Virtual Association Professionals Roundtable
Rethinking Sponsorship: Stronger Proposals, Greater Value and Lasting Relationships

Wednesday, August 19, 2026
Noon – 1 pm MT
Via Zoom - Link will be sent to you in the confirmation email after you register.

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Sponsorship is about much more than placing a logo on a website or selecting a level from a predetermined menu. The strongest sponsorship programs begin with an understanding of what you have to offer, then understanding what a company wants to accomplish, and then create meaningful opportunities that connect those goals with your association’s members, programs, events and community.

August is an especially important time to revisit your sponsorship strategy. Many companies develop and finalize their budgets in the fall, which means the conversations associations start now can influence where companies invest in the coming year. This is the ideal time to evaluate your proposals, identify new sponsorable assets, reconnect with current partners and begin building relationships with prospective sponsors - before their budgets and priorities are already committed.

Join fellow association professionals for a practical and highly interactive roundtable facilitated by Christy Landwehr, Senior Director of Corporate Relations for the National Reining Horse Association. Christy brings more than 25 years of experience developing corporate relationships, creating sponsorship opportunities and helping organizations deliver measurable value to their partners. She is a long-time member of CSAE, including as a past Executive Committee and Board member with CSAE, and currently manages $3.7M in sponsorship revenue and over 100 partners and sponsors for the national NRHA’s domestic and international sponsorships/events.

Together, we will explore how associations can:
• Move beyond rigid sponsorship packages and create opportunities based on each sponsor’s objectives.
• Evaluate and price benefits such as event experiences, video, livestream exposure, signage, publications, websites, email and social media.
• Structure cash and in-kind sponsorships so they provide meaningful financial or budget-relieving value.
• Align sponsorship outreach with corporate fiscal years and fall budgeting cycles.
• Build year-round relationships rather than approaching sponsors only when an event is near.
• Strengthen retention through personalized stewardship, consistent communication and post-event reporting that demonstrates the full value delivered.
• Find creative new opportunities within events, education, communications, networking experiences and ongoing partnerships.

Whether you are preparing next year’s sponsorship proposal, looking for new revenue opportunities, trying to retain valued partners or reconsidering how your organization approaches sponsorship altogether, this conversation will provide ideas you can begin using immediately.

Bring your current sponsorship questions, challenges and ideas. This CSAE Association Professionals Roundtable is designed for candid peer discussion, shared experiences and practical problem-solving among association professionals.

About Our Roundtable Facilitator:

Christy Landwehr
Senior Director of Corporate Relations for National Reining Horse Association

Christy manages a budget of over $3.5 million in sponsorship revenue and over 100 partners/sponsors. She has been active in the equine industry for 35 years showing and training in many different breeds and disciplines at the local, regional and national levels. She is a Master Level Riding Instructor, Certifier and Equine Facility Manager through Certified Horsemanship Association and was the CHA Marketing Director and then CEO.

She is Past President of the American Youth Horse Council and past board member for the Colorado Horse Council. She founded, competed on and coached the University of Colorado at Boulder Intercollegiate Horse Show Association equestrian team. Christy is an American Quarter Horse Association and American Paint Horse Association Professional Horseman and was on the AQHA and APHA Professional Horsemen Councils and is currently on the AQHA National Marketing Committee.

Christy sits on the Colorado State University Equine Sciences Advisory Council, was Treasurer and on the Executive Committee for CSAE and was the Treasurer for the Interscholastic Equestrian Association.

Christy has a BA in public relations/speech communication from California State University Fullerton and an MA in mass communication/journalism from the University of Colorado Boulder.

She was the Sponsorship/Youth Programs Manager for the Arabian Horse Association, a trainer for Skill Path Seminars, and the Development Director for The Urban Farm that works with at-risk youth in Denver. Christy does strategic planning, facilitation and mediation and is a Real Colors Personality Trainer. Christy has spoken at numerous events and conventions throughout her career.

CAE Credit
CSAE will apply for one CAE credit for this roundtable.