{"id":57841,"date":"2022-09-28T11:54:00","date_gmt":"2022-09-28T15:54:00","guid":{"rendered":"https:\/\/www.eventmobi.com\/?p=57841"},"modified":"2025-08-20T10:27:17","modified_gmt":"2025-08-20T14:27:17","slug":"structuring-association-sponsorship-programs-to-win","status":"publish","type":"post","link":"https:\/\/www.eventmobi.com\/blog\/structuring-association-sponsorship-programs-to-win\/","title":{"rendered":"Structuring Association Sponsorship Programs to Win"},"content":{"rendered":"\n<p><em>It\u2019s no longer a given that companies that sell to your members will sponsor your association. Bruce Rosenthal, founder of the Partnership Professional Network, explains what you need to know now about structuring association sponsorship programs to win.&nbsp;<\/em><br><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full is-resized\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.eventmobi.com\/wp-content\/uploads\/2022\/09\/new-graphics-for-blog.jpg\" alt=\"Happy project manager holds financial report, shows rising stats and growing graphs to colleague, satisfied with great development rate, successful strategy, business growth, company success concept\" class=\"wp-image-64317\" style=\"width:841px;height:561px\" srcset=\"https:\/\/www.eventmobi.com\/wp-content\/uploads\/2022\/09\/new-graphics-for-blog.jpg 1024w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2022\/09\/new-graphics-for-blog-300x200.jpg 300w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2022\/09\/new-graphics-for-blog-768x512.jpg 768w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2022\/09\/new-graphics-for-blog-216x144.jpg 216w, https:\/\/www.eventmobi.com\/wp-content\/uploads\/2022\/09\/new-graphics-for-blog-700x467.jpg 700w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Happy project manager holds financial reports, shows rising stats and growing graphs to colleagues, satisfied with great development rate, successful strategy, business growth, company success concept<\/figcaption><\/figure><\/div>\n\n\n<p>What are corporate sponsors <em>really <\/em>thinking?<\/p>\n\n\n\n<p>I\u2019ve interviewed a lot of corporate sponsors over the years. Sponsors have expressed concerns like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cRecognition is probably the least important driver of sponsorship value.\u201d<\/li>\n\n\n\n<li>\u201cOur company markets 365 days a year; our conference sponsorship is only 3 days a year.\u201d<\/li>\n\n\n\n<li>\u201cFor the money, time, and energy [the sponsorship involves], I can create other opportunities.\u201d<\/li>\n<\/ul>\n\n\n\n<p>Now associations have a new challenge: During the more than two years that associations have been forced to cancel their conferences and expos \u2013 or present these events virtually \u2013 due to the pandemic, sponsor companies were pursuing alternative ways to market their products and services.<\/p>\n\n\n\n<p>Companies have generated their own outreach and created lead lists with social media; presented educational content via company webinars on Zoom; and posted case studies and guides on their company website. Companies have also partnered with trade publications and for-profit webinar and expo producers.<\/p>\n\n\n\n<p>It\u2019s no longer \u201ca given\u201d that companies that sell products or services to an association\u2019s members will sponsor the association.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>Recommended Read:&nbsp;<\/strong>Looking for detailed advice on designing an event sponsorship package that will be competitive in today\u2019s market? <strong>Download the free <a href=\"https:\/\/go.eventmobi.com\/how-to-create-a-sponsorship-strategy-that-maximizes-event-revenue\">Sponsorship Strategy Guide<\/a> to learn how\ud83d\udcb0!<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link has-white-color has-text-color has-background wp-element-button\" href=\"https:\/\/go.eventmobi.com\/how-to-create-a-sponsorship-strategy-that-maximizes-event-revenue\" style=\"background-color:#5b6770\" target=\"_blank\" rel=\"noreferrer noopener\">Download Now<\/a><\/div>\n<\/div>\n<\/blockquote>\n\n\n\n<p><strong>Survey Reveals the State of Sponsorship Engagement<\/strong><\/p>\n\n\n\n<p>The Partnership Professionals Network and Dynamic Benchmarking partnered on a <a href=\"https:\/\/associationsnow.com\/2022\/04\/what-do-your-sponsors-really-want\/\" target=\"_blank\" rel=\"noreferrer noopener\">survey of association sponsors.<\/a> The results \u2013 released in January 2022 \u2013 reveal some interesting insights.<\/p>\n\n\n\n<p>Companies reported they are not achieving their sponsorship objectives; only 21 percent are achieving their objectives \u201cmost of the time\u201d. One reason sponsors\u2019 objectives aren\u2019t being achieved is because associations don\u2019t know sponsors\u2019 goals; only 21 percent of the companies said \u201cmost\u201d of the associations they sponsor to understand their goals.<\/p>\n\n\n\n<p>The third related factor leading to sponsor dissatisfaction is that sponsors report only 30% of associations are asking sponsors for feedback on sponsor packages.<\/p>\n\n\n\n<p>Taken together, these survey findings indicate a disconnect between associations and sponsors.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Why do Companies Sponsor Associations?<\/strong><\/h2>\n\n\n\n<p>How can we alter these challenges to create successful sponsorship programs? One way is to understand why companies sponsor associations.&nbsp;<\/p>\n\n\n\n<p>Interviews, focus groups, and conversations with sponsors during the past decade consistently demonstrate that companies seek to derive three value propositions from sponsorships.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Companies want to create business development and growth. This can take the form of access to a segment of the association\u2019s membership or conference attendees; opportunities to generate leads; and driving traffic to the company\u2019s website.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Companies want brand exposure and differentiation; they don\u2019t necessarily want brand exclusivity, however, they want to be viewed differently than their competitors that are not sponsors. This can take the form of brand awareness to position or reposition the company; distinguishing the brand from its competitors; and establishing credibility by being affiliated with the association.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Companies want to be portrayed as thought leaders. This can take many forms, such as featuring sponsors\u2019 educational content; including sponsors as faculty on webinars and workshops; interviewing sponsors on podcasts; and partnering with sponsors to produce research.<\/li>\n<\/ul>\n\n\n\n<p>In addition, there are ways to achieve all three company value propositions, such as arranging for top-tier sponsors to attend brainstorming meetings with the association\u2019s board of directors; organizing focus groups or roundtable discussions of members for sponsors; holding briefings for sponsors with the association\u2019s staff; and featuring sponsors on social media posts.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>10 Ways to Structure a Sponsorship Program for Success<\/strong><\/h2>\n\n\n\n<p>Based on what we know about sponsors\u2019 concerns and why companies sponsor associations, we can structure a sponsorship program for success.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Members&#8217; first<\/h3>\n\n\n\n<p>While a successful sponsorship program must meet the needs of sponsors, association sponsorship programs first and foremost must be in alignment with the association\u2019s mission and the needs of its members.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Year-long: <\/h3>\n\n\n\n<p>While there will always be interest in \u201cone-off\u201d, transactional sponsorships of things like logos on name badge lanyards, many companies are more interested in year-long, integrated sponsorships instead of a series of tactics.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Customized: <\/h3>\n\n\n\n<p>Each company that might be interested in sponsoring an association has different business objectives and marketing goals. Therefore, customized sponsorship programs are of far greater interest to companies than standard Platinum, Gold, Silver, Bronze sponsorship levels.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Transition: <\/h3>\n\n\n\n<p>Companies are unlikely to be top-tier sponsors if most of the sponsor benefits are logo placements, visibility, and a shout-out from the podium at the annual conference. The goal should be to transition from these transactional benefits to transformational benefits.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Content: <\/h3>\n\n\n\n<p>There is a value other than revenue for associations to have sponsors. Companies have a wealth of market research, trends data, case studies, best practices, etc. that can be of value to the association\u2019s members. This content can be bundled in a year-long, customized sponsorship package.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. <strong>Educate: <\/strong><\/h3>\n\n\n\n<p>Companies should be advised to use their sponsorship to educate members. A slogan to use as a guide is, \u201cEducate to sell, don\u2019t sell to educate\u201d.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">7. <strong>Conversation: <\/strong><\/h3>\n\n\n\n<p>Historically, many associations have developed a prospectus with levels of sponsorships or lists of sponsorable items. Often the result is few top-tier sponsors and some low-fee sponsors. For companies that have been \u2013 or have the potential to be \u2013 top-tier sponsors, it\u2019s best to have a conversation. Marketing agencies have exploratory meetings with prospective clients to identify each company\u2019s needs; then the marketing agency develops a customized set of services for each prospective client. Associations should do the same: talk with each company about its marketing goals and challenges, how the company wants to impact the association\u2019s members, and how the company defines a successful marketing initiative or sponsorships; then develop a customized sponsorship proposal.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">8. <strong>Budget cycle: <\/strong><\/h3>\n\n\n\n<p>Companies are more likely to find room in their marketing budgets for sponsorships if associations talk with the company when it is making budget decisions. Have conversations with company executives when they are developing their marketing budgets (not when the association wants companies to sign up or renew).&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">9. <strong>Internal support: <\/strong><\/h3>\n\n\n\n<p>Successful sponsorship programs have the support of the association\u2019s board and staff. Companies are less receptive to associations that have one or two staff people \u201cdialing for dollars\u201d and more interested in associations in which the entire organization is providing value to sponsors.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">10. <strong>Service: <\/strong><\/h3>\n\n\n\n<p>Year-long, customized sponsorship benefits should be delivered purposefully. This is done most effectively when there is a single designated account executive at the association to service the relationship with each sponsor.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>A Note About Virtual Conferences<\/strong><\/h2>\n\n\n\n<p>While many associations have been challenged by the rush to virtual during the pandemic, most associations acknowledge that some type of virtual education will be part of their offerings in the future.&nbsp;<\/p>\n\n\n\n<p>Virtual conferences can offer significant value to sponsors because of the ability to derive detailed information on each attendee, which sessions they attend, which documents they download, etc.&nbsp; These data are useful to sponsor companies that want to identify the segment of members who would be most interested in the company\u2019s educational information.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How Much to Charge Corporate Sponsors\/Partners<\/strong><\/h2>\n\n\n\n<p>It is important to cover the association\u2019s costs: hard costs, staff time, etc. (However, if the association\u2019s costs are high and value to the sponsor is low, it will be difficult to cover the association\u2019s cost with the sponsor fee.)<\/p>\n\n\n\n<p>Sponsor fees should be based on the return on investment (ROI) for each company. I once worked with a sponsor that was a bank; the marketing VP told me that if the bank obtained one new building financing from a member as a result of the sponsorship, that would cover the $100,000 sponsor fee for the year.&nbsp;<\/p>\n\n\n\n<p>Other companies might have a more \u201cgeneral sense of success\u201d. Or the determination of value might be based on \u201cmoving the needle\u201d on corporate social responsibility.&nbsp;<\/p>\n\n\n\n<p>When I have interviewed sponsors during the past decade, I ask the question, \u201cif the association provided more sponsorship value, would your company pay more?\u201d I consistently get the same responses:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>One-third say \u201cyes\u201d<\/li>\n\n\n\n<li>One-third say \u201cmaybe\u201d<\/li>\n\n\n\n<li>One-third say \u201cI\u2019m not sure\u201d<br><\/li>\n<\/ul>\n\n\n\n<p>I seldom get a \u201cno\u201d response, even when companies are paying $50,000, $100,000 or higher sponsor fees.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Striving for the Win-Win-Win<\/strong><\/h2>\n\n\n\n<p>Successful association sponsorships are a win-win-win, providing:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Content that members need<\/li>\n\n\n\n<li>Value for each corporate sponsor<\/li>\n\n\n\n<li>Revenue for the association, plus membership and sponsor growth<br><br><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Bruce&#8217;s Bio<\/h3>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/in\/brucerosenthal46\/\" target=\"_blank\" rel=\"noreferrer noopener\">Bruce Rosenthal<\/a> has advanced corporate partnership programs for more than 20 years. He is a strategic advisor, consultant, and educator to associations and not-for-profit organizations, creating corporate partnership programs that increase revenue, add membership\/constituent value, and foster organizational sustainability.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>Recommended Resource:<\/strong> \ud83d\udcfa Are you looking for cost-effective, easier ways to build and manage your events? <a href=\"https:\/\/go.eventmobi.com\/en-watch-product-tour\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Watch 8 short videos<\/strong><\/a> to learn how to deliver events in any format that engage attendees and offer sponsors more value\u2014no matter your team size or budget!<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button aligncenter is-style-outline is-style-outline--1\"><a class=\"wp-block-button__link has-white-color has-text-color has-background wp-element-button\" href=\"https:\/\/go.eventmobi.com\/en-watch-product-tour\" style=\"background-color:#5b6770\" target=\"_blank\" rel=\"noreferrer noopener\">Watch Now<\/a><\/div>\n<\/div>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s no longer a given that companies that sell to your members will sponsor your association. Learn about structuring association sponsorship programs to win! <\/p>\n","protected":false},"author":134,"featured_media":58609,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","_searchwp_excluded":"","inline_featured_image":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[77],"tags":[9699,292,304],"filter":[],"class_list":["post-57841","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-event-marketing","tag-association-sponsorship","tag-associations","tag-sponsorship-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Structuring Association Sponsorship Programs | EventMobi<\/title>\n<meta name=\"description\" content=\"Don\u2019t assume that companies that sell to your members will sponsor your association. 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