How Associations and Medical Societies Can Navigate Policy Shifts with the New Administration and Congress by Leveraging Corporate Sponsors

December 2, 2024
By Dan Kowitz and Bruce Rosenthal

As the new Presidential administration ushers in its policies and Congress undertakes new initiatives beginning in 2025, professional and trade associations and medical societies face a shifting landscape of tax reform, regulatory changes, and grant funding adjustments. These changes could hold profound implications for these organizations and their members.

Amidst this uncertainty, partnerships with corporate sponsors offer an invaluable resource to navigate these transitions effectively. Corporate sponsors possess expertise and strategic insights specific to professions and industries. And since associations’ members and sponsors’ customers are the same people or entities, sponsors have a shared stake in addressing the challenges and opportunities posed by new laws and regulations. By leveraging these partnerships, associations can better equip their members to adapt and thrive. 

Leveraging the Expertise of Corporate Sponsors 

Corporate sponsors have a robust understanding of trends, regulatory shifts, and emerging best practices in professionals and trades. Their teams regularly assess the business impacts of tax reforms and regulatory developments. Associations can capitalize on this expertise to gain a deeper understanding of how evolving policies might affect their industries and professions, as well as their members.

To do so, associations should foster open communication channels with their sponsors, creating forums for strategic discussions. For example, hosting roundtable discussions or webinars with corporate partners can provide actionable insights into potential impacts and opportunities arising from new policies. This shared knowledge can then be tailored to address specific challenges faced by association members. 

Collaborating with Sponsors on Research and Resources 

A core strength of professional and trade associations, and medical societies lies in their ability to serve as thought leaders for their professions and industries. Partnering with corporate sponsors to create high-quality resources amplifies this strength. These collaborations could result in: 

• Research and White Papers: Jointly conducted studies analyzing the economic, legal, and operational impacts of new regulations, policies, and laws, offering evidence-based insights for members.
• Position Papers: Co-authored documents outlining the association’s stance on specific legislative or regulatory changes, backed by data and expertise from the organization and its sponsors.
• Guides and Toolkits: Practical resources to help members navigate compliance, adapt to funding shifts, and optimize operations under new regulations and laws.

Such resources not only empower members but also strengthen the association’s advocacy efforts, allowing them to present well-informed recommendations to policymakers. 

Continuous Adaptation in a Dynamic Policy Environment 

The regulatory and legislative environment in the coming four years is likely to remain fluid, with potential changes bringing both challenges and opportunities for associations and medical societies, and their members. Associations should recognize that impacts will vary across sectors and professions and may evolve over time. Collaborating with corporate sponsors allows associations and societies to remain agile, responding promptly to emerging trends. 

For example, associations could establish standing committees or working groups with corporate representatives to monitor developments, assess their implications, and devise proactive strategies. This approach ensures a continuous feedback loop, enabling organizations to refine their support for members dynamically. 

Policy Advocacy in Transition 

Professional and trade associations, as well as medical societies, have a long-standing tradition of engaging with policymakers during transitions in presidential administrations and members of Congress after elections. By partnering with corporate sponsors, they can enhance the depth and breadth of their policy advocacy. Position papers submitted to Congress and agency officials can be enriched with insights and data provided by corporate partners, lending greater depth to the association’s positions. 

Furthermore, joint advocacy initiatives – such as organizing briefings for legislators or hosting public forums – can amplify the reach and impact of the association’s message. Corporate sponsors’ knowledge and technical expertise can significantly bolster these efforts. 

A Five-Step Plan for Effective Collaboration with Sponsors

To maximize the potential of corporate partnerships, associations and medical societies can adopt the following five-step plan to navigate changes in regulations, laws, and grant opportunities in the coming years:

1. Establish Year-Long Strategic Partnerships: Identify corporate sponsors with aligned interests and complementary expertise. Create a shared vision for collaboration that benefits the association and its members beyond conference and event sponsorships.
2. Create Knowledge-Sharing Platforms: Develop mechanisms such as advisory boards, collaborative committees, or annual summits where sponsors and association leaders can exchange insights.
3. Develop Joint Resources: Work with sponsors to produce research, position papers, and practical guides tailored to member needs, focusing on navigating new regulations and policies.  
4. Engage in Proactive Advocacy: Leverage joint resources to strengthen policy submissions and advocacy efforts. Co-organize events or forums to educate policymakers about the association’s priorities.
5. Evaluate and Adapt: Regularly assess the effectiveness of collaborative initiatives, seeking feedback from both members and sponsors. Adjust strategies to align with evolving policy landscapes and member needs.

Conclusion: Partnering with Sponsors on an Annualized Basis can Improve Outcomes   

The policies and regulations implemented by the new Administration and Congress beginning in 2025 will undoubtedly have impacts on professional and trade associations and medical societies, and their members. By forming robust year-long partnerships with corporate sponsors, these organizations can harness valuable expertise and resources to navigate these changes effectively. Through collaboration on research, advocacy, and member support, associations and societies can turn challenges into opportunities, ensuring resilience and relevance in a rapidly changing world.

Dan Kowitz is Founder & CEO of JSB Partnership Consultants; JSB helps drive revenue and strategy with partnership and sponsorship programs. 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 and Bruce are Co-Conveners of the Partnership Professionals Network.