08/14/2025

The Sponsorship Shift

The old model no longer works

"You can't attract 2025-level partnerships with a 2015 mindset," said Bruce Rosenthal, association consultant and sponsorship strategist, in a recent blog post.

It is a pointed reminder: Association sponsorships need to evolve to keep pace with shifts in advertiser demands, and it is one that many association leaders are feeling in real time.

According to Association Adviser’s Association Benchmarking Report, the leading challenge facing associations today is generating non-dues revenue. Yet, for many organizations, the traditional go-to sponsorship offerings haven't evolved much in the past decade. A logo on the website, a booth at the annual meeting, maybe a one-off email blast or banner ad, and then... crickets.

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