YGM Total Resource Campaigns » sponsorship development

There’s A Sponsorship for Everyone

November 06 2016 admin Sponsor development, TRC 0 comments Tags: sponsorship development, total resource campaign, TRC

I said recently that sponsorships have a lot in common with Psychology 101 and Maslow’s Hierarchy. Because that is true, it is also true that not all sponsorships are equal.

Provide Equal Opportunities

While all sponsorships are not of the same value, you do want all of your possible sponsors to be able to find a sponsorship that appeals to them. Provide tiers or levels in your sponsorship options. Some businesses seek the top level in anything they are a part of while other are just glad to participate at a smaller level.

Provide Event Specific Options

Make sure to consider event specific items, as well. Nationally, we are seeing a trend that the third-tier sponsors are willing to spend the same amount of money as other sponsors. However, they want individual aspects of the event that they can label. Do you have a photo booth sponsor, a potty sponsor, a valet sponsor?

Present Your Ideas

When making your pitch to the sponsor, make sure your plan includes a catalog of all your sponsor levels, pricing and benefits. To increase the probability of sale, including pictures from the last year’s event, marketing materials and audience reach are always a plus.

Make purchasing the sponsorships easy for your sponsors. Customize options for them. If you provide them with a packet of everything you do, you will still be waiting on them to return your call when you go prepare next year’s packet.

Sponsorship Tracking

In preparing your marketing plan, a vital piece of the plan must be sponsorship tracking. And that piece needs to be in place even before you start selling. If you don’t know what you have, you don’t know what you have left to sell.

Additional things to consider:

How are you going to implement what you promised to your sponsors?
Are they getting their benefits?

Always keep in mind to under-commit and over-deliver on benefits. Don’t let all of your secrets out of the bag in the sponsorship catalog. Everyone likes a little surprise, and sponsors are no different.

These are important aspects to ensure your sponsorship renewals will return in subsequent years.

Success is for the courageous. Chambers that currently are not implementing any organized sponsorship plan need to find the one that will work the best for all of their stakeholders – their staff, their members and their organization as a whole.

For the chambers that are conducting a sponsorship plan, take an inventory of it. Is it working for you? Is it time for an overhaul?

If you find that you need assistance, we would love to help. Contact me at ebey@nullygmtrc.com.

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It’s All About Those Teams

October 21 2016 admin Chambers, Sponsor development, TRC 0 comments Tags: sponsorship development, total resource campaign, TRC

I’ve been talking a lot lately about building a sponsorship campaign and the initial blocks in that process. One of the most important is an organized team. In all actuality, a Chamber really needs two organized teams.

The First Team

Your first team should be obvious – those who will sell the sponsorships. Think through your sales team.

Will your sales be done in-house by one staff member?
Are you going to include an entire department?
What about directing it to a Chamber committee – say the Ambassadors?
Are you going to look to the entire membership to recruit an army of volunteers?

Regardless of what your sales team is going to look like, they need to be organized from the beginning. You need to have the idea in mind of who will sell, so that the next steps will be executed more effectively and in a more timely manner.

The Second Team

The second team is your staff. You need to make certain that they are all on board with the process and understand the plan. They all will have a part in the campaign, regardless of whether or not they are on the sales team.

If you are mobilizing volunteers, each staff member can motivate different volunteers. If the plan is to be executed by one staff member, the staff as a whole needs to understand the streamlining process.

Sponsors

The next step is to secure those much-needed sponsors. Typically, chambers have the same 25-100 members (the number depends on the chamber size) that routinely are asked for sponsorship assistance time and time again.

Why do we not ask beyond our regular list?

Why do we overcharge our friends and give the rest away?

It’s all about looking into why sponsors sponsor. Just as our business members target their specific customers, chambers need to target their specific sponsors. If an event is targeted to reach the masses, consider a business that is looking to do the same.

Have a member who has been in business 5-7 years and finally reached a sense of establishment in the business community? Target them with a sponsorship that would provide prestige and exclusivity.

Remember Psychology 101 and Maslow’s Hierarchy… it applies to Chamber sponsorships, too!

If you need some help with either developing your teams or developing your sponsor list, we would be happy to discuss a Total Resource Campaign with you. You can reach us at ebey@nullygmtrc.com.

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Taking the Uncertainty out of Sponsorship

October 15 2016 admin Sponsor development, TRC, YGM 0 comments Tags: chamber, sponsorship development, total resource campaign, TRC, YGM

If your chamber is thinking about a sponsorship plan, there isn’t one perfect plan, just like there isn’t one perfect chamber. Your leadership needs to evaluate various types of plans and determine what will work best for your chamber.

There are four types of sponsorship plans:

Per event
Annual bundled program
Sponsorships through tiered memberships
Total resource campaigns.

Once your chamber identifies what type of plan it has or would like to execute, it needs to determine the goals of the plan.

Are you looking strictly for financial revenue?
Do you want to initiate organizational pride?
Are you looking for an increase in awareness for your organization throughout the community?

Next, your chamber will need to determine what inventory will be included in the plan. Items we are seeing trending nationally include:

Workforce Development/Education programming and events
Women’s initiatives
Medical events & First Responder recognition programs

Educational seminars during the lunch hour (aka “Boxed Lunch & Learn” series with attendance cost of $10-25) are being replaced with substantial professional development programs – at least half a day – with at least $100 admission. Chamber leadership programs are being reinvented to include professional development components as business leaders are saying “city field trips” aren’t enough any more.

Selling the Inventory

Once your inventory is established, you have to make certain you can articulate your programs. If you can’t explain it in a very short narrative, you probably won’t be able to sell it because your sponsor won’t be able to sell it to their customer base either.

You also need to be sure you can answer what the program is really worth. Beyond the budget, is the topic relevant and unique, and is the audience popular to the sponsorship.

Think through the real value of each sponsorship, of how a business could market it, of how a business could benefit from it.

If you need help working through the details of sponsorships, contact YGM at ebey@nullygmtrc.com. We will be happy to discuss it with you.

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Looking to Increase Sponsorships

October 09 2016 admin Sponsor development, TRC, YGM 0 comments Tags: ACCE, sponsorship development, TRC, YGM

Be the Change Your Chamber Needs

This summer’s 2016 ACCE Conference in Savannah, Ga., was amazing, and I keep thinking about how sponsorship development was the hot topic. We were delighted that all the sessions on sponsorship were relocated into the overflow room due to such tremendous interest.

I co-presented “Sponsorship Strategy: Organizing for Success” with Loren Traylor of the Birmingham Business Alliance at the ACCE.

The great tennis player Arthur Ashe once said, “Start where you are. Use what you have. Do what you can.” His theory applies to most of life, but especially to sponsorship development.

Define Sponsorships

In creating a sponsorship plan, a chamber must first have sponsorship. Nationally, we are seeing a trend with many nonprofit organizations – from schools to churches to regional charities – using the term “sponsor” for a variety of meanings. This is affecting the corporate landscape and how chambers are able to secure sponsorship dollars.

When YGM trains volunteers all over the country to execute a Total Resource Campaign – just one form of an organized sponsorship plan – many volunteers will express a sense of exhaustion of having to volunteer to go secure another sponsorship.

They will say “we just had to get a sponsor for Sally’s soccer uniform last week” or “Johnny’s Boy Scout troop was just getting sponsors for camp last month.” However, following training and securing an understanding of Chamber sponsorships, they quickly articulate “these are not sponsorships.”

How TRC Sponsorships are Different

What a YGM sponsorship is all about is talking to business contacts about utilizing the chamber for marketing and advertising of their business. Asking business owners about these sponsorships are much different – and often much easier – asks.

An organized sponsorship plan will increase your financial resources, grassroots marketing, and volunteer involvement while providing the chambers with both program and staff development.

The fall is an excellent time to begin planning for your chamber’s future. If you would like to speak with us at YGM about how we can help, you may reach us at ebey@nullygmtrc.com.

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