Late last month, Alice Kemerling and Alisa Carrel (Gilmore Keyboard Festival) offered a Voice from the Field workshop on securing corporate sponsorships. They used several vignettes from their years of practice to drive home the point that “sponsorships grow out of connections.”
In addition to the obvious connection of board member or staff member to corporate representative, they reminded us that we need to be mindful of the connections within the potential sponsor’s network: clients, vendors, colleagues, and professional services (attorney, accountant, real estate agent, etc.).
A potential sponsor may open the door to a roomful of others, but s/he will be protective of those relationships. So, Alice and Alisa suggested that we be willing to spend months getting to know a potential sponsor, even inviting them to participate in the benefits of sponsorship even before they sign on. They will discover how best to use those perks to the benefit of their own organization (e.g., treat clients, reward employees, court potential accounts).
Bottom line: there’s so much more to a sponsorship than the one relationship, yet that’s where it begins.