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How to partner with corporate, nonprofit sponsors

April 15, 2013

handsshaking for corporate sponsorship

You don’t have to be Danica Patrick or Mars/Venus author John Gray to attract corporate sponsors.

Hundreds of authors, speakers and experts who already have the talent to serve a specific niche—and are far less famous—are teaming up with major corporate and nonprofit sponsors to deliver a message that resonates with a much bigger audience.

My friend, Jacqueline Whitmore, partnered with Sprint, and she’s been interviewed by the media about topics like cell phone courtesy.

brendonburchardonstageThis Thursday, April, 18, Brendon Burchard, who has has a long and impressive list of corporate sponsors, will tell you how he did it, and how you can follow in his footsteps. He’ll be a guest on Steve Harrison’s free teleseminar on “How to Get Major Companies and Nonprofits to Sponsor the Promotion of Your Book, Product or Service.” You can choose to attend the call at 2 p.m. EDT or the one at 7 p.m. EDT.

What’s In It for You

Here’s a peek at what you’ll learn. These are five tips from Brendon on why you need to partner with a major company or nonprofit:

1. People don’t know you.

But they know established organizations like Sony, the YMCA, Wachovia, Wal-Mart, Kiwanis, Coca-Cola, Toyota, US Bank and Junior Achievement. When your name is linked with theirs, you have borrowed credibility. Every one of those organizations, by the way, has partnered with Brendon.

2. Your partners have already figured out how to serve and sell to your audience.

They know which marketing tactics work best, down to the last little detail, like whether email works better than postcards or what color scheme resonates with their audience.

They’ve also figured out your demographic because they’ve been doing it for decades. And they spent thousands of dollars on research and marketing studies. They know your customers and what they want. These organizations can teach you about your own audience and make you much more effective.

3. They have a budget.

They already have a line item in their budget for sponsorships. That means you aren’t pulling money out of your own wallet to reach your demographic.

Fortune 500 companies and major nonprofits plan up to 18 months out and have their budgets in place. If you already have expertise but you’re starting your marketing from scratch, you can tap into money that’s already there.

4. They need you.

They’re already reaching huge pools of people. They have access to staff and volunteers.

But sometimes they run out of ideas and don’t have time to provide the various types of content for their audiences—content you probably already have.

5. You owe it to your message.

You already have the talent. Brendon calls it a “universal message from above.” Your job, he says, it to broadcast that message to the universe.

“Your voice, your message and the way you deliver it is unique, and that uniqueness is worth its way in gold,” he says. But you probably can’t do it as well by yourself than if you could with a big sponsor behind you.


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