In the second of a two-part event planning series, guest writer and event pro, Kalsey Beach, brings MHQ readers some insight on how to plan association events for success!
Event sponsorships are a great way to earn event revenue and gain attendees. Unfortunately, event hosts often spring into action too late to gain traction on their sales efforts. Since many organizations have long approval processes or limited budget to spend on event sponsorships, you want to be first in line to receive their funding.
Start your sponsorship sales process four to twelve months before your event. As you consider who might be a valuable sponsor, think about if they fall in one of these four buckets and tailor your pitch accordingly:
- Branding. This sponsor sees value in being recognized at your event. Ideas include sponsoring the technology charging station where they can prominently display their logo, or sponsoring the WiFi access, using their company name as the login password for attendees.
- Goodwill. This sponsor wants to be known as a supporter and showcase their corporate responsibility. They might find high value from opportunities such as introducing keynote speakers.
- Obligation. This is the sponsor that you spend money with! Consider asking your office supply vendor, insurance agent and other vendors to return the favor and support your organization’s event.
- Marketing. This sponsor wants to connect with your attendee demographic. Provide details to this prospect about who is in the audience and ways for the sponsor to display or offer samples of their offering at the event.
A few tips as you begin to solicit:
- Don’t be afraid to ask. The biggest mistake we see our clients make is not asking or waiting until it is too late.
- A sponsorship package does not have to include attendance to the event. Consider a package that is purely about recognition.
- Consider customizing sponsorship packages to meet your sponsors’ needs.
- Remember that many small dollars can add up. Offer an approachable, introductory sponsorship
and then provide opportunities for that sponsor to move up the engagement ladder each year.
Kalsey Beach is president of Do Good Events (www.DoGoodEvents.com), a Twin Cities boutique event planning company specializing in event planning for businesses and non-profits.
