IEG Brief: Three Associations that Rejected the Expected

Association Sponsorship: Forget The Formula And Find Success

In our new Association Sponsorship brief, IEG Consulting highlights the progress and success of three of our association clients – Texas Association of School Boards, the Aircraft Owners and Pilots Association and a healthcare professionals association – that refused to accept the status quo and instead transformed their approach to how they position their sponsorship opportunities to corporate partners.

Texas Association of School Boards
TASB’s approach is to put what it terms “a project” at the center of its corporate partner relationships, shifting the emphasis from standard partner benefits to a “framework for outstanding, innovative projects.”

The Aircraft Owners and Pilots Association
To stay ahead of the curve in reaching its membership, AOPA developed AOPA Live, an online TV channel.  AOPA Live is the focus of AOPA’s outreach to prospective partners by offering them the opportunity for brand integration in original content.

A Healthcare Professionals Association
This organization is proactively seeking to incorporate some of the independent special-interest groups that exist among its members – and which offer their own sponsorships – in a bundled offer that meets the needs of sponsors and maximizes revenue for the association and the interest groups.



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