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Beyond the Logo: Building Real Partnerships to Grow Non-Dues Revenue
March 19, 2019
Bruce Rosenthal, Strategic Advisor and Consultant, Bruce Rosenthal Associates, LLC
Kate McNulty, Director of Business Development, American Network of Community Options and Resources (ANCOR)
Copyright 2019 Bruce Rosenthal Associates, LLC
Who We Are
Supporters of association entrepreneurship.Evangelists for successful corporate partnerships.• Bruce Rosenthal: Experience helping associations
increase revenue and member value with corporate partnership programs.
• Kate McNulty: Experience as an association director of business development and as a corporate partner.
What We’re Talking About Today• Beyond the logo!• Current trends
• Business decisions/ROI
• Achieving alignment
• Program components
• 5 additional tips
• 10-point assessment
• Q&A / discussion
Current Trends
It’s all about Business Decisions
• Associations are making business decisions
• Members are making business decisions
• Corporate partners are making business decisions
The Great Big ROI Disconnect
Most Associations are Selling
Companiesare Buying
VisibilityAwareness
AttitudeBehavior/
Engagement
Achieving Alignment
Align Your Association and Each Company
Your Association• Mission• Member needs• Visibility needs
Each Company• Goals for biz dev,
branding, knowledge leadership
Align!
The Objective is ROI
• It’s not philanthropy
• There’s plenty of competition for your association’s corporate program.
• Companies have choices.
Determine Each Company’s Business Goals
• The beauty of asking
• Probe each company’s:
o marketing goals
o marketing tactics
o ROI measurement
o criteria for success
Package Benefits as ROI Solutions
• Key areas of interest to corporate partners:o Business developmento Brand differentiationo Thought leadership
• Customize for eachcorporate partner
Negotiating the Win-Win
• Finding the win-win
• Getting to “yes”
Components of a Strong Corporate Partnership Program
Components of a Strong Program
• Strategy
• Business plan
• Resource allocation
• Culture change
Strategy
• Leadership
• The challenge
• Goals
• Guidelines
Business Plan
• Tactics
• Methods
• Road map
• Measurement
Resource Allocation
• Staff – dedicated
• Staff – other
• Expense budget
Culture Change
• Roles for CEO/ED
• Roles for board
• Roles for staff
• Celebrate success
5 More Tips for Successful Corporate Partnership
Programs
How to Maintain Connections
Key contact leaves / company merges• Plan ahead• Senior executive contacts
• Rebuild the relationship• Move on
Are In-Kind Partnerships a Good Idea?
Three success strategies• Services that are needed• Market price
• Operational services
Make Your Corporate Program Appealing
Four ways = T.E.A.M• Think tank• Expertise
• Audience• Member demographics
Innovative Ways to Partner with Companies
• Research• Guidebooks• Guidance on regulatory compliance
• Career guides• “How to” guide for members• Anything members need!
The Way to Set Corporate Partner Fees
• Do NOT set fees based on actual cost.
• Do NOT set fees to meet a revenue gap.
• Do NOT set the same fee for every company in a category.
Corporate Relations Program Assessment
The Importance of Program Review
• The need for program review to keep up with changes
• Internally: Associations need more revenue and content
• Externally: Corporate partners’ needs and priorities are changing
You Might have an Outdated Program if ...
1. Program hasn’t been evaluated
2. Board and staff aren’t on board
3. “Heavy metal” categories
4. “Chinese Menu” of benefits
5. Benefits are “logo”, ”visibility”, “recognition”
You Might have an Outdated Program If ...
(continued)
6. Sales pitch is “We need your support”
7. Prospectus sent èn masse
8. Association competes with itself
9. Treat sponsors/partners like an ATM
10. Don’t know partners’ business goals
Paradigm Shift
What is a paradigm shift?The future is not an extension of the past.The paradigm shift:
• from transactional corporate sponsorships• to transformational corporate partnerships
Case Study: Assessment and Progress
ANCOR (mid-sized assn.) case study about:
• Decision to revamp the program
• Commitment of CEO, Board, staff
• 6-month review process
• Hiring new staff director
• Implementation process
To Create a Corporate Partner Program
• Assess your current program
• Be entrepreneurial
• Incremental change
• Scale based on your organization’s capacity
• Have a plan
Partnership Professionals Network
• Networking and education about sponsorships/partnerships• Idea Exchanges• Training Workshops in Washington, DC and Chicagoland • Meeting/Workshop announcements and notes:
www.brucerosenthal.associates/ppn
Wrap-up and Discussion
Contact Information
Bruce RosenthalPrincipal
Bruce Rosenthal Associates, LLC
301-922-6179
www.brucerosenthal.associates
Kate McNultyDirector of Business Development
ANCOR
www.ancor.org
Conversation? Questions?
