top solutions for corporate partnership program challenges · walk now for autism speaks program...

Top Solutions for CorporatePartnership Program Challenges

ASAE Annual Meeting

August, 2018

Mission and Revenue Growth Guide Sponsorship Programs

• Selling solutions is at the heart of creating compelling value propositions by linking unique content and inventory directly to a prospect’s key business objectives.

• Sponsorships and partnerships should first and foremost support the organization’s mission, stakeholder relationships and the equity of its brand.

Most Associations Face Three Challenges

1. Revenue Shortages

2. Member Demands for More Services, Solutions, Content

3. Corporate Partners and Sponsors Demands for ROI

Solution: An Improved Corporate Partner Programto Increase Revenue and Member Value

Marketplace Situation

Organization-wide Solutions = ROI

Most Associations Are Selling

Companies Are Buying

Visibility

AttitudeBehavior

Awareness

WHAT SPONSORS/PARTNERS

BUYWHAT WE HAVE

WHAT WE WILL SELL

Our Filters

Top Challenges/Top Solutions

Top Challenge / Top Solutions

Align with your association’s mission1Avoid hazards of a compromised mission.

Solutions:• Include association mission in guidelines and

agreements• Review association – and partner – missions

with partners• Assure Board and staff that mission comes first• Focusing on mission creates a stronger

association for members AND partners

Mission-Aligned Partnerships

Toys “R” Us provided a $600,000 grant to support the charity’s research and advocacy efforts.

The company also served as the national sponsor of

Walk Now for Autism Speaks program and recruited

employees to walk in the 100 walk events nationwide

Toys “R” Us and the Toys “R” Us Children’s Fund

also collaborated with Autism Speaks and the

National Lekotek Center to identify toys than can

help kids with autism develop language, creativity

and social skills. The list of Ten Toys that Speak to Autism can be found in stores and online

Toys “R” Us and Autism Speaks


2

Maximize value for members2Negate fallout from forgetting members.

Solutions:• Ask members what they need• Ask Board and staff what members need• Identify gaps in association services• Know what members don’t need• Focusing on member needs adds value for

partners

Maximize Value for Members

Microsoft provides Association Section on Early Career

Physicians Surface Pro tablets pre-loaded with tips around

streamlining EHR data entry in the future, redistributes product-in-use photos,

provides content for sections’ Managing Your Career page

Proud PartnerOf Association


Grow revenue3Pitfalls of budgeting mistakes.

Solutions:• Know the value of your program for companies• Know your staff and other costs to implement

the program• Properly budget for partnership revenue

internally


2

Gain staff and board support4Vulnerability of going it alone.

Solutions:• CEO/ED leads with “program is a strategic

organizational goal”• Dedicated corporate partnership program staff• One point person• Support from other staff/departments/programs• Roles for Board members


Inventory assets & create sponsorship packages5Downfall of transactional, minimalist asset list.Solutions:• Dig deep ... uncover all assets

• Intangibles: association brand, reputation, credibility

• Tangibles: data, content, biz dev, brand differentiation, thought leadership, biz intelligence

• Package based on association’s and each partner’s needs

Benefits that Meet Partners Needs

The International Society of Automation fuels its

partnership program with benefits that fit sponsor objectives and needs. This effort is carried

throughout many elements of the

partnership.


2

Set fees6Dangers of setting fees too high or too low.Solutions:• Do NOT set sponsorship fees based on

cost to the organizationo Not to meet an assn. revenue gap

• Competitive analysis ... compare fees, benefits, and value

• Establish fee ranges based on marketing value of rights and benefitso Determine ROI value to partners

• Think like a marketing agency


Offer in-kind partnerships7Beware of the perils of offering in-kind.

Solutions:• Services members or the association

really needs• Better than market price• Services for the association (HR, IT, etc.)• Truly budget relieving to the organization


2

À la carte vs. holistic year-long partnerships8The risks of confusion.

Solutions:• Year-long partnerships are more holistic

and drive more value for all stakeholders• À la carte are commodities ... not

strategic solutionso À la carte should be lower-level

• Don’t ambush your top partners• Don’t compete with yourself

Holistic Long-Term Partnerships

J&J’s Campaign for Nursing’s Future began in 2002 to enhance the image and grow the profession

The campaign includes:

• Comprehensive microsite DiscoverNursing.com• Nursing Career Resource Guide• Nursing Notes e-digest featuring stories of nurses• Social media presence and podcast series• Mobile app Happy Nurse • Amazing Nurses recognition program • Promise of Nursing Galas for scholarships/fellowships

and grants • Media buy (television spots), etc.

J&J and Nursing Associations


Find out the business needs of corporate partners9The trap of using partners like an ATM.

Solutions:• The beauty of asking• Companies have choices where to spend

marketing dollars• Focus on each company’s business objectives• “Partner” is a verb


Leverage your association’s intellectual assets10Lost opportunities of undervaluing your association.Solutions:• Demonstrate your association’s staff as experts on

issues/policies/etc.

• Detail your association’s demographic info about your members

• Portray your association like a think tank

• Show that your partnership expertise is like a marketing agency

• Establish your association as an intellectual asset, not a commodity


2

Position your association as the go-to program11Predicament of weak positioning.

Solutions:• Understand your competition – all of your

competition• Position your association like a “marketing

solution” for partners• Avoid transactional logo/visibility/recognition

benefits• Provide great data and content


Prepare fulfillment reports

The consequences of poor fulfillment reports.

Solutions:• Report on each partners’ stated goals and ROI• Include metrics – specific to the partner and

generic• Leave a “track record” for the company’s

leadership• How fancy, how long, how many pictures?

12


2

Help partners activate benefits13Downfall due to inaction.Solutions:• Incent activation by providing the

correct benefits• Focus on each partners’ goals• Focus on solutions for partners• Customize support for each partner• Provide updates; reinforce progress• Be aware of partner dissatisfaction

Goal of Benefits in New Structure

Neutrogena created ChooseSkinHealth.com

with educational and prevention content driven

by ASDS. Effort supported by celebrity

endorsers (Jennifer Garner), paid media, and

social media.

American Society for Dermatological Surgery


Respond if partners don’t plan to renew

Unpleasant surprise from a sponsor: “We’re outta here.”• Avoid the surprise• See the warning signs• Salvage the partnership• Don’t “give away the store”• If not now ... later• “Should we break up?”

14


2

Maintain relationships when contacts leave or companies merge

15What do you mean “he no longer works there”?• Plan ahead: multiple contacts• Senior exec to senior exec contacts• Build case with new exec or merged company• Opportunity: approach their competitor

Top Solutions for Corporate Partnership Program Challenges

1. Align with your association’s mission

2. Maximize value for members

3. Grow revenue

4. Gain staff and board support

5. Inventory assets and create sponsorship packages

6. Set fees

7. Offer in-kind partnerships

8. Decide about a la carte vs. year-long partnerships

Top Solutions for Corporate Partnership Program Challenges

9. Find out the business needs of corporate partners

10. Leverage your association’s intellectual assets

11. Position your association as the “go-to” program

12. Prepare fulfillment reports

13. Help partners activate benefits

14. Respond if sponsors don’t plan to renew

15. Maintain relationships when contacts leave or companies merge

Path to Success

Key Steps on the Path to Success

2

Path To Successq Find:

Information to make the case: from other associations; networks; societies of association executive; consultants, etc.

q Develop:A proposed plan based on value of asset offering, member needs and partner objectives

q Get: Buy-in from your boss/CEO/ED

q Involve:Your association’s staff, leadership and board

q Implement:A “project management” and “agency” like approach

Getting from Here to There

HERE THEREStatus quo Change in culture and strategy

Transactional Transformational

Cluttered model Focused model

One-size-fits-all Customized to partner needs

A' la carte Holistically packaged benefits

Few board/staff involved More staff/board involved

Remember: “Partner” is a Verb

Bruce RosenthalPrincipal

Bruce Rosenthal Associates, LLCC: 301.922.6179E: [email protected]

ContactDan KowitzFounder & CEO

JSB Partnership ConsultantsC: 708.205.2700E: [email protected]

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