Corporate sponsors often tell me they feel like they are taken for granted by associations.

But, when I check in with the association’s staff, they say, “Really? We LOVE our sponsors!”

This disconnect often comes down to communications and engagement. Here are a few common frustrations I hear from sponsors:
👉The association doesn’t make a point of understanding the company’s business objectives and marketing goals
👉The association changed the company’s booth location and didn’t inform the company in advance
👉The association launched a new initiative relevant to the company’s interests and didn’t let the company know
👉The association modified an awards program sponsored by the company without giving the company a heads up
👉The association presented a webinar on a topic on which the sponsor had expertise and didn’t invite the company to be on the faculty
👉The association didn’t update its distribution lists; as a result, the sponsor’s executives didn’t receive important communications

Therefore, associations that treat sponsorship as a true partnership – providing proactive “account executive” service – build stronger corporate relationships that result in higher sponsorship value (and higher fees).

How do you ensure your sponsors feel valued?