Sponsors and Patrons
Getting ‘em … Keepin ‘em

WHO - - Find them:

  1. Most associations solicit affiliate members to support the convention and offset some of the major expenses.
  2. You can also solicit lists of target audience from companies who research these lists. These are purchased so be prepared to pay a fee, and be very selective on your search criteria to choose potential sponsors and patrons appropriate for your association or company's needs.
  3. Solicit from sponsors and patrons at national or industry related conventions that are closely aligned with your member needs.
  4. Community businesses are also a great source if a majority of your members would do business in a certain locale.

WHAT - - do you provide in order to garner support from this potential sponsor?

  1. Tickets to Events
  2. Name Recognition
  3. Speaker Selection or Sponsorship
  4. Microphone time – such as introducing an event or speaker.
  5. Program advertisement
  6. Banner AD
  7. Visibility (signage, mailings, brochures, etc.)
  8. Draw Winners or supply prizes (contests)

WHERE - - would Sponsorship apply?

  1. Entertainer
  2. Banquet
  3. Cocktails
  4. Each Education course with speaker
  5. Breakfast Sessions
  6. Exhibit Hall
  7. Event (all or part)
  8. Golf (individual holes, hole-in-one insurance for car, or prizes)

WHY - - should this business sponsor? Determine your marketing strategies – set a list of the benefits for sponsorship:

  1. Image
  2. Bang for your Buck
  3. Visibility
  4. Name Recognition
  5. Branding
  6. Fits in with your marketing plan
  7. Potential Numbers (clients)
  8. Potential return on investment

HOW MUCH - - Prepare a ball park figure of what you are seeking, then break it into manageable and attainable portions.

     For example, you need to acquire $40,000 in sponsorship and patronage in order to balance your convention budget. Assuming that your potential sponsors include ten major industry leaders and many smaller affiliates, you may want to consider breaking this down into:

One Platinum Sponsor     $8,000               $ 8,000

Two Diamond Sponsor   $5,000               $10,000

Five Sterling Sponsor      $2,500               $12,500

Five Gold Sponsor          $1,000               $ 5,000

Ten Patrons                     $   500               $ 5,000

Set your levels of contribution in recognizable groupings and provide a title for each level. Sample groupings are shown:

    • Gold, Silver, Bronze
    • Platinum, Diamond, Sterling
    • Corporate, Affiliate, Friend
    • $5, 000 Sponsor, $1,000 Sponsor, $500 Patron, $100 Patron

Use the WHAT List above and determine what benefits should be given for each level of sponsorship. The Platinum Sponsor may receive free tickets to an event, a free exhibit booth and advertising on signage, while the patron receives only recognition in the convention program.

Then determine what events or activities can be "Sponsored". You may have a banquet with headline entertainment and two education sessions with speakers. You may want your $8,000 sponsor to be recognized for sponsoring the banquet with entertainment and your $5,000 contributors will sponsor the speaker at each of the education sessions.

WHERE DO I GO FROM HERE?
You have list of events to be sponsored.
You have an expected value or contribution you are seeking.
You have a list of sponsors from which to solicit support.

 

Prepare your Marketing Plan and carry it out:

1. List your sponsorable events broken down into categories (gold, silver, etc.)

2. Prepare a sponsorship package based upon the various levels of sponsorship with the benefits of each (gold, silver, etc. & free tickets, introduction, etc.)

3. Prepare an introduction letter for the sponsorship package explaining your association, the amount of participation you expect from members, previous success, intangible benefits of sponsorship and then specific benefits from the specific sponsorship contribution you are seeking from this candidate. Provide a date and time that you will call to discuss the advantages of sponsorship (within the next two weeks).

4. Keep a calendar with phone dates for calling and Be on time with your calls.

5. Keep a database of potential sponsors and contacts and update with comments and discussion.

6. Include a Contract in the sponsorship package.

7. You might want to include a FAX-Back Pledge page where they may select the sponsorship of their choice.

8. Make a very attractive sponsorship package which includes the convention theme, list of sponsor events, cover letter, contract and your business card. Use a portfolio folder with insert flaps on both sides and divide your material between the sides, insert your business card in the front flap and place the cover letter on top of the portfolio in the envelope.

9. Make enough for your database of potential sponsors and keep several extra on hand for last minute sponsors.

10. Keep letter in word processing and update and send as potential sponsors are discovered.

11. As convention preparation proceeds be sure to begin adding sponsor and patron names to any convention materials being sent to attendees or pre-registrants. And note this process in future cover letters.

12. Consider offering a buy-now-for-next-year campaign to keep patrons and sponsors. Might even stay at this year’s price if pre-paid.

13. Survey your sponsors and patrons for their comments and recommendations at the close of the event. And review these in preparation for next year.

14. Highlight their contribution in the database for next year’s campaign.

15. Include a personalized thank you letter after the event and make sure it is from someone of great importance in your association. (President, etc.)