Women In PR

How to find, charm, and keep corporate sponsors

 

Corporate sponsors seem to be everywhere in today’s world. Take the Olympics, for example. Hard to imagine what the skating rink would look like without those ubiquitous banners touting fast-food restaurants and telephone companies. It’s not just the big events that draw sponsors, either. Small, local events—10K runs, award dinners, neighborhood festivals—usually have a slew of corporate logos in the accompanying literature.

Why is corporate sponsorship so prevalent? Quite simply, it makes money. Done correctly, it can make a lot of money and build important relationships. Done poorly, it can cost money and waste many people’s time.

I’ve put together a 9-step guide that offers tips on soliciting, acquiring and retaining corporate sponsors. It is by no means a “definitive” guide, but it is a good starting point. The guide was written with small- to mid-size events in mind, however most…

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