Corporate giving at the Shakespeare Theatre Company, Washington, DC: ‘I can no other answer make but thanks, and thanks; and ever thanks’

Noreen Major

Journal of Brand Strategy, 2015, vol. 4, issue 1, 6-14

Abstract: Is sponsorship a game strictly for very large organisations and corporations with national or global reach? No. Despite the attention naturally attracted by massive-scale partnerships, sponsorship success is not predicated on size, but on relevance and creativity. This comment shares examples of making sponsorship work for local rights holders and sponsors that do not have audiences or budgets in the millions, but who can deliver and receive tremendous ‘bang for their buck’. It explores critical issues for smaller rights holders, including research: how do you find what's out there? Education: what matters most to potential partners? Proposal: how do you get their attention? Cultivation: how do you secure the partnership? Renewal: what works and why?

Keywords: Shakespeare; theatre; education and community engagement programmes; philanthropy; partnerships; Washington; D.C.; strategy; goals; proposals (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2015:v:4:i:1:p:6-14

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