✉️ How to Write a Sponsorship Request That Gets a Yes · Free Lesson
Lesson 2: Know Your Ask Before You Write a Word
The most important decision you make before writing a sponsorship letter is deciding exactly what you are asking for — and why that specific business should say yes.
Before you write a single word, decide which type of sponsorship you are asking for:
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Cash donation: The most straightforward ask. Specify an amount — e.g. '£50 towards my expedition fund'. Smaller amounts get more yeses.
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Product or voucher: Ask for a product or gift voucher to use as a raffle prize. This is often easier for businesses to give than cash.
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In-kind support: Ask for something specific — printing, catering, equipment loan. This works well for businesses whose product or service is directly useful to you.
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Start small: A letter asking for £25–£50 gets far more responses than one asking for £500. Once a business has said yes once, they are much more likely to give again — and potentially more.
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Research the business before you write
A personalised letter that shows you know something about the business is far more effective than a generic one. Before you write, spend five minutes researching:
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Their name: Find the name of the owner or manager — address the letter to them personally, not 'Dear Sir/Madam'
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What they do: Mention something specific about their business in your letter — it shows you have done your homework
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Their values: If they sponsor local sports teams or community events, mention it — it shows you know they care about the community
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Their social media: If they are active on Instagram or Facebook, offer to tag them — this is a tangible benefit they will appreciate
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Building your target list
Make a list of 20–30 local businesses to approach. The best targets are:
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Businesses you or your family use: They already have a connection to you
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Local businesses with a community focus: Restaurants, cafes, independent shops, sports clubs
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Businesses that benefit from your audience: If you have 500 Instagram followers, a local business gets free advertising
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Businesses in relevant industries: Outdoor gear shops, travel agents, insurance companies — they have a natural connection to your expedition
✏️ Build your target list
Write a list of 20 local businesses you could approach for sponsorship. For each one, note the owner's name (if you can find it), what you would ask for, and what you would offer in return.
Excellent! You now have a target list. In Lesson 3, you will learn the exact structure of a sponsorship letter that gets results.