Kim Skildum-Reid's Sponsorship Blog

I'm Kim Skildum-Reid. I've been doing sponsorship for a long time, and I really love it. I'm also never short of an opinion, idea, story, or rant, so the fact that I have a blog is a good thing. Otherwise, my friends and family would bear the brunt of it, and most of them really couldn't give a rat's bum.

Most of this blog is about sponsorship, or occasionally some other aspect of marketing. In addition to current blogs posted in date order, you can also search using the topic list to the right. If you need a big running start, check out Best of Kim's Blogs for curated lists of blogs on hot topics.

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Four Perspectives, One (Ugly) Sponsorship Renewal

I work with some amazing, committed sponsorship professionals, spanning industries and on both sides of the equation. But as smart and experienced as these professionals are, I’m often surprised at how little they understand about the other side. When collaboration is key to best practice sponsorship, this tunnel vision isn’t helpful. So, I thought I’d shine a light on the challenges and politics around something that we do every day: Sponsorship renewals. Below, I’ve given points of view from the CMO and Brand Manager on the sponsor’s side, and the Executive Director and Marketing & Development Manager with the sponsee. It hasn’t been a great relationship, and it’s time for renewal. Although this example is gleaned […] Read More

Dos and Don’ts of Sponsorship Proposal Assessment (Infographic)

How complicated can evaluating sponsorship proposals be? I mean, you just look at the back page for the price, and if you don’t fall of your chair, maybe read the executive summary. If that blows you away, then maybe read the rest of it… right??? Wrong. Although a massive number of sponsorship proposals are evaluated exactly like that, sponsors are doing themselves a disservice if this is the approach. That doesn’t mean you need to read all of every single proposal, even if you know it’s not a fit. Evaluating in a strategic way is actually less work than going old school, but it does take a specific approach. Check out the infographic below for […] Read More

New White Paper: Top Ten Tips for Sponsorship Seekers

I originally wrote this white paper around ten years ago, and it’s been one of my most popular white papers ever since. But a lot has changed in ten years, so I went back to the drawing board and rewrote the whole thing from scratch. It’s totally up-to-date, much more comprehensive, and about ten times longer (which wasn’t difficult!). So, please enjoy the brand new version of Top Ten Tips for Sponsorship Seekers. Download Top Ten Tips for Sponsorship Seekers As with all of my materials, they are copyright, and that copyright is vigorously enforced. You are welcome to share this blog, which includes the download link, or link to the White Papers and Templates […] Read More

My Top Five Priorities for Sponsorship Selection

This is another total rewrite of a very popular blog from a few years ago, and while the advice from back then still holds, my top five priorities  for sponsorship selection have changed over the years. So, for all of you sponsors still looking for bargains on same-old same-old benefits, for all you sponsors focusing on reach instead of meaning, this is for you. Internal buy-in When you invest in sponsorship, you’re investing in opportunity. It’s what you do with it – the leverage activities you undertake – that will provide you with results. The most efficient and effective way to leverage a sponsorship is to integrate it across activities that are already budgeted. Alternatively, […] Read More

New Videos: Answers to the 20 Sponsorship Questions I Get the Most

Raising the bar for this industry has been one of my biggest goals since I started in this industry decades ago. Between the blogs, books, and speaking engagements, I offer a lot of advice, and really love doing it. This also means that I field a ton of industry questions. (If you want to see what my inbox looks like in a given week, check out this blog!) In the videos below, I’m addressing the twenty questions I get most often. Some are big, overarching questions about sponsorship. Others are tricky little buggers that stymie even seasoned veterans. I’ve broken these down into two parts. The first is primarily for sponsorship seekers, and the second is […] Read More

New Video: Sponsorship Proposal Basics in About 15 Minutes

After almost seven years, over 137,000 views, and a lot of amazing feedback, I’ve fully updated my most popular video tutorial, “Sponsorship Proposal Basics in About 10 Minutes”. The new version, “Sponsorship Proposal Basics in About 15 Minutes” is longer (obviously), and fully up-to-date with best practice advice and strategies. It’s a short, sharp look at the role of a sponsorship proposal, the structure of a best practice proposal, and where most sponsorship seekers go wrong. Is this going to teach you everything you need to know to put together a winning sponsorship proposal? Probably not in just fifteen minutes. But it will show you… What a sponsor needs to see – all of the critical […] Read More

9 Secrets of Amazing Sponsors (Infographic)

I’m asked all the time what separates truly amazing, best practice sponsors from the also-rans. And although the specific strategies and techniques could fill a book – specifically, The Corporate Sponsorship Toolkit – I’ve distilled the basic differences between great sponsors and also-rans down to nine. The nine things great sponsors get right are in the infographic below. Clearly, nobody is going to be able to fit everything you need to know to elevate your approach to best practice in one infographic, but it’s a starting place. If you read this and realise you’re missing some, or even all, of these components in your sponsorship approach, you need to make changes and you need to make […] Read More

Sponsorship Multi-Tools: The Holy Grail for Sponsors

If I had to hazard a guess, I’d say almost all of us has at least one multi-tool. I’ve got a much-loved, 20-year old Gerber that lives in the house, and is pressed into duty anytime I can’t be arsed going outside and unlocking the tool shed… which is a lot. I’ve done and fixed all manner of things with that one tool, and am constantly figuring out new ways to use it. If I could only have one tool, my Gerber would be it. What I want you to think about is how you can apply that thinking to sponsorship, and start identifying properties that can provide the kind of flexibility and broad-ranging usefulness […] Read More

My Only AU/NZ Sponsorship Workshops for 2017

My AU/NZ workshops have sold out for three years running, and get rave reviews across-the-board. Participants have flown in from across the region, Asia, North America, and the Middle East. So, you could certainly do a lot worse than spending a jam-packed, inspiring, and really fun day or two with me, learning how to make best practice sponsorship work for you. For 2017, I’m offering workshops for both sponsors and sponsorship seekers: Wellington, NZ Sponsorship seekers – 14-15 June 2017 Sponsors – 16 June 2017 Sydney, AU Sponsorship seekers – 19-20 June 2017 Sponsors – 21 June 2017 IMPORTANT: In 2018, I’ll only be doing one set of sponsorship workshops in this region – probably Melbourne – as I’m going […] Read More

Which Generation Sponsorship Seeker Are You?

Around mid-2016, I wrote a similar blog for corporate sponsors, giving them the hallmarks of each generation of sponsorship, how that is affecting their results, and what to do about it. Just like sponsors, a sponsorship seeker’s generation can have a profound effect on how much sponsorship you raise and retain. Your approach will tell a sponsor… If you’re struggling, chances are it’s because your skills or organisational approach aren’t up to date. This isn’t the end of the world, and it’s not actually difficult to shift to best practice. But before you can power up your sponsorship, you are going to need to rewire – how much or how little will depend on which […] Read More