CHAPTER 1
Internal Planning
Before your organization begins the sponsorship acquisition process, it is essential to consider your organization’s ability to enter wholeheartedly into a marketing partnership with a corporation. Too many organizations turn to sponsorship as a last-minute resort for raising much-needed funds. Sponsorship, however, is no longer a fundraising activity but, rather, a joint marketing activity involving both your organization and a corporate partner. If you are not prepared to be part of a win-win partnership and share the “ownership” and glory of your programs, your sponsorship efforts will fail. You may be successful in raising sponsorship, but retaining your sponsors will be very difficult.
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