By focusing on education, associations can provide value to corporate sponsors and members, while also boosting nondues revenue. Partnering with corporate sponsors to produce education is a great strategy to help your members, prove value to corporate sponsors, and boost nondues revenue, contends Bruce Rosenthal, strategic advisor at Bruce Rosenthal Associates, LLC. Rosenthal, who specializes in developing corporate partnership programs, noted that the role of corporate sponsorship has changed in recent years. Whereas partners used to be happy with having their logo appear at events as a sponsor, now they want more. “Most association programs are looking at affecting visibility. Most of the benefits have words like visibility and logo,” Rosenthal said. “The companies are looking to change behavior, and this is the real disconnect.” Rosenthal recommended creating individualized programs for corporate sponsors that help both members and the sponsors. To this end, one area that associations looking to boost nondues revenue growth should explore is content sponsorship. “The world is more complicated for members,” Rosenthal said. “There are more regulations, the economy is more complicated.” Because associations are the places their members look to for answers, partnering with a corporate sponsor to produce content is a win-win, if done the right way. “There are two rules when you do these things,” Rosenthal said. “It has to be consi Source: Breaking News
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