Most association professionals approach corporate sponsorships incorrectly. They focus on what they need to sell rather than what corporate partners need to achieve. Bruce Rosenthal, author of "Mastering Association Corporate Sponsorships," represents another member of the 5% who understand how strategic networking, particularly through LinkedIn, transforms traditional sponsorship relationships into true partnerships.
Bruce's approach challenges the conventional association sponsorship model and positions LinkedIn as a critical tool for understanding corporate partner needs, building authentic relationships, and creating what he calls "transformational partnerships that advance associations' missions."
The LinkedIn Intelligence Advantage for Association Sponsorship Development
Traditional association sponsorship development often operates in a vacuum. Association professionals create packages based on what they think companies want rather than researching what corporate partners actually need to achieve their marketing and business development goals.
Bruce's methodology flips this approach by using LinkedIn as an intelligence-gathering platform. "Companies have experts, expertise, R&D, trends data, market research, and information about their customers," he notes in his LinkedIn content. The key is using professional networking to understand these assets before crafting partnership proposals.
Strategic LinkedIn research for sponsorship development includes:
- Company leadership insights: Understanding executive priorities through their LinkedIn content and posts
- Industry challenge identification: Monitoring discussions in corporate networks to identify pain points
- Competitive intelligence: Observing how companies position themselves and their partnerships
- Relationship mapping: Identifying mutual connections who can provide warm introductions
This intelligence-driven approach through LinkedIn networking enables association professionals to craft sponsorships that address real business problems, rather than merely offering logo placements and booth space.
Beyond Traditional Recognition: Creating Member Value Through Corporate Expertise
Bruce advocates for moving beyond what he calls "transactional recognition," like thanking Gold, Silver, and Bronze Partners during conference general sessions. Instead, he promotes showcasing how corporate partners create actual value for association members, an approach that LinkedIn networking makes more effective.
One example from his experience involves a company providing training during an association conference. "Company came in, did the trainings during the conference, and I'm sure they got some business out of it because I'm sure there were some members that said, 'Well, thanks for those tips. Can I get your card?'"
This creates the triple win, Bruce champions:
- Members receive valuable training they can immediately apply
- Corporate partner positions itself as a knowledge leader and generates business leads
- Association facilitates meaningful connections while generating partnership revenue
The strategic use of LinkedIn by association professionals enables this value creation by helping identify which corporate partners have expertise that genuinely serves the needs of members.
The next time you scroll through LinkedIn, look at it through a different lens.
Who in your network has insights that could help your members? Which companies are already serving your industry’s needs?
Start there. Listen before you sell, learn before you pitch, and connect before you ask.
That’s how sponsorships become partnerships and how LinkedIn becomes one of your most powerful tools for advancing both mission and revenue.
