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Leveraging Corporate Partnerships
to Provide Revenue and Member Value for
Association Foundations
Bruce Rosenthal
Strategic Advisor, Consultant, and Educator – Bruce Rosenthal Associates, LLC
May 15, 2019
Copyright 2019 Bruce Rosenthal Associates, LLC
Who I Am?
Experience helping associations increase revenue and
member value with corporate partnership programs.
• Long-time association executive
• Advisor/consultant
• Educator/trainer
• Convener, Partnership Professionals Network
What We’re Talking About Today
• Beyond the logo!
• Trends
• Achieving alignment –
internally and externally
• 4 key components
• Next steps
• Q&A / discussion
Thanks to our Corporate Partners
Current Trends
Most Associations Face Three Challenges
1. Need for revenue – especially discretionary revenue
2. Need for enhanced member services – to ensure recruitment
and retention
3. Demands from corporate partners – ROI and thought
leadership
The best solution is an improved Corporate Partnership Program
that increases revenue and member value.
The Great Big ROI Disconnect
Most
Associations
are Selling
Companies
are Buying
VisibilityAwareness
Attitude
Behavior/
Engagement
It’s a New Day in Corporate Fundraising
Article in the Harvard Business Review
“What the Best Nonprofits Know About Strategy,”
by Kevin Barenblat, Harvard Business Review,
August 9, 2018
“The most successful nonprofits think about fundraising like sales:
They’re as thoughtful about the benefits to the funder as about those
to the beneficiaries they serve, often creating mission-aligned
products or experiences tailored to a specific type of funder.”
Three Important Rules
Rule #1Association’s mission comes first
Rule #2Needs of members are a close second
Rule #3Don’t forget Rule #1 and Rule #2
Achieving Alignment
It’s all about Business Decisions
• Associations are making
business decisions
• Association foundations are
making business decisions
• Members are making business
decisions
• Corporate partners are making
business decisions
The Objective is ROI
• It’s not philanthropy.
• There’s plenty of
competition for your
association’s/
foundation’s
corporate program.
• Companies have
choices.
Make Your Foundation a Value-Add
Five ways = T.E.A.M.S
1. Think tank
2. Expertise
3. Audience
4. Member demographics
5. Status
Foundation vs. Association?
• Don’t compete with each other
• Don’t confuse corporate partners
• Identify unique foundation benefits
Package Benefits as ROI Solutions
• Key areas of interest to
corporate partners:
o Business development
o Brand differentiation
o Thought leadership
Finding the win-win-win-win
What members need
plus
what each company
can offer
equals
the win-win-win-win.
Four Components of a Strong
Corporate Partnership Program
Components of a Strong Program
Four ways = C.A.B.S
1. Culture change
2. Allocation of
resources
3. Business plan
4. Strategy
Culture Change
• Collaboration;
values; inspiration
• Roles for CEO/ED
• Roles for board
• Roles for staff
• Celebrate success
Allocation of Resources
• Staff – dedicated
• Staff – other
• Expense budget
Business Plan
• Tactics
• Methods
• Road map
• Measurement
Strategy
• Objectives
• Leadership
• SWOT
• Goals
Next Steps
To Create a Corporate Partner Program
• Assess your program
• Be entrepreneurial
• Incremental change
• Scale based on your
organization’s capacity
• Foundation “vs” association
• Have a plan – 4 components
• Proceed until apprehended
Contact Information
Bruce Rosenthal
Principal, Bruce Rosenthal Associates, LLC
301-922-6179
[email protected], www.brucerosenthal.associates
• Networking and education
• Idea Exchanges and Workshops
• Meeting announcements and notes
www.brucerosenthal.associates/ppn
Conversation? Questions?