Do you find it challenging to create a sponsorship program that is valuable to your sponsors and members? Continue reading to learn the secrets of creating sponsorship programs that are successful and how to put people first.
You can go from ABCs to VIPs
Let’s discuss how we can move beyond ‘Always Be Closing,’ selling sponsorships, to creating Values Aligned and Inclusive Partnerships that support your association’s strategic objectives. Your association’s mission is your responsibility. Your association’s members are your priority!
Refrain from buying into old methods that no longer work!
Sponsors are sometimes wrong. Your staff and members deserve your diligence to ensure that the sponsorship benefits your association and serves them well. Staff should not feel intimidated. All people involved in support should have a positive experience.
Develop a long-lasting relationship
What does a “year-long” sponsorship relationship look like? Your top-tier sponsors may not be as interested in having all their sponsorship benefits focused around a conference that lasts several days.
Know your members’ values
David Allison, a researcher, talks about how it is essential to use values rather than demographics when making decisions about marketing and benefits. This applies to your members’ needs. Start by analyzing what your members and your association value to determine the benefits that sponsors should offer. Sponsors’ benefits may be more tailored to the interests of your members.
Do not believe in the “One Size Fits All” approach.
Package benefits for sponsors should be tailored to each company, especially top-tier sponsors. The Gold/Silver/Bronze-level pre-packaged sponsorships are a popular sponsorship option. Still, they are unlikely to inspire creative, strategic thinking when identifying the best products and offerings for members and sponsors.
Get to know your sponsors better.
You can have one-on-one conversations with each executive from each company. Ask them about their marketing goals and what they think a successful sponsorship should look like. Ask them if they know of any member group or type they would love to sponsor.
Understanding your sponsors’ timing better
The best time for sponsors to start and renew sponsorships is the one that suits them the most. This should be determined based on something other than your association’s fiscal or calendar year. Ask each company what time they budget and when they want to start their sponsorship.
Collaboration on new initiatives
Sponsors can also benefit from benefits that are based on member needs. Consider high-level recognition such as co-branded content and joint social media campaigns. Consider including sponsors in toolkits and focus groups.
Other types of engagement can be added to the sponsorships.
Sponsors can increase their value by offering top-tier sponsors the opportunity to provide educational content to conference attendees. They can also participate in interviews or live videotaped discussions about essential topics with members. Members can also serve as session panelists and have access to registration data segmented according to demographics.
Discover new voices and options
Think about the new companies that your members might purchase from and how they could be sponsors. Is there a new company or product in your industry that could be a sponsor?
Invite vulnerability into sponsor relationships
“The more we tell sponsors about our associations, the better they understand how we can offer value to our members.”
