During my five years (2018-2023) as Board Chair of Think Africa ry, my biggest job was keeping the organization financially healthy. I along with fellow Board members tried many ways to raise money – from applying for public and private foundations to sponsorships and donations. Many of these were relatively new to me and I learned a lot from all processes.
In this post I particularly want to focus on Sponsorships as a viable source of funding and one that has much more flexibility than Foundations that often are much more competitive and have more strict processes involved. With my interest in Startups, I drew a lot of lessons from them, From listening to Founder podcasts to watching investor tv shows like Shark Tank and Dragons Den (UK; Australia, Rwanda, you name it). Especially as there was more good material available like this presentation from YCombinator’s accelerator lead, Michael Seibel where this summary draws from.
I draw parallels between attracting sponsors to startups attracting investors and give 6 tips to keep in mind when pitching to sponsors.
The goal in both cases? Convince someone that your idea is worth backing, even in its early stages.
1. Be Clear and Concise: What Do You Do?
The first rule of pitching is simple: if your audience doesn’t understand what you do, they can’t support you. I can recall the many times where I would confidently recite Think Africa’s mission, vision, and activities, to a potential sponsor, only to be asked, ‘but what do you really do?’ This was an eye opener for me into realising what makes sense in your head might not be easily understandable by others, and how they see themselves on your journey.
You should be able to summarize your project in two clear, jargon-free sentences—and include a specific example to make it relatable.
For example:
- Startup Pitch: “Airbnb lets homeowners rent out their apartments online. They collect payments and take a percentage of each booking.”
- Social Impact Pitch: “We provide free solar-powered study lights to children in rural areas without electricity. This helps them study at night and improves their chances of academic success.”
2. Make It Personal: Why You? Why This?
Sponsors want to know why you or your organisation are the right people to lead this project. Share your connection to the problem or your unique perspective. Another relatable tip. Many times I was asked, why ‘us’ when there are many other organisations doing what seems similar to them.
For example, if you’re running a mental health awareness campaign, you could say:
- “I struggled with anxiety as a teenager and didn’t know where to turn for help. That’s why I started [your initiative], to provide accessible mental health resources for young people.”
Key tips:
- Keep it short. Avoid long life stories.
- Highlight your experience or any impressive accomplishments. For instance, “I’ve worked with three nonprofits over the past five years, organizing workshops for over 2,000 young people.”
- Show how you’ve experienced the problem firsthand, as this builds credibility.
3. Show Traction: What Have You Achieved So Far?
Sponsors want to know that you’re making progress, even if your project is in its early stages. Traction doesn’t have to mean big numbers—it’s about showing momentum and results. Sponsors want to also see that their support will help you move closer to your targets. If it will not make a difference at all, then it’s not an attractive offer.
For example:
- “In the last three months, we’ve distributed 500 reusable water bottles to schools in low-income areas, reducing plastic waste by 10%.”
- “We’ve run pilot workshops in two communities, impacting 200 people, and are now ready to scale to five more locations.”
If you’re just starting and don’t have much traction yet, it’s okay. Focus on what you’ve done with the time and resources you’ve had. For instance, “In just one month, we’ve secured partnerships with two local schools to pilot our program.”
4. Highlight your unique insights
What makes your approach different? Sponsors want to know why your project stands out and how it addresses the problem in a way others don’t.
For example:
- “Most recycling programs in our area focus on urban neighborhoods. We’ve realized that rural communities are underserved, even though they generate significant waste. That’s why we’re targeting rural schools to build awareness and recycling habits from the ground up.”
Make your insights specific and support them with facts or examples. Numbers or data can be powerful here (read more about my tips for incorporating data into your impact story (link)):
- “Studies show that rural households recycle 50% less than urban ones, even though they produce similar amounts of waste.”
5. Size the opportunity: Why does this matter?
True to any solution whether profit making or non-profit, sponsors need to understand the scope of the problem and the potential impact of your project. This is where you explain the size of the opportunity.
For example:
- “There are over 10,000 households in our target area, and 70% of them don’t have access to clean drinking water. Our goal is to provide affordable water filters to at least 5,000 families in the next two years.”
Break it down:
- How many people are affected by the problem?
- What’s the potential scale of your solution?
- Are there similar initiatives you can compare it to?
Instead of quoting vague reports, show your thought process. For instance: “If we provide clean water to 5,000 families, we can reduce waterborne diseases by 40% in our target area within a year.”
6. Don’t forget to ask
Be direct about what you need from the sponsor and how you’ll use their support. For example:
- “We’re seeking $10,000 in funding to expand our program to five new schools. This will allow us to reach 1,000 more students in the next six months.”
- “With your sponsorship, we can print 5,000 educational booklets and organize workshops for 20 community centers.”
Sponsors also want to know what their contribution will achieve—so tie it to measurable outcomes (e.g., “Your support will help 500 families gain access to clean water”).
Final thoughts: Keep it simple and engaging
Pitching sponsors for your social impact initiative doesn’t have to feel overwhelming. By being clear, concise, and focusing on your unique strengths, you can make a compelling case for why they should support your cause.
Your pitch should feel like a conversation, not a formal presentation. Pay attention to the sponsor’s reactions—whether in person or on a virtual call—and adjust accordingly.
If they seem particularly interested in a specific point, dive deeper into it. For example, if they ask about the impact of your workshops, share a success story or testimonials from participants.
And don’t over complicate your slides or materials. A clear, visually simple presentation helps keep the focus on you and your message—not flashy graphics.
Remember: it’s not about being perfect; it’s about being authentic, prepared, and passionate.
Good luck! 🚀