Everywhere you look, you see top ten lists this time of year.不论你看，你看前十名名单每年的这个时候。 So, I figured, what the heck.所以，我想，怎么会。 Here are the most popular posts, based on feedback, tweets, pings, comment, etc. I hope you enjoy reading them as much as I enjoyed writing them!这里有最热门的职位，反馈的基础上，鸣叫，坪，评论等，我希望你喜欢读它们像我喜欢写他们！

Like these blogs? 这样的博客？ Please, share them with your colleagues! 请与您分享他们的同事！

You can also let me know if you have any suggestions for 2010 –您也可以让我知道如果您有任何建议为2010年 - kimsblog@powersponsorship.com kimsblog@powersponsorship.com . 。 I look forward to hearing from you!我期待着您的回音！

10. 10。 What I Learned about Sponsorship from my Boxing Coach 我学到拳击教练对我的赞助

After close to a month off, I was back in the boxing gym yesterday and wow, am I sore today.经过近一个月的时候，我又回到了昨天的拳击健身房和哇，我今天酸痛。 Actually, it's not the muscles I use for punching that are sore, it's the back muscles I use for recoiling after a punch and getting ready for the next one.其实，这不是我的肌肉酸痛的冲压正在使用，它是我的反冲后，打孔以及为下一次准备用背部肌肉。 I was explaining this to a friend and used a line my coach has said to me countless times:我在解释这是一个朋友，用我的教练对我说行无数次：

It's not how hard you hit. 这不是你有多难打。 It's how accurate you are and how fast you can hit them again. 它是如何准确的你是和你多快可以打一遍。

As I said the words, I realised how pertinent that concept is for sponsorship (but without the hitting).正如我说过的话，我意识到这一概念是如何相关的赞助（但没有击中）。

Best practice sponsorship is built around the idea of win-win-win.最佳实践的赞助是建立在双赢局面的想法。 The third “win” is for the target markets.第三个“双赢”是为目标市场。 The goal with best practice sponsorship is that a large proportion of the target markets should receive small, meaningful benefits through a sponsorship, not just the chance for one person to receive a giant prize…赞助与最佳实践的目标是，在目标市场的大部分应通过赞助获得小的，有意义的好处，而不只是一个人领取奖金的机会...巨人 [more] [更多]

9. 9。 Corporate Sponsorship Lies (and What They Really Mean) 企业赞助谎言（和他们真正的平均数）

This industry is full of little white lies.这个行业是白色小充满谎言。 Sponsors and sponsorship seekers alike are guilty of telling them – some because you want to be nice, others to deflect blame.赞助商和赞助者都告诉他们是有罪的 - 有些是因为你想成为好，别人来转移责任。 Whatever the reason, it's not helping anyone.不管什么原因，它不能帮助任何人。 So, consider this your primer on the real meaning behind some of the industry's most common little white lies.因此，考虑背后的业界最常见的白色小一些的真正意义在于这是你的底漆。

THE LIE “We aren't renewing because we didn't get a good return” 的谎言 “我们不延续，因为我们并没有得到很好的回报”

THE TRUTH: “We leveraged and/or selected the sponsorship so poorly that we didn't get a good return” 真相：“我们利用和/或选择了赞助很差，所以我们没有得到良好的回报”

THE FIX: Stop passing the buck and take responsibility for it going wrong. 解决：停止推卸责任，并采取它负责出错。 That's the only way you're going to be able to learn from it and do it better next time.这是唯一的方式你将能够从中吸取教训，下次做的更好。

It's not a sponsorship seeker's job to get you a return.这不是一个赞助求职者的工作让你回报。 It's their job to provide you with the raw materials – the benefits and target markets – so that you can leverage it to get a good return.这是他们的工作提供的原料 - 的利益和目标市场 - 这样你可以利用它来获得良好的回报你。 If you selected poorly, that's not their fault.如果您选择不当，这不是他们的错。 If you agreed to a package with benefits that aren't appropriate to your needs, that's not their fault.如果您同意与好处，不适合您的需要包装，这不是他们的错。 And if you didn't leverage well, that is also not their fault…如果你没有利用好，这亦是不是他们的错... [more] [更多]

8. 8。 It's Not the Size of the Sponsorship, It's What You Do with It 它不是赞助的大小，现在就在你与它做

“Our event is so small, but we really need sponsorship. “我们的活动是如此之小，但我们真正需要的赞助。 How do we get big sponsors interested?”我们如何得到大赞助商感兴趣吗？“

“We sponsor a great little organisation, but their reach is so small, how do we make this work for our brand?” “我们赞助一个伟大的小组织，但其范围是如此之小，我们如何使这个品牌的工作？”

Good questions.好的问题。 Important questions.重要的问题。 And questions I hear a lot.和我听到了很多问题。 Fortunately, the answer isn't really that complicated.幸运的是，答案也不是那么复杂。 Here's the thing – and it's equally important for both sponsors and sponsorship seekers:这里的东西 - 这两个同样重要的赞助者和赞助者：

It's not the size of the property that matters, 这不是大小的财产的事项，
it's the relevance to the sponsor's target markets. 它的市场意义重大，赞助商的目标。

Let's just say for a moment that you're a new sponsorship or brand manager, and when you review the portfolio, you see that your company is sponsoring a depression charity in one state or city (take your pick).让我们只说一下，你是一个新的赞助商或品牌经理，当您检阅组合，您会看到您的公司赞助在一个国家或城市（1抑郁症慈善采取你的选择）。 Your first impression might be, “We're a national brand.你的第一印象可能是，“我们是一个民族品牌。 What am I supposed to do with this?” But you'd be overlooking a potentially great opportunity…那我该怎么做的呢？“但你会忽视潜在的巨大的机会... [more] [更多]

7. 7。 For Maximum Impact, Forget the Event, Concentrate on the Event Experience 最大的作用，忘记事件，集中事件的经验

Sponsors, have you ever lamented that some of the events you sponsor only last a day, a weekend, or a week?赞助商，你曾经哀叹，你赞助的活动只持续一天，一个周末，一个星期或一些？ Wondered how you were ever going to leverage enough or establish enough relevance to justify the investment in that short timeframe?你永远不知道如何去利用不足或建立足够的相关性，证明在这短短的时间内投资？ Have you ever felt hamstrung by the limitations of the event or your sponsorship level?你有没有感到事件或您的赞助级别的限制无能为力？

Sponsorship seekers, do you wonder how you're going to sell enough sponsorship to an event or program that only attracts a few hundred or a few thousand attendees?赞助者，你不知道你要卖出足够的赞助的事件或方案，只有吸引了几百个或几千个参加者？ How to juggle all of your sponsors' various agendas within the scope of your event without overcommercialising it?如何耍弄在您的活动范围也没有overcommercialising你的赞助商的各项议程吗？

Here's the trick: Stop talking about the event and concentrate on the event experience.这里的窍门：停止谈论事件，并集中于事件的经验。 (Geez, did I give it away in the title?) （吉兹，我也不曾给予了标题，走？）

The event – and I'm using that term generically to refer to whatever you are sponsoring or selling sponsorship of – is usually finite.这次活动 - 我用这个词来指笼统无论你是赞助或出售赞助 - 通常是有限的。 It happens in a particular place during a particular timeframe with x number of people there and, depending on what it is, possibly a larger audience participating via the media.它发生在某一地点的，在某时间与X人数那里，这取决于它是什么，可能是一个更大的观众通过媒体参与。 It's limited, often crowded and cluttered, and to stand out, many sponsors resort to being loud and annoying, rather than meaningful and relevant…这是有限的，往往是拥挤和混乱，并脱颖而出，许多提案国诉诸被响亮和恼人的，而不是有意义的和相关的... [more] [更多]

6. 6。 Sponsorship Sales Rule #1: Sell What Sells, Not What You Need Money For 赞助销售规则＃1：卖什么卖，不是你所需要钱

Every day, my inbox fills with messages from people who want advice about selling sponsorship.每一天，我的收件箱填充从人谁想要卖赞助资讯与信息。 There is nothing wrong with that – I'm happy to hear from you!没有什么 - 我很高兴听到你错了！ The issue is that many, if not most, of those sponsorship sales efforts are destined to fail.问题是，许多，如果不是大多数，这些赞助商的销售努力注定要失败的。 They are trying to sell the impossible.他们正试图出售不可能的。

When it comes right down to it, not everything you need money for is sponsorable.当涉及到它的权利，而不是你需要的一切钱是sponsorable。 Some of the things that you have to do, because you are the kind of organisation you are – listen closely all you non-profits out there – do not have enough commercial appeal to attract sponsors.有些事情你必须做的，因为你是像你的组织 - 细心聆听您的所有非那里利润 - 没有足够的商业吸引力，以吸引赞助商。

I am not for one second saying that you shouldn't do those events or programs, just that seeking sponsorship for them is unlikely to be successful, so you need to shift to Plan B – a much easier and more realistic way to raise the money you need…我不是一秒钟说你不应该做这些事件或方案，只是要求他们赞助是不可能成功的，所以你需要转向B计划 - 一个更容易和更现实的途径筹集资金你需要... [ [ more更多 ] ]

5. 5。 12 Steps: A Sponsorship Seeker's Guide to the Recovery 12个步骤：赞助导引头的恢复指南

I did “我做“ 12 Steps: A sponsor's guide to the recovery 12个步骤：一个赞助商的引导到恢复 ” and it seemed to have struck a chord, so here is the other side. “它似乎引起了共鸣，所以这里是另一边。

As noted in the previous blog, our industry is looking up.正如在以前的博客指出，我们的行业是仰视而生。 There is some breathing room.有一些喘息空间。 In some places, the economy is on the upswing.在一些地方，经济正处于上升阶段。 In others, sponsors shifting out of their holding patterns, adjusting to the current economic conditions, and realising that sponsorship is still a very valuable marketing tool.在另一些国家，赞助商移出其持有的模式，调整当前的经济状况，并认识到赞助仍然是一个非常有价值的营销工具。

For sponsorship seekers, this is great news.对于赞助者，这是一件大好事。 But before you go all giddy with excitement, you need to know that sponsors are going to be smarter, more sophisticated, and more demanding than they have ever been.但在此之前你去所有的兴奋头晕，你需要知道，赞助商将要更聪明，更复杂，更要求比以前任何时候为。 The bar is set high, and if you want to be part of this recovery, you need to have an approach and skills that are at that level.酒吧是集高，如果你想成为这个恢复的一部分，你需要有一种方法和技能，在该水平。

So with a reverent nod to the practical steps pioneered by Alcoholics Anonymous and other recovery organisations, I have created a 12 Step Guide to the Recovery for Sponsorship Seekers…因此，以虔诚的点头以酒客匿名和其他组织率先复苏的实际步骤，我创建了一个12个步骤指南，以供求职者赞助恢复... [more] [更多]

4. 4。 12 Steps: A Sponsor's Guide to the Recovery 12个步骤：赞助商的恢复指南

When the global economy stopped sputtering and tumbled into a full-blown recession, the sponsorship industry took its biggest hit in my 24-year career.当全球经济停止溅射和成一个成熟的经济衰退重挫，赞助产业在我24年的职业生涯最大的打击。

• Some sponsors stopped all new investments.一些赞助商停止所有新的投资。
• Some sponsors dropped every sponsorship they could.一些赞助商的赞助，他们可以每下降。
• Some sponsors dropped every sponsorship they should have dropped years ago.一些赞助商，他们应该有下降每年前下降了赞助。
• Some sponsors decided to go “stealth”, underplaying their investments so as not to look ostentatious.一些赞助商决定“隐形”，轻描淡写的投资，不看炫耀。
• Some sponsors halted, or at least minimised, leverage spending.一些赞助商停止，或者至少最小化，杠杆开支。
• Some sponsors re-evaluated everything and started fresh.一些赞助商重新评估，并开始新的一切。
• Some sponsors stayed the course.一些赞助商下榻的过程。

Although I'ma bigger fan of some of these strategies than others, whatever your company decided to do, I'm sure it was driven by some combination of necessity and politics…虽然我是一个大风扇的比其他一些这些策略，无论你的公司决定这样做，我敢肯定它是由一些政治相结合的必要性和推动... [more] [更多]

3. 3。 My Favourite Resources for Sponsorship Professionals 我最喜爱的专业人士为赞助资源

My blog is usually full of advice, a few opinions on hot industry topics.我的博客通常是充满了意见，就一些热点行业话题的意见。 What I'd like to do this time is provide a list of some of the resources and tools I rely on to get good information on corporate sponsorship.我想这样做的时候是提供的资源和工具，我以取得良好的信息依靠企业赞助单位名单。

ABI/Inform Full-Text Online ABI公司/通知全文在线

This is an essential (and free) resource for people in this industry.这是一个重要的（而且免费）的人在这个行业的资源。 I could not be effective in my job without it.我不能在我的工作没有它有效。 You can enter – Google-style – keywords and it will search the full text of articles on thousands of business publications around the world and bring you back the whole articles.您可以输入 - 谷歌风格 - 关键词搜索，它会在世界各地成千上万的商业刊物的文章的全文，让你背负着整个文章。 You can mark the ones that are interesting to you and e-mail them to yourself.你可以标记的那些有趣的是你和电子邮件给自己。 The kind of things you will find…事物的那种你会发现... [more] [更多]

2. 2。 The “Designated Problems” of the Sponsorship Industry “指定”问题产业的赞助

I was recently reading an article in a decidedly non-business magazine.最近我读了一个决定性的非商业杂志的文章。 It was about “designated problems”, and the premise was that people who may have a whole host of emotional or physical issues sometime focus on just one of them and miss the underlying causes altogether.这是有关“指定问题”，而前提是，人们谁可能有情绪或身体的某个时候问题一大堆重点只是其中之一，并完全错过的根本原因。 An example would be a person who is focusing relentlessly on her insomnia and missing (or ignoring) the anxiety and depression disorders that are behind it.一个例子是一个无情的人谁是集中在她的失眠和失踪（或忽略）的焦虑和抑郁症，其背后的。

As I was reading the article, I thought how this whole idea related to the sponsorship industry.正如我在阅读文章时，我以为整个构思如何相关行业的赞助。 Both sponsors and sponsorship seekers hang onto their “designated problems” while overlooking or conveniently ignoring the real issues.赞助商和赞助者都挂到他们的“指定问题”，而忽略或忽视了真正的方便问题。 And while any given organisation may have their own version of a “designated problem”, there are two that I'm seeing over and over.虽然任何一个组织可能有自己的“指定”的问题，自己的版本，有两个我看到遍地。

The “designated problem” for sponsors “指定”的问题，为赞助商

Without any question, the most prevalent “designated problem” for sponsors is measurement.如果没有任何问题，最普遍的“指定赞助商的问题”是衡量标准。 They search for formulas, they hire logo counters, they do reports all about the mechanism of various sponsorships and then complain that the problem with sponsorship is that it's impossible to accurately measure the results.他们的公式搜索，他们聘请的标志柜台，他们做报告都对各种赞助机制，然后抱怨说，与赞助问题是，它不可能准确测量的结果。

Here's the thing: Measurement is not the problem.这里的东西：测量是没有问题的。 Leverage is the problem.杠杆就是问题所在。 If sponsors took a best practice approach with their leverage programs, measurement would be easy…如果赞助商带着他们利用方案的最佳实践方法，测量是容易的... [more] [更多]

1. 1。 Six Signs a Sponsor is Just Not That into You 六签署了赞助商是不那么喜欢你

Okay, so I'm sitting on the couch watching the fun chick-flick, “He's Just Not That Into You” while my husband is out with his buddies.好了，所以我就看的乐趣小鸡，甩尾坐在沙发上，“他其实没那么喜欢你”，而我的丈夫是出了他的好朋友。 I'm loving it.我爱它。 Too rare.太罕见。

As usual, I can't stop thinking about sponsorship.像往常一样，我不能停止对赞助商的想法。 So, I think to myself, there are a few signs that sponsorship seekers consistently miss that could tell them that a sponsor just isn't that into them.所以，我觉得对自己说，有一些迹象表明，赞助者始终怀念那些可以告诉他们，一个赞助商就是不进他们。 So, brace yourself for the cold, hard truth about how to read the signs so you can let it go, and move on to something more fruitful.因此，准备过冷，有关如何读取的迹象，因此您可以让它自己去硬道理，并移动到一些更富有成果。

They tell you to “just send in a proposal” 他们告诉你“只是送一”的建议

This is a sponsor saying “leave me alone”, without being rude.这是一个赞助商说：“给我一个人”而不被粗鲁。

In actual fact, it's unintentionally cruel, because it gets the sponsorship seeker's hopes up, when they have little or no realistic chance at a deal.实际上，它是无意的残酷，因为它得到了赞助求职者的希望了，但是当他们在处理现实的机会很少或没有。 Why do I say that?为什么这样说呢？ Because if the sponsor was interested, they would want to keep talking to you – ensuring that you know everything you need to know in order to create a great proposal for them…因为如果赞助商很感兴趣，他们希望继续和你聊天 - 确保你知道你需要知道的一切，以便为他们创造一个伟大的建议... [more] [更多]