What is it about?
This paper considers how companies make decisionsto sponsor nonprofit arts organisations and events. We specifically look at the role of the individual, and whether these decisions rest with the preferences of the Chief Executive, as some have claimed. We find that the picture is much more complex than being a favoured choice of an individual.
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Why is it important?
Nonprofit organisations (and here we look at nonprofit arts organisations), often depend on corporate sponsorship as a key line item in their revenue. For this reason, understanding how companies make these decisions is vital. Just like in any "sales pitch" the company needs to understand their client or customer. The perspectie this study takes is just that - thinking of the corporation and individuals involved as the client. Nonprofits are making a "pitch" to them, and therefore need to have insight into how these decisions might evolve, and how the influence may plays out.
Perspectives
This study doesn't have "all the answers" but it offers a valuable perspective, important in today's competitive sponsorship environment. Sponsorship offers much more to corporations than an "ad" could - it offers an alignment with values, creativity, excellentce. The more nonprofits can step into the shoes of the corporation and consider what that company's internal dynamics and individual influences may be, the better placed they will be to make a successful pitch.
Dr Kate Daellenbach
Victoria University of Wellington
Read the Original
This page is a summary of: Examining the Influence of the Individual in Arts Sponsorship Decisions, Journal of Nonprofit & Public Sector Marketing, January 2013, Taylor & Francis,
DOI: 10.1080/10495142.2013.759819.
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