Podcast: How to Create High-Value Sponsorships
How can associations build sponsorships that generate revenue and deepen member value? For many leaders, that question sits at the center of their growth strategy, and it is one that industry expert Bruce Rosenthal has spent his career helping associations answer. With 61% of respondents in our 2025 Association Benchmarking Survey saying non-dues revenue is their top concern, associations are looking for smarter, more sustainable partnership models. Bruce believes the path forward starts with rethinking what sponsors really want.
In this episode of the Association Adviser Podcast, Bruce joins host Christine Shaw, CEO & President of Naylor Association Solutions, to share how associations can position themselves for long-term sponsorship success. A strategic adviser with more than 20 years of experience developing corporate sponsorship and partnership programs, Bruce explains why modern sponsorships must go beyond signage and exposure to deliver authentic, mission-aligned value.
From defining a compelling value proposition that inspires sponsors to partner with associations to positioning your organization as a preferred hub for industry education and thought leadership, Bruce outlines the key steps associations can take to stand out in a competitive landscape. He discusses how an agency-style approach, rooted in understanding sponsor goals and designing tailored opportunities, can help associations create programs that serve both partners and members.
Bruce also emphasizes the importance of conducting thorough competitive analysis and ensuring every partnership aligns with member needs. For him, successful sponsorships are about more than revenue. They are about driving relevance, strengthening community, and supporting long-term industry growth.
Listen now to the full conversation with Bruce Rosenthal: How to Create High-Value Sponsorships.
