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Season 3, Episode 1 - Learning by Association

From Transactional to Transformational: Rethinking Sponsorship Models With Bruce Rosenthal

Bill Sheehan speaks with Bruce Rosenthal, sponsorship strategist/consultant, about how associations can maximize their non-dues revenue with impactful sponsorships.

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Highlights

00:00

Introduction

1:14

Bruce's background in non-dues revenue

5:18

Comparing a restaurant to a caterer analogy

10:16

Convincing association executives to transform, not transact

16:38

Enabling sponsors to reach a segment of an association’s audience

22:14

How to approach sponsors to help them think in transformative ways

34:50

Educating the board on new processes

39:10

Seeing non-dues revenues in a different light

47:48

Helping sponsors understand how your association functions

The partnership between an association and its sponsors should deliver value to both parties. When these partnerships are built on shared goals and a mutual return on investment, everybody—including your members—wins.  

In this episode of Learning by Association, Bruce Rosenthal, sponsorship strategist/consultant at Bruce Rosenthal Associates, LLC., walks through the importance of sponsorships in generating non-dues revenue that can be invested back into your association. In this light, these partnerships are taken from being transactional to transformative. 

Speakers

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Season 3, Episode 2

Bill Sheehan speaks with Ayça Donaghy, CEO of The Lighting Industry Association, about how associations can gain the trust of their boards and drive industry-wide impact with learning.