Tag Archives: sponsorship marketing

I had the pleasure of speaking at the AFP Congress in Toronto last week and the chance to speak with many people about the challenges of implementing a “sponsorship-based” revenue program in what has traditionally been a “donation-based” culture. I think that many organizations realize that the “corporate giving” pool is becoming increasingly competitive over limited funds and that to support or expand their operations, they must look to more commercially-driven sponsorships to diversify their revenue streams. The problem is that generating funds from corporate marketing budgets requires a radically different mindset and set of skills.

The first step is understanding the difference between donations and sponsorships. While corporate donations are [...]

I just returned from the Strategic Sponsorship Marketing: The Canadian Summit where I presented a one-day Municipal Forum on Sponsorship to a forward-thinking group of municipal representatives as well as a session in the general conference program on Winning Over the Public on Naming Rights and Title Sponsorships. Much of the discussion from both sessions focused on leveraging naming rights and title sponsorships as well as how to increase public take-up and acceptance for these types of partnership arrangements.

The following are some key considerations for implementing a successful Naming Rights or Title Sponsorship Program.

Focus on “Fit” – A proper “fit” has to be considered one of the most essential elements for [...]

As a fan of marketing and sponsorship, I’m amazed how quickly these environments (and disciplines) have changed in the last few years. Some of the changes have happened overnight, while others seem like they’ve been more gradual. In any case, we’re working with a new set of rules and if you’re focusing on a marketing or sponsorship model that’s 5 or 6 years old, you’re likely considered “old school” (scary, isn’t it?).

Here are five key “game changers” that are influencing the way we market our organizations or products or the way we recruit sponsors.

Impact of Technology and Social Media

Simply put, social media and other collaborative technologies have changed everything, from [...]