BASA customises sponsorship toolkit

Presented by Michael Goldman, a senior lecturer in marketing at the University of Pretoria's Gordon Institute of Business Science (GIBS), the BASA Arts Sponsorship Management Toolkit gives South African businesses 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.

Workshops for businesses

"What arose very clearly out of the workshops was the desire on the part of business and corporate sponsors for customised and in-depth sessions around the Toolkit," says Goldman. He was the lead researcher in developing the toolkit with funding from UNESCO and the National Lotteries Distribution Trust Fund.

Stemming from this need, BASA is now offering tailor-made consulting workshops for those businesses looking to review or enhance their involvement in the arts. These sessions will be designed with each participating business and will provide focused guidance on aspects of arts sponsorship strategy most relevant to the specific company taking part in the workshop.

Says Goldman: "By drawing on the exercises and approaches outlined in the toolkit, the sessions will provide a unique opportunity for a company's arts sponsorship team to assess the completeness and strength of their arts sponsorship strategy, as well as draw a more direct link between their investment in the arts and the desired returns for the business."