by Lisa A. Grimaldi | January 24, 2012

Pile of moneyAccording to IEG, a company specializing in sponsorship consulting and analytics, associations get just 3 percent of the $18 billion corporate sponsorship market, but they have the opportunity to seize much more. William Chipps, senior editor of the IEG Sponsorship Report, says one way to increase sponsorship dollars is to centralize sales efforts. For example, sell advertising space in your show daily, conference sponsorship and exhibitor booths together as a package, rather than individually. "By taking that 'silo approach,' each loses value," warns Chipps. "By combining those sales efforts to create a larger marketing package, you can create more value." (800) 834 4850;