Sponsorship is the business development engine of an organization. Conference exhibit booths need to be sold, publication ad space must be filled, and banner ads must populate the website. Traditionally, a prospectus with pricing for all of these is circulated to potential partners with hopes that they will buy. Very transactional, but it gets the job done. But is this a sustainable model for your revenue growth? There’s a better way.
Healthy relationships with the companies in your industry are key to the future of your nonprofit. But who has the time to develop these relationships, and maintain them so that they pay off now and into the future? Could it be done by the team you already have in place? Maybe, but when?
Your executive director, membership staff, and meeting planners already have full plates. Relationship building isn’t a “when you have a minute” task. Collaborative, sustainable partnerships need to be developed and nurtured by a team member dedicated to that purpose. This is where a dedicated Industry Relations professional comes in.
Industry Relations: Sustainable and Valuable
Industry relations professionals don't just sell exhibit booths and ads; it’s about listening to the goals of the sponsor and finding the best way to get them a positive return on their investment. Industry partners want to support an organization’s programs, but they also have business goals. The IR Manager listens to these, then provides mission-driven solutions that make their investment worthwhile. Everyone wins and the relationship is established and has a future.
Industry relations focuses on the full breadth of opportunities an organization might offer when working with a potential partner, and even work to create new ones. A dedicated meetings team may be able to focus on filling an exhibit hall, but their other responsibilities mean that they often overlook other sales opportunities. Meeting managers might sell a branding opportunity at the Annual Meeting, however they don’t always see other opportunities to monetize the organization’s expertise or give a sponsor exposure to its members year-round.
We focus on the entire range of opportunities available to a potential sponsor, and keep relationships in place throughout the year to lead to long-lasting success for both sponsoring organizations and your association.
You can read more about the types of revenue growth opportunities your association might be leaving on the table in the Industry Relations section of our site.
Karen Spiro came to AH after 20 years as the principal of EVENTures — a firm specializing in special events, sponsorship and marketing. In that capacity, she raised over $5 million for a wide range of nonprofit organizations. At AH she is manager of industry relations with a growing portfolio that includes a nursing association and a trade group.
