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Sponsors are often a crucial part of a race's revenue. Start talking to your sponsors (or reaching out to new ones) to discuss sponsor relationships that work for Virtual Challenge events. This covers:
The best sponsorships are always going to be those that are long-term partnerships where there is an understanding of mutual goals and mutual benefit. Those relationships are more important now than ever, and step 1 of your Sponsorship efforts should be a simple contact with previous sponsors.
Don’t throw away a sponsor because they cannot maintain their “normal” sponsorship. Instead, work on ways to keep them in the fold in some capacity, and to bring them back in future years.
Shipping swag is a big part of virtual challenges. Offer sponsors a place in your mailer, knowing it’s something participants will eagerly open. You’ll need to balance value and weight here, since shipping can be expensive, and ensure that you have a plan for your shipping and fulfillment. Ideas include:
Demonstrating the value of Direct Mail to your sponsors:
Swag is always a draw for a race, and that’s never more true than for a virtual event. Including their brand in a direct mailing is an opportunity for your sponsor to be a part of a positive memory for participants.
Key metrics of interest to demonstrate to your sponsors that there is value in a direct mailing include the number of participants, and the demographics of your participants. If you include a coupon, the rate of use can provide an additional data about the reach of their mailing.
Take your direct mailing a step further with premium swag featuring your sponsor (tastefully). Current hot commodity: fun, branded facemasks or buff-style face coverings. Design matters if you want to maximize a sponsor’s investment and get people to wear them, but if you can combine form and function, your sponsor could see themself all over people’s faces.
Demonstrating the value of Specialized Swag to your sponsors:
Like with any direct mail item, your metrics are relatively simple: how many runners received the swag. If you want to impress your sponsor, ask participants to post pictures to social media showing off their sweet new look!
Sponsors can be highlighted on your website in a variety of ways, from simple to prominent. Bonus for Virtual Challenges: with participants logging on daily to update their activity totals, your sponsors are getting more bang (or views) for their buck.
Sponsors can be automatically added to your RunSignup website from your dashboard by going to Sponsors >> Manage, and Adding a sponsor. Once sponsors are added, you can control their visibility in two ways:
1. Mark “visible” (or not) with the “visible” button at Sponsors >> Manage
2. Navigate to Sponsors >> Setup >> Display to access additional options, including:
Alternatively (or in addition) you can add sponsor to your Cover Page (Race >> Race Page >> Cover page). Add a new content selection, pick “Data” for the content type, and pick “Sponsors” for the Data Type.
Example of Sponsors at the bottom of each page
In addition to the automatic placements of sponsors on your website, you can individual feature them in the content of your website. For example, highlight your Brewery Sponsor on the page for your Virtual Party.
Demonstrating the value of Website Display to your sponsors:
With no on-site directives, participants rely on race websites for every piece of information – from swag details to results submission.
It’s easy to grab metrics for all your sponsors right from your dashboard at Sponsors >> Report. Additionally, each sponsor tile at Sponsors >> Manage will include the number of views for that sponsor – that is, the number of times a page that includes the sponsor has been visited. To increase these views, make sure you’re including quality content on your website and driving your runners to the site.
If you’re using the Sponsor management program in RunSignup (and they are marked as visible), your sponsors will automatically be added to the default RunSignup Email Template. Each email is optimized for both mobile and desktop views. Like with website views, Virtual Challenge emails are likely to be more frequent (with reminders to enter activities, instructions for checking progress, etc.) and those emails are more likely to be opened and read.
Demonstrating the value of Email Marketing to your sponsors:
Like your website, email marketing takes on new importance for a virtual race. Participants are often new to the process, and need guidance to ensure they get credit for their accomplishment. In the meantime, they’ll also see your sponsors!
Use the built-in email reports to let your sponsors know how many times they’ve been seen by your participants. Go to Email Marketing >> Email Reports >> SendGrid Email Statistics and select a date range to pull information about the number of emails send and opened.
Use Sponsor Offers to create a virtual edition of your RaceDay swag bag. This allows your sponsors to provide unique coupons and deals for your participants, and have them automatically sent to participants before and/or after the race. Either the race or the sponsor can create the offer from Sponsors >> Manage by clicking on “Manage” under the sponsor of choice and navigating to “Offer”. The offer is created by inputting a few quick fields.
To send out your sponsor’s offers in a clean, actionable email, you’ll return to email marketing at Email Marketing >> Automated Emails >> Sponsors, enable the emails, and set your options for sending. Alternatively, you can create your own email (Email Marketing >>Send Email) that includes the Sponsor Offers by using the replacement tag for Race Sponsors and Offers.
Best Practices for Sponsor Offers
Demonstrating the value of Virtual Swag Bags with Sponsor Offers to your sponsors:
Everyone likes a discount, and providing one can be key for getting your participants to engage directly with your sponsors.
You can use email statistics (Email Marketing >> Email Reports >> Automated Emails) for basic open information to share back with your sponsors. But the best metrics may go directly to the sponsor – make sure the code and/or link they share in the offer is unique to your race so they can easily track their ROI on the offer.
RaceDay is where memories are made – and believe it or not, they can still exist in Virtual Races. Two key areas to include sponsors:
Demonstrating the value of Virtual RaceDay to your sponsors:
RaceDay is the celebration. Use basic metrics to let sponsors know how many eyes were on them on RaceDay.
For any sort of RaceDay announcing or virtual, use the insights directly from the social platform (like Facebook or Instagram) to let sponsors know how many people interacted with their content.
For RaceDay Photos with sponsor watermarks, navigate to Photos >> Locations and you will find a Photo Stats box to show you how many views your photos have – each of which represents a view of the sponsor logo.
Have a sponsor who wants to stay involved, but is short on cash? Ask them to use their network – employees, customers, etc. – to get more people involved in your event. Work out an agreement with your sponsor to include them on your website, etc., in exchange for them recruiting a set number of registrants or donors.
You can setup a specific link for your sponsor to share with their network.
Promotion >> Source Tracking >> Source Tracking Codes
Add a code, label it logically, and click on the link icon to get a shareable link.
You can use RaceInsights on your dashboard to track the number of registrations and donations you get from that link. While this is an unconventional form of sponsorship, it can help you build your revenue through registrations while keeping valued sponsors in the fold during times of challenge.
RunSignup’s Sponsor Platform is simple to use and automates some of your sponsor display options and reporting. While you can pick and choose the sponsor features you use, sponsors must be uploaded to the site for them automatically display on your website and emails, as well as to use Sponsor Offers. A quick review of capabilities:
Sponsors >> Setup >> Levels
Sponsor Levels are optional, but allow you to differentiate your sponsors by their committment type (monetary or otherwise). If you want to have your sponsor opportunities listed on your website, the sponsor caps in this section will show those limits.
Add a Sponsor
Sponsors >> Manage >> Actions >> Add Sponsor or Invite a Sponsor
You have the option to either:
You can determine where sponsor show on your website, as well as if a sponsor should show on your website and emails.
Sponsors >> Setup >> Display
The display page allows you to choose where your sponsors show on your race website, collectively, as well as whether you display the partner levels and if you want to customize your wording.
You can use the “Edit Sponsor Order” button to update the order in which sponsor are displayed on your website.
You can also set the visibility of an individual sponsor at Sponsors >> Manage.
Click on the green “Visible” button and opt to hide the sponsor to remove it from visibility.
This setting allows you to display or remove specific sponsors, and is useful if you have a minimum sponsor threshold for website display, or if you only wish to display sponsors after their payment has been received.
You can use the sponsor platform to track the payment status of your sponsors.
For each sponsor, you can enter their online payment by going to Sponsor >> Manage, and using the drop-down menu on the specific sponsor and navigating to “Payments”.
From the following screen, you will be able to either input information for an offline payment (like a check), or send an invoice. The invoice can be paid online through RunSignup (but this will incur a processing fee), or can include details for the sponsor to pay offline.
To track sponsor payment information on an aggregate basis, you can look at financial reports: