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UFWDA Community Forum  |  UFWDA General Discussion  |  General UFWDA Topics  |  Topic: Selling Advertising and Business Sponsorship « previous next »
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Steve Jackson
Utah 4 Wheel Drive Association
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« on: February 22, 2008, 11:48:40 pm »

How does your association/club (not asking about UF, but member orgs) handle advertising sales and business sponsorships?

At U4WDA, we have a quarterly magazine in which we sell advertising.  We also accept about $40,000 in product each year for various raffle activities.  We offer free advertising for certain levels of product donation. However, this has become tricky.  Some companies, like Warn, give $5000+ in product each year.  If we gave them and all the other big sponsors advertising, our magazine would be 40+ pages and 75% ads.  How do other groups reward sponsors for buying advertising AND selling product?  Some of our sponsors give product ONLY to get the advertising.  If we made advertising a purchase separate from the product donation, we would lose the donation.  If we applied the same standard to everyone, we'd have the advertising space problem mentioned.  How have other groups solved this SPECIFIC problem?
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Steve Jackson
Past President, Utah 4 Wheel Drive Association
http://www.u4wda.org
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Keith Holman
Middle Atlantic Four Wheel Drive Association
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« Reply #1 on: February 24, 2008, 12:17:41 pm »

Too many sponsors to juggle? I'll bet I'm not the only one who wishes they had that problem! With that in mind, recognize these suggestions don't come from experience with this exact problem.

Some thoughts to consider:
1. Consider tying specific product donations to specific advertising. For example, giving a high dollar product for a big event prize ties to advertising or other publicity for that event only.
2. Set a budget within your publication for ad vs editorial content. Then tie the size of the donation to a proportional size of advertising. Rather than trading this prize to a page count of ad, tie the $5000 prize to 25% of the space given for the event with $20,000 in prizes. This may result in your $100 gift cards getting one line of type listing "ABC 4x4" as a sponsor.  That would also mean that Warn's $5000+ in product would result in them getting 1/8 of available ad space.


 
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Middle Atlantic Four Wheel Drive Association
Steve Jackson
Utah 4 Wheel Drive Association
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« Reply #2 on: February 24, 2008, 02:04:35 pm »

Too many sponsors to juggle? I'll bet I'm not the only one who wishes they had that problem! With that in mind, recognize these suggestions don't come from experience with this exact problem.

As those who know me will attest, I can find anything to complain about.  Grin

2. Set a budget within your publication for ad vs editorial content. Then tie the size of the donation to a proportional size of advertising. Rather than trading this prize to a page count of ad, tie the $5000 prize to 25% of the space given for the event with $20,000 in prizes. This may result in your $100 gift cards getting one line of type listing "ABC 4x4" as a sponsor.  That would also mean that Warn's $5000+ in product would result in them getting 1/8 of available ad space.

That's an interesting idea.

Let's hear it.  How do you other orgs handle this?
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Steve Jackson
Past President, Utah 4 Wheel Drive Association
http://www.u4wda.org
http://www.utahoffroad.com
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« Reply #3 on: February 24, 2008, 05:35:45 pm »

Steve it might be that the person responsible for the other orgs isn't on the forums.. the CO Association keeps things seperate - advertising in the Hightrails (CO's Quaretly Newsletter) is seperate from Sponsorships or equipment for the annual raffle vehicle.  Sponsors get a line item info on the website and in various editions of Hightrails.  Advertisers pay for their add space - although members and sponsors get a dsicount on advertising.

Some of the info is on the http://www.hightrails.org website or if you want mroe specifics then I can give contact Kathy Howell who is the CO Associate Member (Business Members) Commitee Chair (her info is on the website here http://www.hightrails.org/committees.html)

So not much different then what Keith commented on.  I know Kathy has been working on the best way to do these things as wel.

- Shawn
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