What sponsors want – and don’t want – from virtual conferences
Many associations are missing the mark – and missing revenue potential – when it comes to their conference sponsorship offerings, according to the findings in our new white paper, “The New Sponsorship Model for Virtual Events.” While publishing and education have been digitized, marketing and communications shifted to the Internet, and sponsor goods evolved from […]
HOW CAN ASSOCIATIONS PROVIDE ROI VALUE TO THEIR CORPORATE PARTNERS?
Many association sponsorships are transactional – with low visibility and recognition, banner ads and logos placed on websites and podiums at conferences. These are of minimal value to many companies. What sponsors and partners are really looking for is Return on Investment (ROI) value from associations. In fact, some companies are now increasing their sponsorship spending […]
Corporate Partnership Challenges and Solutions – Let me count the ways
My colleague Dan Kowitz and I have studied and advised hundreds of association corporate partnership programs over the past two decades, both as senior-level staff with associations and as consultants to associations. A lot has changed – and continues to change – in the world of corporate sponsorships and partnerships: the role of associations continues […]
How to Avoid Dissatisfied Corporate Partners
I have written before about the importance of listening to industry voices in order to develop mutually beneficial corporate partnerships. This is true when it comes to what your partners want, but it is equally significant in revealing what they don’t want. I recently heard three stories about interactions between associations and corporate partners that revealed dissatisfied partners. In […]
It’s Time to Review Your Corporate Relations
How often does your association review its corporate sponsorship or partnership program? The business of corporate relations is changing. Any program that has not been reviewed in recent years could be out of date and falling short of its full potential. It takes ongoing intentional effort to make arrangements lucrative for everyone. Here are a few […]
The 1 question you should ask corporate partners
Corporate partnership: The term tends to invoke images of budgeting, sponsorship agreements and maintaining effective and productive partner benefits. But as a concept, partnership is more than that. It is about cooperation, shared connection and mutual interests. We can use this original meaning to direct and develop our partnership programs, and make sure we are […]
6 lessons I learned from listening to partnership professionals
We can learn a lot from listening. When you are looking for guidance, searching for inspiration or hoping to educate yourself, it is a valuable and worthwhile enterprise to listen to the voices in your professional community. The DC-Area Partnership Professionals Network (DC-PPN) is a group of association and not-for-profit organization professionals who focus primarily […]