How Do 501c Organizations Benefit by Having Corporate Partners? Let me Count the Ways

by Bruce Rosenthal, Corporate Partnership and Sponsorship Consultant

When I ask associations and not-for-profit organizations why they have corporate partners, the first answer is always “revenue”. When pressed, I get answers like “swag” or “bling” at our conference and maybe something about faculty at conference sessions.

In fact, there are many ways that 501C organizations — especially professional and trade associations — can benefit from having corporate partnership programs.

Content and Information

• Information about the challenges and accomplishments of the association’s members

• Research that can be tailored for the association

• White papers and toolkits to inform and support members

• Information and data to support the organization’s public policy

• Projections about trends in the association’s industry, trade or profession

The Power of Affinity

• Support for the association’s mission

• Partners are “inside the tent” so it’s easier for the association to have candid conversations with them

Access

• Provides the association’s staff with access to senior-level executives with the partner companies

Positive Perceptions

• Credibility by partnering with leading companies

• An opportunity for the association to gain the respect of corporate partner companies

Stakeholder/Corporate Partner Prospecting

• Opportunities for corporate partners to promote the association’s conference

• Introductions by corporate partners to other companies that might be interested in partnering with the association

These are just a few ways that 501c organizations benefit by having corporate partners. Your organization can expand the list by focusing on the needs of your organization, the needs of your members, and the capabilities of corporate partners.

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Additional information is available from the Partnership Professionals Network.

Bruce Rosenthal is a strategic advisor, consultant, and educator to associations and not-for-profit organizations, creating successful corporate partnership programs that increase revenue and add member/constituent value. He can be reached at bruce@brucerosenthal.associates, 301-922-6179; www.brucerosenthal.associates. 

Bruce is a member of the Rogue Tulips Consultants Network, www.roguetulips.com.