A Blueprint for Associations to Win Back Sponsorship Dollars
Sponsors are looking for new ways to market their offerings
Earlier this summer, association executives breathed a collective sigh of relief as restrictions lift and business travel makes a slow but steady recovery. Even so, many organizations returning to live events are finding sponsorship dollars aren’t following as closely as hoped.
In fact, 55 percent of associations are in a worse financial position than last year, with 40 percent experiencing a decline in event revenue and 34 percent seeing a reduction in member dues, according to BKD’s 2022 State of the Nonprofit Sector Report.
As a result, many organizations are aggressively launching nondues revenue initiatives. But if associations are going to unlock sponsor wallets, they will need to entice sponsors back to the decision-making table through new initiatives that align with changing sponsor needs.
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