If you work for an association, you know that revenue is always top of mind. In our 2025 Association Benchmarking Survey, 61% of respondents said non-dues revenue was their top concern.
Today’s guest, Bruce Rosenthal, is a strategic adviser who has helped associations create successful corporate sponsorship and partnership programs that increase revenue and add member value. Listen in as our host Christine Shaw sits down with Bruce to outline the tools that associations need to set them up for revenue growth well into the future.
In this episode, you’ll learn:
- The real value proposition that inspires sponsors to partner with an association.
- How to position your association as a preferred partner for industry education and thought leadership.
- How to create an agency-style approach to sponsorships.
- The importance of a thorough competitive analysis when approaching sponsors.
- How associations can ensure their partnerships align with member needs.
About our guest:
Bruce Rosenthal is a strategic advisor, consultant, and educator with 20+ years of experience advancing corporate sponsorship programs for associations. He helps associations grow revenue, increase member value, and drive sustainability. Bruce is the author of Mastering Association Corporate Sponsorships and a leading voice on association-corporate relationships. He specializes in developing sponsorship program implementation plans and rethinking outdated revenue models for associations.
Resources:
Recommended Reading: Mastering Association Corporate Sponsorships: How to Create Strategic Partnerships that Add Revenue and Member Value
Explore more on boosting non-dues revenue in your association.
Visit: AssociationAdviser.com
Connect with Bruce Rosenthal:
LinkedIn: @BruceRosenthal
Visit: https://brucerosenthal.associates
Connect with Us:
LinkedIn: @NaylorAssociationSolutions
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