How to Prepare Your 2021 Sponsorship Prospectus



Your sponsorship prospectus may look different next year and there’s no better time than right now to put it all together for your supplier community.
If you’ve been thinking about offering a full year partnership, this the year to do it. Here are some things to include:

  • in-person, virtual, and hybrid events
  • digital media offerings such as podcasts, videos, e-mails/newsletters, social media campaigns
  • digital ad campaigns

Get creative! There may be business objects that your sponsors want to achieve that could utilize all of the above and more. A full year program is a great approach for 2021.
Consider things you haven’t done before. For example, if you did not have a large trade show in the past or allow exhibits booths in the past, try them in a virtual setting. We’re seeing members buying into the space because they can post videos and white papers and it allows them to schedule and host one-on-one meetings. Speaking of one-on-one meetings, offer to facilitate the connections and provide the platform – your partners will be very appreciative.
Have your 2021 sponsorship prospectus ready to go by November. Your partners need to know what your plans are so they can put together their budgets. There are also new entrants into your industry who may be interested in marketing to your members. Make sure they know what you have to offer.
Finally, launch your new prospectus with a webinar. This is a great way to roll out the new inventory to your current and potential partners. A webinar is a great way to gauge interest. We just rolled a new program out for one of our clients and this strategy works for us over and over again.
Check out episode 255 of the Association Hustle Podcast if you want to learn more about what to include in your 2021 prospectus and how to roll it out to the marketplace.


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