non-profits Archives - Power Sponsorship

The First Sponsor Meeting (and How Not to Make an Idiot of Yourself)

The first meeting with a sponsor is both the most important, and the easiest to screw up. Sponsors know what they want to hear, they know the red flags, and if you get it wrong, you could foul a potential deal, and not even know why. This is a complete rewrite of a very popular blog I first wrote years ago, updating it to reflect the most modern take on sponsorship. It outlines the requirements and pitfalls that every rightsholder needs to know, , in order to make it through this very tricky phase of a sponsorship sale. Know the real goal You’re selling sponsorship, so you’d think the goal of your first meeting with […] Read More

What Should a Rightsholder Include in a Year-End Sponsorship ROI Report?

Nothing. Measuring sponsorship is not your job. You’re probably thinking to yourself, “If I can’t prove what the sponsorship delivered, then they won’t renew”. And to an extent, you’re right. If the sponsor doesn’t know what they accomplished, they’re not going to renew. But it’s not your responsibility to measure returns, and more to the point, it’s impossible. In this rewrite of a vintage blog, I’m going to show you why, and what you should do instead. Rightsholders can’t measure results The only organisation that can measure the returns against a sponsor’s objectives is the sponsor. When a sponsor invests in sponsorship, they are investing in opportunity, not results. It’s the sponsor’s leverage program that […] Read More

How Do Sponsors Evaluate Sponsorship Proposals?

Sponsorship proposal evaluation comes down to two major factors: What you offer; and who you submit it to. These are the factors that will tell a sponsor whether what you’re offering is right for them, whether you’ll be easy to work with, and whether you have the skills and approach that will allow today’s modern sponsors to make the most of what you’re offering. In this blog, I’m going to address both of these critical factors. Your proposal Both the structure and content of your proposal will tell a sponsor a lot about whether, and to what degree, your offer is worth consideration. Most sponsors will evaluate a sponsorship proposals on these factors, in roughly […] Read More

Why You Shouldn’t Sell Sponsor Mentions as a Sponsorship Benefit

It used to be that 99% of sponsorship proposals were made up of the following four or five benefits: Logos on things Tickets to things Some kind of hospitality An official designation Some kind of exhibition space or speaking slot (if applicable) The result was that hundreds of thousands of amazing properties were commoditising themselves; selling themselves as a numbers game, and ignoring their real value to sponsors. (For more on how modern sponsorship really works, read my white paper, “Disruptive Sponsorship”.) In recent years, another benefit has joined that list of low-value, hygiene benefits: Social media mentions I’ve worked with a lot of rightsholders that have told me how this has given them “more […] Read More

How Many Times Do You Have to Miss Your Sponsorship Target before You Change Your Approach?

How many times will you miss your sponsorship target? How many times will you scramble for rats and mice sponsorship to make up a shortfall? How many times will you ask your board to hit up their well-connected friends, because your business case isn’t getting money in the door? How many times will you point to workload, economic conditions, unreasonable sponsors who “just don’t get it”, or sheer bad luck, when you fail to balance the bottom line? How many excuses will you make? At some point, your excuses and workarounds just aren’t going to cut it anymore, and your organisation will need to accept that it’s nobody’s fault but yours. Yeah, I know… sounds […] Read More

Updated: 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   Reprints, distribution, and copyright 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 […] 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

How a Great Sponsorship Proposal Follows a Hollywood Story Arc [Infographic]

Most sponsorship proposals are awful. They’re uncustomised and often arranged in levels; They’re self-centred, having absolutely nothing to do with the sponsor, their brand, target markets, or objectives; They don’t make a complete business case; And they’re structured so poorly that it’s actually difficult to make sense of them. If you’re guilty of even one of these things, selling sponsorship is going to be monumentally more difficult for you. I’ve got lots of resources for addressing these issues listed at the bottom of this article, but I wanted to let you in on a trick I’ve been teaching in my sponsorship workshops for the past few years that I really haven’t covered here before: A great sponsorship proposal […] Read More

Sponsorship Beginners Can’t Get a Break (nor Should They)

I get emails all the time from people who read my blogs or watch my tutorials. Most have specific questions or just want to thank me for the information. But all too often, I get emails from someone who has read a couple of blogs – with all of the details and angles and advice – and their heads have exploded. They say, “I’m a beginner. Surely, I won’t be expected to do all of this?!” And I’m thinking, “All of this?? What you’re referring to is about 1% of what is expected of a sponsorship seeker!” I get one-line emails saying, “How do I get sponsorship?” When I refer them to The Sponsorship Seeker’s Toolkit […] Read More

Don’t Send a Sponsorship Proposal Until You Read This

Most sponsorship proposals are total crap. They are all about the sponsorship seeker, not taking the sponsor’s needs or markets into consideration at all. They are totally uncustomised – making full use of the search-and-replace function (hated by sponsors everywhere) – which is inexcusable, given the technology at hand to give you the insight you need. If you want to create a customised offer for a sponsor – one that will grab their imagination and showcase how they can use this investment to get closer to their customers and achieve their specific objectives – you need information, and plenty of it. This is the type of information you must know about a brand before you’re […] Read More