--- title: "Why Your Sponsorship Program Needs a Refresh" id: "61333" type: "post" slug: "why-your-sponsorship-program-needs-a-refresh" published_at: "2023-05-15T16:16:22+00:00" modified_at: "2026-07-11T18:07:25+00:00" url: "https://associationsnow.com/2023/05/15/why-your-sponsorship-program-needs-a-refresh/" markdown_url: "https://associationsnow.com/2023/05/15/why-your-sponsorship-program-needs-a-refresh.md" excerpt: "As sponsors place more value on content and thought leadership offerings, associations must retool their sponsorship programs to meet those needs and generate nondues revenue. Doing this will also require reframing the relationships they have with sponsors." taxonomy_category: - "Business Development" taxonomy_post_tag: - "Associations Now" - "Sponsor" taxonomy_content_format: - "Article" taxonomy_role: - "Association CEO / Executive Director" - "C-Level" - "Director" - "Executive Team" taxonomy_persona: - "Association Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Why Your Sponsorship Program Needs a Refresh Part of the Deep Dive[Revenue Revival](https://associationsnow.com/deep-dives/revenue-revival/) One change that Dan Kowitz, founder and CEO of JSB Partnership Consultants, has seen in the sponsorship space in recent years is the rise of learning content from for-profit companies. That shift not only creates more competition for associations but also new demands from sponsors. “Large companies are creating their own communities and offering benefits that associations have historically been wary to provide [to sponsors], such as data, member lists, and thought-leadership projects,” he said. In other words, signage, logos, and other traditional sponsorship offerings no longer cut it. “When Google works with us they focus on content,” said Samantha Walsh, operations and vendor coordinator at the Associations of Technology Leaders in Independent Schools (ATLIS). “A lot of companies are moving in the same direction.” Since sponsorships have real implications for an association’s bottom line, it’s important for groups to consider new ways to work with their sponsors to diversify offerings and deliver on expectations. ### **Tools for Retooling** Rethinking your sponsorship program is a comprehensive process. “You need to dive in and look at everything your association is doing right now,” Kowitz said. “How are you selling currently? How do you package and price? What do your staff and sponsors think of the program? Use that information to draw new goals.” And those goals can’t be built around gold, silver, and bronze sponsorship levels that were relied on in the past, according to Kowitz. “Associations reach members 365 days each year, and companies want to market and reach members 365 days a year as well,” he said. “Focusing on ways to partner year-round will really drive revenue.” Walsh recommends talking with sponsors to get a better sense of their marketing needs and what they want to communicate to members. “Be curious about what could be next because that’s how you come up with interesting solutions,” she said. “I ask my sponsors what they’re working on and how we can help accommodate those needs and meet our own goals.” [Hannah Carvalho](https://associationsnow.com/author/hannah-carvalho/) Hannah Carvalho is a former senior editor at Associations Now. [More articles by this author](https://associationsnow.com/author/hannah-carvalho/) Tags: [#Associations Now](https://associationsnow.com/tag/associations-now/) [#Sponsor](https://associationsnow.com/tag/sponsor/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## More in this Deep Dive - [Making the Case for a Dues Increase](https://associationsnow.com/2023/05/15/making-the-case-for-a-dues-increase/) - [Are You Due for a New Dues Structure?](https://associationsnow.com/2023/05/15/are-you-due-for-a-new-dues-structure/) - [Resources Roundup: Pricing and Revenue](https://associationsnow.com/2023/05/15/resources-roundup-pricing-and-revenue/) - [How Modern Spaces Can Create New Revenue Opportunities](https://associationsnow.com/2023/05/15/how-modern-spaces-can-create-new-revenue-opportunities/) - [A New Look for Nondues Revenue](https://associationsnow.com/2023/05/15/a-new-look-for-nondues-revenue/) - [Are You Measuring What Matters to Grow Revenue?](https://associationsnow.com/2023/05/15/are-you-measuring-what-matters-to-grow-revenue/) [View the full Deep Dive →](https://associationsnow.com/deep-dives/revenue-revival/) ## You Might Like - [VideoPartnerships that Drive Success: ASAE Strategic Partnership AllianceAugust 26, 2025](https://associationsnow.com/2025/08/26/partnerships-that-drive-success-asae-strategic-partnership-alliance/) - [VideoGenerate Leads and Brand Awareness: Master the ASAE MarketplaceJune 18, 2025](https://associationsnow.com/2025/06/18/generate-leads-and-brand-awareness-master-the-asae-marketplace/) - [PodcastAssociations NOW Presents: Industry Partner Edition-Sponsorships That Deliver Real ValueJuly 9, 2026](https://associationsnow.com/2026/07/09/associations-now-presents-industry-partner-edition-sponsorships-that-deliver-real-value/) - [Video2025 Sponsorship Recap VideoJune 17, 2026](https://associationsnow.com/2026/06/17/2025-sponsorship-recap-video/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2023%2F05%2F15%2Fwhy-your-sponsorship-program-needs-a-refresh%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !