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Design Sponsorship Packages

Goal: Build the menu of sponsorship opportunities your affiliate offers — tiered pricing, distinct benefits, clear positioning — so prospects can self-select what fits and your team can fulfill what was promised.

What a sponsorship package is​

A package is a named tier with a price and a list of benefits the sponsor receives in return. Examples:

  • Title Sponsor — $25,000 — Logo on stage backdrop, name on programs, recognition from the podium, complimentary table for 8, full-page ad in event program, social media mentions, presenting partner status
  • Diamond Sponsor — $10,000 — Logo on event signage, table for 8, half-page ad
  • Gold Sponsor — $5,000 — Logo on event signage, four tickets, quarter-page ad
  • Silver Sponsor — $2,500 — Logo in program, two tickets
  • Hole Sponsor (golf) — $500 — Tee box signage with logo
  • Build Sponsor — $50,000 — Sponsor a complete home build, naming opportunity, ongoing recognition

Designing the tier ladder​

Most affiliates have 4–6 tiers. The right design:

  • Anchored at the top — a high-end tier ($25K+) anchors the ladder so $5K–$10K tiers feel reasonable
  • Clear value differentiation — each tier should provide something the tier below doesn't
  • Round numbers — $25K, $10K, $5K, $2.5K, $1K. Easier to discuss.
  • Distinct names — Title / Premier / Diamond / Gold / Silver. Not just "Tier 1" through "Tier 5."
  • Visible benefits — sponsors gauge value from what they see, so emphasize visible elements (signage, logos, recognition) over things they won't notice

Building a package​

Under Sponsorships → Packages, click New Package. Capture:

  • Name and price
  • Description — short, punchy
  • Capacity — how many sponsors can buy this tier (often 1 for Title, multiple for lower tiers)
  • Tied to — fundraising event, project, or "general" if it's a year-round sponsorship
  • Visibility — listed publicly, or invite-only

Defining benefits​

For each package, define the benefits separately. Each benefit:

  • Has a name (e.g., "Logo on event signage")
  • Has a category (recognition, hospitality, marketing, naming, etc.)
  • Optionally has a deliverable date or window
  • Has a value (sometimes used to substantiate FMV for goods/services received)

Benefits are what gets fulfilled later — see Fulfill Sponsorship Benefits. Be specific so fulfillment is unambiguous.

FMV and tax-deductibility​

Quid-pro-quo issue: when a sponsor pays $10,000 and receives benefits with FMV of $1,500 (table for 8 with meal, premium parking, etc.), only $8,500 of their gift is tax-deductible. Capture FMV per benefit so the sponsor's acknowledgment letter can state the deductible amount accurately.

Tying packages to events​

A package can be tied to a specific fundraising event. When tied:

  • The package shows on the event's public page
  • Sponsorship revenue rolls up into the event's totals
  • Benefits are scheduled relative to the event date (e.g., logo files due 30 days before)

Some packages are general (year-round corporate partner) and aren't tied to any specific event.

Tying packages to projects​

A capital build sponsor might support a specific homeowner project. The package can be tied to a project so the gift attributes correctly to that build's funding and the homeowner record reflects the sponsor's contribution.

Maintenance​

  • Don't delete a package after it's been sold — historical sponsor records need it
  • Mark inactive when retiring a tier (sponsors at that tier remain attached, but no new commitments)
  • Refresh annually if benefits change (prices held for a year are common, prices held for three years are rare)