Functional Dysfunctionality….

Saying you have a dysfunctional family is about the most overused cliche there is (code for we don’t get along), however there is some truth to it when examining a vital part of our constituency and we have the power to change it……

Making Your sponsors a FUNCTIONAL Family!

Sponsors/Underwriters are one of the cornerstones to our survival and yet we fall into a trap where we honor and lavish those who give us the most, and pretty much feed scraps or even ignore those who are in-kind, or small dollar supporters.  The reason it’s a trap is that we always need to be on the lookout for an up-sell opportunity i.e trying to move the smaller and/or younger ones up closer to the head of the table, and it’s hard to do that if you’re ignoring them!  By doing this we create a dysfunctional family out of our sponsors, and worse many might even leave home out of neglect.  I want to use the family gathering because I think it’s important to keep in context how the sponsors relate to each other and us, because they are all members of OUR family.

The Big Dollar Sponsors – At the head of the table

Typically the long term investors who sit at the head of the table (or sometimes not when they feel happy to support from afar) send cash and gifts because it fits with their company’s mission to support an orchestra.  Some are controlling and some just want a voice and often insist on sitting on the board which is not a bad thing necessarily, after all they are successful!  Some are simply passionate about the cause and are happy to be hands off.  Obviously they get the most perks and attention but the danger is to focus on the source of the money i.e board chair or CEO.  That is dangerous since CEO’s change all the time and the incoming head honcho may not care for or has ever been to the Symphony, so here are some ideas:

• It’s important to get the WHOLE company to like you so create some  special employee offers. If the employees are saying they like you to then that is very a powerful reason for any new leadership to continue the relationship
• Regularly check in with the marketing and/or the community relations director to discuss anything (programming, heads up on unannounced concerts, rehearsal invites etc…)  that can solidify the partnership.

• There is something I do at the Theatre I work for that can translate into the Symphony world.  Film an exclusive video with a specific thank you from the orchestra and a snippet from a rehearsal that they can share on their internal media or even better on their social media outlets.

Medium sized sponsors – The Kids! – Networkers

I have found that the representatives from the moderate sized companies that are sponsors are interested in networking.  They are still climbing  the ladder to get to the head of the table, they want to be the next Target/Walmart/Home Depot or at least their representatives do, so at the table they want to be near the head, but also with those who have ideas or who are in the same boat.

• Do lunch, they seem to like lunch
• Happy hours, networking events, parties especially pre, intermission and post concerts
• They absolutely love being asked for marketing help because they believe they have the latest and greatest ideas….they generally do or they wouldn’t have the means to give you anything!

Smaller sponsors – Grand kids! – Attention seekers

The smaller sponsors are the upstarts, newer companies but also small businesses that believe in “shopping local” by doing that themselves.  They know that their contribution is small dollar wise but actually large as a percentage of their bottom line.  At a previous position I helped secure a $20,000 sponsorship for a concert from a company that made a company wide profit that year of $300 million dollars.  The percentage of profit received was about .00066%.  Yet a company that makes $500K in profit and gives us $5000 is giving you 1% of their profits, so they are actually the more committed sponsor and should be treated well.

• They like recognition, they want to visit the head of the table and rub shoulders with the head honchos, it’s often the only chance they get  so it’s important to include them in the gatherings pre, intermission, and post concerts.
• spotlight smaller sponsors in newsletters and social media as a “shop local” campaign, their story is sometimes very similar to yours i.e “someone had an idea to start something….” This makes them feel that you are “one of them”

Special project sponsors – The distant relatives – I’ll come back if you cook something I like!

We have all had that miraculous get, a sponsor who has never expressed an interest who then suddenly contributes.  Typically it’s because we are programming something specific or presenting an artist they are interested in.  We think that they might become regular sponsors only to find that they are not that interested in us, it was just a specific thing we did.

• As important as it is to give them the same hospitality we give others, it’s more important to find out while they are on our turf what their other areas of interests are in terms of programming and artist selection and factor that in to future discussions.  It’s not pandering, it’s smart!
• More than anyone else it’s important for them to meet the artists they are there for to show them you will go the extra mile
• More than just a general sponsorship ask, craft something specific when you know an artist or program they might like is being considered
• Accept the fact that it wont be every year, and always keep them posted

 

In Kind – Aunts, Uncles, In-Laws– They have something they are dying to say!

The in-kind sponsors have something money can’t buy and that is word of mouth. Literally in the case media!   Many run establishments where people gather, florists, salons, restaurants, bars, banks, clothing stores etc….  We want them to say nice things about us and vice versa!  Word of mouth is so powerful.

• It’s important connect them to bigger sponsors by trying to get business to go their way…catering, flowers, advertising.  It’s as simple as making bigger sponsors and the audience aware of them and the services they are providing the orchestra whether it be  floral arrangement or a party at a restaurant
• It’s equally important for employees and orchestra members to be encouraged to patronize their establishments, to create personal connections and literally throw business their way.

It is beyond simple stewardship.  Our sponsors are a dysfunctional family, their only relationship to each other is usually through us. We as head of the household, the chef and social director need to mix up the place cards and the dishes we  prepare so that we nurture the relationships so that we become a functional family.  Then we might just find some cohesiveness that keeps them coming back for seconds, thirds and beyond!