Successful sponsorship programs are an art and a science. Best practices and models can be key to avoiding pitfalls and advancing sponsorship programs.
Are You “Rubbing Companies the Wrong Way?”
Several association sponsorship directors have said that they require companies to purchase a booth in the exhibit hall if they are a sponsor. Their rationale? To fill the exhibit hall. This approach is akin to insisting that every patron entering a café to buy coffee...
What’s the Role of an Association’s Sponsorship Staff Person?
I received an interesting response to my LinkedIn post suggesting that when associations are considering changes to their annual conference, they should get input from conference sponsors and year-long corporate partners An association executive messaged me, “We are...
Sponsorship Lessons from Marketing Guru Seth Godin
Many associations sell conference sponsorships and à la carte sponsorships from a prospectus ... a standard menu. Read Godin’s recent post and think about how his idea might change our “sales" process. 🚀 “ARE YOU PITCHING OR ARE YOU ASKING? “There are two ways to...
How to Combine Sales and Service to Increase Sponsorship Program Value
Association sponsorship program success is driven by focusing on SALES and SERVICING. SALES When I interview sponsor company executives on behalf of association clients, companies say they are interested in doing business with associations, however, they are...
How to Create Recognition with Impact for Sponsors
A Facebook post suggested eliminating sponsor recognition at conference general sessions to reduce session length. I agree that traditional, transactional recognition like “Thanks to our Gold Partner Acme Widgets for their Support” can be cut; neither sponsors or...
An Association with No Competitors? Really?!
The CEO of a national association said to me, “our association doesn’t have any competitors for our sponsorship program; our association is the best resource for companies that want to reach our members.” I replied, “I beg to differ; our research shows there are...
The Value of Staff Collaboration to Increase Sponsor Revenue
Can an association’s corporate sponsorship program succeed without collaboration on staff? I don’t think so! I heard this story recently: An association’s Program Director suggested to the association’s Sponsorship Director a dynamic, popular association project that...
The Right Balance of Association Needs and Sponsor Needs
Providing members with valuable educational content is vital for association growth and development. Collaboration with corporate partners can enhance these efforts. However, it's crucial to balance associations’ needs for educational content and companies’ needs to...
Sponsorship Lessons Learned from at World-Famous Fountain
While doing some sightseeing in Italy on a Trafalgar tour, we visited the Trevi Fountain. I’m sure there are companies involved in restoring and maintaining this world-famous landmark. Maybe some companies offer their services in-kind. However, we would consider it...