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Gail Bower
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If you represent a company that invests in sponsorship and has a clear strategy—in other words you appreciate the value of sponsorship and how to best leverage it to achieve your business goals—this article is not for you. This article is for companies that dabble with sponsorship. And want to get better. I’m going to let you in on a little secret. Sponsorship sellers are looking out for you. Continue reading
Posted Oct 16, 2018 at Sponsorship Strategist
If you can adopt this intention for your sponsorship relationship building, you’ll attract great partners and have some fun, too. Continue reading
Posted Oct 5, 2018 at Sponsorship Strategist
Think back to this time last year and consider your sponsorship program. Have you created more value? Or have you lost value? Continue reading
Posted Aug 20, 2018 at Sponsorship Strategist
You have three choices when you’re presented with a bad deal. Continue reading
Posted Jun 19, 2018 at Sponsorship Strategist
When you’re selling sponsorship — or anything for that matter — there is much you cannot control. But there is plenty you can. Why not take control of these things to tip the odds ever in your favor. Continue reading
Posted Jun 12, 2018 at Sponsorship Strategist
The single biggest mistake I see sponsorship sellers make is offering bland, generic sponsorship offerings that have no value. Every organization and event has something unique to offer each sponsor. I have never failed to recognize this truism in all the years I sold sponsorship and all the years I’ve advised thousands of sponsorship sellers. It is your job to draw out this uniqueness and highlight it in alignment with the sponsor’s measurable objectives. But too many people strip out of the offering the creativity, the spark, the uniqueness. That’s how they become a commodity. Continue reading
Posted May 23, 2018 at Sponsorship Strategist
Last month Philadelphia Magazine published an article on the apparent demise of a beloved and significant bicycle race in Philadelphia that had been on international calendars. The story recounted in the magazine is problematic for several reasons, but here's the main one. Continue reading
Posted May 6, 2018 at Sponsorship Strategist
You had a great conversation with a prospective sponsor. They’re super excited about the ideas you proposed, and you spend a couple days writing a rockin’ proposal. Your colleagues add more suggestions. You finalize the document and want to pinch yourself—the ideas here are fantastic, and the dollar signs will take your event or organization to a new level. You hit send and count the days till you get to discuss the proposal with the sponsor contact. You just know they’re going to love it and that this is the start of a long-lasting partnership between your organizations. Did I mention all the money your organization is going to generate? Whew! Might as well kick back and wait for the money to flow in, right? Continue reading
Posted Apr 29, 2018 at Sponsorship Strategist
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
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
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
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
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
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
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
Getting the balance right is what leads to a great, long-lasting relationship. Continue reading
Posted Apr 28, 2015 at Sponsorship Strategist
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
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