I am on a lot of email and newsletter lists for Association’s around the country so I get the opportunity to see just how “offers” are made for things like sponsorships, publication advertising, event participation and a whole variety of other non-dues revenue generating items.
Here is a typical sample email soliciting sponsorship for an event. I’m keeping it generic just for this example but it’s pretty similar to dozens of offers I have received.
“Sponsorships available for upcoming Trade Show, Business EXPO or Parade of Homes”
Show your support for your Association by becoming a Presenting Sponsor
Your donation will be greatly appreciated – call for details
What do you think? Sounds like a little “begging” to me. For what it’s worth, these types of “asks” have worked OK over the years but in a tighter economy where member companies are searching for tools to increase their revenue and bottom line words like “support” and “donation” just do not have quite the same impact that they used to.
Your Association is one of the most powerful marketing tools a member can use to improve their business. The key is to show your members the value in terms that they can understand. Making comparisons to other marketing tools they use can really open their eyes to the “bargain” they are getting when it comes to Association dues.
When offering sponsorships for events compare the benefits your event offers to other types of media.
Let’s say you are selling a sponsorship for your upcoming Annual Banquet. This might sound a little over the top but it really is the truth. For example, if the attendance at your Annual Banquet is 150 business people you might consider presenting your sponsorship offer like this:
“Make One Sales Presentation and Reach 150 of the most Powerful, Successful and Influential Business People in the Community in Just 5 minutes!”
As the Presenting Sponsor of our most attended business event of the year you will have the opportunity to present your company to an audience of 150 business decision makers that directly or indirectly influence the buying decisions of literally thousands of employees, co-workers, family members and friends.
Calculate the lifetime value of just one or two new business relationships based on using this event as a powerful marketing tool and you will see that the marketing value far exceeds the investment of just $2500.00. (if you would like to receive Our FREE Special Report: “How to Calculate the Lifetime Value of a Member” email Kate atrob.kate.oliver@gmail.com and in the subject line write: Our Association wants to know “How to Calculate the Lifetime Value of a Member” and we will gladly email it to you!)
In addition to reaching 150 business decision makers and fellow members all at once in a gala setting, you will also receive a list of all attendees that you can follow up on in the coming year.
Compare this marketing tool to running an ad in the paper for a day or two or any other “mass media” advertising. By choosing this sponsorship as a marketing tool for your company you will get “face-to-face” with a specific, targeted audience that you can continue to work with to build business relationships long after the initial investment.
Since this sponsorship is an “exclusive” marketing tool you are assured that other businesses in your category will not be able to share in this one-time marketing opportunity.
Your Association looks forward to working with you to help increase your bottom line.
It will be a pleasure to offer our support to your company.
The above is not just a sample of a sales letter or sales script. It is also a thought process. Your Association offers tremendous “bang for the buck” to your members. Remember – “you have the carrot”. Use this same thought process for other sponsorships and non-dues revenue opportunities. Take a look at your current offers a make a list of all of the “features and benefits” and make sure your member “prospect” is aware of the real value you are offering.
Note – I have used and taught this “thought process” personally and it has generated literally millions of dollars in revenue for Association’s around the country as well as other Associations and Organizations.