Book a Call

Archive: Corporate Sponsorship

The latest industry news, interviews, technologies, and resources.
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 Given how many individuals still sell sponsorship using sponsorship packages, with outdated levels, made up values and little more than recognition on signage…it’s no wonder that brands “don’t do sponsorship”. […]

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!

by | Dec 6, 2017 | , ,

  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 holidays people start to put things off to “the new year,” a magical time in the distant future where all of your tasks lie waiting. Here are nine things that you can do in December to keep the momentum going for your sponsorship program:

Redemption for Big Brands

Redemption for Big Brands

by | Sep 20, 2016 | , ,

In the past, The Sponsorship Report  has written about the emerging trend among forward-thinking brands to attempt to seize ownership of an issue rather than merely sponsor a cause. It’s the difference between soloist and choir. Ownership makes a brand synonymous with an issue or, more appropriately, the effective resolution of an issue, rather than associating it with an organization or a program. Dove did it with women and self-esteem. Bell appears to be doing it on mental health anti-stigma. CIBC may have done it with breast cancer, although that space has a loud choir in addition to a strong soloist.

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.

Sponsorship and Corporate Philanthropy Ethics

Sponsorship and Corporate Philanthropy Ethics

by | Mar 28, 2015 | , ,

Sponsors you select to partner with contribute to the success of your events and shape the perception of attendees or spectators.   Given the rise of ethical consumerism, brands featured on your sponsorship list can be either your strongest asset or your weakest point.  At the core of ethical marketing lies transparency and honesty. Consumers become increasingly aware of their purchasing power and the consequences of their purchase decisions. Hence, a growing number of your target audience favors companies with corporate social responsibility.  This guide covers every key factor of ethical sponsorship and discusses some pivotal questions with an expert on the topic.  Is Sponsorship Ethical? Before we jump to the interview, let’s answer a fundamental question – does ethical sponsorship exist? No doubt that who you partner with sends a message to the public, and so every sponsorship-seeking organization should spend some time thinking about the types of corporate development they are willing to engage in. Sponsorship is ethical if you: When growing your sponsorship pool, you can source companies with corporate social responsibility (CSR) policy. CSR indicates a brand’s dedication to sustainability and ethical business operations.  I’ve teamed up with fundraising Jedi, Mena Gainpaulsingh of Purposeful Fundraising Inc. Mena […]