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How to Write an Event Proposal to Get Approval (+Templates)

Learn how to draft a proposal for an event to win approval, with tips on the best event proposal outline, format, and event planner proposal templates.

Author Dominika Krukowska

5 minute read

How to write an event proposal

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Short answer

What is an event proposal?

An event proposal is a document created by event organizers for potential clients, sponsors, or partners. Its goal is to outline the event’s details, highlight your vision for it, and convince the recipient to provide funding, support, or give approval. It's essential for securing backing and resources.

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What is the best event proposal format?

The best event proposal format today is interactive, web-based, and mobile-friendly.

Yet, if you search for event proposal templates online, you'll mostly find simple editable PDFs or Word docs that come with basic tables and text placeholders.

Let’s face it, those don’t exactly inspire excitement. They’re functional, sure, but they’re missing something crucial—the heart of your event.

Your proposal shouldn’t just list facts; it should showcase the event’s energy. Imagine ditching the bland tables and giving your readers an experience instead.

With videos, animated elements, and dynamic timelines, your proposal can come alive, letting potential sponsors and clients actually feel the vibe of what you’re pitching.


Here’s what an interactive event proposal looks like:

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NOTE: If you want to see more event proposals to draw inspiration from, read our blog post containing the best event proposal examples.

How to write an event proposal to impress decision-makers?

A big mistake many event planners make when drafting an event proposal is focusing too much on dry details about the event itself. Don’t get me wrong—details matter, but here’s the thing: those stay the same no matter who you’re pitching to.

What makes your proposal shine is your unique approach to organizing and running the event. That’s what sets you apart.

If you want funding, you have to go beyond just talking about the event. You need to show the unique value your event brings and, more importantly, the benefits for sponsors.

Don’t worry—whether they’re reviewing your proposal to decide on funding or something else, I’ll walk you through exactly how to impress decision-makers, slide by slide.

What to include in an event proposal?

  1. Title slide

  2. Introduction

  3. Event overview

  4. Purpose of the event

  5. Event details

  6. Event schedule

  7. Past events

  8. Budget or sponsorship packages

  9. Key benefits

  10. Next steps slide

1) Title slide

If your event proposal is meant to tell the story of your event, then the title page is like the cover.

Adding a video is an instant way to showcase the atmosphere and energy of your event, pulling the reader in from the start. Think of it as giving them a sneak peek of the experience you're offering.

Add your logo, and for a personal touch, use tags that auto-fill both your and your recipient's name and company. It shows you're not just sending out a generic pitch.

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Event proposal title slide example

2) Introduction

Your introduction is where you convince them that you’re not just another event organizer—you’re the organizer they need.

Listing credentials alone won’t cut it; this is your chance to inject some personality into your deck. Why do you do what you do? What makes you stand out?

You’re offering them more than an event—you’re offering a trusted partnership, and they need to feel confident that you’ll deliver something extraordinary.

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Event proposal introduction slide example

3) Event overview

The event overview is your chance to draw the reader in. Yes, you’ll need to mention the date and location, but don’t just stop at the basics—that’s not what’s going to get people excited! Highlight the things that make your event unforgettable.

Maybe it’s the 10 powerhouse speakers you’ve lined up, or 30 insanely talented artists bringing their best work, or that headliner who’s going to leave everyone talking for weeks. These are the things that get people talking!

The goal here is to make them want to be part of something special. They should already be feeling the energy and excitement, even before they read the details.

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Event proposal event overview slide example

4) Purpose of the event

The purpose slide is where you make them care about your event. Too many proposals jump straight into the dry details—don’t be one of them!

Use this space to tell the “why” behind your event. Why is this event happening? Why is it important? And most importantly, why should they care?

Whether it's to inspire, to educate, to bring a community together, or to raise awareness for an important cause, this is where you get personal.

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Event proposal purpose of the event slide example

5) Event details

When it comes to event details, don’t just rattle off the basics—make them feel it!

What to cover in your event details


  • Talk about the venue options—are you picking a sleek, modern space or a historic gem with character?

  • Then, get them excited about the planned activities. Whether it’s interactive workshops, inspiring panels, or a show-stopping performance, these are the things that keep people engaged and talking about your event long after it’s over!

  • Now, let's talk logistics—what suppliers are you working with? Catering, AV teams, stage setup—these details matter because they show how well-organized and thought-out your event is.

  • Don’t forget to mention any event policies, like ticketing rules or cancellation policies. These details help manage expectations and show that your event is well-organized from start to finish.

  • And if you’re pitching for funding, include a snapshot of your target audience. Who are you expecting to attend? Is it industry leaders, creative professionals, or a local community? Knowing who your attendees are helps sponsors see the value in being part of your event.


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Event proposal event details slide example

6) Event schedule

When it comes to your event schedule, it’s all about giving your readers a clear picture of how the day will unfold.

Instead of bombarding them with a wall of text, use a neat, visually appealing timeline slide to break it down. This way, you can walk them through the agenda without overwhelming them.

This isn’t just helpful for attendees—it’s a powerful tool for sponsors too. By seeing the flow of your event, they can easily identify where their brand could fit in, whether it’s sponsoring a particular session, a break, or even a headline act.

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Event proposal event schedule slide example

7) Past events

When you talk about your past events, don’t just describe them—show them.

Include some images or videos that capture the best moments. Let them see the packed room, the buzz in the crowd, or the energy in a panel discussion. It’s one thing to tell people, but showing them really makes it come to life.

And take it a step further—link to your portfolio so they can really explore your work. Let them see the events you’ve brought to life and get a sense of your style and expertise.

It’s one thing to tell them what you can do, but giving them a real look at your past projects helps them imagine what you could create for them.

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Event proposal past events slide example

8) Budget or sponsorship packages

When talking about the budget and sponsorship packages, you need to tailor this section based on who you're pitching to.

A client will want a simple, transparent breakdown of costs, so they know exactly what they’re paying for. No surprises, just transparency.

If you’re going after funding, though, it’s all about showing the value for the sponsors. They want to know how their investment will pay off in terms of exposure, engagement, and overall ROI. Make it obvious what’s in it for them.

And please, don’t just throw in a dull table of numbers! Use interactive tables with expandable sections or dataviz slides so you can provide details without overwhelming anyone.

This way, sponsors can dig into the specifics that matter to them, while clients get a clearer picture of where their money’s going. It makes everything more engaging and easier to follow.

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Event proposal budget or sponsorship packages slide example

9) Key benefits

When it comes to key benefits, you need to show why sponsoring your event or hiring you as the event planner is a can’t-miss opportunity.

For sponsors, it’s about access to your carefully curated audience—the exact crowd they want to reach.

And if they’re thinking about bringing you on as the event planner, they’re choosing someone who’s passionate, detail-focused, and knows how to create memorable experiences.

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Event proposal key benefits slide example

10) Next steps slide

The next steps slide is where you keep the conversation going. Don’t just wrap up and hope they’ll reach out—you need to make it clear exactly what happens next.

And here’s a pro tip: make it ridiculously easy for them to take action. If you want them to book a meeting, embed your calendar directly into the deck. One click, and they’re scheduled—no back-and-forth emails, no hassle.

When you remove the friction, they’re far more likely to follow through. The goal is to leave no confusion about the next steps and to keep the momentum going.

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Event proposal next steps slide example

Where to find interactive event proposal templates?

You often only have a few seconds to grab someone’s attention and make an impression, which is tough when most templates out there are bland, outdated, or missing key sections.

Interactive event proposal templates are built for engagement and easy personalization, so you can tailor them to fit your event and make sure every detail aligns with what your audience or sponsor wants.

Just grab one.

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How to prepare an event proposal?

Before you start drafting your event proposal, it’s important to have a solid plan in place. Whether you’re looking for sponsorships or pitching your event planning services, the goal is to create a proposal that’s both informative and compelling.


1) Understand your audience

You’ve got to know who you’re pitching to. If it’s sponsors, dig into companies that align with your event’s audience—who stands to benefit the most?

If you’re pitching your services, really get a feel for what your client wants. What’s their vision for the event, and what are they hoping to achieve?


2) Find the right contact

It’s crucial to reach the decision maker. For sponsors, this might be someone in marketing or partnerships. For clients, it could be the person leading their event strategy.

Direct contact makes all the difference—take time to find the right person to pitch to through LinkedIn or professional networks.


3) Show your unique value

Stand out by showcasing what makes your event or services special. For sponsors, explain how supporting your event benefits their brand—whether it’s access to a targeted audience or high-profile exposure.

If you're pitching event services, focus on what sets you apart as an organizer—whether it's your creative touch, expertise, or proven success.


4) Provide clear costs and benefits

When you’re putting together sponsorship packages, make it crystal clear what each option offers—help sponsors see the value right away.

For clients, be upfront with a breakdown of your fees and explain why your pricing makes sense.

Both sponsors and clients want to feel confident their investment is worth it, so keep it clear and convincing.


5) Ask the right questions

Whether you're going after sponsorship or pitching your services, make sure to listen. Ask sponsors or clients about their goals, what’s worked for them in the past, and what didn’t.

Then, tailor your proposal to show how you can meet their needs and improve on their past experiences. It’s all about showing that you’re paying attention and ready to deliver what they actually want.

Dominika Krukowska

Hi, I'm Dominika, Content Specialist at Storydoc. As a creative professional with experience in fashion, I'm here to show you how to amplify your brand message through the power of storytelling and eye-catching visuals.

Table of contents
What is an event proposal? What is the best event proposal format? How to write an event proposal? What to include in an event proposal? Event proposal templates How to prepare for an event proposal
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