Here's the "big idea" in 75 words: There is a fundamental disconnect between the way organizations market themselves to potential sponsors and the way sponsors see the organization. As a result, at the crucial moment, when it is most important to convince a brand to support a cause, the majority of organizations fail to secure funding. Your most important messages have a surprisingly low chance of getting though.
You need to package your organization in the right way to overcome this disconnect.
Here are a few outcomes that define success in sponsorship:
1. An increase in sponsorship renewal time.
The brands that clearly understand what you're doing should be invested for the long-term.
2. Steady growth of sponsorship sales year after year.
The better your sponsorship collateral (outreach), the bigger the number of potential sponsors you can attract to your funnel and the bolder you can be with your current sponsors.
3. Better brand-property alignment and integration.
The value proposition for your sponsors needs to be in alignment with their sponsorship strategy or they won't approve funding. Build their strategy into your story - collateral is the best tool to communicate how your property meets their partnership desires.
The brick walls start coming down when you have a sponsorship package that tells your story with a convincing narrative.