How does one generate sponsorships for concerts

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Hi All, I am a part of a music group in Bangalore. Zansam, our music group, has been composing music for the past year and also performing old Hindi film music at corporate shows. A couple of month's back we met a gentleman who has given up all his retirement pay, his house and old age to form SOCARE IND, an organization that helps the innocent children of life convicts. He brings home children who have lost one parent to death and the other to imprisonment. Most are witnesses to the gruesome act of one parent murdering the other. SOCARE IND brings home these children, provide them psychiatric treatment, food, shelter and quality education. What started with a handful of children got support from friends, well wishers and well meaning individuals. However, SOCARE IND now cares for over 100 children and individual contributions can no longer sustain the care they give these children. When our music group saw the dedication and commitment to the cause, we wanted to do something meaningful. However, as middle class working professionals, we couldn't contribute much by way of time or money on a sustained basis. So we decided to use our music to support the children and decided to Organize a concert called "Pancham, a musical tribute" in Bangalore on 20 September. Having committed to the event, we are struggling to mobilize enough sponsorships for the cause. Details of the concert are on www.zansam.in I have been wondering how is it that commercial events find takers so easily and why is it so difficult to get sponsorship for events that truly can make a difference to the life of a few innocent children. Can anyone guide me with generating sponsorships for our concert? Any help or leads would be welcome. Zansam and SOCARE IND will be grateful to any help and advice.