The Blog

  • Corporate Partnership Case Study: The Art of Doing Nothing

    In today’s post, I want to share a case study with you. An example of how I closed a major, multi-year sponsor in a way that will surprise you. It didn’t include any fancy sponsorship proposals or a complicated activation strategy.

  • What do Sponsors Want? Actually, Sponsors Don’t Exist!

    I know what you’re thinking “another post about how we should stop using the term ‘sponsor’ in favor of something like ‘partner.’” Nope. In fact, there is no word for “sponsors” because sponsors simply don’t exist. Wait…what? Let’s start with the working definition of sponsor from our friends at Google Translate:

  • The Most Powerful Asset in Sponsorship

    There is one thing that every single sponsorship property has to offer that every single sponsor wants…and very few sponsorship seekers realize they have it. What is this magical thing that will make your sponsorship sales so much easier? I’m going to tell you…but first a story! From “No Thanks” to “Sign Me Up!”

  • How to Use Audience Data for More Sponsorship Sales

    If you want to stop having your emails deleted, phone calls ignored and proposal thrown in the shredder it is essential that you get started in gathering data on your audience immediately. There is a gap in approach and knowledge between brands and sponsorship seekers.  Many sponsorship seekers do not possess the level of data

  • The Ultimate Sponsorship Prospecting Formula

    One of the main reasons people reach out to sponsorship consultants is for help with prospecting. I am often asked for my advice on how to get sponsors as though there is a magic formula that, if employed properly, will lead to more successful sponsorship packages. There isn’t…until now, that is.

  • Seven Corporate Sponsorship Strategies for the New Year

    Welcome back from, what I hope was, a restful and relaxing time with friends and family! If you’re anything like me, you spent the month of December saying things like “I will take care of that in the new year!” Putting off tasks to be handled by some future version of yourself in a distant

  • 7 Things to do to Prepare for the Holidays…and still bring in sponsorship dollars!

    7 Things to do to Prepare for the Holidays… and still bring in sponsorship dollars!  The holidays are a weird time! A mixture of excitement for some time off with family, daily invites to networking holiday parties and the pressure of year end all rolled into one. As you get closer and closer to the

  • How to Write a Sponsorship Letter (With a Template and Infographic)

    I have been getting tons of questions from readers, Sponsorship Academy members, clients and workshop attendees about writing sponsorship request letters. As you know by now, I am a strong believer in a sponsor-centric approach to sponsorship sales and have described the best ways to get sponsors on my blog and in the posts below:

  • How to Get (and keep) Sponsors for an Event: 14 Tactics to Increase Your Event Sponsorship Dollars

    Event Sponsorship Best Practice In my experience, we focus all of our time asking how to get sponsors for an event and not enough time asking our prospects what they are looking for. If you are in the charitable sector, you no doubt have a calendar full of walk/runs, golf, volleyball, dodge ball, lawn bowling and any

  • How to Get Sponsorship Dollars This Fall

    Five Tips on How to Get Sponsorship Money Many corporate entities make decisions for the following calendar year by the end of October/early November, which means that now is the time to act or you could leave some money on the table. Try these techniques and strategies for the next 30 days and you will

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