Associations are eager to know if their corporate sponsorship programs are up-to-date and maximizing revenue.

But there’s little benchmarking information available for sponsorship programs.

Therefore, I put together this list of warning signs that your sponsorship program might be outdated and not achieving its potential:

1)  Program hasn’t been evaluated or updated recently
2)  Organization’s board and staff are not actively supportive of the program
3)  You’re still using “heavy metal” sponsor levels (Platinum, Gold, Silver, Bronze)
4)  The benefits are structure like a “take-out menu” with minimal customization
5)  Most benefits are limited to “logo”, “visibility”, “recognition”
6)  The sales pitch is centered on “we need your support … our members will be grateful”
7)  Sponsorship prospectuses are sent “èn masse” to hundreds of companies
8)  Association competes with itself by making multiple asks to the same companies
9)  Sponsors are treated like ATMs rather than valued partners
10)  Don’t know or address each sponsor’s business goals