Defining a Good Sponsorship or Partnership Relationship

1. It must pass the Triple-Win test. It needs to benefit the member, the association, and the partner. For some organizations, a fourth win is necessary -- it must benefit the public.

2. It must pass the Value test. It has to provide a real benefit to members. If a member can easily get a better deal elsewhere, then it is not of value to members.

3. It must pass the Mission test. It should be related to the mission, even if the link is tenuous.

4. The program must pass the Resources test. Unless the program delivers tangible and unprecedented value to members, the program must cover all costs and contribute to association revenues.

5. It must pass the Perception test. The program should not involve real or perceived endorsement of the company or its products. 

6. The program must pass the Members-Only test. The program must cease to be accessible to those who drop their membership in the association, and the partner must be prepared to show that customer lists do not include non-members.

7. The relationship must pass the Legal test.  There needs to be a signed agreement with the business partner.  The agreement must lay out the terms of the relationship, including the right of the association to terminate the agreement.

8. The relationship must pass the Loyalty test.  The business partner must demonstrate a willingness to advertise, exhibit, or otherwise participate in promoting the program and aid the association.

9. It must pass the Access test.  While the occasional program might be only available to specific geographic or other demographic constituency, programs accessible to all members will be preferred.

10. It must pass the

The purpose of Templates Plus is very simple -- to save you from re-inventing the wheel whenever and wherever possible, and if we cannot, to provide templates and resources to make the task easier, faster and cheaper to do.

OUR MISSION

To build better
associations and non-profits by 
delivering unique
and unparalleled expertise, programs
and services
to their staff and
volunteers.