaking opportunity, national TV exposure

Gold Sponsor ($25,000) – Logo on step-and-repeat, VIP table, inclusion in pre-event press

Silver Sponsor ($10,000) – Social media mentions, digital ads, program recognition

Organization B: A Local Community Festival 

Presenting Sponsor ($10,000) – Exclusive branding on event signage, emcee mentions, vendor booth

Supporting Sponsor ($5,000) – Logo on posters, sponsored giveaway, dedicated social post

Community Sponsor ($1,500) – Name on event website, free event tickets

Both organizations use tiers, but their structures are entirely different. That’s because their audiences, sponsor expectations or budgets, and event scales vary. What works for one may not work for another.

The Bottom Line 

Rather than looking for a “norm” in sponsorship packages, focus on what makes sense for your organization. Start by identifying:

✔️ Your audience and which sponsors want to reach them

✔️ The unique value your organization can offer

✔️ A structure that makes it easy for sponsors to say “yes”

If you’re still unsure how to create a package that works for you, add your name to the waitlist for our next virtual Sponsorship Success workshop.  Here you'll walk away with the confidence to pursue sponsors through strategic, clearly defined corporate sponsorship packages and pricing, plus the insight to create fundraising goals.

📥 Download the Sponsorship Package Pitfalls eBook 

Before you build (or update) your sponsorship package, make sure you’re not falling into common pitfalls. Our free eBook, Sponsorship Package Pitfalls, covers four costly mistakes organizations make when creating sponsorships—plus tips to avoid them.

Inside, you’ll learn:

✅ Why copying another organization’s sponsorship offers is a bad decision

✅ How using the same sponsorship packages year after year is hurting you

✅ How undervaluing sponsorship packages can lead to compounding losses

✅ Why complicated sponsorship packages make decision-making harder

Download your free copy today and start building better sponsorship packages!