Author: Bruce Rosenthal

Bruce Rosenthal is a strategic advisor and consultant to associations and not-for-profit organizations, creating successful corporate partnership programs that increase revenue and add member/constituent value.

Previously, he held senior-level positions with associations and not-for-profit organizations. He understands the “ins and outs” of association structures, governance, member services, advocacy, education, revenue streams, and conferences.

He directed a successful corporate partnership program for a national association, launching the program in 2009 and revamping it twice to keep pace with changes in the economy and the evolving needs of corporate partners. He demonstrates leadership in identifying and fostering corporate partnership and sponsorship best practices, opportunities, and solutions as convener of the DC-Area Partnership Professionals Network.

Jun
13

HOW CAN ASSOCIATIONS PROVIDE ROI VALUE TO THEIR CORPORATE PARTNERS?

Many association sponsorships are transactional – with low visibility and recognition, banner ads and logos placed on websites and podiums at conferences. These are of minimal value to many companies. What sponsors and partners are really looking for is Return on Investment (ROI) value from associations. In fact, some companies are now increasing their sponsorship spending […]

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Aug
21

Corporate Partnership Challenges and Solutions – Let me count the ways

My colleague Dan Kowitz and I have studied and advised hundreds of association corporate partnership programs over the past two decades, both as senior-level staff with associations and as consultants to associations. A lot has changed – and continues to change – in the world of corporate sponsorships and partnerships: the role of associations continues […]

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Aug
07

How to Avoid Dissatisfied Corporate Partners

I have written before about the importance of listening to industry voices in order to develop mutually beneficial corporate partnerships. This is true when it comes to what your partners want, but it is equally significant in revealing what they don’t want. I recently heard three stories about interactions between associations and corporate partners that revealed dissatisfied partners. In […]

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Mar
05

It’s Time to Review Your Corporate Relations

How often does your association review its corporate sponsorship or partnership program? The business of corporate relations is changing. Any program that has not been reviewed in recent years could be out of date and falling short of its full potential. It takes ongoing intentional effort to make arrangements lucrative for everyone. Here are a few […]

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Nov
16

Renewing Corporate Partnerships: A Win-Win Strategy

Corporate partnership. For your organization, the term tends to invoke images of budgeting, of sponsorship agreements, and of maintaining effective and productive partner benefits. But as a concept, partnership is about more than that. It is about cooperation, about shared connection, and about mutual interests. We can use this original meaning to direct and develop our […]

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Sep
29

Six Lessons I Learned from Listening to Partnership Professionals

We can learn a lot from listening. When you are looking for guidance, searching for inspiration, or hoping to educate yourself, it is a valuable and worthwhile enterprise to listen to the voices in your professional community. The DC-Area Partnership Professionals Network (DC-PPN) is a group of association and not-for-profit organization professionals who focus primarily on […]

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