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How Can I Help You?

I can help you write a clear, focused, and concise event sponsorship proposal that has the necessary decision-making information most sponsorship seekers leave out of their proposals. Also, share 9 steps that will help you communicate effectively with sponsors!

Event is “a thing that happens, especially one of importance.” Oxford Dictionary. Sponsors fund metaverse, cars, programs, projects, meetings, conferences, classes, festivals, groups, and anything you’re seeking funding for.

Before your next event, register for one or both online classes:

  • How To Secure Sponsors For Your Event, Program, Etc.?
    • 9 steps to get companies to sponsor your event
  • How To Write A Successful Event Sponsorship Proposal?
    • Information that you need to include in your sponsorship proposal

About Me

Over two decades I’ve been working in the event sponsorship space selling events to sponsors, bringing event sponsorship awareness to communities, and teaching sponsorship seekers, e.g., event planners, entrepreneurs, and organizations how to secure sponsors. I am persistent, determined, dedicated, fair, and unorthodox at times – traits among patience that are needed when you’re securing sponsors. I taught myself, in the late 1990’s, how to secure sponsors for events. I started with no connections to sponsors, lots of sales experience, and a passion for helping others. I learned how to secure for events from trial and error then repeated what worked.

How I Got Into Event Sponsorship

I was multitasking as a single mother, working in sales and going to college for small business marketing and management, both full time, while volunteering as an assistant manager on a celebrity calendar project. I was also a member of one of the clubs at the school when I learned that there were lots of students who wanted to become singers, rappers, and models but really didn’t know where to start plus rumor had it that they would have to “sleep” their way into the entertainment industry which they didn’t want to do.

I had no prior experience planning events nor I never heard about sponsorship, not even in my marketing class or books. Nevertheless, to help the up and coming models and talents, I leveraged my contacts made while working on the project and decided to plan Entertainment Industry Network Seminar (EINS), my first event, which was held at the college. I had very little to no money to implement the event. I set out to find funding and that’s when the world of event sponsorship showed up in my realm; however, the process did not show up.

Overcoming rejections, I learned what to say and do to secure sponsors. I secured sponsors for all of my events including EINS 1, 2 and 3. In 1999, I established my event planning company, Vigilance Style & Grace, and saved my company hundreds of thousands of dollars through securing sponsors. Without event sponsorship, I would not have been able to implement those events.

Why I Can Help You?

If you are willing to put in the work, I will share my experiences and knowledge that will help you get funding for anything. 

How To Contact Me?

If you would like to register for a class or ask a question, you can contact me here.

Don’t Quit. Plan Your Event.

Some challenges I encountered and lessons I’ve learned. 

  • Coach clients through the sponsorship process (3 years experience) 
  • Facilitate sponsorship training course as a subject matter expert (more than 10 years experience)
  • Manage all sponsorship activities including prospecting, sales and negotiation, proposal development, sponsor activation, servicing and relationship management (more than 10 years experience)
  • Secure hundreds of thousands in sponsorship (more than 10 years experience)
  • Save company hundreds of thousands through securing sponsors (more than 10 years experience)
  • Plan sponsored-events (more than 10 years experience)
  • B2C and B2B sales (more than 10 years experience)
  • Exceptional client, customer and guest service (more than 10 years experience)

Fun Fact! Roberta first released How To Secure Sponsors Successfully as an ebook on in 2008.

 1. How To Secure Sponsors Successfully (Hardcover & Ebook)

2. How To Secure Sponsors Successfully – Ultimate Beginner (Paperback)

3. How To Secure Sponsor Successfully, Third Edition Revised (Hardcover)

4. Step-By-Step Guide To Planning A Sponsored-Event Effectively (Ebook)

5. Step-By-Step Guide To Planning A Sponsored-Seminar (Ebook)

6. Step-By-Step Guide To Planning A Sponsored-Fashion Show Effectively (Ebook)

7. Step-By-Step Guide To Planning A Sponsored-Talent Show (Ebook)

8. 2in1 Guide: How To Plan Sponsored-Events Effectively & Secure Sponsors Successfully (Hardcover & Paperback – a compilation of all of Roberta’s books and ebooks)


Roberta Vigilance on Understanding and Leveraging Event Sponsorships.


How did you become interested in sponsorships and decided to focus on this kind of business?

As a former event coordinator, I needed money to fund my events. I realized my events’ audience would be valuable to some of the companies in my community. I approached those companies and told hem how my event can benefit their company based on what I knew and observed. I realized that more and more companies can benefit from my event audience in exchange for them covering the cost of my event. The rest is history; I went on to planning more events and later learned the process of securing companies was called sponsorship.

What is your broad definition of sponsorships?

Sponsorship is a form of bartering, trading value for value. It’s connecting two (or more) entities for mutual benefits.

How does branding fit into the sponsor mix?

Branding is very important. It has to be done strategically. Sponsors have to make a personal connection with the event they are sponsoring. A sponsor should look at an event as though they though about it themselves; they should feel the passion and the purpose of the event.

The difference between sponsorships and advertising?

Let’s take the Superbowl for example; we see commercials competing for our attention. Sponsorship opportunities have more of an up close and personal feel. The sponsor should know exactly who they are placing their brand in front of. Sponsorship audience doesn’t need to be “sold”. When sponsorship shows up at the right events, the audience automatically knows which company or who they will support.

How do you research in terms of whether a sponsorship can meet your goals and objectives? (Demographic metrics such as age, income, geography, etc.)

I think about which company can benefit from my event audience. I also think about which company my audience can benefit from. I like to use sponsorship as a way to resolve issues. Having Tommy Hilfiger as one of the sponsors for my Children’s Fashion and Talent Show during the time the rumor came out that he didn’t make his clothing for black people, is a perfect example.

Expect long-term and short-term benefits for sponsorships to the “Buyer”.

Sponsorship term is totally up to the (event) organizer and sponsor. I’m more of a lifetime commitment [adviser]. Connecting organizers and sponsors to benefit generations of consumers or supporters; however, that may not work for every scenario.

Calculating ROI, is that possible and in what terms, i.e., financial, leads?

There are many ways sponsors can tract or measure ROI. I am glad more and more sponsors are doing this. Instead of acting like advertisers, they are becoming more vigilant and taking their role as a sponsor seriously. An example of calculating ROI (can) be a sponsor gaining recognition as a participant to a solution of a problem. When measuring sponsorship ROI [success], you want to ensure the benefits equal or exceed the sponsorship value.

What should be in a contract?

Definitely what the sponsor is getting, what their benefits are. This is the road map and memory jogger to what to expect form the sponsorship opportunity.

A lot has been written about the emotional connections offered by sponsorships, what is your opinion on this count?

That is what makes sponsorship different from other marketing mix. A sponsor must look at an event as a solution or improvement that will meet their needs or that of communities they are attached to.

What does the sponsoring organization receive besides the money?

I was surprised with I heard Donald Trump quote a section in my book that says, “Not Always about Money”. What that means to me, besides cash, make a list of what (your) event needs to meet the expected outcome. Due to prior financial commitments, a company may only be able to sponsor equipment, venue, or other product or service that your event needs, maybe event a guest speaker. The sponsoring organization can build good-will with the community the sponsorship reaches, receive donations, reach donors, and a lot more benefits.

Interview by Sandra Kay Helsel

Ms. Vigilance ‘Event Sponsorship Awareness’ library tour which brought awareness of event sponsorship to entrepreneurs and business minded retirees and professionals who frequent libraries in their communities to learn new information came to a halt in 2020 when Covid-19 came about. 

Sponsorship Talk with Roberta Vigilance

Inquiry? Contact Us!