non-profits Archives - Power Sponsorship

5 Ways Rightsholders Need to Get Over Themselves

You’re great. No, really… you, your organisation, your properties, are all wonderful. I wish I could meet you all, and I could happily go to events and sports and museums every day of my life. But, here’s the thing… When it comes to sponsorship, you really need to get over yourselves. I’m sorry to have to burst your bubble, but sponsorship isn’t about you, and sponsors aren’t sponsoring you because they care. Sure, you can have a great relationship with them, and your contacts can be fans, but that’s not why they’re sponsoring you, and if you think it is, it’s hurting your bottom line. So I’m going to make it crystal clear how you […] Read More

You’ve Got the Big Sponsor, Here’s How Not to Screw It Up

The sponsorship industry is rife with advice on how to sell sponsorship. A quick search of the web will net you literally thousands of articles telling you which sponsors to target, how to contact the right people, how to develop offers, how to write proposals, on and on and on. Hell, my own blog is full of that kind of advice. Some of the sponsorship sales advice you’ll find on the web is fantastic, while some is… uhh… let’s just say the opposite of fantastic. But whatever the quality, there’s absolutely no question that there’s a lot of it. All this, while an equally important component of successful sponsorship is largely overlooked: How not to […] Read More

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 – a total rework of a blog from a a few years ago – 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 […] 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