Association sponsorship packages: build three that actually sell
2 min read
A sponsor emails: "What can we do with you?" You could list twenty items and wait. A better answer is three packages, each with a name and a price.
What you probably have to offer
Look across your organisation:
- Magazine: display ads, sponsored articles, a profile, the back cover.
- Newsletter: a banner, a mention, a sponsored section.
- Events: a logo, a table, a short talk, a session sponsorship.
- Website: a listing, a banner, a resource page.
- Reports and surveys: a named sponsor.
- Awards: category sponsorship.
You don't need everything. Choose what you can deliver well.
Build two or three packages
Use names members and sponsors will remember.
| Supporter | Partner | Principal | |
|---|---|---|---|
| Magazine | Half page, one issue | Full page, two issues | Full page, four issues and back cover once |
| Sponsored article | None | One | Two |
| Newsletter | One mention | Three mentions | Banner for a year |
| Events | Logo on slides | Logo and a table | Logo, table and a speaking slot |
| Results report | After each issue | After each issue | After each issue, plus a year-end summary |
| Price | [amount] | [amount] | [amount] |
Replace the contents with what you can do.
Limit availability
A set number of places helps sponsors decide: "Three Principal places, one taken." Make sure it's true.
Offer exclusivity carefully
Exclusivity in a category is valuable and fair to charge for. Decide in advance how you define a category and what happens when two companies want the same one.
Agree the details in writing
A short agreement or even a confirmation email should state:
- What's included and when.
- What the sponsor supplies and by when.
- The price and payment date.
- What you promise to report.
- What happens if something changes.
Deliver what you promised
Sponsors remember a missed logo or a late report. Keep a checklist per sponsor and tick items off.
Report results
Send a summary: issue opens, ad views and clicks, event attendance. Include a photograph from the event if you have one. Report template.
Review each year
Look at what sold, what didn't and what sponsors asked for that you didn't offer. Update the packages and put the new year on the front.
Frequently asked questions
Why use packages instead of selling items separately?
Packages are easier to compare and to say yes to. They also raise the average sale by bundling items sponsors might not have asked for.
How many packages should I offer?
Two or three. More than that makes choosing harder.
Should packages be fixed or customisable?
Fixed packages with a small number of add-ons are easiest to manage. Be willing to adjust for a large sponsor.
How do I price a package?
Add up the separate prices, then offer a modest reduction for the bundle. Check the total against what your sponsors can realistically pay.
