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Gail Bower
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Several corporate representatives recently have asked me about the ROI of their nonprofit sponsorships. They’re wondering how they should be structuring these partnerships for the best results. Then they drop in an important detail. Continue reading
Posted Mar 26, 2018 at Sponsorship Strategist
Here’s some good news and bad news about how to price sponsorship. Bad news? You probably aren’t charging enough for your sponsorship opportunities. The good news? You can change this. Wimpy sponsorship pricing only hurts you. Continue reading
Posted Mar 20, 2018 at Sponsorship Strategist
You're overwhelmed with proposals. You may have success criteria for your sponsorship, but what about for your partners? Here are 10 signs of a successful sponsorship relationship. Continue reading
Posted Feb 19, 2018 at Sponsorship Strategist
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One of the 8 drivers of sponsorship success is the quality of your sponsorship program. When was the last time you took a good hard look at what you’re selling? If your sponsorship program lacks value, you’re propping up a façade, which ultimately undermines your confidence. It’s a new year and time to review and upgrade. Continue reading
Posted Jan 15, 2018 at Sponsorship Strategist
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If you’ve worked with me or taken one of my workshops, you know that one of my mantras is that selling sponsorship is all about selling the future. If that’s the case, it follows that an important activity for you is to keep an eye on the future, at least the near-term future. You’ll want to pay attention to changes and shifts in the marketplace that present opportunities for your organization and sponsors. These shifts provide you with important information about brands, culture, your audiences, and about the business landscape in general. These patterns can influence new ideas for your sponsorship efforts and value you create. Read on to get started with three trends I see. Continue reading
Posted Jan 8, 2018 at Sponsorship Strategist
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If your corporation is going to be strategic about its support of nonprofits — via philanthropy and through sponsorship investments — you have to be intentional about your partnerships, not just accept any opportunity that comes along. Corporations that only think sports when it comes to sponsorship (70 percent of all sponsorship dollars go to sports entities) are missing huge swaths of consumers. Plus they are competing with a lot of other sponsors. Plenty of excellent nonprofit organizations can be fantastic partners, and you’ll stand out from your competition. Here are the essential questions I recommend considering at three stages of your relationship with a nonprofit organization. Continue reading
Posted Sep 5, 2017 at Sponsorship Strategist
How’s your sponsorship sales follow through? Are you proactively taking the steps necessary, from beginning to end, to complete sales and move your prospects to the next step, with recovery time in between? Or fizzling out before this important step? Continue reading
Posted Jul 24, 2017 at Sponsorship Strategist
Gail Bower has shared their blog Sponsorship Strategist
Jul 16, 2017
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Have you ever instructed your staff member who has no sponsorship skills to go call some random company about sponsorship? You might be tossing your team into the sponsorship abyss. Continue reading
Posted Feb 20, 2017 at Sponsorship Strategist
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Here are 17 hot tips to fire up your sponsorship development engine. Continue reading
Posted Feb 7, 2017 at Sponsorship Strategist
If professional services companies — law firms, accounting practices, marketing and ad agencies — are on your sponsorship prospect list, you’re going to have to use more persuasion to educate and acquire them. Recently, the presenters of a webinar aimed at professional services providers highlighted their research on the types of marketing tactics that these firms use. They also revealed which work and which don't. Continue reading
Posted Jan 3, 2017 at Sponsorship Strategist
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If you follow news about corporate sponsorship, you might think we’re preparing for an apocalypse. Do a search and if there are stories about corporate sponsorship and certain areas of our culture — particularly municipalities, education, and parks, nature, and the environment — there will be handwringing, anxieties, and panic among the citizenry that the world is coming to an end. That world is black and white, on or off. No gray, no dimmer switch, no continuum. Fueling the anxieties are some reporters who imagine sponsorship in worst-case scenario terms. Take, for instance, a recent story in The Washington Post... Continue reading
Posted Aug 1, 2016 at Sponsorship Strategist
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Getting the balance right is what leads to a great, long-lasting relationship. Continue reading
Posted Apr 28, 2015 at Sponsorship Strategist
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Find out what happens when the wrong metrics are used to evaluate and measure sponsorship ROI and how marketers and brand managers may be at risk. Continue reading
Posted Sep 3, 2014 at Sponsorship Strategist
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... Continue reading
Posted Jul 7, 2014 at Sponsorship Strategist
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... Continue reading
Posted Apr 15, 2014 at Sponsorship Strategist
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You may have heard about the sticky situation Jay Z found himself in just before the holidays. About to launch his line of branded merchandise, Jay Z’s retail partner Barney’s became embroiled in controversy, accused of racial profiling. According to reports, in separate incidents, police stopped and questioned two black customers who’d just purchased items at the luxury retailer and left the store. Barney’s conducted an investigation and found that no employees were involved in the police officers’ actions. Jay Z refused to back out of his deal with the retailer — though he gave himself an out pending the... Continue reading
Posted Jan 21, 2014 at Sponsorship Strategist
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... Continue reading
Posted Jan 10, 2014 at Sponsorship Strategist
In the first two parts of this series, I've outlined ten reasons why using generic levels of "sponsorship," typically referred to as Gold, Silver & Bronze packages, is not a favorable approach to nonprofit partnerships with corporations. (If you want to catch up on the series before reading further, you can read Part 1 here and Part 2 here.) I promised you two reasons to keep the generic Gold, Silver & Bronze packages, and today I make good on the promise. Contribution. Gold, Silver & Bronze or some other generic designation is really a contribution by a company or smaller... Continue reading
Posted May 23, 2013 at Sponsorship Strategist
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... Continue reading
Posted May 22, 2013 at Sponsorship Strategist
Yesterday morning I "hungout" with Emily Guerrero, Communications Director at the Prince Williams Chamber of Commerce, in Prince William County, Virginia, and Mike Hoover, President of TML a Xerox Company and a Chamber member, via Google Hangout, as a sneak preview for their June 14 event where I'll be the keynote speaker. Take a look and find out what Mike and his team value about partnering with nonprofit organizations. For event details and to register, visit the Chamber's event calendar for the June 14 event. Continue reading
Posted Apr 30, 2013 at Sponsorship Strategist
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Daniel Pink's new book Daniel Pink spoke in Philadelphia recently, on tour with his new book To Sell is Human. If you have the opportunity to hear him, go. He's funny, entertaining, and in a short presentation has some interesting insights about selling today. Key among his main messages is the nature of our ABCs which has changed dramatically. If you've seen the film, Glengarry Glen Ross, you probably remember Alec Baldwin's speech to "get them to sign on the line that is dotted" and the ABCs: "Always Be Closing." (Ugh.) In those days, Pink says, the salesperson usually had... Continue reading
Posted Feb 4, 2013 at Sponsorship Strategist
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It's a new year and an excellent time to consider your sponsorship operation anew. Here are 13 practices by both corporations and sponsorship sellers that are a good place to start. Time to let these dated, ineffective behaviors or operations go. Suggestions for corporate sponsors. Online forms. The conundrum is that you receive tons of proposals that don't begin to meet your objectives. I get it. My company receives enough off-the-mark sponsorship proposals to make the extrapolation easy. But here's the thing: you're turning away good opportunities and the potential for meaningful relationships with organizations that won't waste their time.... Continue reading
Posted Jan 2, 2013 at Sponsorship Strategist
A Wall Street Journal Blog, Market Watch, posted this Q&A with George Hamilton, the executive in charge of Dow Chemical's Olympics sponsorship. It's an interesting perspective on how Dow is using the investment for B2B, CSR, and PR purposes. Hamilton predicts $1 billion in incremental business from the partnership. Continue reading
Posted Aug 9, 2012 at Sponsorship Strategist
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Robb Pardee I'll be joined by leadership coach and trainer Robb Pardee next week for a workshop in Philadelphia, presented by the Philadelphia Business Journal with promotional support by PANO. (Details and registration link here.) Robb will discuss using LinkedIn to Supercharge your Nonprofit, and I had the opportunity to ask Robb a few questions. Even if you're unable to attend, you'll readily see possibilities for your sponsorship relationship-building. Robb, tell us why are you so enthusiastic about LinkedIn. Part of my enthusiasm about LinkedIn comes from my own experience. LinkedIn has dramatically impacted my business and increased my exposure... Continue reading
Posted Aug 8, 2012 at Sponsorship Strategist