An open letter to my friends in the nonprofit world. Dear Nonprofit Marketer: The Super Bowl was yesterday. It attracted the largest TV audience for any TV show ever in the United States with 106.5 million viewers. The Winter Olympics are a few days away. The World Cup is about 4 months from now. So I'm opening up Peabody's Way Back Machine to a post I wrote in 2007 that asks, 'why doesn't your cause generate as much money as any of those sports properties?' Short answer; it's a failure of imagination. The September 27, 2007 Forbes listed the value of the world’s top sponsored sports events, by the amount of money they generate per day. They are: 1. Super Bowl… $336 million 2. Summer Olympics…$176 million 3. Fifa World Cup…$103 million 4. NCAA Men’s Final Four…$90 million 5. Winter Olympics…$82 million 6. Rose Bowl…$72 million 7. MLB World Series…$61 million 8. Kentucky Derby…$59 million 9. NBA Finals…$58 million I notice that your nonprofit isn’t on the list....
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