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Every day, my inbox fills with messages from people who want advice about selling sponsorship. Всеки ден ми кутия се изпълва с послания от хора, които искат съвети за продажба на спонсорство. There is nothing wrong with that – I'm happy to hear from you! Няма нищо лошо в това - аз съм щастлив да чуя от теб! The issue is that many, if not most, of those sponsorship sales efforts are destined to fail. Въпросът е, че много, ако не и повечето, от тези, спонсорство усилията за продажба, са обречени на провал. They are trying to sell the impossible. Те се опитват да продават на невъзможното ". When it comes right down to it, not everything you need money for is sponsorable. Когато става въпрос чак до него, не всичко, което се нуждаят от пари, е sponsorable. Some of the things that you have to do, because you are the kind of organisation you are – listen closely all you non-profits out there – do not have enough commercial appeal to attract sponsors. Някои от нещата, които трябва да направите, защото сте от вида на организацията и да сте - слушайте внимателно всичко, което без печалба там - не са достатъчно търговски жалбата за привличане на спонсори. I am not for one second saying that you shouldn't do those events or programs, just that seeking sponsorship for them is unlikely to be successful, so you need to shift to Plan B – a much easier and more realistic way to raise the money you need. Аз не съм за една секунда каза, че не трябва да правят тези събития или програми, само, че търси спонсорство за тях е малко вероятно да бъде успешен, така че трябва да се премине към план "Б" - една много по-лесно и по-реалистичен начин за привличане на пари която се нуждаете. There are four steps to this Plan B. Има четири стъпки за този план Б. Accept defeat Приеми поражението What often happens when an organisation plans an event is that a budget is drawn up, and whatever the shortfall is, that is the sponsorship target. Какво често се случва, когато една организация планове събитие е, че бюджетът е изготвен, и независимо от недостига е, че е спонсорство цел. You need $12,000 to break even, so that is what you must raise in sponsorship. Трябва 12 000 $ до нулевото ниво, така че е това, което трябва да повдигне в спонсорството. Unfortunately, your need and the commercial value of an event to sponsors are very rarely the same amount (and if they are, it's pure coincidence). За съжаление, вашите нужди и търговската стойност на един случай на спонсори са много рядко в същия размер (и ако е така, това е чиста случайност). It is much more likely that the amount you could realistically raise around one of your events or programs is either a lot less or a lot more than you need to run it. Тя е много по-вероятно е сумата, която реално би могла повиши около една от събития или програми, или е много по-малко или много повече, отколкото трябва да го изпълнява. Therein lays the beauty of Plan B. Read on. В това се определя красотата на план Б. четете нататък. Move away from compartmentalisation Се премине от вътрешната Imagine you have two events. Представете си, че двете събития. You need $10,000 in additional funding for each of them to make them happen. Трябва 10.000 допълнително финансиране за всеки от тях да ги направи да се случи. One is very commercially appealing and you raise the $10,000 without breaking a sweat. Един от тях е много привлекателен търговски и увеличи 10 000 щатски долара без да се скъса един пот. The other has an extremely small or niche market, doesn't have any critical mass, or maybe it is a particularly tough or dry subject, and you end up spending an inordinate amount of time trying in vain to raise the cash. Останалите е изключително малка или пазарна ниша, няма никакви критична маса, или може би това е особено трудно или суха въпрос, и вие в крайна сметка разходите един хаотичен период от време се опитва напразно да повиши пари в брой. Your board is calling in favours, you're discounting like crazy, but you never even get close to your goal. Вашият съвет се обажда в облагодетелства, вие сте дисконтиране като луди, но никога не се доближи до целта си. I hear this scenario over and over, but it is based on an inherently flawed premise: That every event or program needs to break even. Чух този сценарий отново и отново, но то се основава на един по своята същност недостатъци помещение: Това всеки случай или програма, трябва да достигне равновесие. Wrong. Грешен. Every event or program needs to meet the needs of your target market. Всяко събитие или програма трябва да отговарят на нуждите на целевия пазар. Your whole organisation needs to break even (or better). Вашият цялата организация се нуждае от почивка, дори (или по-добре). It doesn't really matter which event provides what funding. Тя не наистина въпрос, който събитие предвижда какво финансиране. Putting this arbitrary rule on how you fund the programs that meet your target markets' needs is counterproductive and unnecessary. Поставянето на този произвол от това как се финансират програми, които отговарят на нуждите на вашия целеви пазари "е обратен и ненужна. Concentrate on your most commercial properties Концентрирайте се върху най-бизнес имоти Identify your “sexiest” properties – not the ones featuring Angelina Jolie or Eric Bana (hubba hubba), the ones that have the most commercial appeal for sponsors. Определете вашия "най-секси" свойства - не тези, с участието на Анджелина Джоли или Ерик Бана (hubba hubba), тези, които имат най-комерсиалния призив за спонсори. Then, sell as much sponsorship of those events as you possibly can, generating maximum revenue for the least amount of effort. След това продават колкото спонсорството на тези събития, като евентуално може, генериране на максимални приходи за най-ниската сума на усилията. The goal is to raise significantly more sponsorship than you need to run the event, so you can shift the excess to the events and programs that need a financial boost. Целта е да се повиши значително повече от спонсорство, което трябва да тичам на събитието, за да можете да смени излишъка на мероприятия и програми, които се нуждаят от финансова подкрепа. Going back to the two events that need $10,000 each, what if you concentrated on the most commercial, raised $32,000, and used the excess to underwrite costs for other events? Да се върнем на две събития, които се нуждаят 10,000$ всеки, какво, ако се съсредоточи върху най-комерсиалния, повдигнати $ 32 000, и се използва излишъкът да поемат разходите за други събития? Some of you – largely non-profits – will probably be asking yourself whether it is ethical to sell sponsorship of one event and not spend the revenue on that event. Някои от вас - до голяма степен без печалба - вероятно ще се питат дали е етично да продаде спонсорството на едно събитие и не прекарват приходите на това събитие. The answer to that is a big, fat “yes”. Отговорът на този е голям, дебел "да". We are not talking about grants or donations, which can be earmarked to fund specific projects. Ние не говорим за безвъзмездни помощи или дарения, които могат да бъдат предназначени за финансиране на конкретни проекти. We are talking about marketing. Става дума за пускане на пазара. When you sell sponsorship, you are not selling the right to underwrite your costs; you are selling marketing opportunity, and it is worth what it's worth. Когато продавате спонсорство, не се продават правото да поемат разходите си; продава пазарна възможност, и си заслужава това, което си струва. Sponsorship is unallocated funds, and as long as you deliver whatever has been promised to the sponsor, you are free to do with it whatever you please. Финансиране не е разпределен по фондове, както и, стига да дава каквото е било обещано на спонсора, вие сте свободни да правят с нея каквото си харесва. Stop selling “lemons” Ние продаваме "лимони" Those great, but un-commercial, programs of yours need to be put on the backburner. Тези големи, но не-търговски, програми на твоя трябва да бъдат пуснати на backburner. Stop even pursuing sponsorship of them. Ние дори преследва спонсорство от тях. At best, it will require a lot of your time and still underperform. В най-добрия, то ще изисква много време и все още underperform. At worst, it will be an utter waste of time and talent, damaging your credibility with sponsors who may be good candidates for some of your other events, and making you hate your job. В най-лошия, той ще бъде един външен загуба на време и талант, повреждането доверието си със спонсори, които могат да бъдат добри кандидати за някои от другите събития, и като те мразя работата си. If there are a few decent benefits, you could add them to other sponsorship offers, providing a bit of added value, but not requiring a lot of marketing weight. Ако има няколко достойни обезщетения, бихте могли да ги добавите към други оферти за спонсорство, предоставяне на малка добавена стойност, но които не изискват много от търговията тегло. Selling sponsorship can be tough. Продажба на спонсорството може да бъде трудна. Make it easier on yourself. Направете го по-лесно на себе си. Sell what sells. Продава какво се продава. If you liked that post, then try these... Ако ви харесва този пост, след това се опитайте тези ... Pet peeve #723: Sponsees charging leverage fees Пет дразня # 723: Sponsees зареждане на лоста такси The Games Sponsorship Seekers Play – Game #3: The Outrageous Renewal Игрите Финансиране убежище Play - играта # 3: Скандално Подновяване Corporate Sponsorship Lies (and What They Really Mean) Корпоративно спонсорство Lies (и какво наистина означава) Ambush Marketing Set to Rise Засада за търгуване, да се покачва Attention Non-Profits: Your Mission Statement is Irrelevant Внимание без печалба: вашата мисия е без значение
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Every day, my inbox fills with messages from people who want advice about selling sponsorship. There is nothing wrong with that – I’m happy to hear from you! The issue is that many, if not most, of those sponsorship sales efforts are destined to fail. They are trying to sell the impossible. When it comes right down to it, not everything you need money for is sponsorable. Some of the things that you have to do, because you are the kind of organisation you are – listen closely all you non-profits out there – do not have enough commercial appeal to attract sponsors. I am not for one second saying that you shouldn’t do those events or programs, just that seeking sponsorship for them is unlikely to be successful, so you need to shift to Plan B – a much easier and more realistic way to raise the money you need. There are four steps to this Plan B. Accept defeat What often happens when an organisation plans an event is that a budget is drawn up, and whatever the shortfall is, that is the sponsorship target. You need $12,000 to break even, so that is what you must raise in sponsorship. Unfortunately, your need and the commercial value of an event to sponsors are very rarely the same amount (and if they are, it’s pure coincidence). It is much more likely that the amount you could realistically raise around one of your events or programs is either a lot less or a lot more than you need to run it. Therein lays the beauty of Plan B. Read on. Move away from compartmentalisation Imagine you have two events. You need $10,000 in additional funding for each of them to make them happen. One is very commercially appealing and you raise the $10,000 without breaking a sweat. The other has an extremely small or niche market, doesn’t have any critical mass, or maybe it is a particularly tough or dry subject, and you end up spending an inordinate amount of time trying in vain to raise the cash. Your board is calling in favours, you’re discounting like crazy, but you never even get close to your goal. I hear this scenario over and over, but it is based on an inherently flawed premise: That every event or program needs to break even. Wrong. Every event or program needs to meet the needs of your target market. Your whole organisation needs to break even (or better). It doesn’t really matter which event provides what funding. Putting this arbitrary rule on how you fund the programs that meet your target markets’ needs is counterproductive and unnecessary. Concentrate on your most commercial properties Identify your “sexiest” properties – not the ones featuring Angelina Jolie or Eric Bana (hubba hubba), the ones that have the most commercial appeal for sponsors. Then, sell as much sponsorship of those events as you possibly can, generating maximum revenue for the least amount of effort. The goal is to raise significantly more sponsorship than you need to run the event, so you can shift the excess to the events and programs that need a financial boost. Going back to the two events that need $10,000 each, what if you concentrated on the most commercial, raised $32,000, and used the excess to underwrite costs for other events? Some of you – largely non-profits – will probably be asking yourself whether it is ethical to sell sponsorship of one event and not spend the revenue on that event. The answer to that is a big, fat “yes”. We are not talking about grants or donations, which can be earmarked to fund specific projects. We are talking about marketing. When you sell sponsorship, you are not selling the right to underwrite your costs; you are selling marketing opportunity, and it is worth what it’s worth. Sponsorship is unallocated funds, and as long as you deliver whatever has been promised to the sponsor, you are free to do with it whatever you please. Stop selling “lemons” Those great, but un-commercial, programs of yours need to be put on the backburner. Stop even pursuing sponsorship of them. At best, it will require a lot of your time and still underperform. At worst, it will be an utter waste of time and talent, damaging your credibility with sponsors who may be good candidates for some of your other events, and making you hate your job. If there are a few decent benefits, you could add them to other sponsorship offers, providing a bit of added value, but not requiring a lot of marketing weight. Selling sponsorship can be tough. Make it easier on yourself. Sell what sells. If you liked that post, then try these... Beyond the “Sponsor Summit”: The Next Wave in Sponsorship Servicing Corporate Sponsorship Lies (and What They Really Mean) Don’t Send a Sponsorship Proposal Until You Read This How Do I Get Sponsorship for My Event? Sponsorship Seekers: How to Get Free Advice from a Consultant (and How Not To)