Sellers for small properties often express skepticism that they will be able to utilize strategies that have worked for larger properties. But the success of the National Rural Water Assn. proves that packaging strategies adopted by more sizable organizations can work at any level.

As the 24,550-member trade association and lobbying organization for rural water and wastewater utilities, NRWA is about one-fifth the size of the American Speech-Language-Hearing Assn. and one-tenth the size of the National Assn. of Home Builders. It holds only four events a year, the largest of which attracts 3,000 participants.

Yet by following the same principals as the bigger properties-switching from à la carte benefits to year-round packages bundling multiple benefits-NRWA tripled its sponsorship revenue last year and is on course to increase revenues an additional 46 percent this year (see chart).

When Wendy DeIorio was hired by NRWA as publications and corporate partners coordinator in '02, she inherited a short list of existing sponsors. None spent more than $5,000 and benefits primarily consisted of logos imprinted on plastic bags given out at the annual conference.

For '03, DeIorio and marketing manager Michael Harris developed the NRWA's Sponsor Plus program, which offers sponsors a menu built primarily around exposure and networking opportunities at the association's events, but which also bundles in publication ads, Web site presence, and promotional mailings to members depending on how much the sponsor spends. Packages range from $5,000 to $50,000.

"We really wanted to stress that corporate partners would receive marketing benefits 365 days a year," DeIorio said.

NRWA targeted its best prospects first, corporate members who are primarily vendors to the association's utility members and frequent exhibitors at its annual convention.

Because of sponsors' membership status, NRWA is not in a position to approach any one of the companies first with a suggested package. To avoid alienating any companies, the packages are offered to all corporate members on a first-come basis.


 

		SOURCES
		National Rural Water Assn., Tel: 580/252-0629

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