So often we get asked, “should I sponsor this event?” Our clients are getting requests daily. Sometimes those requests make sense, sometimes it’s just a mass mailing with no return on investment for the sponsor.
How do you figure out what’s right for your company? Here are the three most important questions to ask when you get asked for money.
- Does this event or fundraiser resonate with me? Obviously if the charity or non-profit is aligned with your values and passion for giving then you want to support it. That’s wonderful! As someone who has organized dozens of fundraisers and galas, we need that in the world so thank you for your gift.
- Who is your key demographic? Does this particular cause hit your key demo? Meaning is it your ideal client or customer base? If you’re sponsoring a high-priced gala but your target customer is a college student, there’s a disconnect. If you’re sponsoring a 5k, we want you to know the demographic of the runners. Does it match who you want to bring into your doors? If not, you can kindly move on and contribute in a smaller way.
- What is the benefit for my brand? This isn’t to be self-serving, it’s just business. Non-profits understand this too. We want you to be visible when you’re out in the community when you’re doing good. This is the essence of PR, where will your logo be? Can you have an informational table with your staff on site? Will you be part of a video or can you be a presenter at the event to be seen? Ask these questions. It’s just part of the program and you’ll better utilize your sponsorship dollars.
So, when you ask these three key things, you’ll stretch your donation money and better align with your band and when you align up your heart and your strategy, your customers will not only see you actively making the world a better place, they will remember you next time they make a purchasing decision.
Sarah Stokes is the co-owner of STOKES|HERZOG Marketing and Consulting based in Eau Claire, Wisconsin. The company handles advertising and Human Resources consulting for large corporations, hospitals, non-profit organizations and municipalities all across the U.S. Log on to stokesherzog.com for more information.
Sarah Stokes and her husband Chris Herzog, who are both former WEAU television news anchors, started Stokes+HERZOG, an advertising and public relations agency in 2014. The agency assists both local and global clients with all of their corporate business consulting, advertising, public relations, and marketing needs including video production, website management, graphic design, social media management and overall marketing and advertising strategy.