We had a great meeting of the Arts Sponsors’ Insight Forum earlier this week, exploring the topic of internal selling-in on a gloriously sunny morning in the City.
We looked at a four-step model of strategy, data, leverage and business showcasing and shared challenges and solutions. But when it comes to selling-in, and to successful partnerships, its people that are at the core.
Here are four insights from the session:
- Internal champions are key
Colleagues shared how important internal champions were, to build a forward momentum of support and keep a partnership top of mind. For some businesses, the sponsorship portfolio reflected current leadership team interests, for others champion identification was a more active process: one marketing team identified rising talent where future business leaders could engage while leveraging their own profile; others built a wide team of champions from different departments; a third focused on engaging champions from strategically important areas of the business where resources and attention would be strong.
- Arts leadership inspires
Businesses who were interested in building long-term partnerships wanted to work with inspirational arts leaders who were creating their vision and delivering new ideas. They also wanted them to understand the challenges of the corporate world. The arts organisations who had successfully engaged the sponsors in the room had senior leaders who got involved.
- Storytelling is almost as important as data
Data and measuring progress against objectives are important metrics, but keeping an ear out for stories of success and building a memorable narrative around them creates a positive aura. Internal engagement initiatives such as an art club or using employees as art guides create strong internal networks.
- Big is not necessarily beautiful
Flexibility and collaboration were watch words when it came to partner choice. Colleagues felt some larger organisations operated a cookie-cutter approach and appreciated partners who went the extra mile to meet their needs and delivered something exceptional.
Thanks to everyone for sharing their experiences and a special thank you to RBC for hosting us.