blogs for sponsorship seekers Archives - Power Sponsorship

Introducing The Sponsorship Seeker’s Toolkit Fourth Edition!

If you follow this blog or my social media stuff at all, you know that a lot of the past year has been about writing and production of the Fourth Edition of the industry bestseller, The Sponsorship Seeker’s Toolkit. What started as an intended 20% rewrite quickly blew out to about 50%, with lots of new content on social media, new tools and techniques, and dozens upon dozens of amazing new case studies of sponsorship being done as well as it can be done. Whew! It’s now available through Amazon worldwide, as well as many other booksellers. You’ll notice a huge variation in price, so do shop around. In some regions, buying from Amazon and […] Read More

Sponsorship Sales Lie #61: Desire Equals Success

If you’ve been selling sponsorship for any length of time, you already know this is a myth. You know how much goes into a successful sponsorship sale, and please feel free to move along to some other blog. But judging by the hundreds of emails and messages and phone calls I get from sponsorship seekers looking for advice, I can attest that the vast majority really don’t get it. This is an example of an email I received last week (with identifying details removed) and is extremely typical of some of the approaches I get: “I have an idea for an event that is GROUND-BREAKING. NOTHING LIKE THIS HAS EVER BEEN DONE BEFORE!! I have […] Read More

The Must-Ask Sponsorship Research Questions

I recently had someone put a sponsorship research plan from Neilsen in front of me. This was a plan created to help sponsors and potential sponsors understand the target market and how to get value from them. It sucked. Sorry, Neilsen, but it really sucked. But I’m not just picking on Neilsen here. The plan looked just like dozens I’ve seen in the past few years and reflect what most sponsorship seekers think they and their sponsors need to know. Here’s the thing: You don’t need to ask 25 questions about someone’s demographics. They’re not that important… really. Demographics don’t get people’s arses on your seats, psychographics do – people’s motivations, priorities, lifestyle, and self-definitions. […] Read More

Should You Accept Sponsorship from a Controversial Brand?

Australia has a refugee problem. More to the point, we have a problem with refugees packed onto overcrowded, unseaworthy boats, leaving Indonesia and making for our northernmost island outposts. While nearly all of those people are eventually found to be genuine refugees with a right to settle in Australia, what happens between their dangerous sea journey and that decision is fraught with controversy. And in the past couple of months, it’s become a sponsorship controversy, as well. Our Federal Government has decided that the best course of action is “offshore processing”, so these asylum-seekers are transported to detention centres on the Pacific Island nation of Nauru and Manus Island in Papua New Guinea. Whether this […] Read More

What Should You Do When Your Board Sets Unrealistic Sponsorship Targets?

If you’re a sponsorship seeker, at least one of these will sound familiar: Your organisation is planning an expansion or other costly activity, so your board increases your sponsorship target, or Your government funding is cut, so your board increases your sponsorship target, or Your donations have dropped, so your board increases your sponsorship target, or Your attendance has dropped, so your board increases your sponsorship target, or One of your competitors scores a big sponsorship, so your board increases your sponsorship target We have all been in this position at one time or another, but the current economic situation has everyone under pressure, and when many boards don’t understand how sponsorship works, and that sponsors […] Read More

Sponzillas: How to Deal with a Sponsor Who Bullies

In most places around the world, the sponsorship industry has recovered from its slowdown. Sponsors have largely rationalised their portfolios and become more strategic in how they make new investments. Sponsorship seekers are, out of necessity, having to raise their games to have any chance at gaining new sponsors. Seekers who are doing a great job are, by and large, doing great. Sponsorship seekers who aren’t are still wondering when the market will recover and their job gets harder every day. What I have heard more about in this past few years is sponsors bullying sponsorship seekers. My always busy inbox has been overflowing with dismayed sponsees caught in no-win situations: “Our biggest sponsor wants […] Read More

Goodbye, Facebook (and Some Much Better Ways to Follow Me)

When I posted the Power Sponsorship Facebook page a few years ago, a large proportion of the people who wanted my posts were getting them. Now, as I nudge 1000 “likers”, the average post is going out to 8% of the people who have signed up. Yes, if a few people like or comment, they leak it out to a few more, but the fact that the content I post is very niche and directed at different parts and issues of the industry – which may not appeal to everyone in this industry – mean that if only some random 70 people get the post, the likelihood of a large proportion liking, commenting, or sharing […] Read More

Six Signs a Sponsor is Just Not That into You

Okay, so I’m sitting on the couch watching the fun chick-flick, “He’s Just Not That Into You”. I’m loving it. Too rare. As usual, I can’t stop thinking about sponsorship. So, I think to myself, there are a few signs that sponsorship seekers consistently miss that could tell them that a sponsor just isn’t that into them. So, brace yourself for the cold, hard truth about how to read the signs so you can let it go, and move on to something more fruitful. They tell you to “just send in a proposal” This is a sponsor saying “leave me alone”, without being rude. In actual fact, it’s unintentionally cruel, because it gets the sponsorship […] Read More

Five Things Sponsorship Seekers Need to Know About Sponsors

Some (not all) sponsorship seekers are under some big misconceptions about the sponsors they approach. These misconceptions do nothing to advance the potential for getting a “yes”, and if a sponsor thinks you don’t understand their process and their challenges, it’s unlikely they’ll consider your offer. My goal with this blog is to give you a heads up about of those misconceptions about sponsors before they hurt your chances. Most of the people who contact them are wasting their time “This is an opportunity not to be missed!” “Please support our very worthy cause.” “I’d like to talk to somebody about sponsorship.” “Dear Sir/Madam…” I could write a list of red flags as long as […] Read More

Action Plan: What to Do when a Big Sponsor Exits

This is the nightmare for much of our industry. I’m guessing some of you may develop a facial tic just thinking about it! And yet, it happens. Sponsorships end, and if it’s unexpected or done without a lot of lead-time, you need an action plan and you need one fast. So, it’s time to stop with the misery and crying in your beer. It’s time to stop with the wishful thinking and desultory casting about for ideas. It’s time for action, and I’ve got few steps to get you going. Get feedback If you didn’t see this coming, you’ve got to do an exit interview right now. Find out: What led to the decision? Whether […] Read More