10/21/2021

One Approach to Speaking With Sponsors During Uncertain Times

The pandemic continues to create economic uncertainty for associations

If your sponsorship program suffered over the last year, you are not alone. Association leaders are asking what to say to their sponsors because of the uncertainties regarding COVID-19. They know that remaining silent is not the answer. Yet, they struggle with the best approach.

A major mistake when communicating with sponsors is to focus on your own organization and what you have to offer. However, if you change your approach and instead focus on the needs, desires, and motivations of your sponsors, you’re more likely to secure funding from them.

This means asking your top sponsors questions. I recommend the S.C.O.R.E approach, the acronym I use when coaching association staff on sponsorship outreach. We’ll go through it here.

Please select this link to read the complete article from ASAE's Center for Association Leadership.