Wednesday, September 06, 2006

Put those sponsors to work for you...

If you have large corporate sponsors, why not let them work for the marketing department as well as the development department? Tell each of your large corporate sponsors that as a benefit of their sponsorship, you will offer their employees a special discount to specific employees. Ask for their assistance in communicating the discount to their employees and see the dollars roll in. For example: Old Dominion University and Norfolk Southern are large sponsors of Virginia Stage Company. Both have over 1,000 employees and an intranet on which they communicate with them. The President of Old Dominion University and a Vice President of Norfolk Southern sit on our Board of Trustees. I design an attractive email which offers employees of both organizations a 20% discount on Tuesday and Wednesday evenings (which are our most difficult performances to sell). I them email it to our Board members, who in turn forward the email onto their employees. Each sponsor organization that is offered a special discount receives an individual password which they use to get the discount. This will allow you to track the success of each campaign. It is a win-win situation. The sponsor feels like they are getting added value to their sponsorship, and the arts organization is getting a lot of free exposure.

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