Off-The-Grid Sponsorship
Posted: 8/12/2009 5:23:51 PM by
Dan Kowitz | with 0 comments
I have just returned from a fantastic trip to Australia! The first week was for business and the next two weeks for vacation. My wife and I had so many unique experiences, such as up-close encounters with crocodiles, aboriginal rock art viewings, snorkeling the Great Barrier Reef, climbing to the top of the Sydney Harbour Bridge and attending an opera at the world famous Sydney Opera House.
I also did something else quite unique; I went off the grid entirely! After the business was done, there was no blogging, tweeting, Facebook, LinkedIn and NO email (sorry boss). To no one’s surprise, it was the most enjoyable vacation we have ever taken.
Now I am back to blogging, tweeting and all the rest, and it got me to thinking about what really can make sponsorship unique at a time like this—a time when many corporations say they don’t have the money to spend on sponsorship, and every nonprofit is trying to figure out how to continue to attract sponsors (and members or visitors). All this while corporations are trying harder than ever to grow revenue or in some cases stay alive. Sponsorship, if done correctly, is the one medium than can provide both the buyer and seller an opportunity to provide unique experiences and true added-value to the museum visitor, meeting attendee or involved consumer. For sponsors, being able to connect with their potential costumers in such a unique way seems like something they need more of right now, not less.
Maybe it’s time for both sides to go off the grid. Don’t just talk signage, mailing lists, logo visibility, Web recognition, etc. Spend time talking about ways both parties can deliver true value or unique experiences to the end user. Make the core of a sponsorship about a once-in-a-lifetime behind-the-scenes chance to swim with the dolphins, or work together to provide valuable business resources to members of an association.
I am not suggesting that the traditional benefits of sponsorship go away. But more importantly, if both parties want to stand out from the crowd, you need to focus the core of a deal around something different than what everyone else is doing. By doing this in combination with traditional benefits, sponsors and properties alike may end up with the most successful sponsorship they have done.
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Filed under: nonprofit, associations