Podcast Summary: Social Media Decoded

Episode: How to Get Sponsors for Your Event (Without Begging or Chasing)

Host: Michelle Thames
Date: October 24, 2025

Episode Overview

In this episode, host Michelle Thames unlocks the real strategies behind securing event sponsorships without resorting to begging, cold emailing, or last-minute pitches. She shares actionable steps and personal anecdotes, focusing on relationship-building, strategic positioning, and creating value-based partnerships that transform sponsors into long-term collaborators.

Key Discussion Points & Insights

Shifting the Sponsorship Mindset

• Partnership over Asking:
  Sponsorship is not just about asking for money—it's about offering a partnership where both parties benefit.

  • "You don't get sponsors by asking for money. You get sponsors by offering partnership." (01:00)
  • The common mistake is leading with requests instead of demonstrating how the sponsor’s brand will be amplified and integrated.

• Sponsorship as Exchange of Value:

  • "Sponsorship is not a donation. It is an exchange of value." (02:05)
  • Michelle underscores the importance of viewing event sponsorship as a mutually beneficial media experience.

Relationship Building Comes First

• Long-Term Connections:
  Michelle illustrates how supporting brands long before making an ask is essential.

  • Example: Chicago French Press—Michelle had supported, purchased from, and built a rapport with the founder years before approaching them for sponsorship.
  • "They trusted me because they've seen how I can deliver. That's the foundation." (03:43)

• Show Up Before the Pitch:

  • "Show up for the brands that you love before you even pitch." (04:00)

Strategic Event Positioning

• Tailored, Not Generic Pitches:

  • Michelle avoids generic “can you sponsor my event?” emails and instead shares detailed insights about the event audience, exposure, and brand alignment.
  • "Here's who's in the room. Here's the type of content and coverage you'll receive. Here's how your brand will connect directly with your target audience." (05:00)

• Leveraging Corporate Experience:
  Michelle draws from her background in corporate brand partnerships, emphasizing ongoing relationship cultivation.

  • "Continue to build that muscle." (06:15)

Accessible Sponsorship Tiers

• Variety of Options:
  • Not all sponsors have big budgets—offering tiered opportunities (in-kind products, different visibility levels) allows participation from both small businesses and major brands.
  • "Not every sponsor wants to invest $10,000, but everyone wants to feel included." (06:48)

The Secret Sauce: Creating Transformational Partnerships

• Beyond the Transaction:
  Michelle describes how her approach is more than transactional; it’s about creating visual, emotional, and storytelling connections.

  • "Most pitches are transactional. Mine are transformational." (07:30)
  • She makes sponsors visualize their brand presence and feel the event atmosphere.

• Storytelling That Connects:

  • Michelle personalizes pitches by narrating how the sponsor’s product fits the event culture.
  • Example: "My audience is ambitious, multi-passionate women who love self-care. Having your coffee at the event represents their morning ritual before building empires." (08:00)

• Organic Visibility:

  • She consistently tags and celebrates sponsors with multiple content moments—unboxings, tastings, BTS—both pre- and post-event.
  • "Sponsors want visibility that feels organic. And you know what happens when you do that? They come back." (09:00)

Building Long-Term Sponsor Relationships

1. Over-Delivery

   • Go beyond your promise; e.g., if you say you’ll do 3 social posts, deliver 5.
   • "I'm the over-delivery queen." (10:00)

2. Thoughtful Follow-Up

   • After the event, send thank-you packages, recap emails, and professional photos that sponsors can use.
   • "Let them see the impact of their contribution." (10:40)

3. Staying Connected

   • Maintain relationships between events—DM on holidays, comment on posts, stay in their orbit.
   • "I don't just build events, I build partnerships." (11:20)

Notable Quotes & Memorable Moments

• On Value:
  "When you build integrity, alignment, and intention, you won’t have to chase sponsors. They'll chase you." (12:00)

• On Relationships:
  "Your relationships are your greatest asset." (14:15)

• Advice for Listeners:
  "Start by asking: How can I make sponsors feel a part of something meaningful?" (12:30)

Key Segment Timestamps

• 00:50 – Mindset shift: partnership over money asks
• 03:15 – The Chicago French Press sponsor story
• 05:00 – Detailed pitching and corporate partnership experience
• 06:30 – Tiered opportunity strategy
• 07:30 – The “transformational pitch” and storytelling
• 09:00 – Creating organic visibility for sponsors
• 10:00 – Over-delivery and strong post-event follow-up
• 12:00 – Building long-term sponsor relationships and memorable sound bites

Conclusion

Michelle wraps up by inviting listeners to prioritize relationship-building, alignment, and storytelling in their sponsorship efforts. She encourages entrepreneurs to aim for partnerships that are meaningful, valuable, and enduring—reminding them that with the right approach, sponsors will seek them out.

For more personalized advice or to join Michelle’s Elevate and Empower collective, listeners are encouraged to connect via Instagram or check the show notes for more information.