Trust, Fit, and Follow-Through: Building Sponsor Relationships That Last

In this episode of The Association Insights Podcast, we wrap up our July series on sponsorships, partnerships, and non-dues revenue with a candid conversation about the human side of corporate engagement.

Host Meghan Henning sits down with Cindy Simpson, M.Ed., CAE, Corporate Relations Manager at the Urgent Care Association (UCA), who brings decades of experience across membership, meetings, and business development. With over 100 corporate partners in her portfolio, Cindy offers grounded, real-world advice on building trust, qualifying fit, and creating long-term value for both members and sponsors.

🎧 Whether you’re refining your sales approach or rethinking your entire partner strategy, this episode delivers fresh ideas and proven tactics you can apply right away.

Key Highlights:

Start with Listening – Cindy shares why every partnership starts with understanding—not pitching—and how asking the right questions early helps set the stage for long-term success.

It’s Not Just About the Check – Why treating corporate members as partners, not piggy banks, is essential—and how UCA encourages “test drive” involvement before deeper investment.

Beyond the Exhibit Hall – From regional events to strategic think tanks, learn how UCA builds year-round visibility and engagement for partners beyond their sold-out convention floor.

Up the Ladder, Not Out the Door – Cindy breaks down her approach to evolving sponsor relationships over time—moving partners from basic brand awareness to trusted thought leadership roles.

Member Experience First – Hear how thoughtful partnership strategy directly supports UCA’s member experience—from connecting them to solutions that help with tight margins to curating meaningful education.

Advice for Associations – Cindy offers practical guidance on retaining high-dollar sponsors, managing churn at lower tiers, and having the honest conversations that build trust, not just transactions.

🎧 This conversation is packed with insights for any association professional looking to deepen industry relationships, align partnerships with mission, and build sustainable non-dues revenue.

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Coming Soon: In August, we’re diving into one of the most talked-about topics in associations today: AI. Our next podcast series will explore how associations are experimenting with, implementing, and scaling AI tools—from personalization engines to member support and content creation. Tune in for real-world examples, practical insights, and conversations that cut through the hype to focus on what AI can actually do for your organization. Stay tuned!