Top Solutions for CorporatePartnership Program Challenges
ASAE Annual Meeting
August, 2018
Mission and Revenue Growth Guide Sponsorship Programs
• Selling solutions is at the heart of creating compelling value propositions by linking unique content and inventory directly to a prospect’s key business objectives.
• Sponsorships and partnerships should first and foremost support the organization’s mission, stakeholder relationships and the equity of its brand.
Most Associations Face Three Challenges
1. Revenue Shortages
2. Member Demands for More Services, Solutions, Content
3. Corporate Partners and Sponsors Demands for ROI
Solution: An Improved Corporate Partner Programto Increase Revenue and Member Value
Marketplace Situation
Organization-wide Solutions = ROI
Most Associations Are Selling
Companies Are Buying
Visibility
AttitudeBehavior
Awareness
WHAT SPONSORS/PARTNERS
BUYWHAT WE HAVE
WHAT WE WILL SELL
Our Filters
Top Challenges/Top Solutions
Top Challenge / Top Solutions
Align with your association’s mission1Avoid hazards of a compromised mission.
Solutions:• Include association mission in guidelines and
agreements• Review association – and partner – missions
with partners• Assure Board and staff that mission comes first• Focusing on mission creates a stronger
association for members AND partners
Mission-Aligned Partnerships
Toys “R” Us provided a $600,000 grant to support the charity’s research and advocacy efforts.
The company also served as the national sponsor of
Walk Now for Autism Speaks program and recruited
employees to walk in the 100 walk events nationwide
Toys “R” Us and the Toys “R” Us Children’s Fund
also collaborated with Autism Speaks and the
National Lekotek Center to identify toys than can
help kids with autism develop language, creativity
and social skills. The list of Ten Toys that Speak to Autism can be found in stores and online
Toys “R” Us and Autism Speaks
Top Challenge / Top Solutions
2
Maximize value for members2Negate fallout from forgetting members.
Solutions:• Ask members what they need• Ask Board and staff what members need• Identify gaps in association services• Know what members don’t need• Focusing on member needs adds value for
partners
Maximize Value for Members
Microsoft provides Association Section on Early Career
Physicians Surface Pro tablets pre-loaded with tips around
streamlining EHR data entry in the future, redistributes product-in-use photos,
provides content for sections’ Managing Your Career page
Proud PartnerOf Association
Top Challenge / Top Solutions
Grow revenue3Pitfalls of budgeting mistakes.
Solutions:• Know the value of your program for companies• Know your staff and other costs to implement
the program• Properly budget for partnership revenue
internally
Top Challenge / Top Solutions
2
Gain staff and board support4Vulnerability of going it alone.
Solutions:• CEO/ED leads with “program is a strategic
organizational goal”• Dedicated corporate partnership program staff• One point person• Support from other staff/departments/programs• Roles for Board members
Top Challenge / Top Solutions
Inventory assets & create sponsorship packages5Downfall of transactional, minimalist asset list.Solutions:• Dig deep ... uncover all assets
• Intangibles: association brand, reputation, credibility
• Tangibles: data, content, biz dev, brand differentiation, thought leadership, biz intelligence
• Package based on association’s and each partner’s needs
Benefits that Meet Partners Needs
The International Society of Automation fuels its
partnership program with benefits that fit sponsor objectives and needs. This effort is carried
throughout many elements of the
partnership.
Top Challenge / Top Solutions
2
Set fees6Dangers of setting fees too high or too low.Solutions:• Do NOT set sponsorship fees based on
cost to the organizationo Not to meet an assn. revenue gap
• Competitive analysis ... compare fees, benefits, and value
• Establish fee ranges based on marketing value of rights and benefitso Determine ROI value to partners
• Think like a marketing agency
Top Challenge / Top Solutions
Offer in-kind partnerships7Beware of the perils of offering in-kind.
Solutions:• Services members or the association
really needs• Better than market price• Services for the association (HR, IT, etc.)• Truly budget relieving to the organization
Top Challenge / Top Solutions
2
À la carte vs. holistic year-long partnerships8The risks of confusion.
Solutions:• Year-long partnerships are more holistic
and drive more value for all stakeholders• À la carte are commodities ... not
strategic solutionso À la carte should be lower-level
• Don’t ambush your top partners• Don’t compete with yourself
Holistic Long-Term Partnerships
J&J’s Campaign for Nursing’s Future began in 2002 to enhance the image and grow the profession
The campaign includes:
• Comprehensive microsite DiscoverNursing.com• Nursing Career Resource Guide• Nursing Notes e-digest featuring stories of nurses• Social media presence and podcast series• Mobile app Happy Nurse • Amazing Nurses recognition program • Promise of Nursing Galas for scholarships/fellowships
and grants • Media buy (television spots), etc.
J&J and Nursing Associations
Top Challenge / Top Solutions
Find out the business needs of corporate partners9The trap of using partners like an ATM.
Solutions:• The beauty of asking• Companies have choices where to spend
marketing dollars• Focus on each company’s business objectives• “Partner” is a verb
Top Challenge / Top Solutions
Leverage your association’s intellectual assets10Lost opportunities of undervaluing your association.Solutions:• Demonstrate your association’s staff as experts on
issues/policies/etc.
• Detail your association’s demographic info about your members
• Portray your association like a think tank
• Show that your partnership expertise is like a marketing agency
• Establish your association as an intellectual asset, not a commodity
Top Challenge / Top Solutions
2
Position your association as the go-to program11Predicament of weak positioning.
Solutions:• Understand your competition – all of your
competition• Position your association like a “marketing
solution” for partners• Avoid transactional logo/visibility/recognition
benefits• Provide great data and content
Top Challenge / Top Solutions
Prepare fulfillment reports
The consequences of poor fulfillment reports.
Solutions:• Report on each partners’ stated goals and ROI• Include metrics – specific to the partner and
generic• Leave a “track record” for the company’s
leadership• How fancy, how long, how many pictures?
12
Top Challenge / Top Solutions
2
Help partners activate benefits13Downfall due to inaction.Solutions:• Incent activation by providing the
correct benefits• Focus on each partners’ goals• Focus on solutions for partners• Customize support for each partner• Provide updates; reinforce progress• Be aware of partner dissatisfaction
Goal of Benefits in New Structure
Neutrogena created ChooseSkinHealth.com
with educational and prevention content driven
by ASDS. Effort supported by celebrity
endorsers (Jennifer Garner), paid media, and
social media.
American Society for Dermatological Surgery
Top Challenge / Top Solutions
Respond if partners don’t plan to renew
Unpleasant surprise from a sponsor: “We’re outta here.”• Avoid the surprise• See the warning signs• Salvage the partnership• Don’t “give away the store”• If not now ... later• “Should we break up?”
14
Top Challenge / Top Solutions
2
Maintain relationships when contacts leave or companies merge
15What do you mean “he no longer works there”?• Plan ahead: multiple contacts• Senior exec to senior exec contacts• Build case with new exec or merged company• Opportunity: approach their competitor
Top Solutions for Corporate Partnership Program Challenges
1. Align with your association’s mission
2. Maximize value for members
3. Grow revenue
4. Gain staff and board support
5. Inventory assets and create sponsorship packages
6. Set fees
7. Offer in-kind partnerships
8. Decide about a la carte vs. year-long partnerships
Top Solutions for Corporate Partnership Program Challenges
9. Find out the business needs of corporate partners
10. Leverage your association’s intellectual assets
11. Position your association as the “go-to” program
12. Prepare fulfillment reports
13. Help partners activate benefits
14. Respond if sponsors don’t plan to renew
15. Maintain relationships when contacts leave or companies merge
Path to Success
Key Steps on the Path to Success
2
Path To Successq Find:
Information to make the case: from other associations; networks; societies of association executive; consultants, etc.
q Develop:A proposed plan based on value of asset offering, member needs and partner objectives
q Get: Buy-in from your boss/CEO/ED
q Involve:Your association’s staff, leadership and board
q Implement:A “project management” and “agency” like approach
Getting from Here to There
HERE THEREStatus quo Change in culture and strategy
Transactional Transformational
Cluttered model Focused model
One-size-fits-all Customized to partner needs
A' la carte Holistically packaged benefits
Few board/staff involved More staff/board involved
Remember: “Partner” is a Verb
Bruce RosenthalPrincipal
Bruce Rosenthal Associates, LLCC: 301.922.6179E: [email protected]
ContactDan KowitzFounder & CEO
JSB Partnership ConsultantsC: 708.205.2700E: [email protected]
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