Delivering the education your members need is a must, but it’s tough to do when their needs keep changing in response to new technology and market conditions. Many associations lack the resources required to develop and deliver new online courses to meet these new demands. But your competition does.
And that competition is even closer than you think. Member companies regularly host webinars, workshops, roundtables, user conferences, and even credentialing programs for your audience. The good news? These companies aren’t just your competition; they’re a solution too.
Member companies want to share their expertise with your members and customers. They prefer to be known as industry experts, not just suppliers. Help them help both of you. Bring them on board as sponsors of new online courses and educational programs.
The new sponsorship model
Traditionally, associations generate non-dues revenue by inviting member companies to sponsor various aspects of an event. Companies purchase bronze, silver, or gold sponsorship packages that include a mix of advertising, logo displays, signage, and shout-outs from the podium. Higher-priced packages include the sponsorship of coffee breaks, receptions, charging stations, hotel keys, or lanyards.
But over the past few years, sponsors have realized their marketing dollars are better spent on year-round partnerships with associations instead of a few days of visibility at a conference. They’re prioritizing relationships with associations that give them opportunities to share their expertise throughout the year in online educational programs and content.
How associations benefit from the new sponsorship model
Sponsors have the resources your team needs: money, expertise, and time. Sponsorship consultant Bruce Rosenthal said, “Beyond revenue, one of the value propositions of a corporate partnership is providing content your members want, but your association doesn’t have the expertise or capacity to offer.” These revenue partnerships bring other benefits too.
Expand your learning portfolio. Design and deliver new online courses without taking on additional financial risk or hiring new staff.
Budget for professional learning design. Thanks to sponsorships, you don’t have to take a DIY approach to instructional design. You can afford to hire experts to create engaging online learning experiences—the kind of experiences members talk about.
Tap into partner expertise. Consultancies and product/service suppliers are industry and market experts who understand emerging challenges, trends, and solutions and can help your association respond to real-time industry disruptions. They have access to research and data. They offer specialized expertise your volunteer SMEs may not have.
Alleviate volunteer fatigue. Many of your valuable volunteer SMEs are burned out, but too loyal and kind to say “no.” Give them a break by supplementing their contributions with the fresh expertise of a sponsor. Sponsorship is a marketing initiative for member companies. They will gladly make the time to serve as online education program consultants, instructors, facilitators, moderators, coaches, advisors, or mentors.
Amplify your marketing. Sponsors want the entire industry to know about the new course you’ve developed together. They will spread the word via their own email, advertising, retargeting, and social campaigns.
Generate new revenue. Sponsorships more than cover the costs of the programs you’re developing together. You can also count on revenue from registration and licensing fees.
Sponsored programs are appreciated by all involved. Members get the education they need right now. Sponsors get to share their expertise, boost their reputation, and build new relationships—that’s a much better ROI than the usual marketing tactics.
Examples of sponsored online courses and programs
Sponsors help you fill the content gaps in your online learning portfolio.
Online courses
- Hard or technical skills in demand by industry employers
- Technology, product, or equipment training
- New industry trends and research
- Regulatory changes and compliance training
- Multi-purpose leadership training for association volunteer positions and workplace promotions
- Soft or human skills
Webinars
- Introductory programs that serve as teasers for online courses and microcredentialing programs
- Non-commercial case studies presented by the sponsor’s clients
Workshops
- Experimental or sandbox experiences facilitated by sponsors that give members the opportunity to test new tools, technology, or methodologies
Microcredentialing programs
- Introductory programs aimed at early-career professionals that help them progress along designated career paths
- Programs for mid- or late-career professionals that help them develop specialized skills or focus on emerging industry trends, challenges, and issues
Learning cohorts
- Small group online programs in which participants progress through educational content together through self-study and online meetups, with sponsors serving as instructors, facilitators, and/or advisors
- Leadership academy for rising professionals interested in association leadership and C-suite positions
- Hybrid cohort programs that include site visits to the sponsoring company’s facilities
How a sponsored online course comes together in real life
A tightened budget at a state construction association caused its staff to look at new funding sources for its online education programs. Members wanted programs on specific topics, but the association didn’t have the budget to meet this demand quickly enough.
After seeing a member company promote a webinar on new building codes, the team realized they had untapped expertise and sponsorship dollars within reach. Together, the association and company came up with ideas for courses and microcredentialing programs that members and employers would support. They started with an asynchronous introductory course on building codes.
They worked with an outside firm on the design of the course, which came together more quickly than any other in the past. Staff from the sponsoring company made guest appearances as instructors throughout the course.
Both the association and sponsoring company promoted it heavily, with a focus on recent graduates, community college students, and early-career industry professionals. Group discounts were offered to large contractors. Registrations exceeded expectations because many subcontractors purchased the course for new hires. Now, the association and sponsor are working on a series of stackable microcredentials covering all the state building codes.
Next steps for getting started with a sponsored education program
Identify the gaps in your learning portfolio. Conduct a learning needs assessment for your members and market. Talk to employers about skills gaps in the workforce. Consult with a learning experience design firm that can help you with needs assessment tools and findings.
Identify potential partners. Talk with existing and prospective high-dollar sponsors about their marketing goals, expertise, member needs, and ideas for sponsored programs. Find out which ones are capable of helping your association take its online learning portfolio to a new level.
Develop a partnership framework. Develop, document, and agree on guidelines and policies concerning:
- Specific responsibilities for program design, marketing, and delivery. Keep in mind: sponsors have expertise, but you still need to translate that into engaging online learning experiences, which may require outside help.
- Content development guidelines and approval protocol to avoid commercialization and sales spiels.
- Content ownership. Your association should own the copyright to instructional materials, with exceptions for a company’s proprietary intellectual property. To avoid faulty assumptions and misunderstandings, involve your legal counsel from the start.
- Program oversight and management. Your association takes the lead here.
- Success metrics. What does success look like for your association, sponsors, and learners?
Run a pilot program. Collect feedback from everyone involved: learners, instructors, sponsor staff, and association staff. Make changes to improve the program and partnership before offering it again.
Successful online courses combine sponsor expertise, association oversight, and professional learning design. If you’re considering a new online learning program, we’d love to talk: contact@hiapti.com.