Developing Association Sponsorship Strategies for Year-Round Success

Developing Association Sponsorship Strategies for Year-Round Success

According to an article by Impexium, association executives face increasing challenges with sponsorship strategy, with 80% expressing concern. In a highly competitive market, associations must stand out to attract sponsorships that align with companies’ marketing goals, such as building authority and educating members. 

Traditional sponsorship models, like event recognition, are failing—only 21% of sponsors meet their objectives. Many sponsors now seek deeper engagement, including year-round relationships and opportunities to position themselves as thought leaders.

The article says associations need innovative programs to remain competitive, but funding these requires diversified revenue beyond membership dues, which account for only 38% of total revenue. Corporate sponsorships are critical, but the outdated transactional approach needs to evolve. Instead of offering the typical event-focused bronze, silver, and gold packages, associations should explore new sponsorship models that offer year-round partnerships and meaningful engagement.

These new models could include sponsored education, such as webinars, leadership academies, and cohort programs. Companies want opportunities to contribute content, co-design educational experiences, and engage in corporate social responsibility (CSR) initiatives. Associations must align sponsor goals with member value by creating sponsorship opportunities that benefit both parties.

To implement this shift, associations should collaborate closely with sponsors, tailor packages to their marketing objectives, and measure success through shared metrics. With these association sponsorship strategies, sponsors can become true revenue partners, helping them meet their goals while supporting the association’s mission.