We have all seen it -- the poster, sign, or brochure that lists a dizzying array of an organization's sponsors or donors. Often, larger contributors will get the benefit of being at the top of the list thanks to the time-honoured Gold, Silver and Bronze designations. If an organization is successful enough and secures many [...]
For years, charities have been providing incentives to donors. My first recollection of this was the boy scout apple. Next came the $60 This Old House coffee cup on PBS television. More recently, pledge-based events like runs and walks have offered t-shirts, jackets and even things like televisions if individuals achieve particular fundraising targets. Meanwhile, [...]
Several years ago, I had the honour of working with UNICEF Canada to develop sponsorship properties for it's then new Trick or Treat for UNICEF program. I will never forget having our first client meeting where I learned for the first time that they were ending their Halloween coin collection program. To many Canadians (and [...]
Real sponsorship (versus charitable giving presented as sponsorship) is a marketing partnership. Most companies and organizations fund sponsorship from marketing budgets and must evaluate sponsorship against other promotional opportunities. There are six reasons that companies will choose to support your organization with these type of partnership. If you understand their potential motivations, you can be [...]
