Creating The Right Internal Culture For Sponsorship Success

Creating The Right Internal Culture For Sponsorship Success

Despite the way many For-Purpose organisations still go about first trying to engage corporate support, a sponsorship-seeker’s journey must begin with ensuring you have robust internal buy-in on behalf of your Board and CEO, as well as a commitment to fostering an internal culture of ‘commercial acceptance’.

What is ‘commercial acceptance’?

The best way to describe a For-Purpose organisation that has a strong culture of commercial acceptance would be to say they are ‘sponsorship friendly’ or they have a good sense of business acumen.

Creating The Right Internal Culture For Sponsorship Success

They understand that sponsorship is a business deal, that corporate partners will be looking to derive a return on their investment, and that the benefits of sponsorship are very much a ‘two way’ street where both parties are more successful as a result of their partnership together.

Many organisations mistakenly start their sponsorship strategy by flooding the corporate market with generic proposals in the hope that they will be delightfully overwhelmed by sponsors beating a path to their door.

Once upon a time, this method yielded some success, but times have moved on and companies are being spoilt for choice with the amount of charities and events seeking to diversify their income streams.

Every For-Purpose organisation exists to serve a community of followers and when you expand into new areas such as corporate partnerships, it’s essential to also create a foundation that supports your long-term success. This includes fostering a mindset shift from a fundraising model of seeking philanthropy, to committing to a corporate sponsorship strategy.

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2016-11-08T05:31:13+00:00By |