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Erschienen in:
2007 | OriginalPaper | Buchkapitel
With the Kind Assistance of
... ten thoughts on sponsorship
Erschienen in: Manuscript
Verlag: Birkhäuser Basel
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Cultural initiatives and events rarely cover their own costs. And since perimeter advertising and programme insertions are ubiquitous and we are constantly being confronted with events and films presented by businesses, it would seem only logical to look for financial support from third parties when mounting an event or bringing out a catalogue. Since an increasing number of our contemporaries have hit on the same idea, we can hardly blame potential sponsors for sometimes becoming annoyed by the flood of requests and even refusing to answer them at all. The decisive mistake often made here can be traced back to the fact that institutions, businesses and individuals donate — if at all — to social causes and hardly ever to cultural ones. Seeking money for the latter is futile and tends to be understood as begging