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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.
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