The New Era of Sponsorship

Sponsorship is essential for most associations as it enables events, community programs, and member services. Given the importance of this revenue stream, it is essential for associations to be proactively adopting emerging practices that will improve their performance in this space.

There have been significant changes in the way associations attract and retain sponsors in the last few years. Associations relying on outdated methods to find, approach, and evaluate sponsors, are most certainly missing significant opportunities that can greatly enhance their association revenue generation capabilities.

The biggest drivers of this is AI. AI has fundamentally transformed how sponsorship works. From streamlining your outreach to improving how you identify and understand potential sponsors, AI isn’t just a tool—it’s an advantage that helps you navigate the increasingly complex landscape of corporate partnerships. 

Embracing AI means adopting a smarter, more efficient way of working that can drastically improve your results by helping you to:

Identify Sponsors Faster and More Effectively

The days of endless Google searches and attending numerous networking events to find the right contacts are over and I for one welcome this with both hands ... lol  

AI allows you to generate a targeted list of potential sponsors in under two minutes. It’s like having an entire research team at your disposal, drastically reducing the time spent combing through corporate directories and LinkedIn profiles and yes, it has the names, emails, direct phone numbers etc.

AI efficiently scans data across the world to help you identify companies that align with your association’s mission, values, and audience. Imagine finding sponsors that perfectly fit your organisation—without spending hours on manual research. That’s the level of capability AI offers. By harnessing AI’s capacity to analyse patterns and match data points, you can generate insights that would have taken days or even weeks of manual labour.

AI not only helps you identify potential sponsors faster but also reveals new opportunities you might not have even considered. 

For instance, AI can pick up on trends within your industry and highlight emerging companies that are on the lookout for strategic partnerships. This predictive capability allows you to stay ahead of the curve and be the first to reach out to the most promising sponsors, giving your association a competitive edge.

Efficient Background Checks

When evaluating sponsors, it’s crucial to ensure they align with your values and uphold a positive reputation. AI can quickly sift through public records, news articles, and social media, providing a comprehensive overview of your potential partner in seconds. This allows you to instantly assess a company's public perception and identify any potential red flags, making the vetting process far more efficient than manual research.

By automating the background check process, AI allows you to reallocate time to more strategic tasks, such as developing deeper engagement strategies and nurturing the partnerships that are most likely to succeed. This ability to vet sponsors thoroughly, yet quickly, means you can focus on quality over quantity, ensuring that every relationship you build adds substantial value to your association and your members.

Optimised Outreach for Better Results

AI is also transforming how you connect with sponsors. Picture an AI that analyses previously successful outreach emails to craft messages tailored specifically to each potential sponsor's interests and priorities. Personalisation is key to standing out, and AI allows you to personalise outreach at scale, making each sponsor feel uniquely valued. 

This approach is not only smart and efficient but also highly effective in securing meetings.

By making data-driven adjustments, you can enhance the emotional and rational appeal of your email, thus improving your chances of getting a response.

Imagine being able to send personalised emails, videos, tweets, tick toks etc to dozens of potential sponsors in minutes rather than hours. AI can craft messages that are specific, timely, and directly relevant to each recipient’s interests and goals. Moreover, AI can even help determine the optimal time to send your messages to increase the likelihood of them being read and responded to. This kind of precision is nearly impossible to achieve manually, but with AI, it becomes a standard part of your workflow.

Data-Driven Follow-Up

AI also plays a significant role in managing follow-ups. Often, the key to securing sponsorship lies in timely and strategic follow-ups. AI can monitor which sponsors have shown interest, track email open rates, and even determine the level of engagement of each contact. This data allows you to plan follow-ups that are perfectly timed and aligned with the sponsor’s current level of interest.

Instead of generic reminders, AI can help you craft follow-ups that acknowledge past interactions and bring added value to the table. 

For example, if a sponsor clicked on a link about your latest community initiative, your follow-up email can delve deeper into that specific program. AI enables a level of responsiveness that significantly improves sponsor engagement, showing them that you’re paying attention to what matters most to them.

Your Competitive Edge

If you’re still approaching sponsorship with traditional methods—manual research, generic outreach, and a lot of guesswork—it’s time to rethink your approach. 

AI has already revolutionised sponsorship workflows, offering a faster, more informed, and strategic way to find and engage sponsors. Leveraging AI means that you’re no longer guessing; instead, you’re basing your strategy on clear, data-driven insights that can significantly increase your chances of success.

However, it’s important to remember that AI’s role is to get you in the door. It can help you find the right sponsors, identify the right opportunities, and connect with the right people—but once you're in that meeting, it’s all about you. 

Building relationships, negotiating, and creating long-term partnerships are skills that only you can bring to the table. AI enhances your capabilities, but it doesn’t replace the human touch that’s crucial in fostering genuine partnerships.

AI allows you to free up valuable time, letting you focus on what you do best: engaging with potential sponsors on a personal level. The insights provided by AI can serve as conversation starters, offering valuable context that makes your discussions more meaningful and relevant. But the ability to build trust, communicate your association's vision, and inspire others—that’s where your unique talent comes into play.

So, are you ready to stop missing out on potential sponsorships? Are you ready to see how AI can enhance your sponsorship strategy, streamline your processes, and ultimately bring in more funding for your initiatives? 

If so, get ready—the future of sponsorship is here, and it’s smarter, faster, and more efficient than ever before. The sponsorship landscape is evolving, and those who embrace these technological advancements will undoubtedly come out on top.

Contact Julian Moore at SMS at SMS to find out how you can ensure your sponsorship program is fit for an AI-powered future.