Are you truly providing great value to your partners, members, or stakeholders? Last week, I delivered a half-day workshop for our client Calgary Sport Tourism Authority. They brought in their partners and stakeholders for a half-day sponsorship training and then a networking reception. They hired us to come in and work with organizations that are their partners, and help them build their skill level in prospecting and getting meetings. It was a fantastic event.
This week, I am in Fredericton, New Brunswick. We were hired by Sport NB and Recreation NB to deliver two full-day workshops for their members. Yesterday was on how to build an inventory of sponsorship assets and value them in real market terms. Today, we will focus on prospecting, getting meetings, and conducting effective discovery sessions—an amazing two days of learning and professional development.
These are two organizations doing what it takes to continue developing their partners and provide value-added opportunities that make a difference to the bottom line of their partners and members. In both cases, attendees will go away with tools, hands-on experience, and knowledge to go out and get more sponsorship dollars—dollars that will renew year after year. The members themselves will find greater value in their membership dues. The partners of Calgary Sport Tourism Authority will remember the added value they were provided, the support they were afforded, and the direction they were provided—and plan on booking more events in Calgary. As a result, it differentiates Tourism Calgary from other markets. It sure goes a lot further than just having a wine and cheese party or golf tournament for them.
So, what can you do to support your partners? Here are some thoughts on how you can provide support (whether that stakeholder is an association member, parent of a member, athlete, patron, donor, sponsor, supplier, or attendee at your conference or event) that will provide value beyond the traditional and make you stand out!
- For your sponsors, host an event that provides them with professional development— perhaps a workshop or luncheon presentation on measuring ROI or activation tactics.
- Provide ongoing content updates to partners or stakeholders that are applicable, such as changes in Revenue Canada rules or new social media opportunities that will help them grow their business.
- Provide training for members or partners such as Tourism Calgary—Calgary Sport Tourism Authority and Sport NB/Recreation NB (and others) have done.
- Start up and host a conference or other event that becomes annual providing unique opportunities or speakers for your stakeholders / partners / members.
- Take donors or sponsors on “once-in-a-lifetime” behind-the-scenes experiences at your property that allows them to learn more about your property, and what it does or the impact it has on the community.
- Access or provide one-on-one coaching or mentoring for key partners or stakeholders.
- Bring a sponsor, donor, or volunteer to a conference or professional development experience you are attending. It gives you one-on-one time with them, allows you to deepen your relationship, and provides them knowledge and experience to better do their jobs in relation to your organization, and also probably in the rest of their personal and professional lives! (The Canadian Red Cross – Saskatchewan does this and it has paid huge dividends for them and their sponsors!)
Remember—if you continue to do the same old things, you will get the same old results!
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