sponsorship for beginners Archives - Power Sponsorship

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

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

Managing the Hardship of Seeking Sponsorship

I got an email a few weeks ago that was just heartbreaking. The subject line read simply, “The hardship”, and the email went on to detail how difficult it is to be a sponsorship seeker. The exhaustion and disillusionment was palpable, and the saddest thing about it was that I know he’s far from the only one feeling that way. This is a very tough business – there is no denying that – but there are a few strategies that may help you get through the tougher times. Change your job description Chances are, you see yourself as a salesperson and look at your job as a numbers game. You measure your workload and results […] Read More

What You Need Before You Seek Sponsorship

“I want to know how you can help me get sponsorship.” That’s it. No “hello”, no name, nothing – just one sentence sent from a Hotmail address referencing what I have to assume is the sender’s favourite cocktail, and closed out with a “Sent from iPhone” message at the bottom. I get that kind of email all the time, so normally I wouldn’t be so irritated, but this particular one followed hot on the heels of my third email from a guy insisting that his great idea for an event should be all that’s required to get sponsorship, and once he got the money, he’d do all the “admin”. Yeah, good luck with that. What […] Read More

Sponsorship’s Most Annoying

I was watching an old movie the other day where one of the lead characters referenced the TV show, “America’s Most Wanted”. While I was wondering if that show even existed anymore, my daughter launched into an unrelated whinge about some playground politics, vastly overusing her word-of-the-moment, “annoying”. While suggesting she familiarise herself with the thesaurus, I started thinking about our industry, its colourful cast of characters, and the ones that – whether through ignorance or nonchalance – cause the most headaches. So with tongue in cheek, I thought I’d give it a shot. This list is in no particular order and includes characters from both sides of the equation. The leech This is the sponsorship […] Read More

Tick Tock: The Most Precious Resource in Sponsorship is Time

If you asked one hundred sponsorship professionals what the most precious resource in our industry is, ninety-nine of them will say “money” – money for fees, for leverage, for cash flow, whatever – and ninety-nine of them would be wrong. Money is important, no question about it, but it pales in comparison to time. The tyranny of time for sponsors The moment a sponsor receives a proposal, the clock starts ticking. Every day a great proposal sits unread in an inbox is a day of leverage planning and implementation you’ll never get back. Every day you put off that leverage planning or you let bureaucracy slow you down, your list of leverage options gets shorter. […] Read More

The Number One Job of a Sponsorship Proposal (and It’s Not What You Think)

You spend a lot of time crafting your pitch – what you are going to say to pique a sponsor’s interest and the proposal you leave behind. I know you do – particularly as so many of you ask my advice about proposals every single day! There are a number of sponsorship proposal basics that you need to take on board, many of which you can find in my tutorial, Sponsorship Proposal Basics in About 10 Minutes. And if you need a sponsorship proposal template, you can find a good one in The Sponsorship Seeker’s Toolkit 4th Edition. That’s all well and good, but before you even think of preparing a proposal, you need to […] Read More

5 Reasons You’re Better Off without That Sponsor

Sponsors mean money, so it makes perfect sense to try to retain all of the sponsors you possibly can. Honestly, though, there are times when you will be better off without a sponsor – even if that means you need to do the hard work to replace them. Why? Let me count the ways… They demand too much exclusivity Category exclusivity – exclusive financial services provider, exclusive automotive partner, etc – is not only acceptable, for most sponsees, it is the norm. That exclusivity guarantees a marketing platform to your sponsor that their competitors won’t have and makes the sponsorship more valuable. But there are some sponsors who define exclusivity so broadly that they are […] Read More