Call them what you will… an exhibitor advisory committee, industry advisory boards, sponsor feedback group — it’s all the same. The commercial supporters of any non-profit organization need to be viewed more like customers and partners rather than ATM machines. It’s not what you can do for me, it’s what we can do together that makes the partnership most powerful. This is a key area where I see many non-profits go astray due to a variety of reasons.
The sponsorship and exhibit sales industry has drastically changed since I first discovered this to be one of my many business passions. I remember the days when dollars flew in faster than we knew what to do with! There was very little emphasis or care on measuring return on investment (ROI). If a company’s competition was sponsoring an event, it was an automatic given that they would be there, bigger and bolder — just to outshine their competitors and stand out in the marketplace. The pharmaceutical and hi-tech sectors were notorious for this! Not anymore.
Today, it’s all about measuring ROI down to that last red cent — foot traffic, lead conversion and brand exposure. The important thing to recognize and remember is that every company thinks about ROI differently. For some, it’s purely a numbers game in terms of profits surpassing costs. For others, brand awareness and exposure is still an important piece, yet often times harder to measure.
So how do you know what makes your commercial supporters tick? Have you ever asked them? Are you engaging in conversations about their goals and objectives — the what, the why, the how and the when? Your supporters have very valuable things to say! Fostering a culture where the discussion is moved from transactional to relationship-based in nature will pay dividends!
One of the strategies I often encourage non-profits to embrace is the development of supporter advisory groups or board-sanctioned committees that create a forum for industry partners to have a voice in the organizational decisions that affect them the most. From conference venue selection to expo hall activities that drive foot traffic to the generation of content and education for members — the view points, insights, and opinions that industry supporters can lend will be pleasantly surprising! In turn, they feel a more united connection to your association and thus, will be more forthcoming about their likes, dislikes, and overall motivators for what it will take to keep them involved year after year. This is sustainability!
Don’t be afraid to ask your commercial supporters what they think. The good, the bad, and the ugly — you should want to hear it all! They will respond favorably and respect you more for doing so. How can we all be expected to improve if we don’t know what needs improving? Be brave! Take the plunge and find out. Your bottom line depends on it.
