TIPS FOR WORKING WITH SPONSORS
HOW MUCH SHOULD I CHARGE?
First, remember that your program attendees are a very valuable source of prospective customers for law firms and vendors. Do not sell yourself short if you only get 15 attendees. For the costs of underwriting a luncheon program, the ability to meet 15 potential clients and share knowledge on a subject of interest to in-house counsel is invaluable. So, don't rule out charging sponsorship fees for a program for 15-20 attendees.
Here are some recommended guidelines for sponsorship of your educational programs. Obviously if you are charging more successfully, keep on doing it! Also, for your social events, you may want to go big with sponsorship of tables; However, for chapters that are just starting to work with sponsors, or are having trouble engaging sponsors, please consider these guidelines. Note: costs of a program include the room, audio visual, and food and beverage.
SAMPLE SPONSORSHIP FEES:
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If your program is expected to bring in 15 attendees, charge a sponsor the costs of the program + an additional $750
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If your program is expected to bring in 16-30 attendees, charge a sponsor the costs of the program + $1500 - $2,000
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If your program is expected to bring in 31-50 attendees, charge a sponsor the costs of the program + $2,000 - $2,500.
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If your program is expected to bring in 51+ attendees, charge a sponsor the costs of the program + $2,500 - $5,000.
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If you have a company/law firm that agrees to sponsor more than one program, you may want to consider discounting the fees (for example, if a company or law firm sponsors two or three of your programs and you usually charge the costs + $3,000, you may want to charge them the costs +$2,500.
WHEN SHOULD I ASK FOR FUNDS?
Do not hesitate to ask--remember, companies have budgets to support these programs. More importantly, additional funds should cover your administrative costs: scholarships, helping support your current or future administrator, and helping support other events you may want to provide to your members for free, etc.
IF THE PROGRAM IS SPONSORED, SHOULD I CHARGE ATTENDEES?
Yes! Research has shown that when you charge for a program, you are less likely to have no-shows; the attendees perceive a fee program as more valuable than a non-fee program. And, always charge a member/nonmember fee--it reinforces the value of ACC membership.
WHEN SHOULD I APPROACH COMPANIES?
Now! Law firms are doing their budgets during spring into the summer and you should have your proposals for funding submitted no later than September. The proposal should include the fees for sponsorships as well as what the company/law firm will receive in return.
WHAT SHOULD I OFFER THE SPONSOR?
Here are some options that chapters offer:
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Speaking at the program (if topic is relevant)
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A table with the company's materials
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Attendance by X number of employees (depending on costs, you probably want to limit this to no more than 3 company reps)
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Recognition of support when announcing program, on signage, on calendar of events on chapter web page (under sponsors) and on marketing fliers you mail out
HOW CAN I ENSURE THAT THE VENDOR DOES NOT DO A HARD SELL AT THE PROGRAM?
It is rare nowadays that sponsors try to market their products via their presentation. However, it never hurts to be upfront with the company and explain that their knowledge of the subject should sell itself, rather than touting the company's services. Advise them that if they do a marketing presentation on why attendees should use their company, attendees will be turned off and the chapter will not be inclined to offer this opportunity in the future.
HOW CAN I FIND THE RIGHT SPONSOR FOR THE PROGRAM?
If you are looking for a company that will speak and sponsor, or just sponsor a program, a good resource is the ACC Alliance Site. Alliance partners are firmly committed to sponsoring chapter programs and based on their products, may be a natural fit for your program. All of the Alliance Partners can help you provide an exemplary program to your members.
For law firm sponsors, the first step should be asking your board members who they use and their area of expertise and contacting the appropriate firm. For example, if you want to do a program on Corporate and Securities, what firm is a leader? Be sure to partner the firm speaker with an in-house counsel to provide a broad view of the issues. Firms are, however, excellent speakers and sponsors for your programs.
