Since there is a natural tendency to move toward “action”-oriented events, sports events have become major players in the fundraising trend — a charity tennis or golf tournament for example. Seeing and using this interaction or melding of sports marketing and event marketing can help make your event more successful. In today’s world and with our ever-challenging economy, corporations are more judicious than ever before in their corporate giving. Competition for sponsor dollars is stronger than ever because the emphasis has shifted from corporate good guys to “what does this association really do for us?” Therefore non-profit foundations, college and high school athletic programs, sports teams and more specifically, their executive directors, marketing, development & public relations directors, have to be better than they have ever been in getting their particular organization’s name into the game” in order to win their “slice of the pie.” To set yourself up for sales
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success, consider the following:
- Change your mind set from what a corporate sponsor can do for you to what can your organization and your event do for the sponsor.
- Become more educated on the companies you are targeting and look for “inspired fits.”
- From a sponsor’s point of view, it’s all about value and how a sponsorship is going to either “make the cash register ring” and/or “move products off shelves.”
Tailoring sponsorship packages to corporations that actually help the corporation to either improve their brand or to sell more products – or both — is imperative for business success. If you take to heart the three key points above you will put yourself ahead of your competition.