arts sponsorship

interesting article in today's guardian (uk) about corporate sponsorship of the arts...http://gu.com/p/2tngj/tw

while it's important that corporates and other commercial organisations consider putting funding into the arts, it's just as important that we in the creative industry learn to make relationships with them.  we need to put a good business case as to why we should be supported.  we should expect to treat our commercial sponsors well, to forge a real relationship with them, to provide them something in return.  arts funding is tight and will continue to get tighter, and there is a good case to put to the commercial sector, as outlined in the guardian article.  forward thinking commercials want to align their brands with the kind of 'feel good' that the arts bring to us.  they want to be seen to support a vibrant cultural sector.  clever commercials know that 'in your face' marketing is a turn off.  they know that they can generate more brand awareness by being seen in the right places.  after all, we are known by the company we keep.

but let's get our thinking caps on before going to the commercials with begging bowls.  let's work out what we can give in exchange for their support.  let's make it clear to them that we are looking to build mutually satisfying relationships.  let's work to find arrangements with the commercials that mean everyone benefits.