Join | Member Login
Arlington (VA) Chamber of Commerce | Arlington, VA 22201
  • Membership
    • Membership Benefits
    • Join Now!
    • Chamber Assisted Grand Openings
    • Chamber Member Retirement Program
    • ShopChamber
    • Advertising >
      • Website Ads
      • E-Newsletter Ads
      • Print Ads
    • Committees
    • LeadShare
    • Annual Corporate Sponsors
    • Member Login
  • Business Directory
  • Events
    • Chamber Calendar
    • Community Calendar >
      • Submit a Community Event
    • Networking Events >
      • Chamber 101
      • Breakfast Connection
      • Business After Business
    • Signature Events >
      • Arlington Business Gala
      • Hospitality Awards
      • Legislative Breakfast
      • Arlington Chamber Volunteer Day
      • AWE Women in Business Summit
      • Best Business Awards
      • State of the County & Public Safety Awards
      • Annual Meeting
    • Educational Events
    • Women in Business
    • Travel
    • Online Learning Center
    • COVID-19 Event Policy
  • Community
    • Arlington Restaurant Week
    • Small Business Accelerator
    • Early Childhood Financial Resiliency Accelerator
    • Coronavirus Resources
    • Coupons
    • Job Board
    • Scholarship Fund
    • About Arlington >
      • Business Resources
      • Map of the Area
      • Visiting Arlington
  • Business Advocacy
    • Public Policy Positions
    • Arlington Advocacy >
      • Budget & Taxes
      • Planning
      • Project Support
      • Economic Development
      • Processes
      • Retail & Signage
      • Transportation
    • Virginia Advocacy >
      • Budget & Taxes
      • Transportation
      • Economic Development
      • Other Topics
    • Recent Advocacy
  • About the Chamber
    • Board of Directors
    • Staff Directory
    • Chamber in the News
    • Strategic Plan
    • FAQs
    • Blog
    • Publications >
      • Arlingtonian Archives
      • Arlingtonian Archives
    • Press Releases
    • Contact Us
  • Membership
    • Membership Benefits
    • Join Now!
    • Chamber Assisted Grand Openings
    • Chamber Member Retirement Program
    • ShopChamber
    • Advertising >
      • Website Ads
      • E-Newsletter Ads
      • Print Ads
    • Committees
    • LeadShare
    • Annual Corporate Sponsors
    • Member Login
  • Business Directory
  • Events
    • Chamber Calendar
    • Community Calendar >
      • Submit a Community Event
    • Networking Events >
      • Chamber 101
      • Breakfast Connection
      • Business After Business
    • Signature Events >
      • Arlington Business Gala
      • Hospitality Awards
      • Legislative Breakfast
      • Arlington Chamber Volunteer Day
      • AWE Women in Business Summit
      • Best Business Awards
      • State of the County & Public Safety Awards
      • Annual Meeting
    • Educational Events
    • Women in Business
    • Travel
    • Online Learning Center
    • COVID-19 Event Policy
  • Community
    • Arlington Restaurant Week
    • Small Business Accelerator
    • Early Childhood Financial Resiliency Accelerator
    • Coronavirus Resources
    • Coupons
    • Job Board
    • Scholarship Fund
    • About Arlington >
      • Business Resources
      • Map of the Area
      • Visiting Arlington
  • Business Advocacy
    • Public Policy Positions
    • Arlington Advocacy >
      • Budget & Taxes
      • Planning
      • Project Support
      • Economic Development
      • Processes
      • Retail & Signage
      • Transportation
    • Virginia Advocacy >
      • Budget & Taxes
      • Transportation
      • Economic Development
      • Other Topics
    • Recent Advocacy
  • About the Chamber
    • Board of Directors
    • Staff Directory
    • Chamber in the News
    • Strategic Plan
    • FAQs
    • Blog
    • Publications >
      • Arlingtonian Archives
      • Arlingtonian Archives
    • Press Releases
    • Contact Us

ChAmber Blog

Businesses and Associations: Working Together To Make a Difference

2/26/2015

0 Comments

 
by Patty Leeman, MBA, CAE, of Leeman Consulting Services

Every business has heard the pitch from an association pitching their cause.  It goes something like this… “For $1000, you can be a Gold Sponsor and have your logo in tattooed onto the forehead of the staff member of your choice.”  A bit exaggerated, but the exchange generally includes a standard set of categories and a standard set of benefits for selection.

Gone are the days (if they existed) of money coming into an association simply for logo placement.  Sponsors now want to share their voice and have their expertise appreciated by the association.  A true partnership approach and fundraising strategy includes goals of both the association and the business sponsors.

Collaboration takes a little longer, and requires more thought, but the results can be much more rewarding for both the association and the business. 

Step 1:  Discuss Goals and Objectives

The desired outcome of initial discussions would be the identification of areas of alignment that are ripe for a support opportunity.  Usually the association has a few outlined started with associated costs as a starting point for mutual discussion.

Essentially, the common ground between the association and the business must be established and clarity created around synergies and differences to drive a partnership strategy that is relevant and productive.

Step 2:  Define the ROI

Perhaps the hardest piece of the puzzle for many sponsorships is defining what the return on investment (ROI) means to the business and measuring it. The definition of ROI will change from business to business and project to project. Jointly defining the ROI at the beginning of a project is crucial for success.

When the ROI is something already measured, such as numbers of attendees at an event, it is easy to report to a sponsor. However, when the ROI is vague, such as a donation to the operations of an association, a report of the overall successes of the association might be sufficient, or a creative metric established jointly.

The association has an ROI as well.  Additional income to the association should bring more, and higher quality, services to the members or advance the mission. Sponsorships offset registration rates, provide speakers, and/or increased food and beverage, or advance the cause of the association.  Each of these ways strengthens the overall membership value proposition.

Step 3:  Align Resources

Regardless of the degree of sophistication of a partnership and fundraising strategy, it is important for the association to have dedicated staff to ensure reliable, high-quality customer service to the business sponsors. Ideally, the business will have a point person or team that works with the association to design the sponsorship package and to fulfill the deliverables.

Step 4:  Communicate Early and Often

While it takes time, communications with strategic sponsors are an essential aspect of sponsorship sales.  The business/association team should learn each other’s preferred modes of communication and discuss how to best meet each other’s information needs. The most effective communication is the direct and personal; avoid vague letters or emails to many recipients. Make sure that all parties understand the steps involved in the project, know their roles, and are prepared for the outcomes: no surprises.

Step 5:  Tell the World

The obvious step of executing the project to perfection is skipped for this brief update.  If you followed the first steps, the likelihood of success is very high.  End strong by making sure the association’s members, donors, and benefactors know about the project, it’s success, and that it was made possible by a generous donation from our business sponsor.
​
Send press releases to local media to share your successes.  Make sure the customers of the business know about the project and it’s success.  That is how the association finds it next business sponsor and the business finds it’s next customer.
0 Comments

Your comment will be posted after it is approved.


Leave a Reply.

    The mission of the Arlington Chamber of Commerce is to strengthen businesses and the economic environment for those who work, live and do business in Arlington.
    Picture
    Contribute to the blog!
    Educate the Chamber membership and Arlington business community by writing a post for our blog! To get started download the blog guidelines and blog template. For questions and more information, contact the Communications Manager.

    Archives

    March 2023
    February 2023
    January 2023
    December 2022
    November 2022
    October 2022
    September 2022
    August 2022
    July 2022
    June 2022
    May 2022
    April 2022
    March 2022
    February 2022
    January 2022
    December 2021
    November 2021
    October 2021
    September 2021
    August 2021
    July 2021
    June 2021
    May 2021
    April 2021
    March 2021
    February 2021
    January 2021
    December 2020
    November 2020
    October 2020
    September 2020
    August 2020
    July 2020
    June 2020
    May 2020
    April 2020
    March 2020
    February 2020
    January 2020
    December 2019
    November 2019
    October 2019
    September 2019
    August 2019
    July 2019
    June 2019
    May 2019
    April 2019
    March 2019
    February 2019
    January 2019
    December 2018
    November 2018
    October 2018
    September 2018
    August 2018
    July 2018
    June 2018
    May 2018
    April 2018
    March 2018
    February 2018
    January 2018
    December 2017
    November 2017
    October 2017
    September 2017
    August 2017
    July 2017
    June 2017
    May 2017
    April 2017
    March 2017
    February 2017
    January 2017
    December 2016
    November 2016
    October 2016
    September 2016
    August 2016
    July 2016
    June 2016
    May 2016
    April 2016
    March 2016
    February 2016
    January 2016
    December 2015
    November 2015
    October 2015
    September 2015
    August 2015
    July 2015
    June 2015
    May 2015
    April 2015
    March 2015
    February 2015
    January 2015
    December 2014
    November 2014
    October 2014
    September 2014
    August 2014
    July 2014
    June 2014
    May 2014
    April 2014
    March 2014
    February 2014
    January 2014
    December 2013
    November 2013
    October 2013
    September 2013
    August 2013
    July 2013
    June 2013
    May 2013
    April 2013

    RSS Feed

© Copyright 2023 Arlington Chamber of Commerce. All rights reserved.
2009 14th Street, North  | Suite 100 | Arlington, VA 22201 | Directions
Tel (703) 525-2400 | chamber@arlingtonchamber.org
MemberClicks
Subscribe to This Week At Your Chamber
For Email Marketing you can trust.
Home | ​Join Now | Site Map