Association Sponsorship Assessment

Moving from Traditional Sponsorships to Partnerships

This assessment is designed to determine the readiness of your organization to move beyond standard transactional sponsorship offerings to more expansive partnerships. A broader organization-wide partnership program can generate significantly higher revenue. Complete the assessment below, which will help identify areas of strength and where improvement is needed.

Please rate your organization on a scale of 1 to 5, where 5 is high (or “yes”), 3 is neutral, and 1 is low (or “no”) .

If not sure, mark it a 3.

Step 1 of 21

Sponsor Relationships

Are your top sponsors increasing the amount that they spend with your organization annually?

Sponsor Relationships

Are your top sponsors requesting additional involvement with your organization?

Sponsor Relationships

How well do you know the goals, objectives, and marketing plans of your top sponsors?

Sponsor Relationships

How well do you and your team know the senior corporate executives (rather than junior-level staff) of your top sponsors?

Sponsor Relationships

Has someone on your team interviewed your top sponsors within the last year?

Benefits Offered

Do you offer benefits beyond standard transactional offerings of events, advertising, and webinars?

Benefits Offered

How effective is your association in offering benefits without sponsors needing to talk to multiple staffers?

Benefits Offered

How strongly does your staff support sponsorship efforts without concerns about how it will impact their department?

Benefits Offered

How effective is your association in establishing a packaging (of benefits) and pricing strategy?

Benefits Offered

Are the benefits structured so sponsors are likely to increase their investment (rather than reduce their annual spend)?

Internal Support

How committed is leadership to offering additional benefits of interest to sponsors?

Internal Support

How effective is leadership in demonstrating their commitment to building a partnership program (e.g., included in strategic plan, allocate budget, participate in meetings, provide introductions) through their words and actions?

Internal Support

Does leadership regularly review and discuss sales opportunities with those responsible for sponsorship sales?

Internal Support

Does leadership regularly meet with top sponsor executives to understand their concerns and interests?

Internal Support

Does leadership support sponsorship staff when the sponsorship team encounters issues from staff in other departments?

Key Success Factors

How smoothly were other organizational initiatives implemented within the last two years?

Key Success Factors

How effective is your organization at tracking key metrics and holding staff accountable for meeting goals?

Key Success Factors

Has staff/leadership identified the key sponsorship challenges and started to take action to solve them?

Key Success Factors

Does the sponsorship/partnership sales staff have a successful track record of selling enterprise sales?

Key Success Factors

How are sponsorship/partnership efforts prioritized at staff/leadership meetings (going beyond just financial data)?

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Interested in evaluating where your sponsorship program stands and ways to improve?

If so, a limited number of complimentary 30-minute sessions are available to review your sponsorship assessment. During this session, we will review key areas of focus and discuss strategies for improvement. If interested, please schedule a call and list “sponsorship assessment” in the subject line to schedule a session.

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Need to upgrade your corporate support or step up from sponsorship to partnership? If yes, sign up now and receive tips and techniques on how to step up to partnership

Step Up from Sponsorship to Partnership

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