There are three routes an organisation can take: a listing in the curated travel directory, an offer made available to members through the retailer and restaurant programme, or sponsorship of the academic scholarship fund.
The terms differ between them, and so does what is expected. That is why the first step is a conversation rather than an application form — a form would have to assume which route fits before anybody has said what the organisation does.
Nothing is published until the terms are agreed in writing, including whether the organisation is named publicly at all.