By Joseph Bates
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April 28, 2025
When Joe Bates, president of IFANR, was vice president of research and strategic initiatives at the Global Business Travel Association, he helped grow the sponsored research program from $100,000 in revenue in 2010 to $1.5 million in 2015. This huge increase in revenue allowed the association to do the following: 1) Published research reports that benefited all members, 2) Generated thought leadership for the association, 3) Earned massive media attention for the industry, 4) Funded other strategic research projects for the organization itself, and most importantly 5) Generated non-dues revenue for the association. The Institute for Association and Nonprofit Research (IFANR) can help your association create a sponsored research program to generate non-dues revenue as well as realize other benefits. Here’s a short “How To” list to get your sponsored research program started: 1. All research sponsors receive recognition on an association “Research Donor Wall” at the appropriate level (Silver, Gold, Platinum, Diamond). The Donor Wall is listed in various places, such as the association’s website, on-site at various conferences, in email blasts, etc. 2. Research sponsors are invited to contribute ideas and questions to studies, however, the association has the final say over all questions to ensure third-party objectivity and credibility. 3. Organizations receive prominent attribution as the research sponsor in the final report. 4. At the completion of each research study, the association issues a press release to the media announcing the report’s key findings. The research sponsor receives attribution in the press release and the opportunity to provide a quote. 5. The research reports are available to all members on the website. Some research reports may require purchase by members who do not chose to participate in the research project. Most research reports are available for purchase by non-members, although some research may be available to members only. 6. Sponsors may be allowed to send the report to their customers and post the report on their website as long as it resides behind a firewall that only customers are allowed to access. 7. Certain research studies may be provided to anyone free of charge and can be posted on the sponsor website for lead-generation and/or other marketing purposes. 8. At the completion of the research study, the association schedules a webinar for members and non-members to present the key findings of the study. The research sponsor receives attribution at the beginning and end of the webinar. In addition, at the beginning of the webinar, the research sponsor is allowed a two-minute “thank you” spot. The sponsor MUST NOT engage in any selling. Typically, sponsors receive the email list of participants for follow-up marketing efforts. 9. For major sponsors, the association presents the results of the research at a conference. The research sponsor introduces the presentation (two-minutes) and receives attribution as the research sponsor. Again, the sponsor MUST NOT engage in selling at this time. 10. Depending upon the level of sponsorship, the association may wish to grant the sponsor exclusive rights to create derivative materials based on the research.
