An Executive Director's point of view

 

March 30, 2017: Securing sponsors

Category: Sponsorship
Posted by: David M Patt
Dump the pre-packaged sponsorship bundles.

Get rid of the gold, silver, and bronze sponsorship levels.

Don't try to sell companies sponsorship entitlements that you think will benefit them.

Ask them what they think will benefit them and customize proposals to provide that.

Here's what you need to know.

September 22, 2016: Relationships

Category: Sponsorship
Posted by: David M Patt
When signing a sponsor, securing a donor for a fund-raiser, or developing any other type of relationship with a corporate entity, be sure the company is the right fit for the organization. Don't just make a deal for the money.

Ask yourself these questions before you approach a company for support:

1. How is this company related to the work of my organization?

2. Will a relationship with this company anger any of my members?

3. Is this company identified with any activities, causes, or advocacy efforts, or does it espouse any beliefs that are in conflict with those of my organization?

4. Is this company identified with any activities, causes, or advocacy efforts, or does it espouse any beliefs that could negatively impact the public perception of my organization?

5. Will my organization have to say or do something it doesn't want to say or do?

When evaluating the answers to these questions, always put your members' needs first. And don't compromise your organization's integrity just because you need the dough.

September 01, 2016: A downside of sponsorship

Category: Sponsorship
Posted by: David M Patt
Here's an explanation of how sponsorship may negatively impact charitable organizations.

September 19, 2015: It's not about logos

Category: Sponsorship
Posted by: David M Patt
It's about connecting sponsors with your audiences.

Here are some activities that will benefit sponsors, associations, and association members.

June 09, 2014: Give the sponsor value

Category: Sponsorship
Posted by: David M Patt
Don't just slap a logo on a sponsor banner and hang it in the expo hall.

And don't tell sponsors how many eyeballs will see the sign. It doesn't matter. Very, very few people will patronize a sponsor because they saw a logo on a banner in the expo hall.

Instead, ask each prospective sponsor what it wants (and each will want something different) and deliver it. Every company knows better than you how a sponsorship can contribute to its success.

Offer what the company considers valuable.

May 14, 2014: Health care sponsors

Category: Sponsorship
Posted by: David M Patt
What do they want?

Access to purchasers.

So, don't just offer logos, signage, expo booths, and pre-packaged bundles of entitlements that YOU think are important.

Understand how the company operates and ask how it wants to interact with your members.

Offer a sponsorship proposal that meets the company's needs, not the association's needs.

February 27, 2014: Multiple year sponsorships

Category: Sponsorship
Posted by: David M Patt
It's generally a good idea to sign multiple-year sponsorships. (Two- and three-year deals are most common). Here's why:

1. It guarantees income for future years, reducing the number of sponsors you'll need to sign annually.

2. It guarantees a better deal for the sponsor, too, who hopes to avoid annual fee increases.

3. It gives you and the sponsor a chance to learn how to work together.

4. It gives you and the sponsor an opportunity to develop new programs without the threat of renegotiation on the horizon.

5. It builds mutual loyalty. One or both of you might be prompted to do something extra to benefit the other, even if it's not in the contract.

February 13, 2014: Ambush marketing

Category: Sponsorship
Posted by: David M Patt
Here's a take on what it means to connect to an event audience when you are not a sponsor of that event.

October 23, 2013: Don't thank sponsors

Category: Sponsorship
Posted by: David M Patt
Don't gush with appreciation when a company sponsors your organization.

Of course be thankful and deliver whatever your contract requires.

But recognize that sponsors are not doing you a favor. They are not helping you or supporting you or giving you money.

They are buying something you are selling - access to your market. It's a business deal.

So, yes, treat them well but recognize that you are giving them something, too.

P.S. If a company wants to help you, it can make a contribution. But if you have to give anything in return, it is not a gift. It's a business transaction.

August 05, 2013: Is sponsorship taxable?

Category: Sponsorship
Posted by: David M Patt
Usually, but not always.

Many sponsorship payments are subject to UBIT (unrelated business income tax), but some may be exempt from the payment. The Internal Revenue Code refers to those as "qualified sponsorship payments (QSP)."

Sponsorships may be considered QSPs if the sponsor simply receives an acknowledgement for its payment, and no substantive benefits. A web hyperlink may simply be an acknowledgment. But advertising is more than that and is subject to UBIT.

Find out more in Associations Now - and ask your accountant how your sponsorship payments should be classified.
 
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