Last week was the Western Sponsorship Congress® – Alberta Forum. It was amazing as it has been for that 20+ years. Someone asked me why I attend these events. They said they have seen me at SponsorshipX and The Partnership Conference, AFP Conferences, Canada’s Fundraising Conference, SMCC events and educational sessions and others and sometimes not speaking at them but still there. And they wanted to know why I go to these when I am a “veteran” (I guess they determined that in their mind because I did a keynote address and look old) and as they referred to it “an industry leader”. They wanted to know why I attend and what I would ever take away from these? Lol… I was dumbfounded.
How I responded was simple. I said, “I am here to learn”. What I took away from different other “industry leaders” in their sessions was incredible. The insights I did not have was revealed and I learned a ton. What I could better understand about the Canadian Sponsorship Landscape Study when Norm O’Reilly presented it than just me reviewing the date was dramatic. I then told this person, that on top of the learning (even at my ripe old age) I rekindled relationships with folks I had not seen in a while, made new relationships, secured some business and opened doors for some potential future business. And I also told them… this all happens at EVERY professional development event I attend. I cannot say I have been to one where I did not take away at least one new bit of learning and one new or re-connected relationship.
When it comes to professional development and networking… I am all in. Everyone of these speakers at the Western Sponsorship Congress® – Alberta Forum and most other industry related conferences in Canada have people who have chosen to give freely of their time, cost of travel and insights and knowledge to benefit other in the sector. They are not there to take away… they are there to give.
(Funny how that is… this past year when recruiting for the 5 Minute Pitch brands I had two national Canadian firms both decline because they could not see what ROI was in it for them personally and / or their company. Both are household brands in Canada and both are strong buyers of sponsorships. I shook my head because people think those companies are “leaders” in Canada. I feel that they would gain by sharing their knowledge to help those coming up through the ranks on both the brand side, but more importantly on the property side so that those folks will learn from leaders in the sector. But each to his own. I believe in giving back and it makes me feel good. And it does drive business to us too, qualified business. It truly is about relationships and those are forged and rekindled at events like Western Sponsorship Congress® – Alberta Forum or any of the other events for sponsorship professionals and PR and GR folks and fundraisers, non-profits, charities and municipalities and events.)
So, if you are young and learning, pick the events that have open and welcoming leaders at them who are there to support you. For those in our ranks who are “seasoned veterans”, come and learn… I am sure you don’t know everything. Also, it is an opportunity for you to give back like what was probably so freely given to you!. That’s what I learn at these events and specifically this one.
© 2025 All rights reserved.