Delivering Value and Retaining Sponsors: How to Build Relationships That Last Year After Year

Landing a sponsor is a win—but turning that sponsor into a long-term partner? That’s the real success.

Your chapter’s events and programs thrive when you have dependable, ongoing sponsorship support. But retaining sponsors doesn’t happen by chance—it’s about delivering value, showing appreciation, and making it easy for them to say “yes” again and again.

This post will walk you through how to deliver on your promises, go the extra mile, and build sponsor relationships that last far beyond a single event.

Why Sponsor Retention Matters

Getting a new sponsor takes time and effort—relationship-building, research, outreach. Retaining an existing sponsor is far easier and often more valuable.

Long-term sponsors offer:

• Reliable funding for your events
• Stronger alignment with your chapter’s goals
• Brand credibility for your chapter
• Deeper involvement and shared success stories

Step 1: Deliver What You Promised (and Then Some)

Before you talk about next year, make sure you’ve followed through on everything agreed upon.

Double-check:

• Was their logo placed where you said it would be?
• Did they receive all promised benefits (e.g., shoutout, table, materials)?
• Were their deliverables (logos, ads) submitted on time and used correctly?

Bonus Value Ideas:

• Add an unexpected social media thank-you
• Include their logo in a post-event recap
• Give them first pick for sponsorship of the next event

Step 2: Show the Impact

Sponsors want to know their investment was worthwhile. Share simple, relevant data points.

Provide:

• Number of attendees
• Industry sectors represented
• Engagement metrics (social reach, email opens, post views)
• Photos of attendees engaging with their brand or booth
• Positive feedback or testimonials

Example email snippet:

“Your support helped us welcome 82 professionals across coatings, inspection, and engineering. We featured your logo on 3 pre-event emails (open rate 48%), and your table was visited by over 40 attendees.”

📸 Include 2–3 high-quality images with your report if possible.

Step 3: Express Gratitude

Never underestimate the power of a sincere “thank you.” It’s simple, but it goes a long way.

Ways to show appreciation:

• Send a personal thank-you email
• Tag them in a public social media post
• Include them in your chapter newsletter recap
• Mail a handwritten card (if local or high-value sponsor)

If they contributed a raffle prize or spoke at the event, recognize that contribution specifically.

Step 4: Stay in Touch Between Events

Keep the relationship warm—don’t let it go cold until next year’s ask.

Ideas for staying engaged:

• Share photos or event highlights where their logo is visible
• Tag them when relevant industry news is posted
• Invite them to attend future chapter events (even if not sponsoring)
• Ask for feedback on their sponsorship experience

Tip: Add sponsor contacts to your email list (with permission) or create a "Sponsor Partners" update email 1-2 times a year. 

Step 5: Invite Them Back-Before Everyone Else 

Sponsors appreciate feeling like a priority. Give returning sponsors a head start before opening up to new ones.

Message example:

“We wanted to offer you first opportunity to sponsor our upcoming Fall Technical Talk before we open it up to new partners. Your support last time was incredibly appreciated, and we’d love to work with you again.”

Offer incentives to repeat sponsors when possible:

• Discounted rate
• Premium placement
• Bundle option for multiple events

Watch for These Retention Killers

Even with the best intentions, it’s easy to accidentally overlook small things that affect how a sponsor feels about your chapter. Avoid:

• Late or missing sponsor deliverables (e.g., logos left off signage)
• Poor communication or unclear instructions
• Only contacting them when you need money
• Overpromising and underdelivering

If something didn’t go as planned, own it and be transparent—it builds trust.

Long-Term Sponsorship = Long-Term Chapter Growth

Sponsors are more than just funding sources—they’re partners who want to contribute to something valuable. When you deliver on your promises, recognize their contribution, and maintain the relationship beyond the event, you create a cycle of trust and support that strengthens your chapter over time.

Have question or need help getting started? Reach out to chapters@ampp.org. We are here to help!

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