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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.我的工作跨越與非商業界不少. Most non-profits need or want sponsorship, so it makes perfect sense.大多數非利潤需要或想贊助,所以它非常有意義. As a result, I speak at a lot of conferences for non-profits and community organisations.因此,我說在很多會議的非營利組織和社區組織. I contribute to publications.我奉獻出版物. I sit on panel discussions.我坐在小組討論. And I pay close attention to the sponsorship advice being provided to this sector.和我密切關注的贊助建議提供給這一部門. My respect for non-profit fundraisers is immense.我尊重非盈利募捐是巨大的. 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.我認為他們居住的權利的同時護士和教師,照顧他們把自己的工作和信仰,在他們做的是如此強烈,但他們被低估的社會環境. They need and deserve the best advice they can get.他們需要和應該得到最好的建議,他們可以得到的. 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.問題是,一些建議提供給這些非利潤是不會有幫助,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.我知道人們建議分別給予充分的善意,並希望業界成功,但大部分的贊助 advice走出去這個部門是來自籌款通才,而不是贊助專家,並且它不反映最有效,專業的方法,高度專業化的全球贊助. Below, I've outlined some of the worst advice I've ever heard from these “experts”.下面,我列出了一些最嚴重的意見,我聽說過這些“專家”. The worst thing is that I've heard or read every one of these dozens of times.最糟糕的是,我已經聽到或閱讀每一個這些幾十倍. Of course, there will always be the exception – the organisation who succeeded by using these tactics.當然,總會有例外 - 組織誰成功地使用這些戰術. Let's just be clear going in: That is the exception.讓我們說清楚要去的:這是個例外. “Stack your board” “堆棧你局” 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.這個建議背後的想法是,如果你有一堆重量級板子上的,他們將能夠獲得贊助商代表閣下. 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:事實上,這很少奏效了,以及你可能希望,即使他們得到一些錢,你會經常最後一個 - 或全部 - 這些情景: - They cut a deal for way less than the sponsorship is worth, generally because they don't know what a sponsorship is worth.他們達成一項協議的方式不到贊助是值得的,一般是因為他們不知道什麼是贊助的價值. - 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.他們認為,5000美元捐贈覓得一位高管是偉大的,沒有意識到他們現在已經犯規任何機會,你有任何實質性的保證,從該公司的營銷投資. - 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.他們承諾的好處,您不能或不願提供,或在其他交易違反你在的地方. - 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.你最終處理的是一個營銷隊伍誰都有過這種高級 executive's選贊助給本國的投資組合,無論是一個良好的戰略適合與否,你永遠沒有機會建立真正的夥伴關係. Is this really what you want?這真的是你想要什麼? The better option:更好的選擇: - Build a board that has exceptional skills and resources.建立一個委員會,有特殊技能和資源. If they happen to be well-connected, consider it a bonus.如果他們恰好是連接良好,認為這是一個獎金. - Make a wish list of potential sponsors – ones that are well-matched with what you do – and provide it to the board.許個願列出潛在的贊助商 - 的是良好匹配與你做什麼 - 並將其提供給董事會. Ask them for referrals or to make calls on your behalf to open the doors only.詢問他們轉介,或撥打電話代您打開大門而已. Finally, once you've got a sponsor's attention, don't squander it.最後,一旦你有一個贊助商的注意,不要浪費了它. Work with the marketing team to understand their overall marketing objectives and target markets and create a super-customised proposal that meets those needs.工作與營銷隊伍,了解他們的整體營銷目標和目標市場,並創建一個超級定制的建議,以滿足這些需求. “Go in at the C-level” “進去在C級” 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.這是有關董事會的問題,在頂層的一間公司(首席執行官的CMOS等)是不可能在這裡您可以找到一個真正的營銷夥伴關係. 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,你的報價要么是傳世之行,直到終於有人說“不”,否則你會得到一個小捐贈(又名“走,走的錢”). Unless you are looking for a small donation, you are unlikely to get a satisfactory response.除非你正在尋找一個小捐贈,你不可能得到一個滿意的答复. The better option:更好的選擇: As above, deal directly with the marketing team.如上所述,直接涉及的營銷隊伍. “It's a numbers game” “這是一個數字遊戲” This little gem is no doubt a derivative of fundraising via direct marketing.這個小寶石無疑是一種衍生的籌款通過直接營銷. 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數字的通話或發送 Y數字的郵件,你應該得到的回應率的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.問題是,你不問媽媽和流行的一部分,到30美元,因為他們相信你做什麼,你問一個公司為 30,000元或30萬美元的戰略營銷投資. 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.發送數百一刀切要求所有的贊助,不僅不會讓你有大量的金錢,它讓你看起來業餘的. 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.隨著激烈的競爭中為贊助商的注意 - 更不用提他們的錢 - 你需要在你的A -遊戲,而不是一個數字遊戲. The better option:更好的選擇: - Be very selective who you target – ideally target no more than 15-20 brands.誰是你的目標非常有選擇性的 - 理想目標不超過 15-20品牌. - Choose brands that are both a target market and attribute/personality match with your organisation, program, or event.選擇品牌既是目標市場和屬性 /個性匹配與您的組織,程序或事件. - Do a lot of homework on the brand and develop a creative proposal that really breaks the mould.做了很多功課的品牌,發展創意的建議,真正打破了模具. Unsure how to develop that hit list or proposal?不知道該如何發展擊中列表或建議? The whole process is outlined in整個過程概述 The Sponsorship Seeker's Toolkit 3 rd Edition 贊助導引頭的工具包第3版 . “Look for sponsors who should be sponsoring you” “尋找贊助商贊助你應該是誰” This angle is driven by guilt.這個角度是由內疚. What companies are doing the wrong thing?公司在做什麼是錯的? What companies are making too much money?哪些公司正在太多的錢? What companies just spent a squillion on a stadium sponsorship?什麼公司剛花了squillion在體育場贊助? 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.我的工作主要是為企業贊助商,我在這裡告訴你,你的第二個調用“應該”是第二次,你已經失去了他們. 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.即使他們是在談論“應該”內部 - 如“我們真的要散了我們的社會組合” - 他們不希望聽到您的意見. And given the number of approaches sponsors get from non-profits, they don't have to.並給予贊助商的數量方法從非利潤,他們沒有. The better option:更好的選擇: - Position yourself as a business partner and the sponsorship as a business solution.你自己定位為商業夥伴和贊助作為一個企業的解決方案. - If a sponsor is active in the category you represent – environment, literacy, etc – showcase how sponsoring your organisation will help underpin their brand strategy.如果擔保人是活躍在你們所代表的類別 - 環境,掃盲等 - 展示如何幫助您的組織將發起鞏固他們的品牌戰略. Most importantly, never frame a sponsorship as if it is the sponsor's responsibility to invest in your organisation.最重要的是,從來沒有一個贊助框架彷彿是贊助商的責任,投資你的組織. “For sponsors, it's all about the triple-bottom line” “贊助商,它是所有關於三重底線” 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,三重底線是重要的,但它不可能是一個因素在贊助商的投資決定在您的組織. The part of that triple-bottom line that is often invoked in non-profit sponsorship approaches is that of Corporate Social Responsibility.該部分的三重底線,往往援引非贏利贊助的辦法是,企業的社會責任. Here's the rub: Non-profit sponsorship does not tick the CSR box.這裡的難題是:非營利贊助企業社會責任不勾選框. CSR is not about how a company spends its money, but how they make their money.企業社會責任不在於公司如何花的錢,而是如何讓自己的錢. If they make money in an ethical, sustainable way, they are already socially responsible and the box is already ticked.如果他們賺錢,以道德,可持續的方式,他們已經對社會負責,盒子已經選中. 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.如果他們賺錢的方式,是不是對社會負責,主辦機構不會讓你盲目位差異 - 它不會在方框裡打勾. 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,如果你談論企業社會責任在您的建議,最精明的贊助商將立刻知道你並不真正了解企業社會責任是什麼. There is, of course, the exception to the rule.有,當然,例外的規則. 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.如果你是提出了贊助,這將有助於他們做的業務是在更合乎道德的,可持續的方式 - 例如,你會審核其環保認證,並提出建議 - 你可以真正影響企業社會責任的要求. The better option:更好的選擇: Don't talk about CSR, “good corporate citizenship”, or “giving back to the community”.不要談論企業社會責任,“優秀企業公民”,或“回饋社會”. It is unlikely any of these will push the “yes” button with a potential sponsor.這是不可能的,這些將推動“Yes”按鈕與一個潛在的贊助商. 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,這些行動是要求他們贊助的慈善機構 - 這是巨大的 - 並沒有具體說什麼,他們為什麼要贊助您的組織. Concentrate instead on the specific, strategic value of your offer.而不是集中在特定的戰略價值您的報價. 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.並且一定要展現你為什麼是更好的配合,並提供了較強的業務主張,比其他非現金利潤的爭奪. “Appeal to their compassion” “上訴到了自己的憐憫之心” 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.雖然我絕對沒有什麼疑問,您的組織是否能造成很大差異,人們的生活,同樣可以說成千上萬的數千人在其他組織. 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.堆疊要約一痛心的故事後,另一個不作出令人信服的商業案例,坦率地說,很常見,如果曾經有過任何影響,它的長走了. The better option:更好的選擇: Don't appeal to their compassion, appeal to their business sense.不要呼籲他們的愛心,呼籲他們的商業意識. 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. Remind自己,這是一個不斷的業務關係,並提供市場機會有更高的價值,一個品牌不是簡單地一的OH -等,許多非利潤做好事在世界上. Show them ways that they can involve their customers and staff – hooking into their compassion and making them the heroes.他們展示的方式,他們可能涉及他們的顧客和工作人員-掛接到他們的愛心,使他們的英雄. The upshot of all of this is that if you are trying to raise sponsorship, you need strong sponsorship skills.其結果是對所有這一切,如果你是想提高贊助,贊助你需要強大的技能. 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.他們不是一個子集籌款,如果你想成功的贊助,就應當您尋找最好的贊助建議你可以找到. If you liked that post, then try these...如果您喜歡這個職位,然後嘗試這些 ... For Maximum Impact, Forget the Event, Concentrate on the Event Experience為了獲得最大的影響,忘記事件,集中在事件的經驗 Six Signs a Sponsor is Just Not That into You六簽署了贊助商是不那麼喜歡你 How Do I Get Sponsorship for My Event?我如何為我的贊助活動? Free Sponsorship White Papers, Templates, and Cheat Sheets白皮書免費贊助,模板和備忘單