Association Corporate Partnership Programs Increase Revenue & Member Value

by Bruce Rosenthal, Bruce Rosenthal Associates, LLC


There are three interrelated trends that impact many associations:

  • Associations are facing revenue shortages ... and there are few sources of new revenue.

  • Association members are demanding more content ... and there are a growing number of online and other sources of information competing for the attention of members.

  • Corporate partners are demanding more return on investment (ROI) ... and companies have a wide range of choices of how they can spend their marketing dollars.

A successful corporate partnership program can be of significant value to associations:

  • Support for the association’s mission and vision

  • Revenue, including diversified and discretionary sources of revenue

  • Programming/content

  • Knowledge/expertise

  • Networking/access

  • Added visibility for the association’s industry or profession

However, many associations struggle with how to get from “here” to “there” when they consider revamping their transactional corporate sponsorship program into a transformational corporate partnership program. 

A full day of sponsorship training will focus on three of the biggest challenges facing associations as they strive to increase revenue and member value with their corporate partnership and sponsorship programs:

  • What To Offer: Learn how to do a true 360-degree, organization-wide, asset (aka benefits) analysis.

  • What To Sell: Learn to create an organization-wide sponsorship packaging architecture. 

  • How To Sell: Discover how to truly make your organization’s value proposition come to life. 

The Corporate Partnership Accelerator Day will be held on Thursday, January 31, 2019 in Washington, DC. The workshop is presented by the Partnership Professionals Network, the only national organization devoted exclusively to improving corporate partnership and sponsorship programs in associations, association foundations, and other nonprofit organizations.

Learn more about the Corporate Partnership Accelerator Day and the Partnership Professionals Network.