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Event Sponsorships: Should We or Shouldn't We?

Here is a funny story. An event is coming up next weekend that will benefit a charity. This event, like other special events, is a revenue stream for nonprofit organizations and requires corporate sponsorships. A big car dealer was contacted and asked for his consideration. After a call or two and a package sent, his reply was, "I just can't get excited about your cause." 

Can you imagine? His reason for not sponsoring was about his lack of enthusiasm for the cause. Yet, if he had a giving plan in place that aligned with the company values and market, he would know that this event aligns perfectly with his company for various reasons. I know this for sure.

At your place of business, I bet that you receive several (okay, a lot) phone calls and corporate packets from organizations seeking your sponsorship for their event. So, how do you decide which events to support? Do you continue to support the same event(s) each year? Have you decided that you will cut back on event sponsorship and instead give back in other ways? How have you made your decision? Based on what criteria?

With so many black-tie galas, road races, and walks held in communities, nonprofits are finding it more competitive and challenging to increase their awareness and raise dollars this way, and companies are re-strategizing how they allocate their philanthropic resources. It's no wonder event sponsorships have dropped in the last two yeas across the U.S.A.

Have you really asked why you have made the decisions you have to sponsor an event or not? There are reason why you should or shouldn't consider sponsoring events. You have to get very clear and be able to justify your response (and please don't say it's because you couldn't get excited about it). This is just one step to ensure you are making a difference in ways that matter to you most.

©  2005-2006. Maggie F. KeenanBusiness Management Articles, Ed.D.  All Rights reserved.

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ABOUT THE AUTHOR


Maggie F. Keenan, Ed.D., Works with companies and small businesses to create charitable giving programs that impact their bottom-line and the causes they give to.  www.givingadvice.com



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