Why You Need Sponsorship Now
Most non-profits and social enterprises are laser-focused on fundraising. And rightly so - without funds, the engine room stops, and so does your social impact.
But what if you’ve got an innovative new idea – an event, program or campaign - that’s struggling to reach its potential? Or, at the other end of the scale, an event or program that’s been running for years and needs a serious shot of new energy?
That’s when you need more than money.
Because a great sponsor doesn’t just hand over cash - they bring exponential reach through their networks, marketing channels and audiences, plus expertise that can lift your initiative to the next level.
It’s the same story for long-running events that are losing momentum: a strong sponsor can reignite interest, bring credibility, and breathe new life into something that’s lost its spark.
Some of Australia’s most successful and longest-running charity events - Jeans for Genes (CMRI), Movember, Australia’s Biggest Morning Tea (Cancer Council), the Good Friday Appeal (Royal Children’s Hospital) and Mother’s Day Classic (NBCF) - all began as modest ideas. None of them grew to household-name status without sponsors and corporate supporters backing them. Coincidence? Hardly.
Pressure on the event ecosystem makes timing critical
Across Australia, we’re seeing two realities play out at once.
On the one hand, demand for live events and shared experiences is surging - 2023 saw record attendance levels across the arts, sport and community events. People are clearly hungry for connection after years of disruption.
On the other hand, running events is getting tougher: costs for labour, venues, insurance and production are all rising, squeezing margins and threatening viability.
That’s why tight budgeting and creative revenue streams - especially corporate sponsorship - are no longer optional. They’re essential to keep events and campaigns alive and thriving.
What sponsorship really brings to the table
A strong sponsor can contribute three powerful levers:
- Reach – They open doors to new audiences, networks and marketing channels. Sometimes that’s a huge national audience, and sometimes it’s the perfect niche (like a fitness brand backing a fun run).
- Expertise – They bring valuable skills in marketing, tech, logistics, and people power. Their team might volunteer on the ground or help you solve an operational headache.
- Goods or in-kind support – They provide products, equipment, services or media exposure that reduce your costs or enhance your event experience.
When you tap all three, you don’t just get a cheque - you get a strategic ally who can transform your project.
How sponsorship can revive or accelerate your project
If your event is showing signs of fatigue - declining attendance, rising costs, or donor burnout - a sponsor can inject new energy through their audience, credibility, creative resources and practical support.
If you’re launching something new, sponsorship acts as the accelerator: you gain instant visibility, trusted brand association and the resources to scale faster and more sustainably.
When sponsorship literally saves lives
I’ve seen countless brilliant behaviour-changing campaigns developed by non-profits that never reach their intended audience because they choose not to back it with adequate media spend. The result? They air in midnight CSA slots, unseen by the people who need to hear the message most.
The right sponsor changes that - turning limited reach into mass visibility and ensuring the message lands where it can do the most good.
When a sponsor drives long-term social change
Sponsorship isn’t just about events. When corporates invest in programs that build capacity and inclusion, the ripple effect can last for years.
Take AIM WA’s BEEDIYAR program, which removes barriers for Indigenous employees to move into executive and C-suite roles. AIM WA secured sponsors, ensuring it continues to grow and create intergenerational impact. Read my last blog for more on this inspiring program.
In short
The time to act is now.
Sponsorship isn’t a ‘nice to have’ or a last resort. In a world of rising costs, shifting audiences and increased competition for attention, corporate sponsorship is a crucial strategic lever - one that delivers reach, expertise and credibility money alone can’t buy.
Hailey Cavill-Jaspers
