The boundaries within which corporate sponsorship operates in an agency will be established by the policy statement. The strategic plan for corporate sponsorship can outline the way in which the policy is to be implemented during a given planning period.  Opportunities for sponsorship should be incorporated into the agency’s planning process, particularly, where appropriate, into its business plans and individual project plans.

Ideally, a strategic plan for corporate sponsorship will be part of, and linked to, the agency’s overall planning process and management information systems. This is central to good corporate governance for an agency.  Planning for corporate sponsorship involves two levels: overall planning of the agency’s corporate sponsorship program and the planning of corporate sponsorship for individual projects.  The strategic plan for corporate sponsorship will identify sponsorship objectives, opportunities, quantify the resources required and identify strategic directions to increase sponsorship revenue.

Corporate sponsorship is sought and used by a number of agencies to obtain additional resources with which to support specific activities or programs. In addition, the success and the public exposure of an activity can be enhanced by sponsorship.  Corporate sponsorship can be provided as cash or as in-kind sponsorship, where the sponsor provides a product or a service.

The value of sponsorship arrangements can vary from a few hundred dollars to several million dollars.  A sponsorship agreement can last from a few hours, for a specific event, to a partnership of several years between agency and sponsor.  In most cases the receipt of corporate sponsorship enables the agency to increase the scale or the scope of the sponsored activity, conduct it at a reduced cost to the agency or allow for additional expertise or assistance to improve its quality.

by: Maisha Walker

Anyone who pours sweat and tears into their blog, and actually succeeds in getting new readers as we discussed last week, should make sure it’s not all wasted by finding ways to get those readers to come back! You can only do so much to build a solid, consistent and growing readership by constantly chasing new readers – you have to make sure you’re keeping the old ones.

Of course that starts with having good content, and many of the techniques we discussed for getting new readers will also help you keep the old ones because some of your existing readers will be found in the places you’re looking for new readers.

But you need to find ways to turn new readers into loyal readers, and then turn loyal readers into a real community.

So today we focus on loyalty – how do you get people who liked your content once to remember you and come back? Well actually, you don’t. Just like it’s hard to break through the noise with new readers, it’s also really hard for people you’ve already convinced! So you have to help them out…

Read More on ‘Drive Blog Loyalty – How to Get Repeat Traffic’