Successful sponsorship programs are an art and a science. Best practices and models can be key to avoiding pitfalls and advancing sponsorship programs.
From Silos to Strategy — The Real Reason Sponsorships Fall Flat
You can have the best sponsorship benefits in the world ... but if your association’s departments operate in silos, your program is probably underperforming. In Chapter 1 of my book ”Mastering Association Corporate Sponsorships”, I explain why internal structure—not...
“But We’re a Nonprofit…” — And Other Myths Holding You Back
Ever heard this at your association? “We’re a nonprofit. We shouldn’t be chasing sponsorship money.” It’s one of the most common myths—and one of the most limiting. Let’s be clear: Your nonprofit status is a tax designation, not a business model. It doesn't mean...
Is Your Sponsorship Model Stuck in the Past?
10 years ago, we didn’t scroll TikTok for thought leadership or attend webinars in sweatpants. The world has changed—and your association’s approach to corporate sponsorships needs to keep up.Yet many associations are still selling booth space, banner ads, and logo...
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...