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My job crosses over with the non-profit world quite a bit. Моята работа прекосява с нестопанска цел свят доста малко. Most non-profits need or want sponsorship, so it makes perfect sense. Повечето организации с идеална цел нужда, или искат спонсорство, така че има голям смисъл. As a result, I speak at a lot of conferences for non-profits and community organisations. В резултат на това, че аз говоря в много конференции за организации с идеална цел и общински организации. I contribute to publications. Аз допринесе за публикации. I sit on panel discussions. Сядам на панелни дискусии. And I pay close attention to the sponsorship advice being provided to this sector. И аз се отделя специално внимание на спонсорство съвет се предоставя на този сектор. My respect for non-profit fundraisers is immense. Моята връзка с нетърговска цел fundraisers е огромно. I think they reside right alongside nurses and teachers, as the care they put into their jobs and the belief in what they do is so strong, but they are undervalued in our society. Мисля, че те пребивават редом медицински сестри и учители, тъй като грижите, които въвеждат в работата си и вярата в това, което правят е толкова силна, но те са подценени в нашето общество. They need and deserve the best advice they can get. Те се нуждаят и заслужават най-добрия съвет те могат да получат. The problem is that some of the advice being provided to these non-profits is not going to be helpful, and may be totally counterproductive. Проблемът е, че някои от съветите, се предоставя на тези организации с идеална цел, не ще да е от полза, и може да бъде напълно обратен ефект. I know the people giving the advice are full of good intentions and want the sector to succeed, but much of the sponsorship advice going out to this sector is coming from fundraising all-rounders, not sponsorship experts, and it does not reflect the most effective, professional approach to the highly specialised world of sponsorship. Знам, че хората, които дават консултацията са пълни с добри намерения и искат на сектора да успеят, но голяма част от спонсорство съвети да се излиза от този сектор е набиране на средства, идващи от всички, топка и бухалка, а не спонсорство експерти, и като не отговаря на най-ефективните , професионален подход към високо специализирани света на спонсорство. Below, I've outlined some of the worst advice I've ever heard from these “experts”. По-долу са набелязани някои от най-лошите съвети, които съм чувал от тези "експерти". The worst thing is that I've heard or read every one of these dozens of times. Най-лошото е, че съм чувал или чел всеки един от тези десетки пъти. Of course, there will always be the exception – the organisation who succeeded by using these tactics. Разбира се, винаги ще има изключение - организацията, който успява с помощта на тази тактика. Let's just be clear going in: That is the exception. Нека просто да е ясно, ще се в: Това е изключение. “Stack your board” "Stack дъската" The idea behind this advice is that if you have a bunch of heavy hitters on your board, they will be able to secure sponsors on your behalf. Идеята зад това становище е, че ако имате един куп тежки Hitters на борда си, те ще бъдат в състояние да осигури спонсори от ваше име. In reality, this rarely works out as well as you might hope, and even if they do get some money, you will often end up with one – or all – of these scenarios: В действителност, това рядко се работи, както и може да се надяваме, и дори и да получите пари, често ще се свърши с едно - или всички - от тези сценарии: - They cut a deal for way less than the sponsorship is worth, generally because they don't know what a sponsorship is worth. Те направили сделка за начина по-малко от спонсорство е на стойност, по принцип, защото те не знаят какво е спонсорството си струва. - They think the $5000 donation secured from a top executive is great, without realising that they've now fouled any chance you had of securing any substantial marketing investment from that company. Те смятат, че $ 5000 дарение осигурени от топ изпълнителните е страхотно, без да осъзнават, че те сега размътена случайно сте имали за осигуряване на всички значителни инвестиции за търговия от това дружество. - They promise benefits that you can't or don't want to deliver, or which are in contravention of other deals you have in place. Те осигуряват преимущества, които не могат или не искат да доставят, или които са в противоречие с други оферти сте на мястото си. - You end up dealing with a marketing team who have had this senior executive's-choice sponsorship inflicted on their portfolio, whether it is a good strategic fit or not, and you never get a chance to forge a real partnership. В крайна сметка, занимаващи се с търговия отбора, които са имали този старши executive's отговори спонсорство нанесени на портфолиото си, независимо дали това е добро стратегическо съответствие или не, и никога не получи шанс да се изгради истинско партньорство. Is this really what you want? Това ли е наистина това, което искаш? The better option: По-добрият вариант: - Build a board that has exceptional skills and resources. Изграждане на борда, който е изключителни умения и ресурси. If they happen to be well-connected, consider it a bonus. Ако се случи да бъде с добри връзки, да счете за бонус. - Make a wish list of potential sponsors – ones that are well-matched with what you do – and provide it to the board. Направете списък с желания на потенциални спонсори - тези, които са добре подбрани с това, което правим - и го предоставя на борда. Ask them for referrals or to make calls on your behalf to open the doors only. Помолете ги за препратки или да се обаждат от ваше име да отвори вратите само. Finally, once you've got a sponsor's attention, don't squander it. Накрая, след като сте се погрижили внимание спонсора, не го пропилеем. Work with the marketing team to understand their overall marketing objectives and target markets and create a super-customised proposal that meets those needs. Работа с маркетинговия екип да разберем общите си цели пускането на пазара и целевите пазари и да създаде супер-конкретно предложение, което отговаря на тези нужди. “Go in at the C-level” "Отидете в най-C-ниво" This is related to the board issue, in that the top level of a company (CEOs, CMOs, etc) is unlikely to be where you'll find a real marketing partnership. Това е свързано с борда на въпрос, че в най-високото ниво на дружеството (изпълнителни директори, ООП и т.н.) едва ли ще бъде, където ще намерите истинско партньорство маркетинг. Instead, your offer will either be handed down the line until someone finally says “no”, or you might get a small donation (AKA, “go-away money”). Вместо това, вие предлагате или ще бъдат предадени за установяване на ред, докато най-накрая някой казва "не", или може да получите малко дарение (известен още като "зелените пари далеч"). Unless you are looking for a small donation, you are unlikely to get a satisfactory response. Ако търсите малко дарение, е малко вероятно да получи задоволителен отговор. The better option: По-добрият вариант: As above, deal directly with the marketing team. Както по-горе, се занимават пряко с маркетинг. “It's a numbers game” "Това е номера игра" This little gem is no doubt a derivative of fundraising via direct marketing. Това малко бижу е без съмнение производно на набиране на средства чрез директен маркетинг. If you make X number of calls or send Y number of mailers, you should get a response rate of Z%. Ако направите Х броя на обажданията или изпратете Y брой експедитор, вие трябва да получите отговор размер на Z%. The issue is that you are not asking mum and pop to part with $30 because they believe in what you do, you're asking a corporation for a $30,000 or $300,000 strategic marketing investment. Въпросът е, че не искат мама и поп да се раздели с $ 30, защото те вярват в това, което правиш, ти си иска корпорация за $ 30 000 или 300 хиляди щатски долара стратегически инвестиционен маркетинг. Sending hundreds of one-size fits all requests for sponsorship is not only unlikely to get you any significant money, it makes you look amateurish. Изпращане на стотици, "един размер подходящ за всички искания за спонсорство е не само вероятно няма да получи значителни пари, това ви кара да изглеждате аматьорски. And with the fierce competition for a sponsor's attention – not to mention their money – you need to be on your A-game, not a numbers game. И с жестока конкуренция за вниманието на спонсора - да не говорим за парите си - трябва да бъде на вашата игра, а не номера игра. The better option: По-добрият вариант: - Be very selective who you target – ideally target no more than 15-20 brands. Бъдете много селективни кой си цел - в идеалния случай целта не повече от 15-20 марки. - Choose brands that are both a target market and attribute/personality match with your organisation, program, or event. Изберете марки, които са целеви пазар и атрибути / личност мача с вашата организация, програма или събитие. - Do a lot of homework on the brand and develop a creative proposal that really breaks the mould. Да много домашна работа от марката и разработване на творчески предложения, които наистина прекъсвания на мухъл. Unsure how to develop that hit list or proposal? Сигурни как да се развие, което удари списък или предложение? The whole process is outlined in Целият процес е описан в The Sponsorship Seeker's Toolkit 3 rd Edition Финансиране на убежище Toolkit 3-то издание . “Look for sponsors who should be sponsoring you” "Търси спонсори, които трябва да ти спонсорира" This angle is driven by guilt. Този ъгъл се задвижва от чувство за вина. What companies are doing the wrong thing? Какви компании правят нещо погрешно? What companies are making too much money? Какви компании правят твърде много пари? What companies just spent a squillion on a stadium sponsorship? Какво компании просто прекарали squillion на стадион спонсорство? I work primarily for corporate sponsors, and I'm here to tell you, the second you invoke “should” is the second you've lost them. Работи предимно за корпоративни спонсори, и аз съм тук, за да ви кажа, второто се позовават "трябва" е вторият сте ги загубили. Even if they are talking in “shoulds” internally – as in, “we really should bulk up our community portfolio” – they don't want to hear it from you. Дори и да говорим в "shoulds" вътрешно - като в ", ние наистина трябва да насипно състояние до нашата общност портфейл" - те не искат да го чуя от теб. And given the number of approaches sponsors get from non-profits, they don't have to. И като се има предвид броя на подходите спонсори получите от организации с идеална цел, те не се наложи. The better option: По-добрият вариант: - Position yourself as a business partner and the sponsorship as a business solution. Позиция себе си като бизнес партньор и спонсорство като бизнес решение. - If a sponsor is active in the category you represent – environment, literacy, etc – showcase how sponsoring your organisation will help underpin their brand strategy. Ако е активен спонсор в категория, която представлява - околна среда, грамотност и т.н. - покажете как спонсориране на вашата организация ще помогне на основата на неговата стратегия марка. Most importantly, never frame a sponsorship as if it is the sponsor's responsibility to invest in your organisation. Най-важното е, никога рамка за спонсорство, както ако той е спонсор е длъжен да се инвестират във вашата организация. “For sponsors, it's all about the triple-bottom line” "За спонсори, всичко е въпрос на тройната-долния ред" Yes, the triple-bottom line is important, but it is unlikely to be a factor in a sponsor's decision to invest in your organisation. Да, тройна-долния ред е важно, но е малко вероятно да бъде фактор в решението на възложителя да инвестират във вашата организация. The part of that triple-bottom line that is often invoked in non-profit sponsorship approaches is that of Corporate Social Responsibility. В част от тази тройна-долния ред, който често е ползвано, подходи с нестопанска цел за спонсорство е, че на корпоративната социална отговорност. Here's the rub: Non-profit sponsorship does not tick the CSR box. Тук е натърквам: с нестопанска цел спонсорство не отметка в квадратчето КСО. CSR is not about how a company spends its money, but how they make their money. КСО не е за това как една компания харчи парите си, а как те правят парите си. If they make money in an ethical, sustainable way, they are already socially responsible and the box is already ticked. Ако те правят пари по етичен, устойчив начин, те вече са социално отговорни и кутията е вече отбелязаните. If they make money in a way that isn't socially responsible, sponsoring your organisation won't make a blind bit of difference – it won't tick the box. Ако те правят пари, така че не е социално отговорен, спонсориране на вашата организация няма да направи слепи малко разлика - тя няма да отметка в квадратчето. Plus, if you talk about CSR in your proposals, most astute sponsors will know immediately that you don't really understand what CSR is all about. Плюс това, ако говорим за КСО, в предложения, най-проницателен спонсори ще знае веднага, че наистина не разбират какво КСО е всичко. There is, of course, the exception to the rule. Има, разбира се, е изключение от правилото. If you are proposing a sponsorship that will help them do business in a more ethical, sustainable way – for instance, you will audit their environmental credentials and make recommendations – you may be able to genuinely claim impact on CSR. Ако се предлага за спонсорство, което ще им помогне да правят бизнес в по-етичен, устойчив начин - например, ще одит на екологичните пълномощията и да прави препоръки - може да бъде в състояние да твърдят, действително отражение върху корпоративната социална отговорност. The better option: По-добрият вариант: Don't talk about CSR, “good corporate citizenship”, or “giving back to the community”. Да не говорим за КСО, "добро корпоративно гражданство", или "връщане към обществото". It is unlikely any of these will push the “yes” button with a potential sponsor. Малко вероятно е някой от тези ще настоява "да" бутона с потенциален спонсор. Plus, these are calls to action for them to sponsor in the charitable sector – which is huge – and doesn't say anything specific about why they should sponsor your organisation. Плюс това, това са призиви за действие, за да се спонсор в благотворителния сектор - което е огромна - и не казват нищо конкретно за това, защо те трябва спонсор на вашата организация. Concentrate instead on the specific, strategic value of your offer. Концентрат, вместо на конкретни, стратегическата стойност на офертата. And be sure to showcase why you are a better fit, and offer a stronger business proposition, than the other non-profits vying for their cash. И не забравяйте да покажете защо сте по-добър баланс, и да предлагат по-силен бизнес предложение, в сравнение с другите организации с идеална цел се борят за техните пари. “Appeal to their compassion” "Възвание към техните състрадание" While I have absolutely no doubt that what your organisation does makes a big difference in people's lives, the same can be said for thousands upon thousands of other organisations. Макар че аз имам абсолютно никакво съмнение, че това, което вашата организация се прави голяма разлика в живота на хората, същото може да се каже за хиляди и хиляди други организации. Stacking an offer with one heart-wrenching story after another does not make a compelling business case and, frankly, is so common that if there was ever any impact, it's long gone now. Носещи оферта с едно сърце-трогателен разказ след друг не прави убедителни случай стопанска дейност и, честно казано, е толкова често, че ако някога е имало някакво влияние, това е дълъг няма. The better option: По-добрият вариант: Don't appeal to their compassion, appeal to their business sense. Да не се обжалва пред техните състрадание, жалбата им за бизнеса. Remind yourself constantly that this is a business relationship, and that providing marketing opportunity has a much higher value to a brand than simply being one of oh-so-many non-profits doing good things in the world. Напомни себе си постоянно, че това е бизнес отношения, и че осигуряването на пазарна възможност е много по-висока стойност на марката не просто е един от ох толкова много организации с идеална цел извършването на добри дела в света. Show them ways that they can involve their customers and staff – hooking into their compassion and making them the heroes. Покажете им, начина, по които те могат да включат своите клиенти и служители - кука на тяхната съпричастност и което ги превръща в герои. The upshot of all of this is that if you are trying to raise sponsorship, you need strong sponsorship skills. Резултатът от всичко това е, че ако се опитвате да се повиши спонсорство, трябва отлични умения за спонсорство. They are not a subset of fundraising, and if you want to succeed a sponsorship, it behoves you to seek out the best sponsorship advice you can find. Те не са подвид на набиране на средства, а ако искате да успеете за спонсорство, тя подобава да се търсят най-добрите съвети за спонсорство може да намерите. If you liked that post, then try these... Ако ви хареса този пост, след това се опитайте тези ... Steps: A Sponsorship Seeker's Guide to the Recovery 12 стъпки: Наръчник на търсещия спонсорство към възстановяване Webinar for Non-Profits Only: Secrets of Selling Non-Profit Sponsorship Webinar за организации с идеална цел само в: Тайните на продажба с нестопанска цел спонсориране Sponsorship Seekers: Five Phrases You Should Say More Often (and a Couple You Should Ban) Финансиране убежище: Пет фрази трябва да кажете по-често (и няколко Вие трябва Бан) Ambush Marketing Set to Rise Засада Маркетинг ще нарасне Where to find The Sponsorship Seeker's Toolkit 3rd Edition in America Къде да намерим за спонсориране убежище Toolkit 3rd Edition в Америка
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My job crosses over with the non-profit world quite a bit.我的工作跨越与非商业界不少. Most non-profits need or want sponsorship, so it makes perfect sense.大多数非利润需要或想赞助,所以它非常有意义. As a result, I speak at a lot of conferences for non-profits and community organisations.因此,我说在一个非利润和社区组织的会议很多. I contribute to publications.我奉献出版物. I sit on panel discussions.我坐在小组讨论. And I pay close attention to the sponsorship advice being provided to this sector.和我密切关注的赞助建议提供给这一部门. My respect for non-profit fundraisers is immense.我对非营利组织募款方面是巨大的. I think they reside right alongside nurses and teachers, as the care they put into their jobs and the belief in what they do is so strong, but they are undervalued in our society.我认为他们居住的权利护士和教师一起照顾他们把自己的工作和在他们所做的事情的信念是如此强大,但他们在我们的社会价值被低估. They need and deserve the best advice they can get.他们需要和应该得到最好的建议,他们可以得到的. The problem is that some of the advice being provided to these non-profits is not going to be helpful, and may be totally counterproductive.问题是,一些意见提供给这些非利润是不会有帮助,而且可能是完全相反的效果. I know the people giving the advice are full of good intentions and want the sector to succeed, but much of the sponsorship advice going out to this sector is coming from fundraising all-rounders, not sponsorship experts, and it does not reflect the most effective, professional approach to the highly specialised world of sponsorship.本人知道的人给予建议分别充满善意,并希望业界成功,但大部分的赞助advice走出去的,这是从筹款来通才,而不是赞助的专家机构,它不反映最有效,专业的方法,高度专业化的赞助世界. Below, I've outlined some of the worst advice I've ever heard from these “experts”.下面,我概述了最坏的意见,我曾经从这些“专家”听到了一些. The worst thing is that I've heard or read every one of these dozens of times.最糟糕的是,我已经听到或读到的时候,这些都每天都有几十个. Of course, there will always be the exception – the organisation who succeeded by using these tactics.当然,总会有例外 - 谁该组织通过使用这些策略取得了成功. Let's just be clear going in: That is the exception.让我们说清楚要去的:这是个例外. “Stack your board” “堆栈你局” The idea behind this advice is that if you have a bunch of heavy hitters on your board, they will be able to secure sponsors on your behalf.这个建议背后的想法是,如果你有一个板子上的重量级的一群,他们将能够确保您的名义赞助商. In reality, this rarely works out as well as you might hope, and even if they do get some money, you will often end up with one – or all – of these scenarios:事实上,这很少奏效了,以及你可能希望,即使他们得到一些钱,你会经常最后一个 - 或全部 - 这些情景: - They cut a deal for way less than the sponsorship is worth, generally because they don't know what a sponsorship is worth.他们缩减了不到赞助的方式是值得的交易,一般是因为他们不知道什么是赞助的价值. - They think the $5000 donation secured from a top executive is great, without realising that they've now fouled any chance you had of securing any substantial marketing investment from that company.他们认为,从5000美元捐赠担保是伟大的高管没有意识到他们现在已经犯规任何机会,你的保护任何来自该公司的主要营销投资已. - They promise benefits that you can't or don't want to deliver, or which are in contravention of other deals you have in place.他们承诺的好处,您不能或不愿提供,或在你在的地方有其他违反协议的. - You end up dealing with a marketing team who have had this senior executive's-choice sponsorship inflicted on their portfolio, whether it is a good strategic fit or not, and you never get a chance to forge a real partnership.你最终处理的是一个营销队伍谁都有过这种高级executive's选赞助对他们的投资组合造成的,无论是一个良好的战略合适与否,你永远不会有机会建立真正的伙伴关系. Is this really what you want?这真的是你想要什么? The better option:更好的选择: - Build a board that has exceptional skills and resources.建立一个委员会,有特殊技能和资源. If they happen to be well-connected, consider it a bonus.如果他们恰好是连接良好,认为这是一个奖金. - Make a wish list of potential sponsors – ones that are well-matched with what you do – and provide it to the board.做一个潜在的赞助商的愿望清单 - 这是良好的匹配与你做什么的 - 并将其提供给董事会. Ask them for referrals or to make calls on your behalf to open the doors only.要求转介,或可以使你的名义开的门只要求. Finally, once you've got a sponsor's attention, don't squander it.最后,一旦你有一个赞助商的注意,不要浪费了它. Work with the marketing team to understand their overall marketing objectives and target markets and create a super-customised proposal that meets those needs.与营销团队一起工作,了解他们的整体营销目标和目标市场,并创建一个超级定制的建议,以满足这些需求. “Go in at the C-level” “进去在C级” This is related to the board issue, in that the top level of a company (CEOs, CMOs, etc) is unlikely to be where you'll find a real marketing partnership.这是有关董事会的问题,因为一个公司(首席执行官,集体等)的顶层是不可能在这里您可以找到一个真正的营销伙伴关系. Instead, your offer will either be handed down the line until someone finally says “no”, or you might get a small donation (AKA, “go-away money”).相反,你的报价要么是传世之行,直到终于有人说“不”,否则你会得到一个小捐赠(又名“走,走的钱”). Unless you are looking for a small donation, you are unlikely to get a satisfactory response.除非你是一个小捐赠来看,你是不可能得到一个满意的答复. The better option:更好的选择: As above, deal directly with the marketing team.如上所述,直接涉及的营销队伍. “It's a numbers game” “这是一个数字游戏” This little gem is no doubt a derivative of fundraising via direct marketing.这个小宝石无疑是通过直接销售的筹款衍生. If you make X number of calls or send Y number of mailers, you should get a response rate of Z%.如果你把X的电话号码或邮寄发送Y的数量,你应该得到的Z%的反应率. The issue is that you are not asking mum and pop to part with $30 because they believe in what you do, you're asking a corporation for a $30,000 or $300,000 strategic marketing investment.问题是,你是不是要与妈妈和流行30元部分,因为他们相信你做什么,你问一个为30,000元或30万美元的战略投资公司的营销. Sending hundreds of one-size fits all requests for sponsorship is not only unlikely to get you any significant money, it makes you look amateurish.发送一个大小数百个适合所有要求的赞助,不仅不会让你有大量的金钱,它让你看起来业余的. And with the fierce competition for a sponsor's attention – not to mention their money – you need to be on your A-game, not a numbers game.而随着一个赞助商的激烈竞争关注 - 更不用说他们的钱 - 你需要在你的A -游戏,而不是一个数字游戏. The better option:更好的选择: - Be very selective who you target – ideally target no more than 15-20 brands.谁是你的目标非常有选择性的 - 理想目标不超过15-20品牌. - Choose brands that are both a target market and attribute/personality match with your organisation, program, or event.选择品牌既是目标市场和属性/与您的组织,程序或事件的个性匹配. - Do a lot of homework on the brand and develop a creative proposal that really breaks the mould.做了很多功课的品牌,发展创意的建议,真正打破了模具. Unsure how to develop that hit list or proposal?不知道该如何发展击中列表或建议? The whole process is outlined in整个过程概述 The Sponsorship Seeker's Toolkit 3 rd Edition 赞助导引头的工具包第3版 . “Look for sponsors who should be sponsoring you” “寻找赞助商赞助你应该是谁” This angle is driven by guilt.这个角度是由内疚. What companies are doing the wrong thing?公司在做什么是错的? What companies are making too much money?哪些公司正在太多的钱? What companies just spent a squillion on a stadium sponsorship?什么公司只花了球场上的赞助下,squillion? I work primarily for corporate sponsors, and I'm here to tell you, the second you invoke “should” is the second you've lost them.我的工作主要是为企业赞助商,我在这里告诉你,你的第二个调用“应该”是你已经失去了他们的第二位. Even if they are talking in “shoulds” internally – as in, “we really should bulk up our community portfolio” – they don't want to hear it from you.即使他们是在“应该”内部讨论 - 如“我们真的应该散装我们的社会组合” - 他们不希望听到你的心声. And given the number of approaches sponsors get from non-profits, they don't have to.并考虑到赞助商若干办法从非利润得到的,他们没有. The better option:更好的选择: - Position yourself as a business partner and the sponsorship as a business solution.你自己定位为商业伙伴和赞助作为一个商业解决方案. - If a sponsor is active in the category you represent – environment, literacy, etc – showcase how sponsoring your organisation will help underpin their brand strategy.如果担保人是活跃在你们所代表的类别 - 环境,扫盲等 - 展示如何帮助您的组织将发起巩固他们的品牌战略. Most importantly, never frame a sponsorship as if it is the sponsor's responsibility to invest in your organisation.最重要的是,从来没有一个赞助框架仿佛是赞助商的责任,投资你的组织. “For sponsors, it's all about the triple-bottom line” “赞助商,它是所有关于三重底线” Yes, the triple-bottom line is important, but it is unlikely to be a factor in a sponsor's decision to invest in your organisation.是的,三重底线是重要的,但不太可能是在赞助商的投资决定组织中的因素. The part of that triple-bottom line that is often invoked in non-profit sponsorship approaches is that of Corporate Social Responsibility.该三重底线,往往是在非营利性的赞助方法调用的一部分,是企业的社会责任. Here's the rub: Non-profit sponsorship does not tick the CSR box.这里的难题是:非营利赞助企业社会责任不勾选框. CSR is not about how a company spends its money, but how they make their money.企业社会责任不在于公司如何花的钱,而是如何让自己的钱. If they make money in an ethical, sustainable way, they are already socially responsible and the box is already ticked.如果他们在道德,可持续的方式赚钱,他们已经对社会负责,盒子已经选中. If they make money in a way that isn't socially responsible, sponsoring your organisation won't make a blind bit of difference – it won't tick the box.如果他们做的方式,是不是对社会负责,主办机构不会让你一个有点钱的差异盲 - 它不会在方框里打勾. Plus, if you talk about CSR in your proposals, most astute sponsors will know immediately that you don't really understand what CSR is all about.另外,如果你谈谈你的建议的CSR,最精明的赞助商将立刻知道你并不真正了解企业社会责任是什么. There is, of course, the exception to the rule.有,当然,对规则的例外. If you are proposing a sponsorship that will help them do business in a more ethical, sustainable way – for instance, you will audit their environmental credentials and make recommendations – you may be able to genuinely claim impact on CSR.如果你是提出了赞助,这将有助于在一个更合乎道德的,他们做生意的可持续的方式 - 例如,你会审核其环保认证,并提出建议 - 你可以真正主张企业社会责任的影响. The better option:更好的选择: Don't talk about CSR, “good corporate citizenship”, or “giving back to the community”.不要谈论企业社会责任,“优秀企业公民”,或“回馈社会”. It is unlikely any of these will push the “yes” button with a potential sponsor.这是不太可能将推动上述任何一个潜在的赞助商“是”按钮. Plus, these are calls to action for them to sponsor in the charitable sector – which is huge – and doesn't say anything specific about why they should sponsor your organisation.另外,这些都是他们的行动要求赞助的慈善机构 - 这是巨大的 - 并没有具体说什么,他们为什么要赞助您的组织. Concentrate instead on the specific, strategic value of your offer.而不是集中在特定的,你提供的战略价值. And be sure to showcase why you are a better fit, and offer a stronger business proposition, than the other non-profits vying for their cash.并且一定要展现你为什么是更好的配合,并提供比其他非现金争相为他们的业务利润更强的命题. “Appeal to their compassion” “上诉到了自己的怜悯之心” While I have absolutely no doubt that what your organisation does makes a big difference in people's lives, the same can be said for thousands upon thousands of other organisations.虽然我绝对没有什么疑问,让您的组织是否在人们的生活带来很大的区别,同样可以说是在成千上万的其他组织. Stacking an offer with one heart-wrenching story after another does not make a compelling business case and, frankly, is so common that if there was ever any impact, it's long gone now.堆叠包括一个令人痛心的故事提供了又一个不作出令人信服的商业案例,坦率地说,很常见,如果曾经有过任何影响,它的长走了. The better option:更好的选择: Don't appeal to their compassion, appeal to their business sense.不要呼吁他们的爱心,呼吁他们的商业意识. Remind yourself constantly that this is a business relationship, and that providing marketing opportunity has a much higher value to a brand than simply being one of oh-so-many non-profits doing good things in the world.不断提醒自己,这是一个商业关系,并且提供市场机会已经不是简单地的OH -所谓的许多非做世界一个美好的事物利润高得多的价值,一个品牌. Show them ways that they can involve their customers and staff – hooking into their compassion and making them the heroes.他们展示的方式,他们可能涉及他们的顾客和工作人员-挂接到他们的爱心,使他们的英雄. The upshot of all of this is that if you are trying to raise sponsorship, you need strong sponsorship skills.所有这一切的结果是,如果你想提高赞助,赞助你需要强大的技能. They are not a subset of fundraising, and if you want to succeed a sponsorship, it behoves you to seek out the best sponsorship advice you can find.他们不是筹款子集,如果你想成功的赞助,就应当您寻找最好的赞助商的意见,你可以找到. If you liked that post, then try these...如果您喜欢这个职位,然后尝试这些... The “Designated Problems” of the Sponsorship Industry “指定”问题产业的赞助 The Problem with Sponsorship Levels与赞助水平问题 Think an Online Form Will Make Sponsorship Selection Easier?会觉得一个在线表格制作赞助的选择更容易? Think Again!再想想! Scary economy dos and don'ts for sponsorship seekers可怕的经济赞助者DOS和注意事项 What Should a Sponsee Include in a Year-End ROI Report?需要什么样的赞助方包括在年终投资回报率报告?