Category Archives: Sponsorship Development

One of the first things out of many clients or prospective client’s mouths when we first meet with them is “we’re not into marketing” or “marketing is for business, not us”. Simpy stated, this is hogwash.  If your organization is involved any way, in attracting, servicing and keeping customers or encouraging behaviour change of any kind, like it or not, you’re in the “marketing business”. This is especially true for any organization that relies on earned revenue to sustain their operations such as user / member fees, sponsorship, product sales, fundraising, etc.

The fact is that if you were to replace the word profit with revenue or impact, the key functions of marketing [...]

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One of the biggest mistakes we make in recognizing sponsors is that we don’t thank companies in ways that the audience understands the value that the partnership has brought to the sponsored program or event. To illustrate this, how many times have you ever seen a web page full of sponsor logos or listened to the MC say “I want to thank the following sponsors blah, blah, blah”. What does this approach really do to create a stronger link between the audience and the sponsor?

Sponsors invest in your organization or event because they want to build relationships with your audiences. They know that if they can connect in authentic ways, [...]

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We often get asked a lot what goes into an effective sponsorship proposal. The short answer is that an effective proposal presents a vision that a prospect sees themselves a part of, and a logical conclusion as to how the sponsorship is going to eliminate some level of “pain”, whether it be marketing, community relations, building employee morale, etc.

In my view, the two most important elements of presenting an effective proposal are:

  • Understanding the “pain” or issue you want to address
  • Presenting your case in a manner that the reader finds logical and compelling

The reality is that if you don’t understand your prospect’s specific marketing challenge or pain, the odds of you [...]

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