Adapting Sponsorship Programs to Thrive in a Challenging Economic Climate

In the current economic climate, B2B marketers are grappling with stagnant or shrinking marketing budgets, leading to increased scrutiny of spending, according to a recent Lead Marvels article. This has compelled associations to revamp their sponsorship programs to better align with sponsors’ marketing objectives and demonstrate clear ROI. Two experts in the field, Bruce Rosenthal and Denise Bethel, provide valuable insights on how associations can adapt to sponsors’ needs.

Bruce Rosenthal emphasizes the importance of sponsors as knowledge resources rather than mere checkbooks. Companies aim to establish themselves as thought leaders, which requires active participation rather than passive logo placements. Associations can leverage their trust and credibility among members to foster deeper collaboration with sponsors, understanding that partnerships don’t necessarily imply endorsement. Rosenthal advises associations to target members’ needs, aligning them with sponsor expertise for successful programs that add value to both sponsors and members.

Rosenthal also encourages associations to segment members by demographics and interests when creating sponsor programs. Companies seek targeted exposure to members who align with their solutions rather than aiming for broad audiences. This approach ensures relevance without overwhelming members with irrelevant information.

Denise Bethel, from the California Society of CPAs, champions customized sponsorship programs tailored to niche areas within an organization’s community. She emphasizes open communication with sponsors to understand their goals and ensure mutual benefit. Regular check-ins with sponsors help optimize programs and ensure satisfaction.

CalCPA goes a step further by considering sponsors an integral part of their community and actively engaging them in association activities. This not only builds trust but also strengthens relationships, increasing the likelihood of long-term partnerships.

Associations must evolve their sponsorship programs to meet sponsors’ specific needs, demonstrating clear value and ROI. By actively engaging sponsors, segmenting member audiences, and integrating sponsors into the association community, organizations can build successful, enduring partnerships in today’s competitive landscape.