14 Ways to Upgrade Your Awards Program

Awards programs must continuously evolve to stay relevant and drive revenue. A recent report by award management platform Evessio highlights the latest innovations and strategies for enhancing awards programs. Drawing on insights from this report and adding a few of our own, we’ve compiled 14 actionable ways to upgrade your awards program, ensuring it remains competitive, engaging, and impactful for both entrants and sponsors. 

Whether you want to increase revenue or boost participation, these tips will help you take your awards program to the next level.

1. Be Transparent About Judging Criteria

Transparency is crucial for building trust with participants. When entrants understand the judging process, they are more likely to see the value in participating. Make sure your criteria are clearly laid out on your website, entry forms, and promotional materials. Entrants should know exactly what aspects of their work will be evaluated. This openness can also dispel concerns about fairness, especially in an age where many programs are seen as ‘pay-to-win’ or vanity awards. By being clear and consistent, you enhance the credibility of your program and encourage more thoughtful submissions.

2. Charge for Your Awards

This may sound counterintuitive, with many organizations selecting not to charge an entry fee for fear it could deter participants. The opposite is often true. Evessio’s research shows that charging for entries positively impacts the number of entries. Entry fees can add a sense of exclusivity and elevate the perceived value of the awards. It can also lead to higher-quality submissions, as entrants are likely to put more thought into their entries if they’ve invested financially.

3. Offer a Compelling Prize Package

In addition to the prestige of winning, offering a prize package with attractive items to potential entrants is good practice. A well-designed prize package increases engagement and quality of submissions while offering valuable post-event marketing opportunities. It can also attract higher-quality entrants and strengthen sponsor relationships, benefiting organizers and participants. However, be clear about what is included in the prize package for the winners and what comes at an extra cost.

4. Highlight Diversity and Inclusion

Awards programs offer a powerful opportunity to showcase an industry’s full spectrum of talent and perspectives. Actively seeking and recognizing diverse entrants ensures that all voices are represented and celebrated. This can be done by actions such as introducing people-centric categories or offering discounts for startups. The result enriches the quality of submissions and enhances the program’s credibility and appeal. Highlighting diversity and inclusion positions awards programs and the participating organizations as forward-thinking and inclusive.

5. Invite Judges for Their Knowledge and Influence

Your judges are key to the credibility and prestige of your awards. Selecting industry experts or high-profile individuals with significant influence can boost the program’s appeal. These judges not only bring expertise but also their networks and personal brands. Their involvement adds weight to the awards and signals to entrants that knowledgeable professionals will evaluate their work fairly. Additionally, influential judges can help promote the awards, increasing your reach and drawing in participants who respect their judgment.

6. Partner With Relevant Industry Organizations

Strategic partnerships can significantly impact the success of your awards program. Working on a mutually beneficial collaboration with key industry partners in advance of the launch of the awards program can add credibility, help with reach and may even result in additional revenue.

7. Look Outside Your Network for Sponsors

Relying on the same group of sponsors can limit your program’s growth potential. Expanding your search beyond familiar contacts can open doors to new industries and sectors that align with your awards. AI-driven platforms like SponsorPitch can help identify sponsors that resonate with your values and goals, making it easier to build mutually beneficial relationships. This approach can bring fresh energy and financial backing to your program, helping it stand out in a crowded market.

8. Leverage Cross-Selling Opportunities

Cross-selling is a smart way to boost revenue without requiring significant additional resources. During the entry process, allow participants to submit to multiple categories at a discounted rate. You can also bundle entries with tickets to your awards ceremony or other offers but always remember to be clear about what is included in entry fees and what is not.

9. Offer Discounts Strategically

Discounts can be a powerful tool for attracting a more comprehensive range of entrants. Offering early bird rates encourages participants to commit early, ensuring a steady flow of entries. You can also provide discounts for bulk entries, such as offering a reduced rate for entering multiple categories. Consider offering special rates to returning participants or organizations that regularly submit entries.

10. Foster Competition Among Entrants With Leaderboards

A little competition can go a long way in boosting engagement with your awards program. Implementing an awards format where entrants can score points differently enables an engaging leaderboard format. Tracking entrants’ progress creates a sense of excitement and urgency. Entrants will strive to improve their standings, driving them to submit better quality work or engage with your program more frequently. Leaderboards can also encourage peer recognition, sparking conversations within industries and communities. As more entrants vie for top positions, your program gains visibility and credibility, attracting new participants and sponsors who want to be associated with a prestigious and competitive award.

11. Use a Shortlist to Build Suspense Ahead of the Reveal

Announcing a shortlist before revealing the winners creates anticipation and excitement. A shortlist allows more entrants to be recognized, increasing their chances of attending your event and promoting their nomination. This tactic can drive social media buzz as shortlisted entrants and their supporters share the news across platforms. Sponsors also benefit from the increased visibility that a shortlist generates, as their brands are associated with more nominees. Additionally, a well-publicized shortlist can help build anticipation for the final event, drawing in a larger audience and making the awards night even more impactful.

12. Keep Sustainability Front and Center for Award Ceremonies

Incorporating sustainability into your awards ceremony, from choosing a green venue to offering plant-based catering options, shows that your program is forward-thinking and socially responsible. You can also reduce waste by minimizing single-use materials, using digital solutions for invitations and announcements, and encouraging attendees to use public transport. Highlighting your environmental efforts can make your event more appealing to modern audiences and sponsors with similar values.

13. Share Feedback From Judges With Entrants

Providing feedback to entrants, particularly those who don’t win, keeps them engaged and encourages future participation. AI can help streamline this process by summarizing judges’ comments and scores and offering detailed, easy-to-understand insights. This feedback helps entrants see where they excelled and where they can improve, giving them a roadmap for success in future editions. For many participants, constructive feedback is as valuable as the award itself, as it can guide their growth and development. This fosters loyalty, with participants more likely to return and try again, knowing their efforts are valued.

14. Create a Community Around Your Awards

Creating a community around your awards program turns entrants into organic brand ambassadors. This requires fostering long-term relationships rather than treating them as one-time submissions or revenue sources. By engaging with participants throughout the year you build loyalty and encourage them to promote your program naturally. This boosts engagement and participation and provides free, authentic marketing as your community shares their positive experiences with peers, amplifying your reach and enhancing the reputation of your awards.

Applying these strategies and appealing to a broader range of participants and sponsors can make your awards program more engaging, credible, and financially sustainable.