How to Find Sponsors

Who to ask first, where to look, and how to prioritize outreach

Finding sponsors isn’t about cold selling or chasing random businesses. The strongest sponsorship programs are built on existing relationships, shared values, and clear internal alignment.

When done thoughtfully, this system starts to support itself.

Start Here: Who to Ask First

Always begin with the warmest, most obvious connections.

1️⃣ Current & Past Supporters

Highest priority

Ask:

• Previous sponsors
• Past donors
• Businesses that have supported events, programs, or fundraisers

Why:

• They already believe in the market
• The relationship exists
• Renewals are easier than new asks

Retention should always come before expansion.

2️⃣ Businesses Near the Market

Ask:

• Nearby restaurants, cafes, breweries
• Retailers and service providers within walking distance
• Businesses that benefit from market-day foot traffic

Why:

• Visibility at the market has direct value
• On-site recognition matters most to these sponsors

3️⃣ Values-Aligned Local Businesses

(Don’t forget financial advisors)

Ask:

• Local banks and credit unions
• Local financial advisors and wealth management firms
• Healthcare providers
• Real estate companies
• Insurance agencies
• Sustainability-focused businesses

Why:

• Farmers markets align naturally with community investment and local economies
• Many have marketing or community sponsorship budgets
• Financial advisors often value local trust and visibility

These sponsors are often ideal for program-based sponsorships.

4️⃣Personal, Board & Steering Committee Networks

Often overlooked, extremely powerful

Ask:

• Board members
• Steering committee members
• Staff and key volunteers

A simple question works:

“Do you or your employer sponsor local organizations?”

Why:

• Warm introductions dramatically increase response rates
• People enjoy supporting causes they personally care about

Before sending any emails, pause and check in internally.

Share your draft sponsor list with:

• Your employer or supervisor
• Board of directors
• Steering committee
• Market leadership or partners

Why this matters:

• Avoids conflicts of interest
• Prevents overlapping or duplicate outreach
• Ensures alignment with values and policies
• Builds internal trust and transparency

This step protects relationships and strengthens your credibility.

(A different but valuable path)

Some sponsorships come through corporate grant or community giving programs, especially with larger companies.

Consider:

• Regional banks and national financial institutions
• Grocery chains
• Healthcare systems
• Utility companies
• Large employers with local presence

How this is different:

• Often requires an application
• Timelines may be fixed
• Decisions may take longer
• Awards may be larger or multi-year

Where to look:

• Company websites (“Community Giving” or “Corporate Responsibility”)
• Corporate foundations
• Local branch managers or employees

Tip:

Even if funding is labeled as a “grant,” it often functions like sponsorship with recognition expectations.

If you need to expand:

• Chamber of Commerce directories
• Downtown or Main Street organizations
• Business sponsors listed on other community events
• Companies advertising locally (print, radio, social)

If a business already spends money on visibility, they’re a sponsorship candidate.

How to Prioritize Outreach (So You Don’t Burn Out)

Ask these three questions:

1. Do they already know the market?
2. Do they benefit from the market’s success?
3. Do they align with our values or programs?

Two “yes” answers = higher priority.

Tier 1 – High Priority

• Past sponsors
• Known supporters
• Warm introductions

Tier 2 – Medium Priority

• Nearby businesses
• Values-aligned companies

Tier 3 – Lower Priority

• Cold outreach
• Large corporate applications

Start with Tier 1. Build momentum before moving down the list.

Use your Choose Your Impact menu to guide outreach.

Examples:

• Financial advisors → community programs or food access
• Banks → kids’ programs or loyalty initiatives
• Healthcare providers → nutrition and wellness programs
• Real estate companies → community events or live music

Clear alignment makes the ask easier and more compelling.

When done consistently:

• Sponsors renew
• Sponsors refer other businesses
• Board members make introductions
• Your CRM becomes a pipeline instead of a list

Fundraising shifts from scrambling to stewardship.

You are not “asking for money.”

You are:

• Inviting businesses to invest locally
• Offering visibility rooted in trust
• Supporting farmers, food access, and the local economy

That’s a strong, ethical ask.

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