Sponsorship That Sticks: How to Build Corporate Partnerships That Renew Themselves
Includes a Live Web Event on 10/20/2026 at 3:00 PM (EDT)
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Sponsorship revenue shouldn't feel like starting from scratch every year. Yet for many associations, that's exactly what it is: a cycle of chasing new prospects, softening the ask, and hoping for renewal.
In this session, corporate sponsorship expert Lori Zoss Kraska, MBA, CFRE, shows you what actually makes corporate partners want to come back. Whether you're heading into budget season with shaky sponsor commitments or want to build something more lasting, this session gives you a practical framework for turning one-time sponsors into long-term partners.
Key Takeaways
- Why sponsors actually walk away, and why the reason is rarely the price tag.
- The proof points corporate decision-makers need to see before they approve a second investment.
- A framework for moving the conversation from a transactional ask to a value-aligned partnership.
- How to keep the relationship alive between events, so renewal isn't riding on one big ask each year.
- How to identify the ROI metrics your sponsors actually track, and how to put them front and center.
Lori Zoss Kraska, MBA, CFRE
Founder/CEO
Growth Owl
Lori Zoss Kraska. MBA, CFRE is the founder of Growth Owl, LLC,. With more than 25 years of experience, she helps purpose-driven organizations and entrepreneurs secure corporate partnerships and corporate philanthropic funding using language that resonates with decision makers and moves capital. Lori has a strong track record of connecting leaders to Fortune 1000 companies as well as building transformational sponsorship strategies and training sponsorship development teams. She specializes in sponsorship strategy, executive messaging, and revenue architecture, guiding leaders in aligning mission with business value to secure executive buy-in, strengthen board alignment, and create scalable, long-term revenue growth. Before starting Growth Owl, She held key leadership and corporate sponsorship roles with organizations including PBS, NPR (local station groups), DAC Group, Clear Channel, University of Phoenix, and Citysearch. She holds an MBA in Systems Management and is a Certified Fundraising Executive (CFRE), the only globally recognized certification for fundraising professionals, accredited by the American National Standards Institute. She is also an Amazon bestselling author, speaker, and trusted advisor.
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