How to Get Corporate Sponsors to Renew: Association Sponsorship Strategy

Tired of starting sponsorship revenue from scratch every year? Learn what makes corporate partners come back, and how to turn one-time sponsors into long-term partners. For many associations, sponsorship is a cycle of chasing new prospects, softening the ask, and hoping for renewal. In this Cadmium University webinar, corporate sponsorship expert Lori Zoss Kraska, MBA, CFRE, founder and CEO of Growth Owl, shares a practical framework for building corporate partnerships that renew themselves. In this session, you’ll learn: ✅ Why sponsors walk away, and why it’s rarely the price tag ✅ The proof points corporate decision-makers need before approving a second investment ✅ How to move from a transactional ask to a value-aligned partnership ✅ How to keep the relationship alive between events so renewal doesn’t ride on one big ask ✅ How to identify the ROI metrics your sponsors track and put them front and center About the speaker: Lori Zoss Kraska brings more than 25 years of experience helping purpose-driven organizations secure corporate partnerships and philanthropic funding. She’s held leadership and sponsorship roles with organizations including PBS, NPR local station groups, and Clear Channel, and is a Certified Fundraising Executive and Amazon bestselling author.