I attended the Association of Fundraising Professionals’ Midwest Conference on Philanthropy yesterday and although the content of the conference was not sponsorship focused, there were some insights that were very relevant to sponsorship.
The opening session was led by Adrian Sargeant, the Robert F. Hartsook Professor of Fundraising at Indiana University. Even though the content of the session was focused on driving donor loyalty, there were several topics covered that are pertinent, and three that I would like to highlight. The concepts of retention and defection, lifetime value, and value segments all have a place in sponsorship. Because of the limited information available on some of these topics within fundraising, during his research Sargeant turned to insights developed on the consumer side.
This weekend’s rivalry matchup between my alma mater, Northwestern University, and their in-state rivals, the University of Illinois, reminded my sponsorship-geared brain of an interesting deal signed by another Illinois institution, State Farm Insurance.
Last month, State Farm signed a multi-year deal to present a rivalry series between Arizona State University and the University of Arizona.
Although seemingly unremarkable (sponsors already present football and basketball rivalry games and weeks on television networks), this relationship is deceptive in its breadth and depth. more
See Episode 1 for information about this blog series.
Motel 6’s Great Teddy Bear Roundup
Before: This week, Accor North America’s Motel 6 and Studio 6 brands launched the second annual Great Teddy Bear Roundup. This program asks people to donate new teddy bears at Motel 6/Studio 6 drop-off locations. The locations then deliver the teddy bears to local law enforcement, fire stations and hospitals that use the teddy bears “to comfort children experiencing stressful or traumatic situations.” The 2008 campaign yielded 10,000 teddy bear donations across the country. This year, the local police or fire department in the community where the most donations are made will also receive $6,000. Read the Motel 6 press release here.
Because audience data is crucial to properties’ ability to sell and renew sponsorship, I’m always intrigued to see creative ideas for obtaining such research.
We recently heard from Jeff Springut of Springut Group, producer of many events in Rochester, N.Y., on how he collected demographic info from attendees at this summer’s Party in the Park concert series and the Big Rib Bar-B-Que and Blues Fest.
I have no problem admitting I love partaking in some Real Housewives of Orange County viewing (or Atlanta, New Jersey, New York City, hell, it could be The Real Housewives of Des Moines and I’d probably watch). However, it is definitely not the first thing I bring up as conversational fodder when attempting to convey my personality and what I stand for. So, when I read today that Sprint is signed on as a sponsor of Bravo’s fifth season of The Real Housewives of Orange County,I was a bit… well, stunned I guess.
For starters, here are the deets of the deal; Sprint will receive:
For years we have been talking about how sponsorship has become much more than just hanging banners for visibility. It provides a platform to truly engage with consumers and potential customers. When sponsorships are designed around an enhanced user experience, the outcomes are typically much more fruitful for all involved. The deal is executed in an authentic way and the property, the sponsor and the consumer all win.
There were some pretty big sponsorship news stories during the past week or two and since everyone else seems to have a top ten list, I wanted to do one too. Plus, doing a top ten list pretty much guarantees at least some people will be interested. Personally, I always turn to the top ten lists in magazines first and click on any news stories that say “Top Ten”. Maybe this will be the beginning of a series…hmm…enjoy! more
While cruising through the status updates of my peeps on Facebook I saw the Cleveland Cavaliers had posted this offer: “Talk about a slam dunk! We want to share one of our best perks with you! Our friends at Quicken Loans give us a great discount on home loans as part of their exclusive benefit program, The Mortgage Insiders. But you can get it too! Just ask about adding the Mortgage Insiders Benefit Program to your workplace benefits.... Be part of the winning team by participating with the Cavs, Cleveland Clinic, UPS, Microsoft, Dell and others and become a Mortgage Insider today!”
Received a press release yesterday from Pheasants Forever, a nonprofit conservation and hunting-oriented organization, announcing that Miller High Life will again be the official beer of the group, extending a longtime relationship. MillerCoors will overlay the sponsorship with an on- and off-premise promotion that raises funds for PF. The Miller High Life Rooster Promotion allows adult consumers to purchase paper roosters for either $1 or $5, with “net funds raised” going to local PF chapters to fund wildlife habitat projects. more
Don’t be alarmed, at no point during this blog post will a floating ad featuring Ty Pennington jump out of this blog post and scream at you through a megaphone.
We all have our armchair quarterback moments, where we see something we would have done differently to enhance a campaign or partnership. And then we see some that nag us because they have potential and yet need a bit of an overhaul. Right partners, not-quite-right relationship.
Just a note: as we have so much merging and converging of ideas and relationship types in our industry today—I’m going to use “sponsorship” fairly broadly and cover corporate relationships like added-value advertising and cause marketing as well. more