Peeling Back the Layers of Successful Sponsorships

By Kim Barclay

Why should your company consider any sponsorship?  There are more reasons than you think.  Everyone knows that sponsorships give you brand visibility.  Whether it be at an in-person event or an on-line presence, being a sponsor will get your company seen.  But it’s much deeper than that.  A sponsorship should be seen as an investment.  Yes, one expects return on that investment and to get the most bang for the buck, but most times there is not an immediate, tangible ROI.  Sponsorships need to be thought of as a foundation to build on.  Building relationships with organizations and individuals in your target market.  Being a sponsor can give you credibility, and a positive reputation and perception from your audience.

But sponsorship is a two-way street.  The benefiting organization needs to be flexible, open minded and listen to what potential sponsors want and how they want it.  The old standard of having levels with pre-selected benefits isn’t always the right fit.  Organizations need to reach out and ask potential sponsors what they are seeking and work together to make it happen.  Thinking out of the box and coming up with the most incredible and outrageous ideas, and then working down to what is reasonable and realistic is far easier and more creative than trying to work up hill.

Why should my company be a sponsor?

  1. Brand Visibility – Basic Marketing 101. Be seen in person and on social media.  The Event Marketing Institute reported that 98 percent of attendees create social content during events. When attendees share photos, quotes, videos, and blogs, you get exposure to much larger networks. User-generated content has a greater impact on customers, so make it easy for people to tag your business on social media.
  2. Creating a positive perception – Your target audience will be thankful for your “good will” for the good of the cause.
  3. Building relationships – Think long term. Foster and nurture your relationships.  You may not acquire direct business from a member or attendee, but they know who you are and will pass along your information and say how great you are.
  4. Networking and Sales Goals – Sponsorships are another tool for networking and meeting new potential clients and customers. As your prospect list grows, your ability to reach your sales goals increase.
  5. Return on Investment – The biggest mistake people and companies alike make, is expecting immediate customer and client interaction. ROI is a process and it can take months even years to see your hard work pay off.  Be patient, and continue to build on your foundation.

Sponsorships are incredibly important to both the sponsoring company and the benefiting organization.  Having realistic expectations, and verbalizing the wants and needs of the sponsorship and working together will create very successful partnerships.

Kim Barclay is a Chief Staff Executive at Partners In Association Management and is the FSAE 2019 Conference Sponsorship Chair.  Kim has over 20 years’ experience in Association Management, Event Planning and Fundraising. Reprinted with permission, FSAE Source Magazine January/February 2019 issue.

3 Leadership Tips from the North Pole

By: Shelly Joines

Santa has a BIG job. Millions of children around the globe look forward to one night (or morning) depending on your traditions, to see what Santa has in store for them. Year in and year out, Santa seems to get it right. Do you ever remember reading the news after the holiday season, that Santa had a bad outing? Nope, didn’t think so!

How does he pull that off so consistently? Santa is one person… there must be more to the story. Maybe he has a team of people involved! Continue reading “3 Leadership Tips from the North Pole”

To Boldly Go Where Others Have Gone Before

By: William Ferguson

Which is more frightening to you? Being the first one to do something or following in someone else’s footsteps? Stepping into an established role brings more challenges than you might think at first. Earlier this year we partnered with a new association that was changing management right in the middle of on-going programs. This has been a very challenging, but highly rewarding, year for me. Keep reading for ideas on how to tackle taking on a position that had previously been filled. Continue reading “To Boldly Go Where Others Have Gone Before”

Achieving Results through Successful Committees

By: Dee Kring, CAE, CMP

Whether you’ve chaired them, served on them or staffed them, you recognize that successful committees don’t just happen without some effort and thoughtful planning.   Committees play a huge role in the overall success of an organization and their ability to meet their goals and objectives.

What can we do ensure successful committees? The following isn’t an exhaustive list, but a few tips I’ve found helpful: Continue reading “Achieving Results through Successful Committees”

Corn in My Taters and Updated Association Practices

By: Shelly Joines

I remember back when I was about 8 years old, my family did large Thanksgiving celebrations where  everyone would travel across the state to meet.  We would line up several tables to create a buffet, for a fun family feast. Some traditions are time honored ones and some we do for reasons we don’t even know why anymore – yet we still do them. Why is that? Continue reading “Corn in My Taters and Updated Association Practices”

Tips and Tricks for Strengthening Your Association’s Volunteer Leaders

By: Rachel Luoma, MS, CAE

I remember reading this great blog by my colleague Will Ferguson about being a volunteer leader.  In it, he provides some great tips for those looking to become involved in an association, such as selecting a volunteer position, being present, following through and knowing when to step back.

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As I read through it, I couldn’t help but think about the other side of the equation – managing volunteer leaders.  I always say that volunteers are the heart of the association and staff members are the legs.  The staff can do the heavy lifting, but the organization is dead without the heart – the volunteers.  Continue reading “Tips and Tricks for Strengthening Your Association’s Volunteer Leaders”