From Sponsorship to Sponsorshift: Project Investment from Other Sources

Mike Donoghue is a member of a multinational information technology corporation where he collaborates on the communications guidelines and customer relationship strategies affecting the interactions with internal and external clients. He has analyzed, defined, designed and overseen processes for various engagements including product usability and customer satisfaction, best practice enterprise standardization, relationship/branding structures, and distribution effectiveness and direction. He has also established corporate library solutions to provide frameworks for sales, marketing, training, and support divisions.

  Strategy  

Entrepreneurs and those who operate within organizations that have resource-competitive environments share the desire to run a project. However, they require an initiative of leadership, support and investment in order to get started. These are the people who need to actively search for project sponsors.

For most of us, project sponsorship in the workplace occurs or it doesn’t. Others, however, are more active and determined in acquiring the point people necessary to spearhead their projects; they will have to go to greater lengths to get that sponsorship. The effort to learn how to operate within these confines requires considerable dedication, including the necessity of being coached on how to find and approach prospective sponsors, pitch project ideas, gain sponsor trust and have the tenacity to repeat the effort despite rejection or when multiple sponsors are needed.

Outside Help
When it comes to seeking external sponsorship, there are some important factors to consider:

• When thinking about sponsors, look for individuals beyond what you might consider your normal contact list. To get the sponsorship you need, try instead to find people who might be intellectually or emotionally sympathetic to your project.
• In structuring your project, try to also find a way in which to communicate its value in a few sentences. When you are comfortable with …

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