Building Blocks for a Successful Association Sponsorship Program
Updated: Jan 22
What makes a successful sponsorship program? In most cases it is the balance between ROI for the sponsor and monetary funds for the association. Associations play a vital role in bringing together like-minded individuals and fostering community within various industries. A well-crafted sponsorship program is integral to the financial health and sustainability of these associations, but how do you craft a successful program?
Focus on value
For sponsors: Clearly articulate the benefits sponsors receive, not just brand exposure. Quantify the value versus cost. If the association includes attendance, what would just the attendance cost, versus the attendance including the sponsorship? Quantify the value of the marketing exposure. For example, your logo will be on social media three times. We have 700 followers, and you will have exposure to market decision makers.
For members: Ensure sponsorships add value for members, not just generate revenue. This could involve discounts, exclusive content, access to experts, or networking opportunities.
For the association: Show how sponsorships contribute to the organization's mission and strategic goals. This presentation was made possible by the sponsor. We would not be able to present this learning experience without their help.
Diversify Sponsorship Packages
Tailor sponsorship packages to cater to the diverse needs and budgets of potential sponsors. Offer a range of options, from basic packages with essential benefits to premium packages that include exclusive perks. This approach ensures that sponsors of all sizes can find a level of involvement that suits their goals and resources.
Offer a yearly sponsorship AND event sponsorships
We have found some members like to "prepay" for the entire year, and only cut one check to the association. Ensure you are making this easy for members.
Decide the Sponsor Deadlines
Our team has found timing is everything. Do our member's budgets renew for the calendar year or fiscal year? This is important because we need to design the program based on when we can get funding. For example, if members find out their marketing budget in December, I would want a program that runs January through December. In most cases we have found that every company is different. Several associations have rolling sponsorships meaning you can register any time and the yearly sponsorship is good for one year. This system requires way more oversight than selling sponsorships in December and not adding any more after that date. Sponsorships that renew at the same time are much easier to manage due to invoicing and offering of benefits.
Following up in renewals in time is also very important. Proactively follow up with sponsors before their terms expire. Showcase the value they received and encourage renewal.
If we have event sponsorships, present the event sponsorships menu early in the marketing year. Let members choose the package that best aligns with their goals.
Provide Exposure Across Channels
Maximize sponsor visibility by leveraging various association channels. This includes event promotions, website features, social media shoutouts, and newsletter mentions. The more exposure sponsors receive, the greater the value they perceive in the partnership, contributing to long-term relationships.
Networking opportunities: Host events and activities that facilitate interaction between sponsors and members.
One of the most important things you can do is continuously evaluate the effectiveness of your sponsorship program. Gather feedback from sponsors, analyze performance metrics, and stay informed about industry trends. Use this information to adapt the program, keeping it relevant and appealing to sponsors in an ever-evolving landscape. Be transparent about sponsorship agreements and avoid conflicts of interest. Measure and share impact. Showcase the positive outcomes of your sponsorship program for all stakeholders. By focusing on these key aspects, you can create a sponsorship program that benefits all the stakeholders.