In this slide deck, Senior Director of Industry Relations for AH Sabina Gargiulo answers questions about what Industry Relations and Sponsorship Sales are, how you can use them to benefit your organization and some best practices.

1. Industry Relations 101
How to Increase Your Sponsorship $$

2. What is the difference
between Philanthropy &
Sponsorship?

3. Philanthropy
• The practice of performing charitable or
benevolent actions to further the work of
a non-profit.
• Fundraising, volunteer engagement and
strategic alliances to support educational
content.

4. Sponsorship
• Funds for an activity that pays all or part of
the cost of the event or initiative and gives
sponsor visibility or other considerations.
• Promotional opportunities funding corporate
partner programs, exhibit sales, advertising
and branding opportunities.

5. What is Industry Relations?
The difference between transactional and
relationship-based sales

6. Old Way. Easy Way.
• Make a list of anyone you can think of.
• Send a prospectus to all of them listing
prices for exhibits, ads, etc.
• Hope they will buy and not ask too many
questions.
• Sign them up.
• Cash the check.

7. New Way. Better Way.
• Research prospects aligned with your
values.
• Develop sponsor packages with your
prospectus in mind.
• Talk to potential partners and LISTEN.
• Create synergy. Be FLEXIBLE.
• Build a mutually SUSTAINABLE.
partnership.

8. Let’s Get Started

9. Sponsorship Principle #1
It’s all about you

10. Take inventory
• Know your audience!
• What can you monetize?
• Is there potential for advertising
revenue? Website? Newsletter?
Emails?
• Find a pricing model that works.

11. Build your case
• What do you excel at? Own it!
• How can you become a voice and
advocate for your community?
• What are your value
propositions?
• What is your elevator pitch?

12. Look at your membership
• Review your membership program.
• Who do your board members know?
Who do they work for?
• Ask your believers to be
ambassadors.
• Can you build a Corporate
Membership category that has ROI?

13. Sponsorship Principle #2
It’s all about them

14. Research potential prospects
• Be deliberate.
• Understand the industries that will
be attracted to your cause.
• What are their challenges?
• When do they plan their budgets?
• What’s in their pipeline or in R&D?

15. Resources & tools for research
• Social media: LinkedIn; Twitter;
Facebook
• Set up Google alerts
• Set up addictiomatic.com pages and
use hoovers.com, RSS and CRM tools
• Engage your volunteers & exploit in-
bound inquiries

16. Sponsorship Principle #3
Build a bridge between
them and you

17. Build synergy
• Find NEW opportunities with high
impact.
• Create VALUE for your organization and
supporters.
• Offer FLEXIBLE options and various price
points.
• Create OPPORTUNITIES for companies of
all sizes.

18. Let’s review some
Dos and Don’ts

19. Do
Involve everyone in the organization in
sponsorship discussions. You never know
where leads and ideas come from.

20. Do
Think outside the box. Replace traditional,
cookie-cutter benefits with tailored
opportunities.

21. Do
Build relationships with key industry partners
by getting them “hooked” on your story.

22. Don’t
Forget to cultivate your sponsors. Be in touch
often, even when there isn’t an ask. Send a
birthday, New Year’s or 4th of July card.

23. Don’t
Forget to compile metrics. They’ll want to know
how many eyes were on their ad, their booth
or their logo.

24. Warning:
The space is cluttered with many hands out, so
STAND OUT!

25. GOOD NEWS!
Corporate partners are more interested in
creating meaningful partnerships rather than
placing a logo on a lanyard.

26. GOOD NEWS!
There are many opportunities to co-create
meaningful content.

27. GOOD NEWS!
If you have a digital footprint, sponsors are
looking to tap into your audience.