In today’s competitive market, associations constantly strive to deliver exceptional value to their members. This might involve hosting educational and networking events, providing access to in-demand professional development resources, and advocating for impactful industry-related legislation. But achieving these goals requires a strong financial foundation. This is where the power of partnerships with sponsors and advertisers comes into play.
Why Sponsorships and Advertisers Matter
All the valuable endeavors mentioned above along with overhead of operational costs require substantial resources. Associations may rely on membership dues alone to provide good member benefits, yet to get to the next level, additional funds are necessary. By forming strategic partnerships, associations can vitalize revenue streams, elevate brand awareness, and ultimately, empower themselves to deliver a more enriching experience for their members and attract new members.
- Financial Support: Building strong relationships with sponsors and advertisers fuels a symbiotic ecosystem that delivers success for both associations and businesses. By inviting businesses to support your association, these funds can be invested in member services, educational programs, events, professional coaching, and new membership initiatives. Consider creating an immersive sponsorship program that includes print, digital and social to attract advertisers. Need help? GLM has developed attractive and profitable programs on behalf of non-profit and fraternal associations. Call 844-GLM-2456 to speak with an expert today.
- Increased Brand Awareness: Partnerships with established brands elevate the association’s profile and attract a wider audience. Sponsors may leverage their marketing channels to promote their association affiliation, increasing the association’s visibility among potential members. When making a sponsored announcement on social media, make sure to tag the sponsorship’s channel for increased visibility.
- Enhanced Credibility: When trusted brands choose to sponsor an association, it sends a positive message about the association’s work and mission. Align with reputable sponsors to strengthen the association’s credibility and reinforcing its value proposition. Finding the right businesses that line up with your association’s mission and values, may prove to be quite time-consuming. Our team can save you valuable time with this endeavor.
- Targeted Audience Reach: Sponsors and advertisers target specific audience demographics and industry segments. Partnering with them allows associations to connect with a highly relevant audience, maximizing the impact of their communication efforts and potentially reaching new members.
- Content Collaboration: Having a vast library of industry-related content is a valuable member benefit, especially evergreen content. Strategic partnerships can lead to co-created content initiatives. This could involve webinars, podcasts, white papers, or educational videos that combine the expertise of the association with the sponsor’s brand message. Consider creating timeless content to build on a resource library that your members can enjoy for years.
A Cost-Saving Option
Building a robust sponsorship and advertising program requires a focused and calculated approach. Associations often have limited in-house resources where staff perform multiple roles. This is where an outsourced sales agency can be a valuable asset.
Benefits of Partnering with an Outsourced Advertising Sales Team include:
- Expertise and Experience: Advertising sales agencies possess specialized knowledge and business relationships that can align the right sponsors for your association. They understand industry trends, pricing models, and how to effectively negotiate win-win partnerships. For over 40 years associations have leaned on the GLM team to optimize their assets and nurture the right business relationships. Could you benefit in booking a consultation with GLM?
- Targeted Outreach: Outsourced advertising sales agencies can help associations identify potential sponsors and advertisers whose target audience aligns well with the association’s membership base.
- Relationship Building: Sales managers excel at building and nurturing relationships with potential partners. Their experience allows them to craft compelling presentations and communicate the association’s value proposition effectively. GLM has refined the sales funnel technique to engage and convert the right business based on our client’s goals.
- Increased Efficiency: Outsourcing an advertising sales team frees up an association’s internal resources to focus on core operations. This allows them to dedicate more time and energy to serving their members and achieving their mission-driven goals.
Partnership Success
While an outsourced sales agency can be a valuable asset, associations also play a vital role in cultivating successful partnerships. Here are some key considerations:
- Clearly Define Your Sponsorship Programs: Be clear about the benefits associations offer to sponsors and advertisers. This could include access to a targeted audience via print media, digital media, social media or in-person events. It can also include access to exclusive industry insights. GLM can assist in identifying and maximizing the ideal sponsorship programs based on your goals.
- Develop a Multi-Tiered Sponsorship Program: Offer a range of sponsorship packages catering to different budget levels and marketing objectives. This allows companies of all sizes to participate at a level that aligns with their needs.
- Open Communication and Transparency: Maintain open and transparent communication with sponsors and advertisers. Regularly provide them with reports that include data and insights on the reach and engagement generated through the partnership. Many sponsors and advertisers will need to prove ROI to be included in the following year’s marketing budget.
- Exceed Expectations: Always strive to exceed sponsor and advertiser expectations. Go beyond the basic deliverables and actively look for ways to add value to their partnership. You may be competing with other associations and/or organizations, seeking to be included in the marketing budget of the same advertisers and sponsors.
By cultivating and nurturing strong relationships with sponsors and advertisers, associations can secure the financial assets needed to fulfill their mission. By partnering with an outsourced advertising sales agency, they can gain the expertise and resources to maximize the effectiveness of their sponsorship and advertising programs, leading to a more prosperous and impactful organization for their members.
And that’s where GLM can help! We serve as an asset and a proven go-to partner for associations. For more than four decades, GLM has continued to support, guide and continually improve the standard for our clients. Our hands-on customer care approach and impeccable reputation have allowed us to maintain relationships that span decades.
Give us a call today to see how we can help you – (844) GLM-2456 or visit us at www.glminc.com.