Business Sponsorship Toolkit
The BASA Arts Sponsorship Management Toolkit provides South African businesses with a way of navigating through a sponsorship cycle and ultimately the ability to measure the effectiveness of an arts sponsorship as a strategic part of any business. This toolkit was created by Dr Michael Goldman of the Gordon Institute of Business Science (GIBS), in partnership with the BASA team, and launched in 2012 during Arts Sponsorship Management Workshops in Johannesburg, Durban, Cape Town and Port Elizabeth.
Here it was presented to the South African business community, supported by BASA members Hollard and Artinsure. The toolkit was enthusiastically received and is already being used by many South African businesses as a way of navigating through a sponsorship cycle and, ultimately, the ability to measure the effectiveness of an arts sponsorship as a strategic part of any business. The BASA Arts Sponsorship Management Toolkit and the BASA Arts Sponsorship Toolkit (see below), which were funded by the United Nations Educational, Scientific and Cultural Organisation (UNESCO) and the National Lotteries Distribution Trust Fund (NLDTF) of South Africa, were presented to UNESCO in Paris in 2013, as one of four worldwide programmes considered innovative and forward reaching by the organisation.
Arts Sponsorship Toolkit
Complementary to the Arts Sponsorship Management Toolkit for business, the Arts Sponsorship Toolkit provides a way for the management team of an arts organisation to review, refresh and enhance their sponsorship practice, and to build long-term relationships with corporate sponsors. Conceived as a step-by-step way for arts organisations to engage in the sponsorship environment, the Arts Sponsorship Toolkit was also created by Goldman and BASA, and was launched at the Soweto Theatre in 2013.
Goldman points to the fact that the sponsorship environment is becoming more competitive, requiring arts organisations to be clearer and strongly define their value to audiences, participants, sponsors and society. Arts organisations are now able to use the toolkit to guide a more strategic integration between the partners involved in a sponsorship relationship. For arts organisations with existing sponsorship relationships, the toolkit provides an opportunity to assess the depth and breadth of their practices, as well as develop the ability to nurture a more sustainable arts partnership approach. For organisations searching for new or additional partners, the toolkit provides a step- by-step guide and set of exercises to craft a well-considered, longer-term arts partnership strategy.