Top Solutions for Corporate Partnership Program Challenges

Transcription

1 Top Solutions for Corporate Partnership Program Challenges ASAE Annual Meeting August, 2018

2 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.

3 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 Program to Increase Revenue and Member Value

4 Marketplace Situation

5 Organization-wide Solutions = ROI Companies Are Buying Most Associations Are Selling Visibility Awareness Attitude Behavior

6 Our Filters WHAT SPONSORS/PARTNERS BUY WHAT WE HAVE WHAT WE WILL SELL

7 Top Challenges/Top Solutions

8 Top Challenge / Top Solutions 1 Align with your association s mission Avoid 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

9 Mission-Aligned Partnerships Toys R Us provided a $600,000 grant to support the charity s research and advocacy efforts. Toys R Us and Autism Speaks 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

10 Top Challenge / Top Solutions 2 Maximize value for members Negate 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 2

11 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 Partner Of Association

12 Top Challenge / Top Solutions 3 Grow revenue Pitfalls 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

13 Top Challenge / Top Solutions 4 Gain staff and board support Vulnerability 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 2

14 Top Challenge / Top Solutions 5 Inventory assets & create sponsorship packages Downfall 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

15 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.

16 Top Challenge / Top Solutions 6 Set fees Dangers of setting fees too high or too low. Solutions: Do NOT set sponsorship fees based on cost to the organization o Not to meet an assn. revenue gap Competitive analysis... compare fees, benefits, and value Establish fee ranges based on marketing value of rights and benefits o Determine ROI value to partners Think like a marketing agency 2

17 Top Challenge / Top Solutions 7 Offer in-kind partnerships Beware 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

18 Top Challenge / Top Solutions 8 À la carte vs. holistic year-long partnerships The risks of confusion. Solutions: Year-long partnerships are more holistic and drive more value for all stakeholders À la carte are commodities... not strategic solutions o À la carte should be lower-level Don t ambush your top partners Don t compete with yourself 2

19 Holistic Long-Term Partnerships J&J s Campaign for Nursing s Future began in 2002 to enhance the image and grow the profession J&J and Nursing Associations 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.

20 Top Challenge / Top Solutions 9 Find out the business needs of corporate partners The 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

21 Top Challenge / Top Solutions 10 Leverage your association s intellectual assets Lost 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

22 Top Challenge / Top Solutions 11 Position your association as the go-to program Predicament 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 2

23 Top Challenge / Top Solutions 12 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?

24 Top Challenge / Top Solutions 13 Help partners activate benefits Downfall 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 2

25 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

26 Top Challenge / Top Solutions 14 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?

27 Top Challenge / Top Solutions 15 Maintain relationships when contacts leave or companies merge What 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 2

28 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

29 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

30 Path to Success

31 Key Steps on the Path to Success Path To Success q 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 Involve: Your association s staff, leadership and board q Implement: A project management and agency like approach q Get: Buy-in from your boss/ceo/ed 2

32 Getting from Here to There HERE THERE Status 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

33 Remember: Partner is a Verb

34 Contact Bruce Rosenthal Principal Dan Kowitz Founder & CEO Bruce Rosenthal Associates, LLC C: E: JSB Partnership Consultants C: E:

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