05/14/2024

Why Your Sponsorship Program Needs a Refresh

Sponsors now place more value on content, thought-leadership offerings

One change that Dan Kowitz, founder and CEO of JSB Partnership Consultants, has seen in the sponsorship space in recent years is the rise of learning content from for-profit companies. That shift not only creates more competition for associations but also new demands from sponsors.

“Large companies are creating their own communities and offering benefits that associations have historically been wary to provide [to sponsors], such as data, member lists and thought-leadership projects,” he said.

In other words, signage, logos and other traditional sponsorship offerings no longer cut it. “When Google works with us they focus on content,” said Samantha Walsh, operations and vendor coordinator at the Associations of Technology Leaders in Independent Schools (ATLIS). “A lot of companies are moving in the same direction.”

Please select this link to read the complete article from Associations Now.