Guest Post: This is part two of a two-part series titled “Conversations with a Sponsorship Purchaser” written by Amy Thornburg. You can find part one here. Amy is a collaborative, strategic, and results-oriented professional with 20 years of success in association, event, and sponsorship management. Amy has a unique ability to find creative, actionable, ways for organizations to earn more revenue through building valuable partnerships and finding hidden opportunities.
I have set out to learn the sponsorship truths that sponsors rarely tell us. Recently, I chatted with Hilde Marnul and Maggie Hendrickson to learn more about sponsorship decision-making and activation. The conversations between us were a goldmine of truths and advice for association sponsorship programs.
Let’s jump into more truths that you need to know but sponsors may never tell you.
Sponsors Won’t Tell You, but the Budget Might Be Set…and It Might Not Be
It is very common to hear a sponsor explain that their budget was set in the previous year. A few strategies to counter this emerged as we chatted. First, start the sponsorship renewal conversation early. Second, be sure to know what your competition is offering because it is likely that your sponsor does. Third, work towards growing a sponsor from a smaller package into a larger package over time.
Hilde explained, “We did do a lot of homework. We started sponsorships with other organizations, so we knew what the common assets were. With some organizations, we started out small and we grew to a higher level over time. We always built in a little extra in our budget. We had X dollars set aside should an opportunity arise.”
Sponsors Won’t Tell You, but Sometimes the Goal is Superficial
As we chatted, I heard that sometimes a superficial appearance can be the initial desired outcome of a sponsorship. The lesson for associations is that, when used carefully, assets such as, product placement, endorsements, and testimonials given by your organization can be very valuable within a sponsorship program.
Hilde commented, “Sometimes it does not take a whole lot of scientific [marketing] research for someone to say ‘I am a fan of the organization, the organization uses X, so I am going to use X.”
Maggie added, “For some brands it is about the appearance that it is used and that affiliation. Other times, it is actually about using the product and then giving a testimonial.”
Sponsors Won’t Tell You, but They Want the Truth
We chatted about expectations regarding formal reports on sponsorship results. The lesson for associations is that the data-driven, honest sponsorship results should be provided and proactive solutions for any sponsorship aspects that missed the mark can make the relationship stronger.
Hilde explained, “At the end of the year, the expectation was that we would receive a report with data [and impressions] for each the elements of the sponsorship. We had certain expectations we had to have met and [the organization] knew those expectations. We could see that we didn’t do well with one of the assets. It was our responsibility as managers [of that investment] and ask for a solution. They gave us the truth and agreed to solutions. They were a good partner.”
Special thanks to Hilde Marnul and Maggie Hendrickson for sharing their time and talent with AssociationRainmaker.com. I absolutely adored our conversation. They allowed me to ask many, many questions and probe into situations. The lessons gained in this conversation are valuable as associations work to improve and grow sponsorship programs.
