We run a few events every year and are hosting a conference for our industry later this year. My job is to get sponsors, but it has been months since any new money has come in. We’ve also lost a couple of sponsors and a couple of others are looking shaky. I’m getting desperate. Do you think it’s possible to use the Law of Attraction to manifest sponsorship?

I’ll admit it. This is probably the most unusual “coach” question I ever received. The one about getting sponsorship for a lawnmower racing team would have been close, except then I found out that lawnmower racing is a real sport. Who would have thought??

All kidding aside, there are a lot of people who believe in the Law of Attraction and manifesting their desires. I know a little about it, but I’m no expert in the area. I do know that sometimes things do happen that lay somewhere between magic and miracles, so I’m not going to judge. And I’ve addressed moral and ethical issues around sponsorship in the past – why shouldn’t I give the spiritual angle a go? So, here is my best shot…

Whether you call it the Law of Attraction or the power of positive thinking, I believe that being focused, calm, and positive is a very good thing when it comes to seeking sponsorship:

• You will be able to concentrate your efforts, because you’ll have specifically defined what you are trying to accomplish within the framework of your job or organisation.
• You will be more likely to identify opportunities to bolster your sponsorship income – even subtle or unexpected opportunities – if you believe it is going to happen.
• You will be more pleasant to be around, so you’ll have deeper, more interesting interactions with people who could be important to your goal of seeking more sponsorship, and be more likely to get referrals to other people who could be important.

That said, do I believe you can “manifest” a sponsor handing you a cheque simply through meditation and other spiritual techniques? No, I really don’t.

You could “manifest” an airline seat next to your dream sponsor, or meet her or him at an industry function or even get a call from that sponsor requesting a proposal. (Or it could be sheer, blind luck, depending on your take on this whole Attraction thing.) But as fortuitous as that meeting might be, getting an audience with a potential sponsor and getting that sponsor to sign a contract are two entirely different things.

You may – may – be able to bend your luck toward your goal, but you are not going to be able to bend a corporate strategy that dozens or hundreds or thousands believe in. Nope. Developing a sponsorship offering that meets the objectives and target markets of the potential sponsor, and doing it in a way that is compelling and differentiated from everyone else who has somehow got a proposal in front of them – that takes skill, a sophisticated approach, and effort. If you want someone to hand you a cheque that doesn’t require your skill or effort, you are not looking for a sponsor, you are looking for a benefactor, and they are few and far between.

That’s a long answer that, in essence, says “sort of”. This is a tough market and can be demoralising. You need to do what you can to stay positive and focused, and if The Secret and Co. help you to do that, then do it. But there is no free lunch. If an opportunity does present itself, you need to be prepared (skills and a strong approach) and take action (effort).

There is one of those Law of Attraction ideas that does seem very applicable, and that is, “turn it into something good”. Spiritual or not, that’s great advice for sponsorship seekers. No matter how good you are, you’re likely to hear “no” more than you hear “yes”. When you take a blow – and pretty much everyone is taking a few – think about how you can turn it into something good. For instance, you could:

• Ask the sponsor who said “no” for some specific feedback on your offer, so you can address any issues in your approach.
• Ask the sponsor who didn’t renew whether they can recommend any sponsors you should be talking to, or whether they can provide an endorsement.
• Train the sponsors who are questioning the value of their investment. Train them how to leverage and measure what they do and your value will skyrocket.
• If nothing is going right, take a hard look at your overall approach to sponsorship seeking. There has never been a better – or more critical – time to upgrade your approach.

I wish you all peace, happiness, and good fortune. And if some of that comes from a book or a movie, that’s okay.