Think back to this time last year and consider your sponsorship program. Have you created more value? Or have you lost value?
For example, have you expanded your marketing and events' audiences? Have you grown the reach and effectiveness of your marketing tactics?
Or have your audiences tapered off, your marketing machinery simply going through the motions?
Have you quantified and monetized that new value? Have you outlined a plan for increasing that value still more by 2019, 2020, and beyond?
Or are you standing still? Stagnating? Losing value?
It’s not enough to just go out and sell. You have to actively and strategically enhance your sponsorship offerings, creating new value your sponsors — and your future sponsorship buyers — are excited about.
If you saw your organization’s value on a meter or gauge, would it be advancing in a positive or negative direction?