Measuring
Events and Sponsorships
How
to Evaluate Events
and Sponsorships
Practical guides and online resources
A year
and a half after it was posted, one of the most popular articles
on The
Measurement Standard Blog Edition continues to be "How
to Evaluate Events and Sponsorships: Six basic steps, five final lessons
and four additional resources." So we
thought we'd play to this obvious demand by gathering together a few
articles and references on measuring events
and
sponsorships.
That blog
post, by the way,
is still state-of-the-art, and, of all the resources listed below,
is
the only one that provides very practical instructions and
explains the use of Grunig and Hon's relationship measurement theory.
(It is also the basis of the chapter on event measurement in Katie
Delahaye Paine's book Measuring Public Relationships.)
Here are
more resources on measuring events and sponsorships:
 Articles previously published in The Measurement Standard:
- (mentioned
above) How
to Evaluate Events and Sponsorships: Six basic steps, five final
lessons and four additional resources
- Two
Keys to Better Sponsorship Measurement:
Be clear on your objectives, and measure outputs, outtakes and outcomes
by Jim Macnamara
- Sponsorship
Evaluation Services, including the Six
Basic Rules of Sponsorship Measurement, and reviews of three
sponsorship
measuring companies (from July, 2002)
- Roger
Roesser's article, How
to Make the Most of Your Sponsorships: Pick the right opportunity,
leverage your exposure, and aim for 8 to 1 ROI (from
January, 2003)
Articles
from the IPR website:
A
comprehensive and practical program for small non-profits, now somewhat
dated, but with a solid approach and logic: Basic
Guide to Outcomes-Based Evaluation for Nonprofit Organizations with
Very Limited Resources
Some
odds and ends found on the Web, mostly to do with sports sponsorships:
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