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What Sponsorship Trends Also Reveal About the Future of Membership

Growth in choice increases the demand for personalization and connection

In a September 2022 Associations Now article, sponsorship consultant Bruce Rosenthal noted how the pandemic has accelerated the demand for customized sponsorship opportunities, including thought leadership, greater member access and something beyond the average expo hall booth. What it basically comes down to is that sponsors want to choose what they get for their money and are no longer happy with tiered packages and brand awareness that relies on conference attendance. 

Combine these trends in sponsorship with our current era of customization, levels of access, and pay-as-you-go for almost any service (think Netflix, Hulu and the like), and you can see that the traditional membership model is next on the list.

Organizations generally contribute larger amounts of money to associations than individuals, so it makes sense that they would be the first to raise the issue. However, individual members are not far behind. Facing rising costs across the board, individuals are forced to choose what really matters to them. Increases in choice increase the demand for personalization and connection. And associations that deliver on those will likely see higher engagement and renewal rates.

Please select this link to read the complete article from ASAE's Center for Association Leadership.

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