I hate telling people bad news. I especially hate giving bad news to earnest, well-meaning sponsorship seekers who have no idea what they’re doing. For so many of them, the sponsorship they want is the difference between an event happening or not, making money or not, keeping their job or not.
Every single day, my inbox is full of emails from perfectly lovely, completely misguided novices. On one hand, I am humbled that so many people want my advice, and I’m really happy to help, if I can. On the other hand, so much of what they are asking is completely unrealistic and/or counterproductive that any honest response is not going to be what many of them want to hear.
I try to be honest, without being mean – okay, I was a little mean after a guy told me in graphic terms how God was going to strike me down because I wouldn’t broker his event (I’m not a broker) – but I really believe that someone needs to be kind enough to tell these people the truth.
So, here is the bad news… all of it… in one place:
This stuff would comprise 99% of the bad news I have to give people that contact me, and so much of it would be avoidable if people gave themselves more time to sell, did at least some homework on what sponsorship is about before they start, and took on board that there is no such thing as easy money.
Now, as I do with all of those emails, I’ll refer to a number of resources that will be very helpful for novice sponsorship seekers:
Once you’ve done a bit of homework, I promise that either your questions will be answered, or you will be asking different questions, and they will be far more pertinent.
I do apologise for such a cranky post. I had – no kidding – 22 emails to answer this morning and every one of them fit into the category of “bad news they don’t want to hear”. I honestly do love being a resource for the industry – I love sponsorship!! – but it’s really hard to tell someone that what they want or need to happen, probably won’t. I feel really bad for them.
For all you need to know about sponsorship sales and servicing, you may want to get a copy of The Sponsorship Seeker’s Toolkit 4th Edition. You may also be interested in my latest white paper, “Disruptive Sponsorship: Like Disruptive Marketing, Only Better“.
If you need additional assistance, I offer sponsorship consulting and strategy sessions, sponsorship training, and sponsorship coaching. I also offer a comprehensive sponsorship capacity-building service for large, diverse, and decentralised organisations.
Please feel free to drop me a line to discuss.
Please note, I do not offer a sponsorship broker service, and can’t sell sponsorship on your behalf. You may find someone appropriate on my sponsorship broker registry.