Curated collections

Where to start

The feedback I get most often is that this site has so many how-to resources that people don’t know where to begin. So these collections put the essentials in a sensible order for whatever you’re trying to do. They’re updated regularly — check back.

Browse all 194 articles Get the newsletter

For sponsors

If you invest in sponsorship

Best of: for sponsors

Understand the basics of best practice and the trends driving results, then the specific skills for every critical step. Write your own roadmap from it.

Best of: for CMOs

The big-picture version — how sponsorship works, how to structure the portfolio and the team, where it fits, and how to measure it.

Best of: crisis management

For when something goes wrong: issues management, exits, downturns, and the difficult conversations.

For rightsholders

If you seek sponsorship

These four run in order. Offer development first — you can’t price or sell something you haven’t defined.

1. Offer development

What you actually have to sell, where your value really lies, and the vision that gets a sponsor to yes.

2. Sponsorship sales

Pricing, who to contact, the angles, the negotiation, and closing the deal.

3. Servicing & renewals

After the sale: sponsor management, leverage support, measurement, renewals, and exits.

Non-profit sponsorship

Sponsorship is not philanthropy. Treating it as though it is costs non-profits an enormous amount of money.

Or just browse

Everything, filterable

If you’d rather dig around yourself, the Article Bank has all 194 articles with filters for audience and topic, plus search.

Open the Article Bank White papers & templates

Get the newsletter

New articles, new tools, and invitations to the quarterly live ask-me-anything sessions. Double opt-in, and you can leave whenever you like.