If you've got a wifi connection and access to a browser tomorrow at 1 p.m. EST, spend a half hour with me in a discussion with Tony Martignetti for his podcast Nonprofit Radio. We'll be talking about what it takes to get great results from your nonprofit corporate sponsorship operation. Have a few questions you'd like me to answer? Tweet them to him (@TonyMartignetti) today, and we'll hope to cover as many as possible. I hope you'll tune in! Read more →
Through the years, hundreds of people have contacted me, inquiring whether my firm offers services* to represent their events or organizations and sell corporate sponsorship on their behalves. Most everyone genuinely believes that an outsourced approach would be the most efficient route to the goal of increasing unrestricted or non-dues revenue through corporate sponsorship. Some of the people who’ve contacted me convey a sense of hopefulness, as if finding someone to sell sponsorship for their event or organization would make all their financial dreams come true, like a silver bullet. Unfortunately, it’s not that simple. If you’re curious about whether... Read more →
You’re thinking about your next career opportunity, and you’re ready to take your next step towards a new position in sponsorship. You’re ready for a new challenge. Good for you, and congratulations! Evolution, continuous learning, and challenging ourselves are what make life — and us as individuals — more interesting. Go for it! That new corporate sponsorship job may sound great, but is it? Or will it drag you into the quicksand? Before you sign on the dotted line, however, don’t get caught in the quicksand of sponsorship positions. These are jobs that may sound great but actually may drag... Read more →
Sometimes it's difficult for us to believe that in a corporate sponsorship sales setting we have much control over situations. Indeed there is much that is out of our control. So how are you doing on the variables you can control? Here are five areas to explore. Process. A key oversight I uncover with consulting, workshop, and coaching clients is that the organization has no sales process. In fact very often if I ask about process, I'm met by blank stares, which tells me there is no awareness about a need for a sales process. This step is crucial. It... Read more →
You may have heard about the sticky situation Jay Z found himself in just before the holidays. About to launch his line of branded merchandise, Jay Z’s retail partner Barney’s became embroiled in controversy, accused of racial profiling. According to reports, in separate incidents, police stopped and questioned two black customers who’d just purchased items at the luxury retailer and left the store. Barney’s conducted an investigation and found that no employees were involved in the police officers’ actions. Jay Z refused to back out of his deal with the retailer — though he gave himself an out pending the... Read more →
If you sell sponsorship, you should hope that your prospects read Seth Godin's influential blog because today's post endorses sponsorship. Godin cites several reasons why corporate sponsorship is a good medium, particularly for reaching "an elite or allusive demographic," in an era of exploding media options. (I wrote about this very topic earlier in the explosion, which you can read here, making the case for why sponsorship is a highly effective choice among our fragmenting, proliferating media.) He encourages people seeking sponsorship to understand more about why corporations sponsor to begin with and notes five reasons: Substitute for advertising. Bragging... Read more →
Many organizations view their corporate sponsorship programs as a static set of “benefits,” usually very low-level stuff, that they might update once a year. A better way to regard your corporate sponsorship program is as a renewable resource, a constant source of ideas, innovation, visibility and, ultimately, revenue. Four Sources for Sponsorship Innovation Four sources fuel your ability to innovate your sponsorship program. Current offerings. Your sponsorship opportunity — event, program, initiative, etc. — has inherent value and offerings presently, plus new easy-to-develop ideas you could offer now. Future offerings. Your organization has ideas for the future — ways that... Read more →
Gail Bower transforms organizational complexity into strategies that result in sustainable revenue, increased growth, and greater value. Author of "How to Jump-start Your Sponsorship Strategy in Tough Times," she’s a professional consultant, coach, writer, and speaker, with more than 25 years’ experience in marketing and managing some of the country’s most important events, festivals, and sponsorships. A trusted media source, Gail’s been quoted in Time magazine, Fox Small Business Center, MPI’s One+ magazine, among many others. Visit GailBower.com for more information.
Gail Bower's Guidebook: How to Jump-start Your Sponsorship Strategy in Tough Times
Does the recent economic upheaval that sent seismic shifts through our culture have you wondering what to do next with your sponsorship development efforts?
Marketing and sponsorship strategist Gail Bower wrote this short guidebook for you. Get the confidence, perspective, and techniques you need to jump-start your sponsorship strategy today.
“A professional GPS system to keep you on a successful track.”
- Steven Wood Schmader, CFEE,
President & CEO
International Festivals & Events Association (IFEA