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 [...]