Sponsorship for artists

Some examples of sponsorship scenarios might be

• A drinks company providing free alcohol for an exhibition opening
• A timber merchant providing reduced priced materials for an installation
• A hotel providing free accommodation for a visiting artist on residency
• A company with specialist knowledge providing free expertise to realise a new work

When looking for sponsorship, only approach companies that you or your work has a link with.

This link could be

• A shared interest in what the company does and your work/project.
• Your project taking place in an area local to the company
• An overlap between your project’s audience and a company’s target customer

You can begin your research by searching the following publications:

• The Guide to UK Company Giving (published by the Directory of Social Change)
• The Kompass Register of British Industry and Commerce
• Jordan’s Top Privately Owned Companies – search on Jordan’s website
• Individual websites of companies you are interested in

Ethics and sponsorship

This issue of ethics of sponsorship, particularly in the arts is a longstanding one. Artists are mindful of the ethics of where money comes from. Be informed and comfortable about potential sponsors ethics before approaching them for support.

Approach specific individuals within a company. You can find out who works for a company from the following sources:

• The Directory of Directors – from Hemscott
• Who’s Who
• Corporate Register
• Your local chamber of commerce. For London, check the London Chamber of Commerce website
• The Confederation of British Industries (CBI)

Always research the company you are thinking of approaching.

Find out about a company’s track record for giving. This information is in a company’s annual report. (Available from the company directly or from Companies House). This will give you a sense of whether they are likely to support your project.

Try to find any personal links you have with a company. Find out who you know who might have connections there. Try to find out what personal interests the decision-makers have. Pitch your appeal to them.

Companies may give:

• materials that the company makes, for free or a reduced rate (sometimes cost price)
• sponsorship of events or promotional materials
• sponsorship in-kind (e.g. allowing the use of company facilities, products or staff)
• advertising in company promotional materials
• fundraising amongst staff
• cash donations – but this is very, very unlikely

It is easier to try getting goods and services for free or reduced prices than cash from businesses.

Businesses might be willing to provide

• catering or alcohol for private views
• printing of invitations
• paints and other materials used when installing exhibitions

It’s rare that a company or business will support your project out of altruism alone. It’s important to have thought about what you can provide in return for a company’s support. This could include

• Company branding in an exhibition space and on any publicity (printer or online)
• A tour of an exhibition for a company’s VIP customers
• A workshop for a business’s staff away day
• Donation of a piece of work

Be certain you can deliver what your promise. Take care not to overcommit and sell yourself short. Any support a sponsor provides should correspond in value to the benefits you offer.

For example, you might offer to run a short workshop for staff at a sponsor’s company. The sponsor is providing you with reduced price materials for an exhibition. Work out the cost of your time in planning and delivering the workshop, with any related expenses. This should equal the savings you’re making on materials. If it doesn’t it’s not worth your time.

In a good sponsorship match you’ll be able to provide something a sponsor values, for little extra effort.

Agreeing in the terms of sponsorship takes negotiation. Read our article on how to negotiate to help with this.

Establish whether a personal introduction is possible through your networks. You’re more likely to get an audience if it is. If not research who the right individual to address your request to is.

If it’s possible, have a brief conversation with the decision maker first. Then follow up with a request in writing.

In the opening few lines of the email outline who you are, what you are asking for and why. Then outline in a little more detail

• An introduction to the project and it’s timings
• Introduce yourself and your track record of running similar initiatives.
• Explain why you need support from that company in particular.
• State why you need the support and exactly how you will use it.
• Explain why the company should want to support you. What benefits can you provide (see below)
• Be clear and specific about what you’re asking for.
• Show any support your project has already attracted.
• Offer to provide more detail if required. Companies may have questions around audience numbers and press interest.

You may want to do this in a separate document. Either way keep it short and no more than a page of A4

• Get a contract. Or at the very least have an email that where you cover what you’ve agreed in writing.
• Fulfill your end of the bargain. Don’t forget to include sponsor logos and credits on materials.
• Thank the sponsor. In writing and acknowledge them at any public events.
• Keep them up to date about the milestones and successes of the project. Share press coverage for example (but make sure they’r mentioned in it!)
• Follow up with them after the project. Thank them again and share documentation and audience numbers.
• Keep the relationship going. Ask if you can add them to your mailing lists.

Many companies may not respond at all to sponsorship requests. If they do, repay the courtesy by

• Thanking them for their response
• Inviting them to your project if it goes ahead anyway
• Keep the relationship going. Ask if you can add them to your mailing lists.

Even if they weren’t able to support you this time, things may be different in the future.