The approach membership organisations take toward partnerships and sponsorships is evolving. I recently had the chance to share insights on ethical sponsorship at the  Community Networks Aotearoa conference, and it reaffirmed how crucial it is to build partnerships based on shared values and community uplift. In this kōrero,

I’ll explore three essential foundations for successful partnerships within membership organisations and how these principles can create genuine empowerment across our communities.

1. Ethical Sponsorship: Building Trust from the Start

Ethical sponsorship isn’t about chasing funds—it’s about creating partnerships with those who share our kaupapa (purpose) and values. Ethical partnerships are built on mutual trust, transparency, and a shared commitment to doing right by our communities. The key question is, “Can ethics and sponsorship go hand-in-hand?” Ideally, yes—when both parties are clear in their intentions and aligned in their values.

When organisations like, known for it's commitment to values such as loyalty, integrity, and reliability, partner with Assistance Dogs New Zealand Trust (ADNZ), which embodies similar values, it’s a prime example of ethical sponsorship in action. Together, they create a relationship that’s about more than a logo on a flyer; it’s about enhancing community well-being and building trust. By prioritising transparency in our partnerships, we help ensure that both sides see beyond a simple transaction and focus on the impact they’re making.

2. Alignment of Personal and Organisational Brand

In a partnership, both personal and organisational brands need to align. A strong personal brand—founded on credibility and integrity—is vital when building partnerships. When you’re representing a membership organisation, every interaction with a potential sponsor should reflect trustworthiness and align with the organisation’s values.

Similarly, the organisation’s brand needs to stand for something meaningful. Partnerships are far more impactful when the organisations involved share compatible values, interests, and goals. For instance, aligning with socially responsible companies allows for stronger connections and reinforces the organisation’s mission. This brand alignment creates a foundation for a meaningful relationship that goes beyond the initial term of the sponsorship and contributes to a stronger sense of community.

3. Crafting a Compelling Value Proposition: The Power of Three

A clear value proposition is crucial when building sponsorships. The “power of three”—financial benefit, service or product enhancement, and community impact—captures the full potential of a partnership. This approach emphasises the benefits to the sponsor, the organisation, and the community, creating a well-rounded and appealing proposal.

Sponsors today look beyond financial returns; they seek partnerships that allow them to engage with target audiences, enhance their public image, and support community-based causes. To capture this interest, membership organisations must offer a proposal that speaks to all three value points. This means framing the sponsorship as a way to empower communities and aligning it with the sponsor’s goals and values.

For example, instead of simply listing deliverables, organisations should share examples of how a sponsor’s support has created tangible community benefits. Sponsors are more likely to commit long-term when they feel their support is leading to real change.

Steps to Cultivate Ethical Sponsorships

Creating an effective sponsorship prospectus goes beyond listing benefits. Here’s how to communicate value effectively:

1. Positioning Statement: Include a clear statement on how the partnership aligns with your mission and contributes to community goals.

2. Comprehensive Benefit List: Highlight tangible returns, along with stories and testimonials that illustrate the positive impact of the partnership.

3. Transparent Pricing Structure: Being upfront about costs reflects an ethical approach and fosters trust between both parties.

By thoughtfully crafting these elements, a prospectus becomes more than a document; it becomes a powerful statement of shared values and community commitment.

The End Goal: Empowering Communities through Partnerships

True empowerment happens when organisations partner with sponsors who genuinely believe in the mission. When ethical sponsorships come together, the results are felt far beyond the organisation itself. Community partnerships foster trust, create local resources, and offer services that reflect the shared values of both organisations involved.

The long-term impact of ethical sponsorship can create positive changes that benefit not only the organisation but the entire community. By adopting these principles, organisations can remain true to their kaupapa while uplifting communities across Aotearoa.

 

In the world of membership organisations, ethical sponsorship is about finding the right partners—those who are in it for more than just the monetary benefits. It’s about connecting with sponsors who understand the significance of supporting a common purpose. By focusing on ethics, aligning our brand values, and crafting compelling value propositions, we can ensure that our partnerships create lasting, positive impact.

So next time you consider a sponsorship, ask yourself: Are we partnering with organisations that share our values and commitment to the community? Are we working towards empowering our members and our wider community? If the answer is yes, then we’re not just gaining a sponsor—we’re building a true partnership that will benefit Aotearoa for years to come.

Brett Jeffery, CAE

Resource (member only): Association Ethical Sponsorship and Partnership Agreement