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...
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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...
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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...
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This week, I'm focusing on Gold, Silver & Bronze sponsorship levels, providing the pros and cons of this approach. You can read the first part here, in which I ennumerate the first 5 of 10 cons. Today, let's take a look at the next five. Competition. Competition for sponsorship dollars is fierce, and you have some formidable opponents — sports teams, festivals, fairs, arts organizations, causes, municipalities, state parks and city transit stops. Even media organizations are producing their own events as a way of connecting with readers or viewers and selling sponsorship opportunities combined with their media inventory. If...
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I don't know about you, but the Daylight Savings Time change has got me all mixed up. My sleep patterns are off, I feel groggy, and I'm racing to reestablish my circadian rhythm. Just like our bodies' biological rhythms, sponsorship development has a rhythm, too. Are you in the optimum rhythm? Or do you feel a little off? Here are few signs to help you recognize that you're off-beat. Stressed. You're feeling super-stressed about landing sponsors ASAP because your event is only a couple months away. Conflicted. You really should be tending to other tasks and activities to ensure that...
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Organizations hire Gail Bower as their revenue strategist. She works with nonprofit organizations to put more money in their missions and with mid-market and larger firms to put more mission in their money.
An expert on nonprofit-corporate partnerships, she is the author of "How to Jump-start Your Sponsorship Strategy in Tough Times." Gail is a 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 interviewed about her work for the New York Times, Wall Street Journal, Marketplace, and Time magazine.
For more information, visit GailBower.com.
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