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Associations and sponsorship go hand in hand. But developments in technology and changing brand requirements have seen these partnerships shift significantly in recent times. Julian Moore from Strategic Management Solutions (SMS) explains these factors. The new sponsors Around 2014, a new trend in sponsorship began to emerge, underpinned by the development of application technology. Because the market for apps has grown exponentially, developers often find themselves spending the vast majority of their funding on promotion to differentiate themselves from the competition. To make an impact on the community or industry they are marketed to, they have become some &nbsp;of the biggest sponsors in the non-profit sector. &nbsp;Simultaneously, exclusivity has become an overriding factor in sponsorship. Many companies are now happy to spend more money to ensure the presence of less partnerships, with a higher level of engagement. The average number of annual association partnerships has fallen to an average of 12, down from over 20 in the past. Co-branding is also becoming more common, where the sponsor’s logo may appear next to the association’s, on products and projects. Growth and collaborations Let’s now take a look at some of the association partnerships sought by various industries. In the IT sector, Google are actively targeting non-profits that can assist them with their Google X project – the research and development arm of the tech giant. If, for example, Google X is doing optical testing for diabetes, then they might look to get hold of people with Type 1 Diabetes through a diabetes related charity. In the pharmaceutical industry, mental health is a big initiative. Mental health associations would be wise to collaborate with Servier, a French pharmaceutical company that is in the process of developing a non-SSRI (selective serotonin reuptake inhibitor) antidepressant, where the aim is to provide a higher quality level of sleep to affected individuals. Also, in the pharmaceutical space, companies like Weiss and Novaris are attempting to penetrate the paediatric sphere, so they are actively seeking partnerships with new mum and playgroup associations. The beverage industry is pushing water as a product and partnership. Companies like Coca Cola, who produce Mount Franklin, are therefore seeking collaborations &nbsp;with conservation-based associations. In terms of events, producers of champagne are on the lookout to sponsor large-scale soirees. Moving onto high-end goods, suppliers like Moet Hennessy, Mont Blanc and Louis Vuitton are looking to target association board members. Purveyors of luxury cars such as BMW, Mercedes, Audi and Lexus are similarly looking to generate partnerships where they will gain access to high earners. Defence-force suppliers like VAE Systems, Raytheon and Boeing – makers of missiles, drones and tanks – are trying to diversify their range by transferring their capabilities into other areas such as aeronautics, mining, power generation and infrastructure. To promote these developments, they are seeking collaborations with defence associations or unions that supply employees to these industries.&nbsp;

What Are The New Influences and Drivers of Association Partnerships?

Missing one piece of jigsaw puzzle,Christian membership concept.

Are you looking to effectively manage a membership program for your organization? Look no further than The Membership Managers Handbook! This comprehensive guide covers all the essential aspects of membership management, from acquiring and retaining members to developing member benefits and creating a successful membership strategy.Filled with best practices and real-world examples, The Membership Managers Handbook is a valuable resource for anyone responsible for managing a membership program. It includes tips on how to engage and retain members, as well as strategies for growth and innovation.Whether you’re a seasoned membership manager or new to the role, The Membership Managers Handbook is the perfect tool to help you succeed.Download the&nbsp;<a href="https://smsonline.net.au/wp-content/uploads/2020/02/EBOOK-Membership-Managers-Handbook-2018-Edition.pdf" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)" data-mce-href="https://smsonline.net.au/wp-content/uploads/2020/02/EBOOK-Membership-Managers-Handbook-2018-Edition.pdf">Membership Managers’ Handbook</a>&nbsp;free of charge.

Membership Managers Handbook (2018 Edition)

Old typewriter with smartphone on wooden background. Business, technology progress concept. Copy space

One of my first jobs with an association was back in 1994 where I organised a study tour into China for a group of members seeking to do business in the region.When I mentioned this to someone recently it gave me a bit of a shock when I realised that was 24 years ago! Particularly as I still feel 21 on the inside! Things have changed so much (not just in the association sector) since then.Below are 4 that immediately spring to mind. Can you think of any? Feel free to add your own via&nbsp;<a href="https://www.linkedin.com/feed/update/urn:li:activity:6367163806786809856" target="_blank" rel="noreferrer noopener" data-mce-href="https://www.linkedin.com/feed/update/urn:li:activity:6367163806786809856">my LinkedIn post</a>. <ol><li>Faxes aren’t cool anymore.&nbsp;In fact, a lot of organisations don’t even have a fax number now. I used to love to hear the ring and then garbled beeps as a fax came in. Would it be a membership application? … an event registration?… nope … a random advertisement. And don’t get me started on how quickly that thermal fax paper faded! RIP faxes. You were awesome while you lasted.</li><li>Websites are expected, not special.&nbsp;I remember pitching the idea of a website at an association I worked in and getting a series of responses that included “It’s a short term fad”, “it’s a waste of money as members will never use it”, and “if everyone else jumped off a cliff would you?” (no, but if everyone else jumped into a giant pile of money I would). Today, people expect that any company has a website.</li><li>Being “kept up-to-date” really means it.&nbsp;In the first association I worked in, we proudly told our members that we kept them up-to-date. What that meant was a magazine every quarter, a wages update letter once a year, and the odd bulk fax to members when there was something really juicy afoot. Today, if the news happened yesterday no one wants to know. The pressure is on to ensure members get the right information in a timely manner … and in a way that they actually read the info (rather than get it, not read it, and complain that no one told them about it).</li><li>Smelling the photocopies.&nbsp;When we used to remove a copy from the ditto copier with its bluish purple print you could smell the aroma of the freshly printed page (an aroma enjoyed by generations of school students and later found to be toxic). I can still remember it clearly. No double sided printing in those day. Today’s photocopiers just make life way too easy.</li></ol>

Has It Been THAT Long?

A number of powerful generational, cultural and economic forces are colliding to create a perfect storm that will make the next 5-20 years some of the toughest ever faced by associations. Associations who don’t adapt face a slow decline into obscurity as they are replaced by newer, more innovative, less bureaucratically challenged, less change resistant competitors. While the idea of membership will continue, the antiquated models of recruiting, retaining and engaging members cannot survive in an increasingly challenging and ever-changing operating environment …&nbsp;<a href="https://uploads.commoninja.com/pdf_gallery/1698638635715_WHITEPAPER_-_Membership_is_Dead.pdf" target="_blank" aria-label=" (opens in a new tab)" data-mce-href="https://uploads.commoninja.com/pdf_gallery/1698638635715_WHITEPAPER_-_Membership_is_Dead.pdf" data-mce-selected="inline-boundary">read the full whitepaper from 2012.</a>

Membership is Dead?

Studio portrait of a Pit Bull dog looking at camera with a compelling gaze, wearing a red coat. Red Riding Dog.

Potential sponsors don’t sit at their desks all day waiting for your proposal to arrive on their desk. For many, sponsorship is one part of a larger role which keeps them very busy. This means your proposal isn’t just competing with other sponsorship proposals (of which there will be many) but also with many other distractions for a share of their attention. Having a well-crafted, compelling partnership document is a critical first step in getting the attention of a potential partner…&nbsp;<a href="https://uploads.commoninja.com/pdf_gallery/1698639269563_WHITEPAPER_-_Creating_Compelling_Sponsorship_Proposals.pdf" target="_blank" aria-label=" (opens in a new tab)" data-mce-href="https://uploads.commoninja.com/pdf_gallery/1698639269563_WHITEPAPER_-_Creating_Compelling_Sponsorship_Proposals.pdf" data-mce-selected="inline-boundary">click here to read the whitepaper.</a>

Creating Compelling Sponsorship Proposals

School supplies. Tubes with chemical liquids stand on a wooden table on a chalkboard background with digital formulas

P&amp;Cs face demise as structures alienate younger members. P&amp;Cs need to adapt to the changing nature of membership associations. Those that do will emerge stronger and more powerful than every before. It’s time to focus on developing a powerful sense of purpose and developing ad hoc volunteering opportunities that cater to all parents (even those who don’t have the time to show up) …&nbsp;<a href="http://www.abc.net.au/news/2017-05-16/are-parents-and-citizens-groups-dead/8526974?pfmredir=sm" target="_blank" rel="noreferrer noopener" data-mce-href="http://www.abc.net.au/news/2017-05-16/are-parents-and-citizens-groups-dead/8526974?pfmredir=sm">read the full article on ABC News.</a>

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What Are The New Influences and Drivers of Association Pa...

Membership Managers Handbook (2018 Edition)

Has It Been THAT Long?

Membership is Dead?

Creating Compelling Sponsorship Proposals

P&CS Face Demise As Structures Alienate Younger Members