On a more serious note, obviously, my new role at work is Business Development Manager, which is the professional way of saying “sponsorship salesman” (which is the politically incorrect way of saying “sponsorship salesperson”). I got lent this book before I started work, so I could be thinking strategically about how to seek out sponsorship money.
Depending on whether you’ve been paying much attention to sponsorship in the last few years, you may have noticed that the way sponsorship is done has been changing dramatically. In the good old days, non-profit organisations would trot along to big companies and ask for money. In exchange, they would put the companies’ logos in every single possible location.
However, nowadays, everybody’s a bit smarter than that, and we now realise that people going to events, really don’t notice the logos.
So now we have to come up with more strategic ways of getting sponsorship money. Which I think is all to the good, because why offer something that is a waste of money (temporarily putting aside the fact that it would be nice for companies to support non-profit organisations)?
So this book takes you step-by-step through the process of working out how to make offerings to sponsors that actually offer genuine value to them. How to enhance their image, how to connect them with target audiences they are trying to reach, etc. I won’t bore you with all the details, but the book’s approach is nicely systematic, and keeps you focused on the process you need to win sponsorships.
Obviously, I haven’t tested this in real life yet, so it will be interesting to see how it holds up, but it’s given me a clear path ahead. 4 1/2 out of 5.