Engaging people is more difficult than ever before. Staff and volunteers scramble to get the word out before each event. Articles and social media posts don’t get comments like they used to. Volunteerism, contribution, and energy are waning.

A few factors are conspiring to reduce engagement overall. The first is choice. Fifty years ago, there was probably just one association that each career or industry could call home. Now, there are many associations for every niche imaginable. And associations aren’t the only place professionals can learn and connect. For-profits are offering high-quality research, content, and learning opportunities, as are universities.

But this is a drop in the bucket compared to the bigger societal problem: time. None of us has enough time anymore. To be “adulting” well, we think we need to do it all. Ask a friend how they are, and nine times out of 10 the response is, “Busy!” Even when we are not all that busy, the never-ending to-do list still weighs us down.

How do associations compete in an environment like this? Well, one way is to differentiate. Everyone is providing value. There is an endless stream of valuable webinars and podcasts—too many to watch or listen to. Many articles and blog posts are published daily—too many to read. Nearly every organization has its signature research report with too many data points to remember. Everyone is contributing value.

At the same time, the business case for associations has never been stronger. There’s an epidemic of loneliness. Amanda Lea Kaiser’s custom research revealed that feelings of aloneness are high among professionals, especially those at the top of the hierarchy.

Professionals need to connect. We are not talking about transactional connections here. We are talking about real, meaningful connections. The kind of connections that energizes people, helps them feel a sense of belonging, and gets them excited to go back to the office and make a difference. Connections that support, help, nurture, and hold each other accountable.

We can create the space, place, and environment to enable connections like these. To do this, we need everyone’s help: board, staff, volunteers, speakers, and sponsors. Yes, sponsors can also help associations create these meaningful connections.

A very savvy CEO of a national association once told Bruce Rosenthal what should have been obvious: “Our association’s members are our sponsors’ customers … the same people!” Some might say “there is a difference: associations educate, and companies sell.” In reality, associations educate and sell; sponsors sell and educate; and both engage members.

Many sponsors have implemented a strategy that Rosenthal learned from the education director at an association a decade ago: Educate to sell; don’t sell to educate. Sponsor companies use this approach to offer their own conferences that attract hundreds of members. They offer webinars attended by thousands of association members. At least one company has created an online community with 10,000 association members. Sponsors can offer a lot of value with their education that augments association education.

Kaiser chatted with the leader of one progressive organization that starts its conference one day early, and that one day is just for sponsors and exhibitors. There’s education, but mostly, the hosts create all sorts of ways for sponsors and exhibitors to meet each other and have meaningful conversations. First-day attendees had a great time and by the second day, they were ready to warmly welcome the rest of the attendees.

The host told us that the sponsor-and-exhibitor day achieved remarkable outcomes. Most importantly, it set a positive tone with first-day attendees, and in turn, they carried that tone into all their interactions at the conference. The hosts felt like the sponsors helped them create a lively and productive environment faster than they could have by themselves.

This is just one example of how sponsors can help you reach your organization’s goals for connection. How can you reimagine the sponsor relationship to create more meaningful connections among your membership?