THECUBE hosted an amazing panel on the 19th of April in regards to creating a more viable form of funding for theatre and dance productions. Through out the years, these two industries have formed a habit of ‘begging’ for money and as the economy changes this tactic is becoming increasingly unsustainable. The solution? Sponsorship.
5 Reasons to look at Sponsorship as an option
1. Sponsorship forces producers to think of their project as brands, thus creating a stronger package for their audience.
2. Building a successful rapport with a sponsor could lead to larger bundles of funding rather than little bits at time.
3. Sponsorship gives the producer the liberty to create a production at a larger scale.
4. The inclusion of a sponsor can turn into an interesting collaboration, which has the potential to push the boundaries beyond the usual theatrical boundaries. For example the Such Tweet Sorrow a drama based on Romeo & Juliet, which is currently being tweeted by RSC and Mudark Production Company. According to Camilla from Idea Generation, it has received an amazing reception with press calls coming from China and Russia. This unlikely creative partnership has reached audiences not even thought of before, which is a win/ win for both sponsor and RSC.
5. It is a path that has not been exploited or exhausted, thus increasing the chances of funding.
10 Tips on how to acquire Sponsorship for Theatre and Dance
1. Research which brands are launching a new product or creating a new platform, as they will be in need of brand awareness.
2. Conduct detailed research on the brand that you are approaching, so you can understand how to create the best possible match. It is a matter of speaking their language and understanding their needs.
3. Tailor each proposal to the specific brand, do not send generic information.
4. Be prepared for the long haul, there are no short cuts and some may take up to 18 months to secure.
5. Build a rapport with several potential sponsors, start with a phone call or email.
6. Create a soft prototype of your projects, a video illustrating your vision or showcase an excerpt of the full performance, this will allow the sponsor to clearly vision their brand in correlation with the project.
7. Be specific about Return on Investment, both in monetary and brand terms. In other words how will their brand benefit and how many people it could reach?
8. Make the proposal about them, how will their brand benefit, how will they reach a new audience, essentially you want them to see your production as a means to their ends.
9. Be creative; find a way into the brand by offering something innovative and unique.
10. Make sure you have a strong brand, which will be able to offer an interesting, strong, and compatible partnership with the sponsor.
Special Thanks to our Partner Stellar Newtork and to the panel Idea Generation, Imagination, Royal Court Theatre, and Rambert Dance.
