How Associations and Medical Societies can Mitigate the Impact of President Trump’s Executive Orders by Leveraging Corporate Sponsors

February 28, 2025
By Bruce Rosenthal and Dan Kowitz

The Trump Administration’s Executive Orders are only part of the many challenges facing associations and medical societies. Broader cultural, demographic, economic, educational, environmental, global, healthcare, political, social, technological, and workforce shifts have further compounded these obstacles.

Collaborations with corporate sponsors can help associations understand – and sometimes mitigate – the impacts of these challenges.

A Six-Step Plan for Effective Collaboration with Sponsors

1. Establish Year-Long Strategic Partnerships: Identify corporate sponsors with aligned interests and complementary expertise. Create a shared vision for collaboration that extends beyond conferences and events, creating sustained value for the association and its members.
2. Create Knowledge-Sharing Platforms: Develop advisory boards, task forces, or annual summits where sponsors and association leaders can exchange insights and address emerging trends in the profession, trade, or industry.
3. Develop Joint Resources: Work with sponsors to produce research, white papers, and position papers analyzing the economic, legal, and operational impacts of new regulations, policies, and laws, offering solutions and strategy guidance.
4. Develop Joint Toolkits: Work with sponsors to identify members’ needs and develop toolkits, compliance guides, and operational resources that help members adapt to funding shifts, regulatory changes, and evolving developments.
5. Engage in Proactive Advocacy: Leverage joint resources to strengthen policy submissions and advocacy efforts on regulatory changes, backed by data and expertise from the association and its sponsors. Co-organize events or forums to educate policymakers about the association’s priorities.
6. Evaluate and Adapt: Regularly assess the effectiveness of collaborative initiatives, seeking feedback from members and sponsors. Adjust strategies to align with evolving policies and member needs.

Six Successful Association / Sponsor Collaborations

Over the years, we have worked with many associations that have effectively leveraged corporate sponsors to meet the needs of the organization and members. Here are six case studies that provide valuable insights:

1. Navigating Healthcare Reform: When the Affordable Care Act passed, an association that served long-term care providers received numerous inquiries from members and chapters about its impact. Since the association’s staff didn’t have the capability to interpret the extensive regulation, the association reached out to one of its corporate partners. The company, a health-care consulting firm, fully understood the new regulation. The association and the corporate partner collaborated on a PowerPoint presentation and webinar that provided members and chapters with essential guidance.
2. Industry Advisory Council Collaboration: A medical society convened a meeting of its Industry Advisory Council, comprised of the society’s board members and corporate partners. When asked about the biggest challenges facing the profession, both groups identified the same issues. This led to a discussion about ways in which the medical society and its corporate partners could work together on solutions.
3. Tackling Industry “Pain Points”: An association tasked its Corporate Advisory Council with identifying key challenges facing members. The association staff narrowed the list to four major challenges and formed task forces co-chaired by board members and corporate partners. Each task force developed content – such as white papers, toolkits, and videos – which were widely distributed to members and later presented at the association’s annual conference.
4. Regulatory Compliance Solutions Center: Three weeks before an association’s annual conference, a new regulation took effect that significantly impacted many of the association’s members. One of the association’s corporate partners had expertise on regulatory compliance. The association provided the corporate partner with an “Ask Us About Regulation ABC” kiosk near the well-trafficked conference registration area. For the three days of the conference, members stopped by the kiosk to get solutions to their questions about the regulation.
5. Pandemic-Era Resource Development: A nursing association had just launched its corporate partner program when COVID-19 struck. Members were faced with how to provide quality care for an increasing number of patients with respiratory challenges. The association collaborated with one of its new corporate partners – a company that had products and expertise to mitigate respiratory issues – to develop resources that supported nurses on the frontlines.
6. Addressing Media Misrepresentation: A segment of an association’s members was being unfairly criticized by a major newspaper. The association formed a task force that included the CEO, the association’s Vice Presidents of Sponsorships and Communications, Board members, and corporate partners. The task force developed a set of talking points and a white paper describing the crucial role of the targeted member segment. The task force shared the white paper with the newspaper’s reporter.. This proved to be an effective way to address negative media coverage.

Conclusion: Year-Long Partnerships Focused on Members’ Challenges Reap Results

Associations and medical societies facing a wide range of challenges can benefit significantly from strategic, year-round partnerships with corporate sponsors. These collaborations harness valuable expertise and resources, enabling organizations to better support their members in uncertain times.

Bruce Rosenthal is Principal of Bruce Rosenthal Associates, LLC; Bruce helps organizations boost revenue, enhance member value, and promote organizational stability with sponsorship programs. Dan Kowitz is Founder & CEO of JSB Partnership Consultants; JSB helps drive revenue and strategy with partnership and sponsorship programs. Bruce and Dan are Co-Conveners of the Partnership Professionals Network.