IDEAS home Printed from https://ideas.repec.org/a/aza/jbs000/y2015v4i1p6-14.html
   My bibliography  Save this article

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

Author

Listed:
  • Major, Noreen

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?

Suggested Citation

  • Major, Noreen, 2015. "Corporate giving at the Shakespeare Theatre Company, Washington, DC: ‘I can no other answer make but thanks, and thanks; and ever thanks’," Journal of Brand Strategy, Henry Stewart Publications, vol. 4(1), pages 6-14, March.
    • Handle: RePEc:aza:jbs000:y:2015:v:4:i:1:p:6-14
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/1843/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/1843/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    Shakespeare; theatre; education and community engagement programmes; philanthropy; partnerships; Washington; D.C.; strategy; goals; proposals;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jbs000:y:2015:v:4:i:1:p:6-14. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.