Elaine Acker sits down with Bruce Rosenthal, author of Mastering Association Corporate Sponsorships, to talk about what’s changing in the association world and how associations can unlock game-changing opportunities with the right approach to sponsorship.

Elaine Acker: Bruce, what are the biggest challenges facing associations today?

Bruce Rosenthal: The biggest problems are around revenue and competition. Associations need more revenue, and it’s a really competitive space for attention from sponsors, members, exhibitors, and advertisers. There are 50, 60, even 65 different competitors out there that companies can go to instead of an association.

Elaine: We talked about the shift from one-off event sponsorships to year-round engagement. What’s changed?

Bruce: For decades, sponsorships were platinum, gold, silver—benefits packaged around the annual conference. But companies today market 365 days a year. Conferences are just a blip. COVID accelerated this shift. Companies needed new ways to stay visible, so they leaned into webinars, white papers, LinkedIn. And they got really good at “educate to sell.” Not “here’s our product,” but “here’s how it solves your problem.”

Elaine: That change in buyer behavior—digging in before they ever talk to sales—is huge.

Bruce: Exactly. Members want to research before they talk to a salesperson. Companies can build trust with valuable content like case studies, data, and expert insights and become the go-to resource. Associations need to recognize they’re no longer the only trusted brand their members turn to.

Elaine: Let’s talk about your book. You recently worked with me and Sparx360 to publish Mastering Association Sponsorships: How to Create Strategic Partnerships that Add Revenue and Member Value. And you gave away a lot of your hard-earned knowledge. What inspired you to write it?

Bruce: I’ve always been a writer. I’d been posting on LinkedIn, writing articles, and giving presentations but it never quite came together as a book. Then our mutual friend Catherine Brown said, “You need to talk to Elaine.” Working with you helped bring structure to the ideas I’d been sharing for years.

The goal? Make it actionable. If an association can’t hire me, they can still implement what’s in the book. And if they read it and say, “I don’t want to do this alone,” they can call me in to help.

Elaine: Any surprises since publishing?

Bruce: A few! Just sending out the draft for testimonials boosted visibility. I’ve already had invitations to speak at conferences. One friend saw my book on someone’s shelf during a webinar. That kind of visibility matters. It’s tangible. It says, “This person knows their stuff.”

Elaine: You’ve worked with all sizes of associations. Can you share a success story?

Bruce: One small association with just five staff hired us to build a sponsorship program. At first, we weren’t sure the executive director had time to lead it but she insisted. Within months, she sold three yearlong partnerships, hired a halftime staffer, and later called to say, “We’re sold out.” It was a great problem to have.

Elaine: So what’s the secret?

Bruce: Leadership buy-in. That’s non-negotiable. And understanding this isn’t just about logos and booths. It’s about year-round relationships. One of my favorite stories is from when I was VP of Corporate Partnerships. A CEO told me, “I want to change our program from transactional to transformational.” That’s the mindset.

Elaine: Let’s talk real-world collaboration. You mentioned a powerful example involving healthcare reform.

Bruce: Right after the Affordable Care Act passed, our members were overwhelmed. One of our corporate partners was a healthcare consulting firm and they helped us create a webinar explaining the law. It wasn’t salesy. It was service. Members got critical info, and the company was positioned as a trusted resource. That’s what partnership looks like.

Elaine: If there’s one thing you wish association leaders knew, what is it?

Bruce: That sponsorship doesn’t mean selling out. It’s not about endorsing a product. It’s about meeting member needs, together with companies that have valuable insights. And yes, it’s absolutely doable for associations of all sizes.

Elaine: Bruce, thank you. You’ve turned what can feel like a complicated, awkward process into something clear, collaborative, and exciting.

Bruce: Thanks, Elaine. I hope the book inspires more associations to say, “We can do this, and we don’t have to do it alone.”