Cause Marketing

The 'Ancillary Opportunities' Section of Your Cause-Marketing Proposal At the end of your cause-marketing proposal to sponsors there should be a section called something like “Ancillary Opportunities.” It’s the place where you add the other stuff that came out of brainstorming sessions that you can pull off and which complements the principal part of the promotion. Ancillary means ‘subordinate’ or ‘of secondary importance.’ But don’t think that just because ancillary opportunities are subordinate or secondary that you can leave them out of the proposal. For one thing, you may have spent a lot of time researching the target sponsor and still missed their hot button. Remember Hotmail was the second idea that Sabeer Bhatia and Jack Smith presented to Silicon Valley venture capitalists Draper Fisher Jurvetson . The ‘Ancillary Opportunity’ section is also a place to showcase your creativity and generate trust. And like the book title says, “ You Don’t Get what You Deserve, You Get W...