Determine how the ballet company's sponsorship program will work. With some sponsorship programs, sponsors donate money to the dance organization as a whole, while others allow organizations to sponsor a specific dancer. Also decide what the sponsorships will fund: dancers' salaries, costumes, competition costs or other expenses.
Determine whether sponsors are required to donate a specific dollar amount or can donate an amount of their choosing. For example, the Atlanta Ballet requires that sponsors pay $5,000 to sponsor a member of the dance company and $2,500 to sponsor an apprentice. This eliminates the ability for sponsors to negotiate a lower donation for the same benefits as higher-paying donors. However, a dance organization may prefer to provide sponsorship opportunities to companies that can only afford smaller donations as well.
Outline the benefits that will be provided to sponsors. Benefits may include meet and greet sessions with sponsored dancers, backstage passes, complimentary tickets to shows, annual dinners and advertisements in brochures and programs. The English National Ballet, which asks donors to sponsor a specific dancer, offers these benefits and more, including a signed photograph of the dancer and the dancer's presence at the sponsor's company event.
Reach out to potential sponsors. Typically, this is done through formal letters or a request on a dance company's website. In this communication, provide background information on the ballet company, detail why the company needs sponsors, explain what the sponsorship will pay for and share the benefits of sponsorship. Be sure to include information about how to contact the dance company about sponsorships, including a contact name, phone number and email address.
A dance troupe may also visit corporations directly to solicit sponsorships. Hubbard Street Dance Chicago did this by visiting corporate headquarters in their area, which earned them a sponsorship with JPMorgan Chase.