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CMA Sponsorship Criteria and Guidelines


These guidelines constitute an implementation tool of the Guidelines for CMA’s Activities and Relationships with Other Parties (aka CMA’s Corporate Relationships Policy), and are also informed by CMA’s Advertising and Sponsorship Policy and Guidelines for Physicians in Interaction with Industry. These policies, and in particular the Corporate Relationships Policy, explicitly and specifically apply to CMA and its subsidiary companies.

1. Definition

To sponsor means to support an event, activity, person or organization either financially or through the provision of products or services. Sponsorship, unlike philanthropy, is undertaken with the expectation of a return (e.g., logo placement, speaking opportunity, exhibit space, etc). The sponsorship support and return can each be fulfilled either in cash or in kind. Sponsorships do not include instances where CMA has contracted with the other party, such that CMA is paying for goods or services and as part of the contract price receives some kind of recognition or discount.

2. Criteria

Sponsorship requests will be evaluated against the following criteria, designed to ensure that sponsorship relationships mutually benefit CMA and the receiving organization.

The request under consideration must:

  • Be relevant and beneficial to members/medical profession
  • Fit with CMA vision, mission and values
  • Fit with CMA strategic plan/work plan
  • Provide potential to build bridges with and influence key stakeholders
  • Demonstrate opportunities for CMA to influence
  • Highlight recognition that CMA will receive
  • Does not create a ongoing dependency
  • Demonstrate the initiative is broad in scope (e.g. national, audience)
  • Ensure that all communication angles will reflect positively on CMA/physicians with minimal risk
  • Disclose reputation of the requesting organization

3. Exclusions

Requests that are not eligible for sponsorship include:

  • Requests related to religious goals or that would not be allowed under CMA’s Advertising & Sponsorship policy
  • Charitable donations
  • Party-specific political activities and organizations
  • Individuals or family programs, projects or initiatives
  • Projects/products for commercial gain outside of the CMA Enterprise

4. Guidelines: How to Submit

Requests must be submitted by e-mail at least two months prior to the start of the event or project. The request must include the following information:

  • Summary of the event, activity or project
  • Description of the target audience
  • Amount of funding requested and sponsorship levels available
  • Description of marketing and promotional opportunities
  • Start and finish dates
  • Location and venue
  • Benefits to CMA and medical schools and physicians
  • Description of how the event or project fits the criteria in Section 2

5. Internal Testing Elements

In addition to meeting the criteria in Section 2, requests will also be rated against the following elements:

Relative cost to exposure

  • Is this exposure opportunity better than other marketing avenues at reaching the target group?
  • How well can we leverage the sponsorship?

Audience reach and target

  • Does this opportunity involve one of CMA’s stakeholder groups or key target audiences?
  • Will our message be relevant with the target group?

Relative exposure among the sponsors

  • How many sponsors will there be?
  • Will we stand out and be noticed among the other sponsors?

Relative fit

  • Do the other sponsors elevate or match our influence?
  • Does the cause help our image?
  • Does the cause hurt our image?

6. Internal Process

CMA Enterprise Marketing and Communications will be the central intake for sponsorship requests and responsible for overseeing the sponsorship program at CMA. Budget dollars will be assigned annually and monitored quarterly by this group.

The following steps will ensure proper evaluation and communication of sponsorship requests:

  1. Sponsorship requests received at CMA will be forwarded to the Enterprise Marketing and Communications Business Support Specialist for tracking and initial assessment.
  2. An acknowledgement e-mail will be issued indicating that the request was received and that it will be evaluated (including an approximate response time).
  3. If the request does not meet the criteria in Section 2, a response declining the request will be sent as soon as possible.
  4. If the request does meet the criteria in Section 2, it will be submitted for a decision at the next senior managers’ meeting.
  5. The decision to support or decline the sponsorship request will be communicated in writing by the Enterprise Marketing and Communications program manager.
  6. If the request is approved, the Enterprise Marketing and Communications program manager will follow up on the details of the sponsorship agreement and work with successful Requestor to fulfill the opportunity.
  7. The Enterprise Marketing and Communications program manager will send a copy to CMA Legal of the license/permission granted.
  8. The Enterprise Marketing and Communications program manager will track all requests and their outcomes.

7. Guidelines review timeline

These guidelines are effective as of 04 January 2016 and will be reviewed and revised as necessary (along with all sponsorship requests received, granted or not) at the end of each 6 month period for at least 24 months following the effective date.