CSAE All-Member Virtual Roundtable:  Sales to Partnerships: Building Sponsor Relationships
Facilitator:  Bill Sheehan, Global Head of Association Strategy, D2L
Thursday, October 9, 8:30–9:30 a.m. MT |  Zoom Link Sent Upon Registration
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Whether you currently work with potential sponsors, or have team members who do, we all know that generating revenue with sponsors can be daunting.  We also know times have changed, and approaching companies directly as a sales is not always the right answer.  Unlock practical strategies to open doors with potential sponsors and and keep them engaged for years to come.  We also know that just because someone tells you “you’re not in their budget” doesn’t mean “no.”  Turn them in to “yeses!”

Join D2L’s Bill Sheehan, Global Head of Association Strategy, for a fast-paced, conversational roundtable on how associations can identify the right prospects, start value-first conversations, and nurture partnerships that grow beyond a single event or campaign. Bring your questions and real-world scenarios; you’ll leave with approaches you can use immediately.

This session reframes how associations approach companies—not as transactional sponsors, but as true partners. By shifting away from a sales pitch to building shared value, you’ll discover how to create long-term, trust-based relationships that strengthen your association, help partners achieve their goals, and result in deeper engagement and financial resilience.

Why attend especially if you’re early in your career?

Sponsor development is a skill that can accelerate your professional trajectory. Whether you’re just starting out or stepping into a new role, learning how to create and sustain sponsor relationships will give you confidence, broaden your professional toolkit, and prepare you for leadership opportunities. You’ll gain insights that can help you stand out, build your network, and contribute greater value to your organization.

About Bill Sheehan

Bill Sheehan brings more than 25 years of experience in association strategy and as D2L’s Global Head of Association Strategy, he works with associations across the world. With a career dedicated to helping associations rethink revenue, diversify beyond membership dues, and enhance resilience, Bill draws on global insights from working with 1,400+ customers in 40+ countries. His expertise includes practical implementation tips, innovative sponsorship models, and strategies to position associations as the trusted hub for their industries

Learning Objectives:

• Identify potential sponsors that align with your mission and audience.
• Apply outreach and engagement strategies that emphasize mutual value.
• Structure conversations that set a foundation for lasting sponsor relationships.
• Develop a follow-up and nurturing process to convert one-time sponsors into long-term partners.

Who should attend: Association executives, development and sponsorship leads, event and marketing professionals, and early-career professionals eager to build future-ready skills.

Cost: Complimentary for all CSAE members.  $25 for non-members.
Register Today!