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Archive: Cause Sponsorship

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The three things missing from every sponsorship package (and the one thing there is too much of!)

The three things missing from every sponsorship package (and the one thing there is too much of!)

by | May 11, 2020 |

As part of our work at The Sponsorship Collective, we review hundreds of sponsorship decks every year across Canada and the US. There are some simple changes that every sponsorship seeker should implement to make the strongest deck possible. A good sponsorship package is never a replacement for good sponsor-centric sales techniques and relationship building but if you are going to make a sponsorship package, at least make it best in class. The following three things are missing from 99% of sponsorship packages that we see yet 100% of the sponsors we talk to want to see this information. Before you dive in, if you are involved with a charity or a non profit looking for sponsorship, check out these titles in our “sponsorship for causes” series: Cause Marketing versus Corporate Sponsorship Sponsorship Cause Marketing Common Mistakes Definitive Guide to the Sponsorship Proposal The Biggest Problem with Sponsorship and How You Can Fix It Corporate Social Responsibility a Users Guide for Nonprofits How to Start a Sponsorship Program for Your Nonprofit 3 Most Common Barriers To Good Cause Sponsorship Things Sponsors Say: “We Don’t do Sponsorship” What I Wish I Knew at the Beginning of My Sponsorship Career Audience data […]

Things Sponsors Say: “We Don’t do Sponsorship”

Things Sponsors Say: “We Don’t do Sponsorship”

by | Mar 2, 2020 | , , ,

We’ve all heard it from our prospects, that “we don’t do sponsorship anymore.” How can this be? Sponsorship spending is at an all-time high, is more nuanced than ever before and is more effective and measurable than at any point in the past. Sponsorship encompasses all disciplines within the marketing spectrum…and this brand simply doesn’t do it? What gives? Well, let me tell you what gives! Sponsorship is Broken…and it’s Our Fault When a company says that they don’t “do sponsorship,” what they really mean is that they don’t pay a made up sum of money in order to put a logo on some signs at an event with a poorly defined audience. So, when a prospect says that they don’t do sponsorship, what they are really telling you is that they no longer do bad sponsorship. In fact, for many sponsorship properties, “sponsorship” has become synonymous with this old-school approach. That is, an exchange of money for a handful of low value “sponsorship” opportunities like logo placements and signage. Given how many individuals still sell sponsorship using sponsorship packages, with outdated levels, made up values and little more than recognition on signage…it’s no wonder that brands “don’t do sponsorship”. […]

What I Wish I Knew at the Beginning of My Sponsorship Career

What I Wish I Knew at the Beginning of My Sponsorship Career

by | Apr 4, 2017 | , , ,

One of my personal heroes is Ira Glass, the longtime radio producer and NPR reporter. He’s turned the radio show into a modern art form, built for the podcast age before podcasts were even a thing. One of my favourite quotes about creativity comes from Glass. It’s a bit long, but I promise, it’s worth the read: “For the first couple years you make stuff, it’s just not that good… But your taste, the thing that got you into the game, is still killer. And your taste is why your work disappoints you… Most people I know who do interesting, creative work went through years of this. We know our work doesn’t have this special thing that we want it to have… And if you’re just starting out, you gotta know it’s normal and the most important thing you can do is do a lot of work… You’ve just gotta fight your way through.”

3 Most Common Barriers to Good Cause Sponsorship

3 Most Common Barriers to Good Cause Sponsorship

by | Nov 20, 2016 | , , , , , ,

Before you dive in, if you are involved with a charity or a non profit looking for sponsorship, check out these titles in our “sponsorship for causes” series: Cause Marketing versus Corporate Sponsorship Sponsorship Cause Marketing Common Mistakes Definitive Guide to the Sponsorship Proposal The Biggest Problem with Sponsorship and How You Can Fix It Three Things Missing From Every Sponsorship Package Corporate Social Responsibility a Users Guide for Nonprofits How to Start a Sponsorship Program for Your Nonprofit Things Sponsors Say: “We Don’t do Sponsorship” What I Wish I Knew at the Beginning of My Sponsorship Career Cause sponsorship is what we call it when charities, not-for-profits and associations engage in sponsorship (hospitals and education are covered under cause sponsorship, too). We work with tons of causes on their sponsorship programs and have noticed some themes come up repeatedly. Let’s talk about the three most common (perceived) barriers to good cause sponsorship:

Cause Marketing versus Corporate Sponsorship: The Ultimate Showdown

Cause Marketing versus Corporate Sponsorship: The Ultimate Showdown

by | Apr 22, 2016 | , ,

I think this will be an interesting case study for those in the charitable sector as well as my colleagues on the brand side. Before you dive in, if you are involved with a charity or a non profit looking for sponsorship, check out these titles in our “sponsorship for causes” series: Sponsorship Cause Marketing Common Mistakes Definitive Guide to the Sponsorship Proposal The Biggest Problem with Sponsorship and How You Can Fix It Three Things Missing From Every Sponsorship Package Corporate Social Responsibility a Users Guide for Nonprofits How to Start a Sponsorship Program for Your Nonprofit 3 Most Common Barriers To Good Cause Sponsorship Things Sponsors Say: “We Don’t do Sponsorship” What I Wish I Knew at the Beginning of My Sponsorship Career Let me set the stage: I was working with a fairly small, grassroots organization who were approached by a consumer goods company. The plan? To sell their products at the point of purchase of various stores across the city. The charity would get $5 per sale, the rest going to the consumer goods company.