Our annual sponsorships were filled by January!
One of the most successful tools I used while working for a member-based organization was a “sponsor playbook”. The purpose of the playbook was to help our members choose the best sponsorship opportunities for their businesses, and to give them the first chance to renew their sponsorship each year. The win for our association was that I had less selling to do because it was easier for members to sign up for sponsorships.
Build A Sponsor Playbook
– Create a page for each event that has sponsorship opportunities available. Include photos, logistics, cost, number of attendees expected, etc.
– Include a checklist on the final page of the sponsor playbook for prospects to select from all of the sponsor opportunities.
Ask for Repeats
– Send the playbook to last year’s sponsors with the opportunity to REPEAT their sponsorship; include a deadline to reply. In most cases, members will appreciate being asked to repeat, and say YES.
– After you hear back from last year’s sponsors, update the playbook with logos from the confirmed sponsors who are repeating; this will help build momentum for cultivating additional sponsors.
Send to All Members
– After adding the repeating sponsors to the playbook, post the playbook on your website and email it to all members along with a reminder that opportunities are on a first come, first serve basis.
– Continue to update the playbook on your website as sponsorships are secured.
Creating your own sponsorship playbook will save you time in the long run and lead to additional non-dues revenue as the demand for more sponsorship opportunities increases.
Lola FauFau, GrowthZone Marketing Communications Specialist, has a solid background working for member-based organizations. She has experience in association marketing, communications, and public relations. She earned a Bachelor of Science Degree in Communication Studies from University of Northwestern St. Paul.