There are things in life that are undeniably unfair. Salaries for one. One career helps many people and makes next to nothing, while an entertainer earns the equivalent of the GNP of some small countries. We may grumble about this lack of equity but it changes little.
Where you can’t manage iniquity is in your chamber sponsorships. If you have annual sponsors and event sponsors, you can’t talk about your event sponsorships over your annual ones. While that may make senses theoretically, how do you make sure it happens in practice?
Tips for Recognizing the Chamber’s Annual Sponsors
- Define the roles. What do annual sponsors get? Why would someone select this designation over merely sponsoring several events? At the Chino Valley Chamber of Commerce, an annual sponsorship is simply a bulk purchase of event sponsorships. Their annual sponsors buy a package of events prior to others to ensure they get the events they want. If you choose this option, you could offer a slight discount for buying them all up front. After all, it saves you time and worry if you can get all of your sponsorships sold well in advance.
- Put it on the calendar. The reason some chambers worry their event sponsors get more attention than their annual sponsors is because the chamber is prompted at the event to thank event sponsors, whereas annual sponsors don’t have a set date of appreciation. Create one. Add them to the bottom of your holiday messages you send or pick a random date on your editorial calendar to talk about them. Put it in writing and make it happen.
- Add them to something repetitive. Have a newsletter or email you send out on a regular basis? Add thanks to your specific sponsors on each one or rotate through your sponsors thanking each on alternate mailings. The key here is to associate the thanks to something you’re already doing so it will get done.
Remember, you want to mix in appreciation for their support/investment as well as giving them publicity for their contributions.
How do you ensure your annual sponsors get their due? Join the conversation here.
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