Small businesses to the largest corporations pay fees to associations, donate to charities, populate boards and program committees with their senior employees. But are not-for-profit organizations really effective in the minds of business leaders? What criteria do business leaders use to evaluate associations? Where is the value proposition for companies that, in some cases, spend millions of dollars annually in support of not-for-profit organizations? Based on exclusive research, Jack Shand and Paulette Vinette have asked corporate officers and CEOs about the effectiveness of the sector. The results will be shared with association executives so that they can appreciate how associations are perceived, how the sector can improve, and the characteristics of best-in-class associations and their staff leadership. Participants will also develop ideas on the action steps associations must take to build their value proposition for corporate Canada.