The first step is to create a clean and accurate database. Building and maintaining an up to date prospect list is critical. Using an Excel spreadsheet or association membership software program, the following elements help to clearly define your prospect’s interest and donation history:
- Type of Sponsor (Corporate, Foundation, etc.)
- Areas of Interest/Research Pipeline
- Primary Sponsor Contact (Name, Credentials, Email, Address)
- Secondary and Tertiary Contacts (and Roles)
- Leader Primary/Secondary Contact
- Contribution Amount, Category
- Contacted/Accepted/Invoiced/Specs
- Notes (Contact Date and Responses)
- Past Giving History (Amounts and Levels)
Your sponsorship prospectus should answer three vital questions:
- Why Sponsor the Meeting? Include the following:
- Mission of Organization
- Program Highlights
- Networking Opportunities
- Who Attends the Meeting? Include:
- Demographic Data of Meeting Attendees
- How Can I Showcase My Products and Services? Provide a detailed list:
- Annual Meeting Sponsorship Opportunities
- Sponsor Benefit Charts
- Exhibitor Information
- Advertising Opportunities
The Sponsor Pipeline
Sponsor benefit spec sheets should clearly state sponsor benefits by category and provide specifications and deadlines for advertising-related benefits. Sponsorship tracking sheets should contain a log of company contacts, a record of dates contacted, sponsorship commitments, dates the invoice was sent and dates paid. Notes should be kept of each company contact, whether by email or phone.
The tracking sheet should also show the level of support and the event(s) companies have agreed to sponsor so these commitments can be accurately displayed along with their logos in event programs and advertising. All solicitation emails and commitments should be saved in separate company files. As soon as a commitment is received, it should be filed in an accounts receivable folder. Regular sponsorship reports should be generated and shared with client teams and association boards. Current contribution levels should be contrasted with event goals.
Post Meeting
Post-meeting, an infographic can be created summarizing attendance statistics and demographics. Association board members can provide this to each sponsor with a personalized thank you letter describing sessions of interest and other opportunities available for future meetings. The personalized letter can have a strong impact on future participation and cement relationships in the long-term.
Board participation in partnership with association staff is the key to success in keeping and retaining sponsors. Board members can help identify prospects, nurture relationships and work in tandem with staff to keep sponsor satisfaction high for years to come.