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It’s no secret among association leaders: corporate sponsorships just aren’t what they used to be. Once a reliable stream of revenue that fuelled events, programs, and publications, sponsorship income is now stagnating - or worse, shrinking - for many Australian associations. But why has this golden goose gone quiet?Let’s explore what’s behind this sponsorship slump - and where we go from here.The Trend: Downhill and HoldingThis isn’t a new problem. The COVID-19 pandemic may have accelerated the slide, but associations across sectors like healthcare, education, and the professions were already reporting flatlining sponsor support well before 2020.And according to the <a data-mce-href="https://smsonline.net.au/blog/new-research--purpose-under-pressure---global-association-trends-2025" href="https://smsonline.net.au/blog/new-research--purpose-under-pressure---global-association-trends-2025" target="_blank" rel="noopener">Purpose Under Pressure: Global Association Trends in 2025 </a>report, nearly one in three associations have seen a drop in sponsorship revenue over the past 12 months. It’s not just a blip - it’s a trend.So What’s Behind the Decline?It’s not one factor - it’s a collision of several. Think of it as a perfect storm of tighter budgets, shifting priorities, and rising expectations.Sponsorship Isn't the Only Game in Town. Associations once held exclusive access to hard-to-reach audiences. A national conference or respected journal could command serious sponsor dollars. Now, sponsors have more ways to reach the same people - often with better results and clearer ROI. As the report notes, sponsors are demanding more customisation and flexibility. A logo on a lanyard doesn’t cut it when LinkedIn can serve your ad to a hyper-targeted segment with measurable engagement metrics.ROI or Bust. Today’s marketing teams want hard numbers. Sponsorships need to show their worth - clicks, leads, conversions, impact. No fluff, no vague “brand visibility.” The Purpose Under Pressure report highlights that demonstrating ROI is now a core expectation, not a nice-to-have. Associations that can’t deliver that data? They’re quickly slipping down the priority list.Events Are Changing - and So Are Sponsor Expectations. Events remain central to member engagement and sponsor revenue - but they’re also harder to deliver, cost more to run, and come with higher expectations from attendees and sponsors alike. According to the report, 56% of associations find sourcing sponsors and exhibitors to be one of their biggest challenges. Why? Because the old sponsorship model - signage and a stall - isn’t cutting it anymore. Sponsors want immersive, digital, and year-round engagement opportunities.Budgets Are Tight and Scrutinised. Economic uncertainty has made marketing budgets razor-thin. And as the Purpose Under Pressure report shows, 84% of associations say financial sustainability is a major challenge - on both the income and expense side. When companies do spend, every dollar has to fight for its place in the budget. If sponsorships can’t prove value, they’re the first to go.AI Is Quietly Changing the Game. While many associations are still stuck in traditional sponsorship sales tactics, a growing number are using AI to sharpen their strategy and boost performance. Whether it’s using predictive analytics to target ideal sponsors, automating prospect research, or personalising pitches at scale, AI is becoming a secret weapon for sponsorship success. Associations leveraging AI are gaining an edge - saving time, increasing conversion rates, and delivering stronger ROI insights to sponsors.Where Do We Go From Here?Let’s not sugar-coat it: the old model is broken. But that doesn’t mean sponsorship is dead. It means it needs to evolve. If associations want to reverse the downward trend, they must:<ul><li>Stop selling static packages. Start crafting custom solutions that address real business objectives.</li><li>Prove the value. Build measurement into every offering - before sponsors ask.</li><li>Think beyond the event. Offer year-round content, community access, and collaboration.</li><li>Align on values. Purpose is powerful. Make sure yours is clear - and compelling.</li><li>Invest in your sales capability. Sponsorships won’t sell themselves. Equip your team to sell with confidence.</li><li>Leverage AI smartly. Use tools that reduce manual work and enhance your strategic impact.</li></ul>Associations that adapt will not only survive - but thrive. The rest may find themselves stuck in a sponsorship desert, wondering why no one’s calling back.The <a data-mce-href="https://smsonline.net.au/blog/new-research--purpose-under-pressure---global-association-trends-2025" href="https://smsonline.net.au/blog/new-research--purpose-under-pressure---global-association-trends-2025" target="_blank" rel="noopener">Purpose Under Pressure</a> report makes it clear: the sponsorship landscape has fundamentally shifted. It's no longer about selling shelf space. It's about co-creating value.&nbsp;And in this new world, relevance, responsiveness, and relationships matter more than ever.Want to increase your sponsorship revenue and boost your productivity using AI? Contact Julian Moore at <a data-mce-href="mailto:julian@smsonline.net.au" href="mailto:julian@smsonline.net.au" target="_blank" rel="noopener">julian@smsonline.net.au</a> to learn how AI can help modernise your sponsorship strategy and generate better results with less stress.

Why Association Sponsorships Are Flatlining – And What To Do About It

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AI has already changed the world. Quietly and almost invisibly, Ai has crept into the background of our daily life. While 90% of organisations know that Ai will be a benefit to their organisation, less than 3% have started to implement it. However, the workforce hasn’t waited and is already using AI in a huge number of ways. <a data-mce-href="https://cdn.commoninja.com/asset/bdda6661-dbaf-42ac-bfee-4f93deef2cf2.pdf" href="https://cdn.commoninja.com/asset/bdda6661-dbaf-42ac-bfee-4f93deef2cf2.pdf" data-mce-selected="inline-boundary">﻿Here are a few of the ways...&nbsp;</a>

AI In Action

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If you’ve worked in the association space for more than five minutes, you’ve probably felt it: that brilliant, slightly chaotic alchemy that happens when people come together to do something meaningful.At the heart of this activity are the unique competitive advantages found in successful associations - a deep sense of professional collegiality, collective impact, and community.These aren’t just nice-to-haves. They’re the bedrock of association value. These intangible benefits are the fuel that drives engagement, trust, innovation, and advocacy wins. They are the reason associations punch above their weight.And yet…Association professionals aren't leveraging those benefits themselves.Association professionals encourage members to connect, collaborate, and organise for impact. But when it comes to their own professional lives? They aren't so great.&nbsp;The <a data-mce-href="https://smsonline.net.au/blog/new-research--purpose-under-pressure---global-association-trends-2025" href="https://smsonline.net.au/blog/new-research--purpose-under-pressure---global-association-trends-2025" target="_blank" rel="noopener">2025 Purpose Under Pressure</a> report showed that many association professionals are simply too stretched to invest in meaningful connection. One respondent put it bluntly: “We don’t have time to think, let alone talk.”When you’re juggling budgets, members, boards, advocacy, tech meltdowns, and the office coffee machine’s latest drama, carving out time for deep conversation or professional reflection feels ... indulgent. Like a luxury we can’t afford.But here’s the thing: it’s not a luxury. It’s a necessity.Real connection mattersWhen you make space to connect with others in the sector, something shifts. You start seeing patterns. Borrowing ideas. Finding allies. Laughing at the same pain points. You realise you’re not the only one wondering if your CRM is plotting against you.More importantly, you give yourself breathing room – space to reflect, recharge, and remember why you do this work in the first place.So... let’s actually do itIn July, we’re gathering in Port Douglas for the <a data-mce-href="https://events.answers.net.au/AssociationLeadersRetreat2025" href="https://events.answers.net.au/AssociationLeadersRetreat2025" target="_blank" rel="noopener">Association Leaders Retreat</a> – three days of deep conversation, practical insights, and proper human connection. No rushed agendas, no dull presentations, no pressure to look busy.Just a chance to step away from the daily chaos, connect with others who get it, and think strategically about where we go next – individually and collectively.If you’re leading an association, thinking deeply about your next big leap, or just need a space to breathe and talk with smart, generous peers – this is for you.👉 <a data-mce-href="https://events.answers.net.au/AssociationLeadersRetreat2025" href="https://events.answers.net.au/AssociationLeadersRetreat2025" target="_blank" rel="noopener">Check it out and register here</a>You’ll leave with fresh ideas, stronger relationships, and a few new stories about the crazy things that happen in association-land.Because that’s what this space is all about – humans connecting with humans - real people, doing real work, making a real difference ... together.

The Invisible Engines Driving Association Success

One of the most valuable things you can bring to a strategic planning session is a clear, compelling picture of your association’s future.The challenge is that it’s hard to imagine what your organisation might look like just a few years from now – especially with AI and automation changing the game faster than any strategic plans can keep up.That’s why <a data-mce-href="https://www.linkedin.com/in/juliansmoore/" href="https://www.linkedin.com/in/juliansmoore/" target="_blank" rel="noopener">Julian Moore</a>, our resident AI geek, created <a data-mce-href="https://chatgpt.com/g/g-6840ee54bea0819199a3fce0154a7ca8-3yr-mirror" href="https://chatgpt.com/g/g-6840ee54bea0819199a3fce0154a7ca8-3yr-mirror" target="_blank" rel="noopener">The 3-Year Mirror</a> – a GPT designed specifically for association leaders like you.It’s beautifully simple: Just enter the full name of your organisation (and the website if your name’s a bit broad), and in seconds you’ll receive a scenario set in 2028. Not just any scenario – one that’s tailored specifically to you and surprisingly thought-provoking.&nbsp;&nbsp;<a data-mce-href="https://chatgpt.com/g/g-6840ee54bea0819199a3fce0154a7ca8-3yr-mirror" href="https://chatgpt.com/g/g-6840ee54bea0819199a3fce0154a7ca8-3yr-mirror" target="_blank" rel="noopener">👉 ChatGPT – 3-Year Mirror</a>It’s a fast, clever way to inject future-focused thinking into your next planning session. Use this tool to spark conversations around:<ul><li>What work will we still do ourselves – and what can the technology do for us?&nbsp;&nbsp;</li><li>How will our members expect to connect, learn, and lead in this new world?</li><li>What kind of leadership will we need to thrive and advance the needs of those we serve?</li><li>How do we remain financial sustainable in this scenario?</li></ul>The 3-Year Mirror won’t give you all the answers. But it will help you to get a better picture of the future - and all the possibilities it presents.&nbsp;&nbsp;Need Some Help?If you’d like support with your strategic planning, or exploring how your organisation can better leverage AI, please let me know. We’d be happy to help. Just email me at <a data-mce-href="mailto:belinda@smsonline.net.au" href="mailto:belinda@smsonline.net.au" target="_blank" rel="noopener">belinda@smsonline.net.au</a> to chat further.

What Will Your Association Look Like in 2028? Find Out Now

Net Promoter Score (NPS) is a simple metric for gauging member loyalty and satisfaction. It is derived from one survey question: “How likely is it that you would recommend [Organisation X] to a friend or colleague?” Responses are given on a 0 to 10 scale, where 0 means “not at all likely” and 10 means “extremely likely.” Based on their rating, respondents fall into three groups:<ul><li>Promoters (9–10): loyal enthusiasts who are very likely to recommend.</li><li>Passives (7–8): satisfied but unenthusiastic; they might not actively recommend.</li><li>Detractors (0–6): unhappy members who could discourage others from joining. </li></ul>To calculate NPS, you take the percentage of respondents who are Promoters and subtract the percentage who are Detractors. Passives count only toward the total number of respondents and do not directly affect the score. This yields an NPS between –100 and +100 (if everyone is a Detractor or everyone is a Promoter, respectively). For example, if 50% of respondents are Promoters and 20% are Detractors, NPS = 50% – 20% = +30. An NPS above 0 means you have more promoters than detractors, which is generally positive.<h3>NPS Benchmarks in Associations</h3>What is a “good” NPS for an association? NPS benchmarks can vary by industry and context, but membership-based associations tend to see moderate NPS values. Several surveys and studies offer reference points:Global/General Associations: A broad study of 46 associations (across sectors like science, healthcare, education) found an <a data-mce-href="https://www.linkedin.com/pulse/health-associations-21st-century-patrick-glaser/" href="https://www.linkedin.com/pulse/health-associations-21st-century-patrick-glaser/">average NPS around +21</a>. This score, while positive, is relatively low – it fell into the bottom quartile of all industries, comparable to sectors like cable and health insurance which are known for poor customer sentiment. This suggests many associations have significant room to improve member loyalty.Professional Associations (Individual Membership): A <a data-mce-href="https://www.the-ies.org/sites/default/files/reports/ies-annual-report-2024.pdf#:~:text=would%20recommend%20the%20IES%20to,brought%20together%20around%20a%20shared" href="https://www.the-ies.org/sites/default/files/reports/ies-annual-report-2024.pdf#:~:text=would%20recommend%20the%20IES%20to,brought%20together%20around%20a%20shared">Institution of Environmental Sciences paper </a>referenced a UK benchmarking study reported an average NPS of ~+32 for individual membership organisations. In other words, many professional bodies hover around the low 30s. Some associations significantly exceed this: for example, the Institution of Environmental Sciences (IES) achieved an NPS of +53 in 2024 (up from +46 in 2021), far above that sector average. .Industry Associations (Organisational Membership): Industry and trade associations (where companies are members) often report similar or slightly lower NPS figures. In the U.S.-based study noted above, an average around +20 suggests that many trade/industry associations struggle to inspire strong recommendation. Their members (often businesses or representatives) may view membership as necessary but not strongly recommendable, echoing the challenges seen in professional bodies with “captive” membership.Generational Differences: It’s worth noting that NPS can differ within the same association by member demographics. For example, older members often give higher recommendation scores than younger members. For example, <a data-mce-href="https://www.meetingsnet.com/association-conventions-and-expos/big-association-survey-reveals-member-engagement-trends#:~:text=NPS%20of%2042%2C%20while%20members,average%20NPS%20of%20only%2030" href="https://www.meetingsnet.com/association-conventions-and-expos/big-association-survey-reveals-member-engagement-trends#:~:text=NPS%20of%2042%2C%20while%20members,average%20NPS%20of%20only%2030">one international association survey</a> found members over 60 had an average NPS of +42, while members under 40 averaged only +30. This suggests younger professionals may be harder to impress or less inclined to recommend, a useful insight when interpreting your association’s NPS.<h3>The Good, the Bad, and the Ugly – Interpreting NPS</h3>How do we know if an association’s NPS is good or poor? In general, any positive NPS is a good sign – it means promoters outnumber detractors. According to Bain &amp; Company (the originators of NPS), a rough scoring framework is: above 0 is “good,” above +20 is favourable, above +50 is excellent, and +80 or above is world-class. Very few organisations ever hit the top of that range (an NPS of +100 is almost impossible). For associations, which often land in the +20 to +40 range, an NPS in the high double-digits would be outstanding.On the flip side, an NPS below 0 (meaning you have more detractors than promoters) is generally considered “bad” or poor. It’s a warning sign that members are unhappy on balance. Many commercial industries never want to see a negative NPS; for membership organisations, a negative score suggests serious member discontent. The “ugly” end of NPS would be a strongly negative score (for instance, –20 or below), indicating widespread dissatisfaction. In practice, most associations fortunately avoid deeply negative scores – but even being near zero is cause for concern. In the earlier example, an average NPS of +21 placed associations among the lowest-ranked industries. Thus, as an association you should ideally target a positive NPS (the higher the better), and view anything substantially negative as a prompt for urgent improvement. As a rule of thumb in Australia/NZ, NPS results can be interpreted as: 0–29 = “Good,” 30–69 = “Great,” 70+ = “Excellent,” whereas any negative score indicates a need for improvement.<h3>Caveats and Considerations When Interpreting NPS</h3>While NPS is a handy snapshot metric, it comes with important caveats:Context Matters NPS measures willingness to recommend, which for associations doesn’t always equate perfectly to loyalty or satisfaction. In some associations (e.g. professional bodies or colleges), membership is almost a requirement for certain careers. Members might stay enrolled regardless of satisfaction, and may not recommend the association simply because their peers are already members or because it’s not applicable to recommend in a small field. In other words, a low recommendation score might not mean a member will quit – it might mean they feel membership is mandatory or assumed. This “locked-in membership” effect can make NPS less predictive of actual retention in such contexts. It also means associations shouldn’t be complacent if NPS is just average; “captive” members might be tolerating the status quo rather than enthusiastically supporting the organisation.Cultural Differences Be mindful of where your respondents are from. Cultural norms can significantly influence NPS ratings. For example, customers in some countries (such as Japan or South Korea) tend to give much lower scores on average, as they are culturally less inclined to rate anything a 9 or 10 – even if they’re satisfied. Americans, Brazilians, and Indians, on the other hand, often give higher scores on the same experience. This means an NPS considered good in one country might be above average or below average in another. If your association spans countries or if you compare scores internationally, adjust expectations for these biases. (In fact, some researchers suggest tweaking the promoter/detractor cut-offs for certain regions.) The key is to benchmark against organisations in the same country or cultural context for a fair comparison.Response and Survey Bias NPS results can be influenced by who responds and how you ask. Usually, members with strong opinions (very happy or very unhappy) are the most likely to respond to surveys, which can skew results. Low response rates might over-represent a vocal minority. Additionally, the survey method can introduce bias – for instance, phone surveys or face-to-face interviews might prompt more polite (higher) ratings, whereas anonymous online surveys might yield more critical feedback. Offering incentives for responses can also skew scores (sometimes boosting positivity artificially). Always consider your sample size and methodology: a larger, well-balanced sample will give more reliable NPS data.It’s One Metric, Not the Full Story Perhaps most importantly, NPS alone doesn’t tell you why members are promoters or detractors. It’s a starting point. As one membership professional noted, “No CX KPI is useful without understanding the ‘why’” behind the score. For meaningful insight, you should pair the NPS question with follow-ups (e.g. an open-ended “What is the reason for your score?”) and other satisfaction measures. In an association context, a moderate NPS could hide specific pain points – maybe your events are well-liked, but your communication is frustrating members, or new members are happy but long-term members feel neglected. Follow-up feedback and segmentation (by member type, tenure, etc.) will help interpret the NPS correctly. Use NPS as a flag or “temperature check”, but look deeper into the comments and other data to diagnose issues and decide on actions.

Blog

Why Association Sponsorships Are Flatlining – And What To...

AI In Action

The Invisible Engines Driving Association Success

What Will Your Association Look Like in 2028? Find Out Now

What's a Good Net Promoter Score for Associations?

How the Printing Press Reshaped Associations