This weeks readings opened my eyes to the different types of sponsorship and the benefits of sponsorship. Sponsorship can be seen as the " Purchase of specific rights and benefits associated with an event, organisation or individual".
I didn't know that there were different types of sponsorship. I understood the marketing and corporate sponsorship the most because that would be the most common. It was also interesting to learn the technical term for donation sponsorship "Philanthropic". If i was a practitioner this would be the last kind of sponsorship I would want to participate in as i would want revenue over good will.
I also didn't know that there was a sponsorship proposal. It was good to learn about this as i never knew it existed. Johnson and Zawawi stated the main factors to look at when doing a sponsorship proposal are...
* rights and factors
* will it improve image and boost sales?
* what are the objectives?
* what considerations may give rise to unsuitable sponsors?
* what resources are available to sell and services the sponsorship?
Johnson, J & Zawawi, C. (2004), Media Relations. In Johnson, J & Zawawi, C, (Eds.) Public relations Theory and Practices. Crows Nest: Allen and Unwin.
I didn't know that there were different types of sponsorship. I understood the marketing and corporate sponsorship the most because that would be the most common. It was also interesting to learn the technical term for donation sponsorship "Philanthropic". If i was a practitioner this would be the last kind of sponsorship I would want to participate in as i would want revenue over good will.
I also didn't know that there was a sponsorship proposal. It was good to learn about this as i never knew it existed. Johnson and Zawawi stated the main factors to look at when doing a sponsorship proposal are...
* rights and factors
* will it improve image and boost sales?
* what are the objectives?
* what considerations may give rise to unsuitable sponsors?
* what resources are available to sell and services the sponsorship?
Johnson, J & Zawawi, C. (2004), Media Relations. In Johnson, J & Zawawi, C, (Eds.) Public relations Theory and Practices. Crows Nest: Allen and Unwin.
4 comments:
Hey Abby,
Great blog this week, i also didn't know that there was a sponsorship proposal and found this very interesting, your key points that you listed regarding this were really beneficial and highlighted the importance of effective writing in PR.
Flick
I also hadn't considered different types of sponsorship before reading this chapter. I understand that as a practitioner you would not want to participate in philanthropic sponsorship due to the lack of return. However, it is possible to achieve revenue and goodwill through sponsorship. Sponsoring a charitable event generates good will and enhances the companies reputation through its association with a good cause in the community. Although there is no definite or measurable return, the exposure through logos, giveaways and signage highly visible to patrons at the event generates a sense of awareness of the company, creating a good chance that there will be an increase in relations between the community and the company. This in turn may mean attendees will utilize the company services or product, resulting in a profit/return.
Hi Abby, I agree the outline of the sponsorship proposal was helpful as I too didn't realise that it was such a complex and involved process. When you think about it though, i'm sure organisations receives thousands of sponsorship requests a year and only the exceptional ones that stand out would get a second glance.
Yes, organisations do receive a number of requests for financial assistance each year - that's why an organisation like the Newcastle Permanent sets up a Charitable Foundation to manage the requests and ensure applicants suit their criteria of what they want to fund that fits with their strategic direction. don't write off the corporate philanthropy so quick as it is a big part of corporate sponsorship of the arts.
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