Rick Doyle is a sponsorship specialist in motor races and hockey. Why did
he pick sponsorship? "The diversity and excitement of the events themselves
and the diversity of the people you work with basically make it a good career
choice," he says.
According to Doyle, the most challenging aspect of this job is prospecting.
"You've got to network and build a relationship with the target client. That
eventually lands you the client's business."
He says the most rewarding part of the job is watching a client strategy
unfold at your event and having it work. "So if ABC credit card company is
your sponsor, watching them generate business through your event is a reward."
His advice to those who might be interested in entering this field is to
specialize. "Make sure your educational background lends itself to what you're
going to be faced with in the job market," he says.
"When we recruit, we look for specialized skills. For instance, value is
always key. In valuing a sponsorship proposal, understand the event that you're
applying for and be interested in those events."
Gina Parker is a sponsorship coordinator for a PBS station in Houston.
"At first I didn't really choose to be in fund-raising," she says. "The main
thing is that I wanted to work in television."
Her degree in communications and marketing experience made her perfect
for this field. "I chose it because I like the quality of the TV we do. I
wanted to sell something that was quality."
To Parker, the most challenging aspect is the competition from commercial
stations. "We hear 'no' a lot," she says.
"Sometimes it's hard to keep motivated and not get discouraged. But you
might get a no from one person, and yes from the next three people."
She says the most rewarding thing about her job is the people who are proud
to be part of PBS. "When I offer them the chance to be part of our station,
they get excited," she says. "They feel like they're doing something worthwhile."
Parker suggests students who are interested in this field become good writers
and learn how to communicate effectively with the public. She also says it
would help to study statistics and demographics.
"Get an internship at a PBS station or a newspaper. An internship is the
most valuable thing a student can do, but they have to work for free," says
Parker.
"You learn how things are sold, packaged and presented to a client, and
you learn how to run an advertising campaign."
She says you definitely need a degree to get into this field. "It's very
competitive, so you have to be on top of your game."
Brian Garrido is a sponsorship coordinator and public relations specialist
for the UCLA Film and Television Archive. He has a background in public relations
and marketing. He says sponsorship is something he fell into.
"I didn't go out for it; it came to me," says Garrido.
He says the challenge of this job is definitely in trying to gain support
from major corporations or private sponsorships for whatever programs you're
doing. "You want to make sure there is a good marriage between the donor and
the product."
You have to try to approach a potential sponsor who might have some interest
in your cause or event, like a bathing suit company to sponsor a swimming
event.
The reward? "Certainly when you gain that support. When you convince the
donor that it's worth supporting," says Garrido.
Colin Timm is a marketing and communications director for a synchronized
swimming organization. He says that there are three main reasons why he enjoys
his position.
"One, I get a chance to work with the best athletes in the sport," he says.
"Two, the job is always positive because I'm looking for money resources
to help someone else. And three, I have the opportunity to meet a huge number
of diverse individuals."
He says his reward is in knowing that his efforts are allowing someone
(the athletes) to achieve a goal.
What does it take to run a successful sponsorship campaign? "You have to
have strength in interpersonal skills. You need to be objective and extroverted
and be interested in many things. In short, you need to be creative, artistic,
articulate and easygoing."