The Center for Association Resources


Is an association management firm focused on helping Non-Profit associations succeed in their mission.

Marketing for sponsors and exhibitors

Another in a series of articles related to association management selected from our reading list by:
Robert O. Patterson, JD
CEO/ Principal
The Center for Association Resources, Inc.

For a non-profit organization, marketing is a key factor in getting people to know who you are, what you do, who you serve, why you are accomplishing this mission, how you are doing and where you are focused.  The new parts of your non-profit organization are what keep people excited.  What is changing?  Why is it going that route?  How are you going to accomplish your goals with the new program while keeping the heart of the program intact?  These are the things your non-profit’s marketing department must uphold in order to utilize the key factors of progress and growth in the world around you.
New things are the spice of an organization.  In order for the mission of the non-profit to stay focused, the first step to tell sponsors is that it makes sense.  Why does it make sense?  If you are working in the education realm, perhaps building charter schools, then it makes sense to bring in a technology arm of your non-profit. Not only for the sake of growing the business, but for the future of design in the classroom, possible growth areas within the school and the students lives.  It might not make sense for your organization to offer a grant for adventure travel.  When growing an arm of the non-profit, you have to see where it fits into the overall mission.
One great way to get your message out is to exhibit your non-profit at a fair or to partner with a business and have a booth with a knowledgeable non-profit representative to speak about your group in association with the business.  If you are expanding a technology in schools, as stated above, it would make sense to work with Cisco, IBM, Oracle, or another software company who can also help you develop it.  This way the technology is utilized in the classroom; and many interested people see your organization in partnership with a major company.  This gets people excited about the growth potential you have and may possibly increase your funding.  It will get business people thinking about the power of your group.
When you talk marketing with sponsors and exhibitors, the most important thing to remember is how you represent your passion about a particular subject.  If you are devoted to closing the achievement gap in schools by building charter organizations, you need to make sure that comes across in your presentation to them.  You are always marketing when you talk with someone, and its always an opportunity to make a connection with them.  Everyone has a story and it just depends on how your non-profit and your story intersects with theirs.

Filed under: Association Resources, Center for Association Resources, Fund Raising, Leadership, Marketing, Non-Profit, Planning, Strategic Planning, Strategy, The Center for Assocation Resources info, Training, , , , , , , ,

July 2020

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