I often hear that it’s an old cliché and we need to set it aside. But I believe that, no matter what phrase you want to use, we need to think differently. We need to be more creative in our sector. We need to take technology to the next level. We need to think beyond the norm. And we need to be bold. We need to crush those archaic (and as I once noted, the costliest eight words in the English language) thoughts of “But we have always done it that way!”
It is time to take charge. I don’t care if you are a development officer, a VP of sponsorship, an ED, or a fulfilment coordinator. Push back and bring forth your new ideas. We have been stagnating. Other than pro sports, creativity in the sponsorship sector has been in a rut for too long. Here are some examples of what I mean.
- We still ask sponsors to “support” galas and give them nothing more than a banner, logo, speaking opportunity, and a table for eight! What else can they do to engage audiences, showcase their services and provide value add while also showcasing the mission of the organization / charity? Perhaps it is an experiential activation on site or a gaming app for during the gala tied to donating or integrating silent auction items into the gamification opportunity. But we need to be more creative at galas and balls and receptions.
- What about our communications? Sure, we have gone electronic and digital with newsletters and videos and such… but how can sponsors be integrated into those to again, provide value to the recipients, to provide gamification opportunities with content of value. We need to move beyond just a click through link in our newsletter and weekly “updates” we need to have sponsors help us to make people want tom pen the message.
- We need to shift our inventories of assets and valuations from the archaic Excel spreadsheet format to software based systems to manage that inventory and enhance fulfilment management and track ROI for sponsors. Products like PandoPartner exist (and others) – we need to shift to them to take the load off the human element and shift those folks to being boots on the ground in the street selling and generating more revenue. Same staffing… more boots on the ground generating revenue and less sitting behind a desk.
- Last week’s TMC spoke to the use of technology to assist you in prospecting using empirical data versus anecdotal based prospecting. That investment pays off when you are only calling on industries and companies that are truly qualified.
- I see too many organizations living in the days of old as they continue to think that they can research everything they need to know online and through researchers, and then build proposals only to get rejected. They need to push back and say to the CEO, DD, or ED of the property, “This is a long-term relationship-building process, not a quick slam dunk ‘ask for a big amount because they are a financial institution and have lots of money!’” We need to understand that it is meetings and relationship building that secures long-term deals that deliver maximum ROI for both partners. Please push back, stand up for what will help your organization, and do not be bullied into “pitch packages” and “go get the money now!”
Your creativity, ideas, and ability to think beyond what has been done safely before are there, but you have to unleash them. You need to build the courage to go where your mind and creativity will take you. Stop being conformed by the safety of “We have always done it that way.” Be bold, trust your instincts, and take a calculated risk. As has been said so often, “Ships are safe in harbours, but that is not what ships were made for.” Sponsorship was designed to be creative, interactive, engaging, and compelling. Take your “sponsorship ship” out of the harbor and steer it where it belongs—to greater heights of success!
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