“Ah, the sale is done. I am finished.”
In the past few weeks, I have heard that too often. Sponsorship marketing is more than merely selling a package. At the Partnership Group – Sponsorship Specialists™ we work with our clients to ensure they deliver fulfillment. Yes, deliver on what they promised. We work with them to maintain a tracking system that ensures the sponsors get everything they paid for (and hopefully, a little more)!
But recently, I have met with organizations that think it is all over when the sale is done. Often, it is not the sponsorship salesperson or the development officer; it is the ED or VP. They seem to think that, if they fail to deliver on promised assets or opportunities, it won’t really matter.
But it will. Next year, the sponsors won’t be back. It is like any business agreement. They pay you money and you deliver the product (be it hanging a banner, setting up a meeting, providing an endorsement, or whatever). It is legal and binding. This is not philanthropy. The sponsors are not there just because they believe in your mission or love the team. If that were so, they would have written you a check and left it at that. They want results. They want ROI. And yes, it is about them.
So, the next time you close a great partnership, remember that the work has just begun. Remember that you need to create a fulfillment checklist and ensure that each sponsor gets what you promised. That is just good business.
These are just one person’s thoughts. Yours are welcomed as well. Please add your thoughts or comments below. Thank you for reading and your feedback.