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KEYS FOR CREATING A SUCCESSFUL SPONSORSHIP PLAN

The old axiom, "Make a plan and work your plan," is a good guide for your success in securing corporate sponsorships for your chapter's meetings, programs and activities. The following are some of the most important considerations as you begin to develop a plan for securing sponsors:

Preparation

• Develop a timetable for identifying, securing and recognizing sponsors.
  Coordinate with other members of the committee to ensure that you have adequate time to promote sponsors in advance mailings and on-site programs.
  
• Review the most recent meeting's program to consider whether the same sponsors can be
  upgraded or at least renewed.
  Discuss with the last program/sponsorship chair.
  
• Define the sponsorship dollar levels and the recognition you will offer in return.
  Consider your history of sponsorship levels. Develop specific requirements based on the history as
  well as on what you can offer sponsors in return for their support. Common sponsorship types include:
  • Meeting Sponsor - for overall program
    
  • Speaker Support - for individual presenters, honorarium or travel expenses
    
  • Session Support - support of a specific session
    
  • Exhibiting - Revenues are generated from booth rental fees
    
  • Social Events - underwriting costs of food, beverages and entertainment
    
  • Other - fun runs, sport days, give-aways, publications, etc.

Implementation

• Develop your action plan to include early follow-up with last year's sponsors.
  Express the chapter's thanks. Reinforce the value of the sponsorship (exposure--# of pieces mailed with sponsor's name/logo; # registered, audience composition, etc.). Discuss plans for this year (program and recognition). Determine potential interest in renewing support.
  
• Develop and send appropriate materials.
  Follow-up with a letter personalized to previous sponsors or potential sponsors. Show examples of the
  recognition that sponsors will receive.
  
• Call to follow up
  Reinforce value of sponsorship.
  
• Develop and send contract letter
  In detail, outline the items the sponsor will receive in return for its investment. Provide detailed
  program information.
  
• Share the payment due date

Recognition

• Recognition of corporate sponsors should correlate to the prominence or visibility of the
  particular session being funded. Major sponsors (for the overall meeting as opposed to a single
  session) should, of course, receive even greater visibility.
  
• Once you have defined your sponsorship levels, allocate recognition accordingly.
  ALL contributors of the same amount to the same project should get the same recognition.
  
• Deliver on your promises. Sponsors expect you to recognize them as outlined in their
  contracts. Recognize your sponsors:
  • In advance mailings
    
  • On signs on-site (Slides and banners, at the entrance, near the registration area, in the
    luncheon/special event area, at the entrance of the program room, etc.)
    
  • In the conference program
    
  • Through oral recognition at a plenary events, in general welcoming remarks, etc.
    
  • In handouts or future publications (brochure, text)
    
  • Through letters of appreciation from either the President of the College or the President of the
    ACSM Foundation. If your chapter would like a letter sent from one of these individuals, contact
    the Regional Chapter Resource Center at 317-637-9200 ext. 138.
    
• On-site attention to sponsor's needs
  Deliver on your promises. (Program recognition; oral recognition at program; introduction at meeting, signage, etc.)

Follow-up

• Send a report with details of the meeting
  Include: attendance, composition of audience, a letter expressing the chapter's appreciation.
  
• Send samples of recognition
  Include: Advance and on-site programs, Photos of signage recognizing sponsor, Photos of sponsor
  representatives at booth if they had one.

Additional Tips for Success When Creating and Executing your Sponsorship Plan-

• Know the relationship with the corporation: Previous sponsor, Lapsed sponsor or Potential sponsor
  
• Make sure you have the right contact person: Check the chapter's records. Ask the company for the
  right person (usually someone in marketing).
  
• Call first to verify contact person and to ascertain interest level.
  
• Make a follow-up call to see if they have received the information and to negotiate overall or partial
  sponsorship. This may require several attempts by phone and fax.
  
• More often than not, you will not be able to contact the person easily, so fax a brief note reminding
  them of your letter and give an exact date and time that you will try to call again.
  
• Learn as much about their program/corporate goals as you can. If they are not interested in this
  particular project, this step is still very important. Take notes and file this information so that you or another person will be able to tailor a future approach to their goals.
  
• Send more information on the project. This is often a good time to send a formal proposal if you
  sense they are VERY interested.
  
• Follow-up/Answer questions. Determine the status of the proposal.
  
• Send a contract letter.
  
• Thank them and follow through on your promises! Be accurate. Send all recognition items.
  Consider a scrapbook for the final report.