Charmaine Hammond has been in the speaking industry for more than 20 years, is a five-time best-selling author, and is a frequent podcast guest. A co-owner of training firm Raise a Dream, Charmaine also teaches the online course Your Book as a Business. Learn more about her seven-step sponsorship model at RaiseADream.com.

How to get a book sponsor

By Charmaine Hammond

Did you know that there are book marketing opportunities available that can not only help you spread your message and sell more books, but also increase your impact and income?

Sell books in bulk

Creating a book business lets you go from selling books one at a time to selling 10 or 100 books with one purchase.

For example, at book signings, sell sets of two where the purchaser keeps one and donates the other to a charity. For greater impact, secure sponsors that will purchase bulk copies so you or they can then donate them to organizations and charities you both support.

So what is a book sponsorship and how does it work?

Sponsorship and collaboration for authors

Sponsorships can take different forms, but can include:

• Paying for your in-person or virtual book tour
• Purchasing your books in bulk to give to their customers or distribute at events (once we begin meeting in person again), or to donate to charitable organizations
• Funding a book launch or event

I have applied collaboration skills to secure sponsors, champions, and funding for things like:

• A 32-foot motorhome for my six-week North American book tour
• Clothing, accessories, and makeup
• Printing of marketing materials such as bookmarks, handouts, one-sheets, banners, postcards, and more
• Hairstyling, massages, and health products
• Media and marketing

I have also had sponsors buy thousands of copies of my books to give away to schools, organizations, and at events.

Now that you know what could be possible, you are likely wondering how you can do this, too.

7 steps to finding a sponsor

My company uses a seven-step model for researching, building relationships, and securing sponsorships.

It is important to remember that sponsorship is a marketing relationship. When a sponsor supports an author project (e.g. a launch, bulk-buy of books, or a book tour event) with cash or in-kind products/services, the sponsor is looking to achieve some kind of value.

What is that value? What is the sponsor looking to get out of this?

That’s a great question for the sponsor.

It’s why researching the organization, building an authentic relationship, and having conversations to learn about its objectives and needs will help you move through this process with more ease and success.

Before you talk to a sponsor

Here are some helpful tips to use as you think about how sponsorship can support your book business.

• Identify and list the businesses and brands you would like to collaborate with. Always start closest to home with people or companies you have a relationship with.
• Research the businesses and brands on your list (even if it’s your hair stylist that you have been going to for years). Learn what matters to those businesses. Study their websites, press releases, social media posts, and videos to learn more about their target audience, the types of projects they support, and what matters to them.
• Identify what you bring to the collaboration table. Think about how you could support a sponsor. How can you help a business connect with its ideal audience? How would you call attention to a sponsorship?

When you are ready to contact potential sponsors (and again, I suggest starting first with businesses you know and have a relationship with), make sure you create a list of questions that will help you learn about the company. Identify where there are synergies and common ground.

Potential questions to ask a sponsor

The best questions to ask a potential sponsor will start with who, what, when, where, why, and how. This approach encourages the sponsor to give a detailed answer versus a “yes” or “no.”

Questions might include:

• Tell me more about your company (history, values, brand promise, mission, etc).
• Who is your target audience? How do you connect with them? What other audiences are you looking to be in front of?
• What are some of your marketing objectives?
• What are your marketing plans over the coming year or two?
• What types of projects appeal to you?
• What are your objectives with collaborations and sponsorships?

When you are curious and look to build a relationship, you will be much further ahead in your search for collaboration partners and sponsors. 

What company might sponsor your book? Please tell us about it in a comment.