CHAPTER 9

Special Considerations for Nonprofit Organizations

We added this chapter in the third edition of this book, and when we contemplated including it, we wondered if it was really necessary. In reality, sponsorship is sponsorship, and the approach and process for doing it well is exactly the same whether you are a European children’s charity or an American university bowl game.

In the end, we realized that nonprofit organizations do face a number of additional challenges and have some unique opportunities, so we decided to include this chapter to address those special considerations.

Rumor and Innuendo

You may find yourself facing a lot of preconceived notions about what sponsorship of a nonprofit organization is about. You need to accept ...

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