Where to start? How to start? Where to focus? How to prioritize? These are some of the most basic questions public media stations are struggling with when it comes to getting started with digital sponsorship, or taking an existing strategy to the next level.

The first, most important step in developing an online sponsorship strategy is to determine your station’s capacity for selling and trafficking online sponsorships and to map out some practical next steps. Because resources vary, it is important to be realistic about what you can implement and when, and to understand the most appropriate tools and services available to you wherever you may be in the process. Here are some specific recommendations, in terms of strategy and…