The Art of Developing Long Term Relationships with Sponsors
Agricultural Issues
Rob Leeds
ANR Educator, Assistant Professor
The Ohio State University Extension
DELAWARE
Abstract
“You win with people!” This quote is attributed to legendary Ohio State University Football Coach Woody Hayes, and this statement is true for Extension professionals. Developing and maintaining relationships and relevance is essential to the success of all Extension professionals and Extension programs. Establishing strong relationships with all stakeholders is vital for Extension to remain relevant in the quickly changing world of information and education. Among these relationships, our association with program sponsors holds particular significance. Whether these sponsors are local businesses or nationally recognized companies, each brings a unique set of objectives to the programming-sponsorship partnership. In the pursuit of successful sponsorships, OSU Extension places emphasis not merely on securing a one-time sponsorship or financial support. Instead, the focus is on strategic relationship development, acknowledging the distinct roles each partner plays in advancing the overall relationship and ensuring the long-term success of the partnership. Over the years OSU Extension has developed many relationships but one of the most lasting has been with Nationwide Insurance. Nationwide has been a long-term impactful partner with OSU Extension in developing local and state agriculture and youth development programming. In this session, with both educators and sponsors, we will explore strategies for establishing enduring and meaningful partnerships with programming sponsors. The process involves crafting a sponsorship journey that starts with building awareness and interest in the program, progressing through stages of consideration, and ultimately identifying common areas of interest. This approach takes into account the distinct objectives of both partners and emphasizes post-program engagement. The overarching goal of this session is to help Extension Educators create a positive experience that strengthens the long-term collaboration and relationship between potential and long-term sponsors.
Authors: Rob Leeds, Chris Zoller, Dan Durheim
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Rob Leeds ANR Educator, Assistant Professor, OSU Extension, Ohio, 43015-1707
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Chris Zoller Associate Professor, OSU Extension, Ohio, 44663
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Dan Durheim Associate Vice President, Sponsor Relations, Nationwide, Ohio, 43215