{"id":3260,"date":"2018-03-07T17:25:34","date_gmt":"2018-03-07T16:25:34","guid":{"rendered":"http:\/\/edu.xestioncultural.com\/?p=3260"},"modified":"2018-03-27T18:09:02","modified_gmt":"2018-03-27T16:09:02","slug":"patrocinio-e-mecenado-cultural-con-sonia-diaz","status":"publish","type":"post","link":"http:\/\/edu.xestioncultural.com\/es\/2018\/03\/patrocinio-e-mecenado-cultural-con-sonia-diaz\/","title":{"rendered":"Patrocinio e mecenado cultural. Con Sonia D\u00edaz"},"content":{"rendered":"<p>Por <strong>Consuelo Lodeiro<\/strong><\/p>\n<p>A sesi\u00f3n de hoxe correu a cargo de <a href=\"http:\/\/edu.xestioncultural.com\/es\/equipo-docente\/#toggle-id-6\">Sonia D\u00edaz,<\/a> que nos deu as pautas de financiamento dun proxecto cultural a trav\u00e9s dos patrocinios; porque en calquera proxecto cultural \u00e9 moi importante o orzamento, ver se \u00e9 viable e con que recursos contamos para levalo a cabo. Para iso empezou a clase dicindo cales eran os obxectivos fundamentais da sesi\u00f3n:<\/p>\n<ul>\n<li>Financiamento dun proxecto cultural a trav\u00e9s do patrocinio empresarial e institucional.<\/li>\n<li>Claves para manter unha relaci\u00f3n proveitosa e duradeira con instituci\u00f3ns, con entidades privadas e cos departamentos de marketing de marcas comerciais.<\/li>\n<li>Modelos posibles de dossier de patrocinio.<\/li>\n<\/ul>\n<p>Vistos os obxectivos da aula de hoxe, pasou a explicarnos unha serie de definici\u00f3ns que son b\u00e1sicas para entender o que \u00e9 un patrocinio e ver a diferencia entre varios conceptos.<\/p>\n<p>&nbsp;<\/p>\n<p><b>Patrocinio<\/b><\/p>\n<p><b><\/b>\u00c9 un termo italiano, que na s\u00faa orixe ti\u00f1a un fin concreto que era financiar aos artistas para que existira unha determinada arte, colabor\u00e1base desinteresadamente e non hab\u00eda un retorno para a empresa; actualmente co patrocinio hai un retorno para a empresa, ese retorno pode ser de distintos tipos. Ante todo, <strong>o patrocinio \u00e9 unha relaci\u00f3n de comunicaci\u00f3n<\/strong>. Os patrocinios tam\u00e9n poden ser <strong>p\u00fablicos<\/strong>, a\u00ednda que nos centramos m\u00e1is nos <strong>privados<\/strong><\/p>\n<p>Unha <strong>empresa<\/strong> pode ser:<\/p>\n<ul>\n<li>El <strong>patrocinador principal<\/strong> dun evento (canto m\u00e1is aporten maior ten que ser o retorno para a empresa, van querer maior visibilidade, poden esixir que o seu logo sexa o primeiro)<\/li>\n<li><strong>Facer colaboraci\u00f3ns:<\/strong> hai entidades que colaboran en moitos proxectos a\u00ednda que a achega que se faga sexa m\u00ednima.<\/li>\n<\/ul>\n<p>As principais<strong> motivaci\u00f3ns do patrocinio cultural<\/strong> son:<\/p>\n<ul>\n<li>RSE (as empresas establecen o seu plan e establecen alianzas), reputaci\u00f3n, posicionamento de marca, captaci\u00f3n de talento, beneficios fiscais, abrir novos mercados co p\u00fablico obxectivo, etc,&#8230;<\/li>\n<li>Calquera proposta de patrocinio cultural constr\u00faese entre as d\u00faas partes a partires da an\u00e1lise de valores, p\u00fablicos, visibilidade, cuantificaci\u00f3n do retorno (ROI) e estratexias compartidas.<\/li>\n<\/ul>\n<p>Para que unha empresa nos patrocine temos que co\u00f1ecer e mostrar cal \u00e9 o valor diferencial do noso proxecto.<\/p>\n<p>&nbsp;<\/p>\n<p><b>Mecenado<a href=\"http:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/03\/2018-03-07-Sonia-D\u00edaz-2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-3265 size-medium\" src=\"http:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/03\/2018-03-07-Sonia-D\u00edaz-2-168x300.jpg\" alt=\"2018 03 07 Sonia D\u00edaz 2\" width=\"168\" height=\"300\" srcset=\"https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/03\/2018-03-07-Sonia-D\u00edaz-2-168x300.jpg 168w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/03\/2018-03-07-Sonia-D\u00edaz-2-768x1368.jpg 768w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/03\/2018-03-07-Sonia-D\u00edaz-2-578x1030.jpg 578w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/03\/2018-03-07-Sonia-D\u00edaz-2-842x1500.jpg 842w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/03\/2018-03-07-Sonia-D\u00edaz-2-396x705.jpg 396w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/03\/2018-03-07-Sonia-D\u00edaz-2-450x802.jpg 450w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/03\/2018-03-07-Sonia-D\u00edaz-2.jpg 898w\" sizes=\"auto, (max-width: 168px) 100vw, 168px\" \/><\/a><\/b><\/p>\n<p>Son axudas a un determinado proxecto cultural sin que supo\u00f1a un retorno para a empresa, que\u00a0 conta con alg\u00fans beneficios fiscais a\u00ednda que se consideran insuficientes. Espa\u00f1a non conta a\u00ednda cunha Lei de Mecenado adecuada que regule este tipo de relaci\u00f3n.<\/p>\n<p>&nbsp;<\/p>\n<p><b>Filantrop\u00eda<\/b><\/p>\n<p>\u00c9 a versi\u00f3n contempor\u00e1nea do mecenado: grandes empresas que conseguen o m\u00e1ximo a nivel empresarial e queren facer un ben \u00e1 sociedade de maneira desinteresada, colaborando en distintos proxectos.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><b>Dossier de patrocinio<\/b><\/p>\n<p>Cada dossier de patrocinio debe adaptarse a cada proxecto en concreto e facerse en funci\u00f3n da empresa patrocinadora \u00e1 que nos diriximos, a\u00ednda que hai unhas pautas e modelos a seguir. <strong>Nun dossier de patrocinio hai varias partes:<\/strong><\/p>\n<p><strong>Estrutura: <\/strong>Debe responder as preguntas que \u00e9, a quen nos diriximos, quen somos, canto pedimos,&#8230; E para responder a esas preguntas temos que:<\/p>\n<ul>\n<li>Ter ben definido o proxecto, os seus valores e p\u00fablicos<\/li>\n<li>Ter claro o orzamento<\/li>\n<li>Ter claras as posibilidades de visibilidade que ofrecemos<\/li>\n<li>Co\u00f1ecer as entidades financiadoras, traxectoria, valores, plan de marketing,&#8230;<\/li>\n<\/ul>\n<p>Podemos variar esa estrutura, hai que ser flexibles e ver en que po\u00f1emos \u00e9nfase dependendo de cada proxecto.<\/p>\n<p><b>Carta:<\/b> A carta de presentaci\u00f3n debe adaptarse a cada entidade, pero algunhas claves de \u00e9xito poden ser <strong>dirixirse a unha persoa en concreto<\/strong> e relacionar correctamente no primeiro par\u00e1grafo <strong>o noso proxecto, os valores da entidade financiadora.<\/strong><\/p>\n<p><strong>Xuntanza: <\/strong><strong>Antes<\/strong> da xuntanza hai que preparar ben a exposici\u00f3n e a mensaxe, co\u00f1ecer moi ben a entidade e a persoa coa que falas e saber o que queres dicir. <strong>Durante<\/strong> a xuntanza, ter boa actitude, discurso positivo, comunicaci\u00f3n non verbal&#8230; <strong>Despois<\/strong> da xuntanza debemos chamar -ao d\u00eda seguinte- agradecendo a xuntanza e resolvendo as d\u00fabidas que xurdiron durante esta.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Por Consuelo Lodeiro A sesi\u00f3n de hoxe correu a cargo de Sonia D\u00edaz, que nos deu as pautas de financiamento dun proxecto cultural a trav\u00e9s dos patrocinios; porque en calquera proxecto cultural \u00e9 moi importante o orzamento, ver se \u00e9 viable e con que recursos contamos para levalo a cabo. Para iso empezou a clase [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":3266,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_forum_subforum_count":0,"footnotes":""},"categories":[12],"tags":[],"class_list":["post-3260","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-curso-experto-universitario-xestion-cultural-usc-2017-18"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Patrocinio e mecenado cultural. 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