Data Analysis for Sponsorship

Written By Dr. Michael Tatonetti, CAE, CPP

The following is an excerpt from our book, Pricing for Associations, available now on Amazon.

Sponsorships are a vital revenue source for associations. Here are examples of data to analyze and questions to ask when managing sponsorships for events and programming/products:

1. Sponsorship Revenue:

    • How has sponsorship revenue evolved in recent years?

    • Are certain sponsorship tiers more popular or profitable?

2. Sponsorship Engagement:

    • What is the overall satisfaction level of sponsors?

    • How successful are sponsorship renewal efforts?

3. Sponsor Demographics:

    • What types of organizations are the primary sponsors?

    • Are there opportunities to diversify sponsorship sources?

4. Sponsorship Deliverables:

    • Are sponsors utilizing the benefits included in their packages?

    • Which benefits are the most or least utilized by sponsors?

5. Event or Program Impact on Sponsors:

    • How do sponsors perceive the value they receive from their sponsorship?

    • What suggestions do sponsors have for improving their experience?

6. Sponsorship ROI:

    • How do sponsors measure the ROI of their association sponsorship?

    • Can you provide data on leads or conversions attributed to sponsorship?

7. Member Engagement with Sponsors:

    • How engaged are association members with sponsor-related content or offerings?

    • Are there opportunities to enhance member-sponsor interactions?

8. Sponsorship Marketing Channels:

    • Which marketing channels have been most effective in attracting sponsors?

    • Should you explore new channels to reach potential sponsors?

9. Sponsorship Contracts and Terms:

    • What is the average contract length for sponsorships?

    • How successful are efforts to renew sponsorship contracts?

10. Competitive Analysis:

    • How do your sponsorship packages compare to those offered by competitors?

    • Are there gaps or opportunities in the sponsorship market?

By analyzing these data points, associations can optimize their sponsorship strategies, improve sponsor satisfaction, and enhance the overall value of sponsorship offerings. This data-driven approach ensures that sponsorships continue to be a successful revenue stream and mutually beneficial for sponsors and the association.

Dr. Michael Tatonetti, CAE, CPP

Dr. Michael Tatonetti is a Certified Association Executive and Certified Pricing Professional on a mission to advance associations in their pricing models for financial sustainability. As a Strategic Consultant and Trainer, he works with associations to harmonize pricing and value across membership, education, sponsorship, events, and marketing.Dr. Michael is a proud Association Forum Forty Under 40 honoree for his dedication to the association field.

https://www.pricingforassociations.com
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