Latest Thinking from IEG
IEG’s sponsorship experts provide unique perspective on the latest industry developments, news and trends. These posts will make you think, challenge conventional wisdom, give you new ideas, and spark discussion.
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Will Other Online Companies Follow in the Sponsorship Footsteps of AOL and GoDaddy.com?
An AOL press release from earlier this week about AOL’s sponsorship of Mercedes-Benz Fashion Week spurred a thought. I wanted to better understand what online companies such as AOL, Google and YouTube are sponsoring and why online companies aren’t more active in sponsorship.
Filed under: nonprofit, research, sports, NASCAR
Three Ways to Devalue Your Corporate Sponsorships via Third-Party Fundraising Events
I read a white paper, written by Blackbaud and Event360, this morning that discusses third-party fundraising events and how to maximize them. While there are good nuggets of information about logistics and tracking, the brief does not touch on how to have third-party events live harmoniously with corporate sponsorship. In fact, the paper asserts that “traditional event organizers need to view independent fundraising as supplementary, not competitive, to their existing development portfolio.”
Filed under: arts, cause marketing, guidelines, nonprofit, non-traditional categories, ambush marketing
Building an Entrepreneurial Culture
In our work with properties, my colleagues and I make a point of looking to maximize every appropriate asset—not just to deliver standard benefits like signage or print recognition, but also to offer truly unique access to influencers or thought leaders that couldn’t be bought otherwise.
Filed under: associations, nonprofit, assets
Is Wikipedia A Sponsorable Property?
As a nonprofit organization, can Wikipedia be a cause marketing or strategic philanthropy platform? Would sponsors be interested in partnering with the online pioneering information source?
Those are the questions a task force looking at the long-term financial sustainability of the Wikipedia currently is trying to answer. In true wiki fashion, anyone is invited to join the task force.
Filed under: nonprofit, strategic philanthropy, what is sponsorship, cause marketing
Geeked About Best Buy, Children’s of Minnesota
If you spend enough time immersed in sponsorship, it can be easy for deals and activations to run together and not seem all that new or surprising. So it’s not often that a deal makes me sit up and say, “How cool is that?” Well, reading this bit of news made me do just that.
Last month, Best Buy opened the first in-hospital Geek Squad tech support precinct at Children’s in Minneapolis, the company’s hometown.
Filed under: hospitals and healthcare, nonprofit, strategic philanthropy, activation
Is There A Cause Marketer Willing To Not Play It Safe?
In case anyone was wondering what to gift to get me, here’s my one-item grown-up Christmas list. (Man, I have got to stop listening to the all-holiday music station on the way to work.)
I have no expectation of finding this gift under the tree, but one can hold out hope for a Christmas miracle, right?
I would like to see a corporation have the heart and stomach to conduct a cause marketing or strategic philanthropy campaign that tackle issues beyond those that can be considered safe. This is a threshold rarely even approached in CRM’s 26-year history.
Filed under: nonprofit, strategic philanthropy, cause marketing
You’ve Got Mail (From Senator Grassley): Questions to Ask Yourself Now
Senator Charles Grassley (R-Iowa) has made it a personal mission to uncover [questionable] relationships between non-profit healthcare groups and pharmaceutical and medical device companies, ostensibly to prevent any censored or conflicted information from making its way into or out of the organizations we trust. This week, 33 more organizations received their "Grassley letters," following in the long line of sigh-inducing paperwork that has ramped up since last fall.
Filed under: hospitals and healthcare, medical societies, nonprofit, associations
Sponsorship and the White House Crashers
An interesting item coming out of the White House party crasher story is the couple’s foray into sponsorship in connection with a charity polo event. As this article from The Washington Post points out, the couple staged an international polo match which ended up with dissatisfied attendees, unpaid vendors and charities getting far less than what might have been expected.
I’ll let you read the article, but a couple thoughts that came to mind from the situation
Filed under: cause marketing, contracts, events, nonprofit, backlash
Workplace Giving: Time To Party Or To Pitch In?
Tough economic times have threatened to make the workplace holiday party a thing of the past at some businesses. As this article from TheStreet.com points out, some companies are replacing this annual tradition with a donation or a call for community service.
While charitable giving and community service are to be commended, I can’t help but think of Seinfeld’s George Costanza’s take on donations in lieu of traditional gifts. Efforts to inspire or motivate employees should be more than an effort to whitewash cost-cutting. If the economy were to regain its strength tomorrow, would the holiday party be back on the schedule?
Filed under: nonprofit, strategic philanthropy, activation
Creating Sponsorship Programs Where There Previously Where None
Last week I had a conversation with a colleague, Daren Watkins. I wanted to share some of our conversation because I think some of his challenges and hopefully his successes may be relevant to a lot of properties.
Watkins is the special events coordinator for the Real. Texas. Festival. in Mesquite, TX. His sponsorship career started four years ago with the first Real. Texas. Festival. Watkins has been with the Festival from the beginning and is responsible for the establishment and success of the Festival. Watkins secured 17 sponsors the first year of the Festival, including a presenting sponsor. His sponsorship program has since grown to more than 20 sponsors.
The Festival is a two-day event in April that features live entertainment, a car show and a rodeo. The Festival now attracts close to 25,000 attendees.
Filed under: entertainment, events, local, nonprofit, research, activation