PARTNERSHIPS & MEMBER BENEFITS
Corporate Partnerships
A sample corporate partner program for a Guard or veteran association — with tier levels, benefits, pricing ideas and tips for presenting it on your website. Use it as a starting point for your own.
This is an example page. The tiers, prices and benefits below are a model to help your association design its own program. They're adapted from the published program of a state National Guard association, the National Guard Association of Illinois.
WHY COMPANIES PARTNER
You have something partners want
Your association gives companies direct access to Guard members, retirees, families and the leaders who make decisions — an audience that's hard to reach any other way.
The strongest programs stop thinking of partners as donors and start thinking about their return on investment. Ask what each company wants — new customers, new hires or community goodwill — and build packages that deliver it.
What partners are usually looking for
- Customers: banks, insurers, lenders, auto dealers and local businesses
- Recruits: employers that hire Guard members and value their skills
- Visibility with leaders: defense contractors and service providers
- Goodwill: companies that want to be seen supporting the military community
SAMPLE TIER LEVELS
Two kinds of partnership
Most associations offer annual partnerships for companies that want year-round visibility, and lower-cost conference partnerships for those who just want to be at your big event. Here's a six-level model.
Annual partnerships
TOP TIER · LIMITED
Diamond
$10,000
per year
- ✓12-month listing on your Resources page
- ✓12 months of lead generation
- ✓Opportunity to present to members or leaders
- ✓Engagement with senior leaders twice a year
- ✓Logo in every newsletter and blog article
- ✓Branded exhibit table at the state conference
- ✓Golf tournament tee box sponsorship
- ✓Invitations to exclusive receptions and leader events
MOST POPULAR
Platinum
$5,000
per year
- ✓9-month Resources page listing
- ✓9 months of lead generation
- ✓Exhibit table at the state conference
- ✓Logo in two newsletters
- ✓Featured in two blog articles a year
- ✓Golf tournament tee box table
- ✓Reserved banquet seating with association leaders
Gold
$2,500
per year
- ✓6-month Resources page listing
- ✓6 months of lead generation
- ✓One feature article to members
- ✓Logo in one newsletter
- ✓Exhibit table at the state conference
- ✓Recognition in conference materials
Conference partnerships
Silver
$1,000
per conference
- ✓Exhibit table at the conference
- ✓3-month Resources page listing
- ✓Recognition in the conference program
- ✓Mention in a member newsletter
Bronze
$500
per conference
- ✓Exhibit table at the conference
- ✓Golf tournament tee box table (partner provides their own tent)
- ✓Recognition in the conference program
ENTRY LEVEL
Exhibitor
$250
per conference
- ✓One exhibit table at the conference
- ✓Recognition in the conference program
WHAT TO OFFER
Build packages from a menu of ROI services
Instead of fixed packages, some associations list the services they can deliver and let higher tiers choose more of them. Mix and match from this menu.
Resources page listing
A panel on your website's Resources page with the partner's logo, description and link. Tie the length of the listing — 3, 6, 9 or 12 months — to the tier.
Lead generation
Collect contact information from members who ask to hear from a partner — at their booth, through a sign-up form or from a QR code in your newsletter. Always get members' permission first.
Email blasts and newsletters
Logo placement, a sponsored message or a feature article sent to your members. Price by the number of sends.
Presentations
A short slot to brief members or leaders at a meeting, workshop or the state conference — one of the most valuable benefits you can offer.
Leader engagement
Introductions and meetings with association and Guard senior enlisted leaders. Reserve this for top tiers.
Exhibit tables
A table at your state conference, industry day or other events. Larger or better-placed tables can go to higher tiers.
Event sponsorships
Golf hole and tee box signs, banquet, hospitality night, registration or coffee sponsorships. See golf sponsorship ideas →
Event access
Invitations to receptions, the awards banquet and leader events, plus reserved seating with association leaders.
Networking across states
Introductions to other state associations and national partners for companies that operate in multiple states.
SETTING YOUR PRICES
How to price your program
- Start with your audience. How many members, newsletter subscribers and conference attendees can you put in front of a partner? A smaller association should start lower.
- Use a clear price ladder. Each tier roughly doubles the one below it — $250, $500, $1,000, $2,500, $5,000, $10,000 — so partners can see the step up.
- Tie benefits to time. 3, 6, 9 and 12 months of visibility is an easy way to separate tiers.
- Make the top tier scarce. Limit Diamond to a few partners so it keeps its value.
- Accept in-kind support. Donated printing, food, venue space or prizes can count toward a tier.
KEEPING PARTNERS
Deliver, then report
- Send partners a short report after the conference and at year-end: attendance, newsletter opens, leads delivered and photos of their recognition
- Thank partners publicly at the banquet and business meeting
- Offer an early-renewal discount before next year's program opens
- Ask what worked and what they'd like next year
- Keep one point of contact responsible for each partner
PRESENTING IT ONLINE
How to show your program on your website
This page is itself a template. A good partner page includes:
Tier cards with prices
Show each level side by side, with the price up front and benefits in a short checklist. Highlight the tier you most want to sell.
A button on every tier
Each tier should have its own button that leads to a sign-up or payment form with that tier already selected. Tools like Zeffy can collect payment with no fees.
A real person to contact
List the name, phone number and email of the person who handles partnerships. Companies want to talk to someone before they commit.
Your audience numbers
Tell partners who they'll reach: number of members, newsletter subscribers and conference attendees.
A partner logo wall
Show current partners' logos, grouped by tier. It thanks your partners and shows new prospects who's already on board.
A downloadable prospectus
A one- or two-page PDF version of the program that partners can share with their marketing teams.
GOOD TO KNOW
Protect your members and your association
- Never hand over your membership list. Send messages to members on a partner's behalf, and share members' contact details only when they've opted in.
- Use a simple written agreement for each partner listing the tier, benefits, dates and payment terms.
- Keep the association's activities separate from official Guard duties, and avoid anything that suggests the Guard or the Department of Defense endorses a partner.
- Have your treasurer track partner payments and in-kind gifts, and send acknowledgment letters.
Ready to build your partner program?
We'll help you set tiers and prices that fit your association, build the page and prospectus, and find your first partners.