In recent years, arts and community organizations have been encouraged to diversify their funding sources and be innovative and entrepreneurial spirit. In response, many groups have begun to explore a new world of corporate sponsorship. Working with the corporate sector often demands a steep learning curve for nonprofit organizations.
Culture Days has created a new resource that addresses this issue. In Sponsorship Marketing: A Study in Engagement for Canadian Artists and Cultural Organizations, Lorraine Patterson, Associate Director of Sponsorship with Stratford Festival, takes the time to explore and explain key trends in the world of fundraising and sponsorship, focusing on sponsorship marketing. As Patterson explains, the world of sponsorship has become more complex, and sponsors are looking for marketing partnerships that provide opportunities for engagement with audiences and communities.
Designed for ‘sponsorship and fundraising professionals’ and published by Culture Days, this white paper and the accompanying webinar discuss key concepts of sponsorship marketing. The white paper includes definitions of corporate marketing terms, discussion of key trends, valuation, and relationships. It also includes examples of several organizations and their sponsorship marketing approaches. For those who are developing sponsorship proposals but aren’t sure how to place a dollar value on their work, the Sponsorship Marketing Council’s guide to Property Valuation is a useful tool.
Sponsorship Marketing: A Study in Engagement for Canadian Artists and Cultural Organizations was created by Lorraine Patterson and published by Culture Days. You can view the webinar or access the paper online.
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-Featured Resource by Skye Louis, ArtBridges Info Resource Developer
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