Sponsorships
Goals & Motivations of Sponsorship
One of the keys to any kind of sales is to understand the goals and motivations of your customers. Benefits of sponsorship include:
- Increasing their return on investment.
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- Benefitting from association.
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- Building business relationships.
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- Boosting brand visibility.
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- Gain valuable insights from customers.
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- Expanding their content strategy.
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- Showcasing a service or product.
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- Fostering a positive reputation.
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- Gaining a competitive advantage.
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- Interacting with prospects.
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- Establishing credibility.
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Prospecting
Who are your potential sponsors? ANYONE! Potential sponsors may include: carriers, broker-dealers, software providers, paramed companies, reverse mortgage companies, educational/coaching, consultants, lead generation, client engagement systems, marketing firms, printers, custom tailors and more!
When prospecting for potential annual sponsors, look first to your Chapter Board of Directors. Chapters are encouraged to download, adapt and use the Sponsorship Referral Form at Chapter board meetings to solicit warm leads from board members. In addition, to add a personal touch, a Message from the Chapter President can also be used to solicit sponsors.
Types of Sponsorship Programs
Sponsorship programs can be categorized three different ways: a la carte, package deals and annual agreements.
- A La Carte – Sponsor received recognition for a specific event, element of an event or purpose. This is the most common option and could include a hole at a golf tournament, a coffee break at a conference or a local on a website.
- Package Deals – Contains a grouping of benefits around a single event, such as a golf tournament or conference and is often recognized by levels of costs and benefits.
- Annual Agreements – Contains a group of benefits for the year and is often recognized by levels of costs and benefits.
Additional Resources
In addition to the resources outlined above, NAIFA's Successful Chapter Sponsorship Programs Webinar covers:
- Sponsorship vs. Advertising
- Sponsorship Agreements: Forms vs. Contracts
- What to Include as Benefits
- Pricing Your Sponsorships
- When to Market & Sell Your Sponsorships
- Roles of Staff & Volunteers
Quick Links
Sponsorship Referral Form
Message from the Chapter President
Successful Chapter Sponsorship Programs Webinar
Successful Chapter Sponsorship Programs PowerPoint
