Objective
The Direct Marketing Association (DMA), a not-for-profit association for marketing professionals, wanted to create a new revenue stream so that they were not as reliant on membership fees. Engaging with their loyal audience of marketers through events, research and communications, it became the perfect opportunity to develop a sponsorship department targeting members who wanted to further their engagement with the DMA’s audience.
Solution
We integrated and developed a new sponsorship department through four core stages of activity:
- 1. Analysis: identifying competitors and market share
- 2. Development of assets: creation of tangible touch points to reach the DMA members
- 3. Sponsorship sales: an integrated sales approach and partnerhsip with other industry bodies
- 4. Account management & activation
Results
The DMA Sponsorship Department now contributes a sustainable revenue to the annual turnover enabling the association to provide further value to their members, such as free networking events. Sponsorship has also helped open the doors to partnership and extended their reach with leading brands such as:
- Marks & Spencer
- ITV
- Orange
- Barclays Bank Plc
- Royal Mail
- Equifax
“As a not-for-profit professional body that has traditionally relied on membership fees as a primary revenue stream, the DMA was keen to find alternative sources of funding to help deliver further value to its members. Slingshot Sponsorship has done an exceptional job in helping us to realise the value of our media assets through sponsorship funding by helping us to reach out and form long-term brand relationships. We have been able to achieve this lucrative funding at no extra operational cost, which enables us to provide even more services to our members than would otherwise be possible”.
Mike Lordan, Chief of Operations, Direct Marketing Association UK
For more information:
