Regional sponsorship centres (RMCs)
The regional sponsorship hubs called «PMR» are information windows on all aspects of sponsorship for companies, individuals and project leaders, especially cultural in the territories.
What is the purpose of these regional sponsorship centres?
These regional sponsorship centres (RMCs) have the following mission:
- OFinform companies and project leaders on all aspects of cultural patronage
- To identify and to disseminate good practices consistent with the spirit of the legislation and the Charter of Cultural Patronage
- OFobserve and study the development of patronage in their territorial jurisdiction (surveys, studies)
- To support structuring projects for the territory
These actions are carried out in collaboration with the representative bodies of the patronage, the foundations with network or regional vocation, the decentralized services of the State, even the Regional Councils. It is not excluded that they can launch public subscriptions for the financing of projects in priority territories.
In addition, regional sponsorship hubs will be able to develop tools, in particular digital, responding the expectations of project leaders and sponsors.
The creation of these poles is a priority set by the national protocols for the development of cultural patronage signed in 2005-2006 by the Ministry of Culture and its partners (CCI France, the Conseil supérieur du notariat, the Conseil supérieur de l'Ordre des experts-comptables, and the Conseil national des barreaux).
Existing RMCs
The Pays de la Loire sponsorship centre
Created in 2014, the Pays de la Loire sponsorship centre is the first operational division, and its success is expressed in a multitude of actions such as organization and participation in events, such as «regional meetings of patronage in the Pays de la Loire» or awareness-raising actions with companies and project leaders.
Since its existence, the Pays de la Loire sponsorship centre has contributed to the creation of 6 clubs of corporate sponsors; 3 territorial foundations and 2 endowment funds.
All of these clubs, endowment funds and foundations involving local SMEs fund different cultural projects each year and thus contribute to the enrichment of the cultural life of their territory.
At the same time, the cluster supports individual projects of associations, local authorities and companies that wish to actively engage in a patronage process.
Collectively, the cluster organizes every two years the unmissable event for sponsorship professionals: regional sponsorship meetings.
The words of Thierry Chevalier
Management controller, and patronage correspondent at the DRAC Pays-de-la-Loire
Being a sponsorship correspondent is first and foremost act as an interface, bridge between economic actors who do not know each other very well : the companies (= potential sponsors), the associations or local authorities (=project leaders). These actors have their own language, specific codes, a particular culture, a project (=social object) responding to differentiated objectives and strategies.
Patronage is an incentive that brings these actors together on common values or well understood and shared interests (the influence of a territory, the commitment of staff, the democratization of the public or the financing of territorial projects).
To be a sponsoring correspondent therefore requireslisten to the expectations of these different actors, cultural and economic, to be interested in the issues they face (CSR, Employer brand, structuring of collective sponsorship for companies) and offer advice and solutions (selection grid of sponsoring companies, methods of communication or legal audits for project leaders).
To be a sponsoring correspondent is also to insert oneself and find one’s positioning in a network, a wider frame in the image regional sponsorship centres (RMCs).
The Pays de la Loire was one of the very first PMR to be created on the national territory. Built on the idea that the pooling of shares, expertise and means is the best possible strategy to bring worlds that ignore each other together, the Pole has gradually been structured (informal structure since 2006, association in 2014) and expanded to new members –ICC (3), Order of Chartered Accountants (1), notaries' chambers (4), Foundations (3)) and partners (State, Region, Admical).
The structure is equipped withan autonomous budget, of its own governance tools (CA, AG, reflection committee with other networks and structures dedicated to philanthropy), of its communication levers (website, brochures) and an original and territorial organization (territorial delegates and volunteers). This desired complementarity of knowledge and skills allowed, in addition to the resumption of the actions initially defined for the sponsors, toorganize important events (the regional meetings of patronage), local studies on sponsorship behaviour and of foster the emergence and development of innovative models for collective sponsorship (territorial business foundations, endowment funds for cultural sectors).
The Pôle mécénat des Pays de la Loire anticipates today the evolution of its economic model and its social object, towards a greater diversification of areas of general interest (solidarity, health, sport, environment) tomeet the expectations dictated by current events, towards a finer territorial network at department level in order to adapt to the local context and towards a more complete structuring in terms of coordination, animation and network development.
The Nouvelle Aquitaine sponsorship department
Inspired by this initiative, a Sponsorship cluster was formed in Nouvelle Aquitaine in July 2018.
Since then, 11 “Les chemins du mécénat” meetings were organized throughout this territory. These meetings, each bringing together project leaders and companies (250 to 300 people per session), are led by DRAC correspondents and partners from the legal and economic worlds. They have in particular led to the creation of a club of patrons (14 VSEs/SMEs) launched in October in front of more than 70 companies.
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