Associations get just 3 percent of the $18 billion corporate sponsorship market. A big reason why the percentage is so low is because associations aren’t offering what sponsors are looking for, posits a new study by IEG, a Chicago-based sponsorship consulting and research firm. If association leaders would adopt a new approach to corporate partnerships, they could claim a much larger share of the North American sponsorship market, the study concludes. “Given the highly ...

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