What It Is
An organization is a sponsor when it gives funding or support to a nonprofit organization or an event. In return for its support, the sponsoring organization gets exposure to a target audience.
Generally, large companies sponsor large events. However, part of the increase in corporate sponsorship worldwide is attributable to the number of small- and medium-sized firms that are getting involved. In today’s business environment, small companies sponsor everything from local softball teams to park cleanups, helping to increase their visibility within their communities.
Why It Matters
Involvement in community organizations demonstrates your concern for the community in which you live and shows that your business supports certain community-related issues. This can significantly improve your organization’s public image, as well as help build goodwill in your community.
Depending on the sponsorship level and type of event, sponsorship can offer your organization the following advertising opportunities:
- Advertisement in program materials
- Status level on event brochure
- Corporate logo on event advertisements
- Corporate logo at ticket windows
- Signage/banner opportunities (stage, railing, towers, street pole, etc.)
- Mentions in radio advertising
- Corporate press releases with event press kits
- Opportunity to distribute pre-approved sample items
Getting Started
To start sponsoring community organizations, your organization can
- Give money to a community event or organization. You can often deduct contributions like these on your taxes.
- Volunteer your facilities to local clubs or related organizations. It doesn’t take much space for a small group to meet. Besides getting the personal satisfaction of helping others, you’ll be interacting with a few potential customers.
- Consider an “in-kind” sponsorship offer. For example, if you are a media outlet, offer free advertising for an event or organization. If you are in the printing business, offer a discount for including your logo in the promotional materials for the event or organization.
Going Further
More advanced approaches to helping local organizations might include
- Hosting an event for a community organization. Whether it’s the Relay for Life, a charitable ball, or some other program, most communities have at least one large event in need of sponsors and hosts.
- Adopting a project. Once you start looking for an organization to become involved with, you will probably find your community has many projects, big and small, that could use your hands-on help. For example, your office might become involved in a local tutoring or literacy program, adopt a highway, or sponsor children through your local Big Brothers program.
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