Congratulations, you’ve found it.
The easy, arts-friendly e-learning course that you’ve been longing for.

You’re in the arts because you’re passionate about what you’re creating. If you’re being completely honest, you actually wish that someone else could take care of the business and financial side of things for you. Frankly, it’s been overwhelming, keeping up-to-date on the latest grant submissions and funding opportunities, let alone trying to muster the courage to seek additional sponsorship. And since we’re on the topic, what is sponsorship anyway?

Congratulations because you just found the e-learning course for easy-to-follow, fun-to-do, modules for the arts sector. It’s time to get you the sponsorship that you deserve.

Our six-module Art of Sponsorship e-learning course was created to help you level up your career and to sprinkle some sponsorship pepper into your art.

You’re not on your own anymore. This course was designed for you.


Benefits of this Course

Empower yourself around the sponsorship cycle
Attract the inspiring audience you crave
Charge what your organization is worth and what it deserves
Grow your tribe of supporters and build your brand
Create your next big thing with the right people
Gain the confidence to build your partnership network


What We Cover

Now Available

Module 1: Sponsorship 101

The foundation to the entire six-module e-learning course begins with Sponsorship 101. What is sponsorship anyway? This module covers all five areas of the sponsorship cycle from a bird's eye view. It was designed to help you see the full picture before each area is uncovered in more depth during future modules. This first module comes bundled with the purchase of any of the five modules.


Learning Outcomes

Upon completion of this module, the participants should be able to:

  • Define what sponsorship means.
  • Identify the benefits of sponsorship to the arts organization.
  • Identify the benefits of sponsorship to the business partner.
  • Outline the four stages of the Sponsorship Cycle.


Now Available

Module 2: Planning

Like a map that leads you to your destination, the Planning module is an integral part of the sponsorship cycle. This will inspire the organizer deep inside of you, and bring your ideas into a cohesive strategy. Your attention to this phase of the sponsorship cycle will allow you to bring other team members on-board with ease, and maximize your chance of building the ideal partnership that you’re after with businesses.


Learning Outcomes

Upon completion of this module, the participants should be able to:

  • Create an organized and efficient framework to meet annual sponsorship revenue targets.
  • Develop an awareness of key organizational assets and how to engage them to sell sponsorship.
  • Develop practical tools for selling sponsorship.


Now Available

Module 3: Prospecting

How do you find your potential sponsors? This module takes you through doing so from A to Z. Prospecting is all about defining what your sponsorship needs are, identifying ideal businesses that you would like to partner with, and determining whether your needs can fulfill a need for your prospect. This module alone could save you years of frustration and missed opportunities.


Learning Outcomes

Upon completion of this module, the participants should be able to:

  • Use information gathered to ask probing and pertinent questions about prospects, in order to make strategic decisions about who to approach and when for the best chance of success in securing sponsorship.


Now Available

Module 4: Making an Approach

When it comes to reaching out to request a sponsorship meeting, we know how nerve racking it can be. Approaching a business to explore a sponsorship opportunity isn’t part of what you had hoped to be doing with your time, right? We get it, and you’re not alone. That’s why we’ve developed this in-depth module to take you through the process from start to finish and move you confidently beyond your comfort zone.


Learning Outcomes

Upon completion of this module, the participants should be able to:

  • Use information gathered in Planning and Prospecting to create and execute a detailed plan of approach for prospects, laying the foundation for ongoing business cultivation to become a key part of the organization’s sustainability drive.


Now Available

Module 5: Pitching

The moment of truth has arrived. There you are sitting in the meeting you have secured after weeks and months of preparation. You’re ready for whatever comes your way because after completing this module of the e-learning course, you’re confident and clear on what to expect. You’ve done your planning, and you’ve seen creative ways to foster relationships with potential sponsors and partners.


Learning Outcomes

Upon completion of this module, the participants should be able to:

  • Use the information gathered in Planning and Prospecting to inform and conduct a meeting that will facilitate the creation of a customized opportunity for the prospect, backed by effective communication and negotiation strategies to increase the chance of successfully securing the sponsorship.


Now Available

Module 6: Fulfillment & Stewardship

So you’ve had your successful meeting, and you’ve sealed a sponsorship deal. This is cause for much celebration. But there’s still one more step to ensure you become an ideal arts organization for future sponsorship opportunities. The sixth and final module on Fulfillment & Stewardship will reveal the many ways in which you can ensure a prosperous relationship with your sponsor, through customer service.


Learning Outcomes

Upon completion of this module, the participants should be able to:

  • Engage, manage and support the sponsorship relationship in such a way that the sponsor is more likely to renew and even increase the sponsorship investment in consecutive years, ultimately becoming a loyal and long-term partner in the sustainability of the organization.



What's Included

Video Training

Delivered through our e-learning course platform, all six modules will be written and narrated over for an easy learning experience. We’ve compiled the best information in over six hours of training.


We know that you like to follow along and take notes, so you will be able to download fill in the blank worksheets for each module to help you reflect on and retain what you’re learning. Multisensory indeed.

Audio Files

With everything you’re up to, you would probably appreciate the ability to listen to the modules on-the-go. That’s why we’ve created MP3 downloads of each module for the learning in transit folks.

Transcripts of Modules

With the variety of ways to learn and retain new information, we want to ensure that there is a style of training for each learning preference. In addition to the interactive video training which includes a presentation and audio over slides, we are providing PDF transcripts for all six modules.



Package Options

The Plus One


  • Sponsorship 101 Foundations Module
  • Any 1 of the 5 other in-depth modules

The Three Pack


  • Sponsorship 101 Foundations Module
  • Any 2 of the 5 other in-depth modules

The Six Pack


  • Sponsorship 101 Foundations Module
  • All 5 other in-depth modules

If you would prefer to pay by cheque please contact to make arrangements.
All packages include one user login. Each additional user login is $99 and can be purchased at anytime by an existing user.



“I learned how to build relationships and how to provide tangible marketing benefits in exchange for sponsorship.”

- Singing Out Chorus,
Toronto, ON

“Business for the Arts training has helped me redefine the way I approach new sponsors, I now understand the benefits to the sponsor company a lot better.”

- Kamloops Interior Summer School of Music,
Kamloops, BC

“I had outdated ideas about sponsorship, and this has been changed. My perspective is much more up to date and diverse. It’s really going to help.”

- Cantabile Choirs of Kingston,
Kingston, ON

“It gave us new confidence in approaching prospective partners and an appreciation of our value to them.”

- Truro Art Society,
Truro, NS


“The most important things learned are the importance of:
1) patience around cultivation
2) tailor-made proposals based on good listening NOT standard packages
3) authentic and regular stewardship
to guarantee a long lasting partnership for years to come.”

- Documentary Organization of Canada,
Toronto, ON

“We learned how to "think outside the box" in terms of assessing local businesses to determine who would be a good fit with our organization, and getting creative about partnership details that would benefit both parties.”

- Open Studio
Toronto, ON



Once your purchase is complete you will receive an email with a link to create your membership account. Once that’s created you’ll be ready to go, and once the registration period ends, you’ll get another email letting you know that you have full access to the tutorials that you purchased. It’s quick, and it’s easy.

Your purchase is non-refundable. Please shop mindfully. Not sure if you’re going to like the tutorials? Worried you’ll regret making a purchase? Please spend some time exploring our website and our Sponsorship stories, both of which are free.

There are three prices and package options available for purchase. The smallest package The Plus One starter kit, which includes our foundational tutorial, Sponsorship 101, and any other module of your choosing for $178 + HST. The second option is the Three Pack, which includes our foundational tutorial, Sponsorship 101, and any other two modules of your choosing for $247 + HST. And if you’re ready for full deal, there’s The Six Pack, which includes our foundational tutorial, Sponsorship 101, and all five other modules of your choosing for $397 + HST. Your purchase will be processed through PayPal with either your own PayPal account or with the credit card that you enter upon check out. Each purchase is valid for one user, and each additional license is available for an add-on fee of $99 per user.

Your order is instant, and you will receive the automated email to set up your membership login as well, following your purchase. However, we will be waiting until the registration sales period ends before we release the tutorials to those who made a purchase. That will take place on Friday, April 17 and you will receive an email notification once it’s available.

Registration is open to all, from anywhere far and wide. There is no restriction on how many people can join.

Not this time around. However, we may open our registration system again at a later point in 2015, although we cannot guarantee that at this point. If you know that you want access to our tutorials the best option is purchasing The Six Pack package, and you’ll have it all, now.

Technical difficulties happen to the best of us. Business for the Arts has done our utmost to ensure that our eLearning series is as well designed, easy to use and browser friendly as possible. Although we cannot provide technical support to our members at this time, you can email if you do not receive your login link or purchase confirmation. Our small team will do its best to respond within a few days.

Each purchase includes just one license. BftA’s software tracks individual IP addresses, limiting one user to access the tutorials.

The 6-part training course is set up in such a way that you will receive your tutorials at different stages. Please see for the full schedule of when tutorials will be released.


About Business for the Arts

Business for the Arts is Canada’s national organization of business members who support the arts. We connect, educate and invest to bridge the gap between business and the arts. Since 2002, we’ve helped over 600 arts and cultural organizations partner with more than 2000 businesses across the country, creating an influx of over $14 million into the cultural economy.

“Business for the Arts is at the forefront of progressive thinking for non-profit fundraising. Private business investment is crucial to growing funds, and BftA is a necessary liaison for these exchanges.”

– Georgian Bay Concert Choir
Owen Sound, ON