Partnership & Sponsorship

Sponsorship is increasingly important at all levels of IABC to help us deliver quality programs and services at a reasonable cost to members. While sponsor relationships benefit chapters and regions, they can also create some unexpected problems. In negotiating any sponsor relationship, whether it’s monetary or in-kind, chapters or regions should consider the value to members, financial return, growth potential and effect on IABC’s reputation.

These guidelines are intended to help chapter and regional leadership in developing sponsor relationships and agreements.

1. Ownership and decision-making

   If IABC owns the program or service that is being sponsored, it’s important to retain and exercise full control over all elements of planning. At the chapter or region’s discretion, sponsors may provide input on planning programs or activities but must understand that the final decisions rest with the IABC chapter or region. In addition, sponsors should never be allowed to control the content or express an editorial view in an IABC chapter or regional newsletter or other publication.

2. IABC brand positioning

   For all sponsored programs or services, the IABC chapter/region brand must dominate and should never be compromised or confused by alignment with the sponsor. Be sure to make it clear in your sponsor agreements that the IABC name or logo cannot be used in a manner that implies an IABC endorsement of a sponsor’s product, program or service. Your agreement should state that the IABC chapter or regional name or logo may not appear on products, materials, marketing or other promotions produced by the sponsor without written approval by the IABC chapter or regional president/director. Any sponsor relationship between an IABC chapter or region and another organization is a local agreement that does not bind IABC as an association. Develop a contract that specifically outlines the terms of the agreement (responsibilities and benefits), and ensure that all commitments are delivered locally (e.g. link from chapter website, mention in chapter newsletter, brochures sent to chapter membership list). Important: Stipulate that the agreement is between the sponsoring organization and the IABC chapter or region (not IABC as an association) as part of the contract. Be sure to use the IABC chapter or region name on all communications (e.g. brochures, websites, emails). Do not simply use the name “IABC,” as this use implies an association-wide endorsement. Use of the chapter or region name demonstrates that the program is supported locally, but is not endorsed by IABC headquarters. Please specify in the agreement that the name/logo use is limited to the IABC chapter or region.

3. Provide the proper acknowledgement

   Acknowledge your sponsor appropriately. Ensure there is no suggestion that the sponsor owns or controls the sponsored program or service. It’s important that there is no implied endorsement of the sponsor by the IABC chapter or region. In your acknowledgement, avoid words that indicate endorsement such as “exclusive,” “preferred,” or “endorsed.”

   Recommended acknowledgements include:

   • XYZ Company, a communication firm, is a major/primary/premier sponsor of the IABC [Chapter] Career Fair.
   • IABC [Chapter] gratefully acknowledges the long-term support of XYZ Company.
   • The IABC [Chapter] Career Fair is underwritten by the generous support of XYZ Company.
   • The IABC [Chapter] Career Fair is presented with the support of the following sponsors…
   • XYZ Company is a proud sponsor of the IABC [Chapter] Career Fair.

4. Protect our members’ data

   IABC strongly recommends that chapters make it a policy to not provide email addresses or telephone numbers of its members to sponsors or any other outside organization. If you offer the mailing list, whether the list is based on program participants or your full member list, it should be through a bonded mailing firm with a list-use agreement that specifically prohibits any reuse, duplication or scanning and confirms it’s for a one-time mailing that must be approved by you in advance. Please keep in mind that members may complain that you’ve shared their contact information with a third party, so be sure to give members the option to opt out of third-party mailings.Our member list is the association’s greatest asset, and for privacy purposes and the IABC brand, it should be protected. Requiring use of a bonded mailing firm with a list-use agreement should take care of protection issues. Consider the following:

   • IABC’s email policy states that member email addresses may not be provided to any other party.
   • Chapters and regions should not share their membership mailing addresses in exchange for or in connection with sponsorship due to potential ethical issues like misuse, scanning, and duplication that may arise.
   • Chapters and regions are encouraged to incorporate any electronic or print communications regarding sponsorship into regularly scheduled chapter communication.

5. Pursue the right sponsors

   In exploring any sponsor relationship, IABC recommends that chapter and regional leaders consider these factors:

   • Competition with IABC chapter, regional or international programs, products or services
   • Impact on IABC’s brand or reputation
   • Cost/benefit relationship
   • Effect on membership (Does it add value?)
   • Effect on financials and/or budget

   Remember, you always have the right to reject any potential sponsorship relationship.

IABC Minnesota has shared some resources that their chapter has developed to streamline processes for engaging sponsors.

• Sponsorship Opportunities
• Sample Sponsorship Agreement
• Sample In-Kind Print Sponsorship Agreement