How to avoid wasting money on sponsorships

Throughout my career I’ve put together many a sponsorship package.  At the Dearborn Chamber of Commerce, I bundled all the organization’s events into annual sponsorship packages, minimizing the number of times we had to hold out our hand while helping our members match their interests to our opportunities.  Through it all, my goal was always to deliver the most bang for the buck as we could.  This article on American Express’s Open Forum gives the buyer’s perspective on sponsorships, echoing many of my principles. 3/31/10

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