increase revenue and member value...1 solution to these 3 challenges 1.develop a strategy 2.develop...
TRANSCRIPT
Experience helping associations increase revenue and member valuewith corporate partnership programs?
• Long-time association executive• Advisor/consultant• Educator/trainer• Convener, Partnership
Professionals Network
My corporate partnerships background
The Intersection of Business Success• Executive management• Finance• Development• Operations• Human resources• Fundraising
Not-for-profit is a tax status, not a business model
Associations @ Work and corporate partnerships
Associations face 3 formidable challenges
1. Revenue shortages
2. Members demand more content
3. Corporate partners demand ROI
Plus ...
4. Game-changer: the Internet
A successful corporate partnership program will reposition these challenges to favor associations.
1 solution to these 3 challenges
1. Develop a strategy
2. Develop a business model/implementation
3. Manage resource allocation
4. Manage culture change
How? 4 steps to association business success
• Your association’s strategy = corporate partnership strategy!
• Understand why companies partner (not sponsor)
• Find new partners
Develop a corporate partnership strategy
• Customized benefits
• Corporate partnership revenue:
o Sustainable
o Incremental growth
o Discretionary
• Managing the sales process
Develop a business model/implementation
• Dedicated staff; expenses; training (it takes money to make money)
• Role for each association department and function
• Role for third-party vendors
• Internal budgeting
Manage resource allocation
Culture change to increase success
• Business strategy withmission alignment
• Overarching goals
• Team approach – staff and board
• Strategy and culture
Partnership Professionals NetworkNetworking, education, inspirationwww.partnershipprofessionals.network
Bruce RosenthalCorporate Partnership & Sponsorship [email protected]
Q&A .... and more information