Several
readers of my quarterly e-newsletter, called BowerPower Papers, submitted
questions that they were wondering about during this challenging economic year, as I wrote my guidebook, How to Jump-start Your Sponsorship Strategy in Tough
Times. The book answers these questions – and more – and I'm sharing the answers here (sometimes with more detail) in case they clear up something you're wondering
about, too.
Q: On
sponsor recruitment, are there specific tips for finding and getting involved
in the right industry groups or finding other networking opportunities? From
Pam Weisz, Director of Corporate Sponsorship, Pro Bono Net, Inc.
A: First, you have to be clear which
industries you’re targeting and how those industries work. Always research thoroughly.
Then,
you want to be where the decision makers from these companies go, either
physically or virtually. These places may be industry trade associations, trade
publications, charities, chambers of commerce, business or economic summits or conferences, and online communities.
I also recommend Beth Brodovsky's blog, Mingle, as a source for tips and ideas on networking. Not only does she have great ideas and is fearless in her own networking, but she also references other writers and bloggers who have good things to say.
Here
are 10 tips from my book on uncovering networking opportunities:
Networking. Boost
your networking activities right now to meet new people with the
decision-making authority to invest in your sponsorship program. Here are ten
sources to expand your network:
1. Ask your current sponsors. Who
else can they refer to you?
2. Check with your media
partners, especially through their advertising sales staff. These folks know
who’s advertising. How can you make it worthwhile to them to ask for an
introduction? For example, could you offer an incentive or an expanded media
buy if their client signs on?
3. Check with retail partners,
who know about new products, which manufacturers have co-op budgets to spend,
and which are more promotionally minded than others. Who can they help you
bring to the table? Retail partners benefit from increased traffic and sales
resulting from the sponsorship effort.
4. Reach out to your board and
circle of influence. Who do your board members know? Who among your staff
members’ connections might be appropriate sponsors? Follow these network links
until you get to the right person.
5. Do you know who the right
person is, but don’t know how to reach them? Enter the name in LinkedIn and see
who in your network knows them. Make the connection, but not electronically.
Pick up the phone. Human contact is always best. Use other social networks to
conduct research in similar ways.
6. Attend and support business
and fundraising events in your community. You’ll meet a new world of business
contacts, hear about what’s happening in your region or town, and make
connections in an appropriate and social setting.
7. Are you trying to branch out
to a new industry sector? Follow the industry. Attend their business meetings
and conferences, regionally and nationally, to meet prospective sponsors. Ask
questions to learn what is important.
8. Take an active role on
professional committees or boards that allow you to get to know new people,
especially corporate leaders.
9. Volunteer in other settings,
such as neighborhood or charitable events.
10. Be bold and contact someone mentioned in the local or
regional media who seems appropriate for your opportunity. The more personal
you can make this connection, however, the better and easier.
