Guidance about the Impact of the Coronavirus on Non-Dues Revenue Conference Sponsorships

by | Mar 23, 2020 | Uncategorized

Guest Post: Bruce Rosenthal, Partnership Professionals Network

Among the many impacts the coronavirus is having on association conferences, the impact on corporate sponsors and sponsor revenue should not be forgotten.

Most associations have sponsors at their conferences. These companies provide revenue to support the conference overall; support everything from lanyards and tote bags to luncheons and coffee breaks; and sometimes provide educational content for conference attendees.
Here are three tips if the coronavirus impacts (or might impact) your conference or the plans of your conference sponsors … especially your top sponsors:

  1. Communicate with sponsors regularly and in advance about your plans. Ask them for their input on contingencies your association is considering. Ask them to let you know if anything might limit their participation in the conference.
  2. Ask each company about their conference sponsorship goals. For example, are their goals related to visibility, thought leadership, access to a segment of attendees, announcing a new product/service, introducing a company executive, etc.? This will help you understand their needs so you can offer alternatives to your conference, if necessary.
  3. If your conference is cancelled, has lower attendance, or is offered as a virtual event, talk with each sponsor about alternatives that will fulfill their sponsorship goals. For example, sponsorship of your rescheduled conference or virtual conference; other virtual content/thought leadership options; co-sponsorship with your association of a webinar or regional seminar; link to a company webpage with information for your members, etc.

The intent is a win-win-win for the association’s members, each sponsor, and your association. As you look to the future of your organization’s sponsorship program, the philosophy “don’t put all your sponsorship eggs in the conference basket” is a good long-term strategy. We never know if disease, weather, or other calamity will make it difficult or impossible to conduct our conferences as planned.Please note: If you have questions regarding sponsor contracts and liability issues, check with your legal counsel and insurance carrier.

The Partnership Professionals Network — a Non Dues-A-Palooza sponsor — is a national organization devoted to improving non-dues revenue sponsorship programs in association and non-profit organizations.