12
Wise Choices for Business
The Business of Giving:
How to Make the Most of Your
Corporate Sponsorships
By Janie Pritchett-Clark
We’ve heard it all before: “Ev- Chamber. “If product and com-
ery month someone comes to pany recognition is the goal, then
my business with their hand out,” having the brand out in front of
says Mr./Ms. CEO. “We just can’t event participants means an im-
give to everyone.” mediate win for the sponsor.”
Big business, small business • Sponsorship creates
– it doesn’t really matter. We customer loyalty. Consider
want to be good stewards of our that many who approach your
community, but our budgets for company for a cause are either
corporate giving are limited. To a existing customers or some-
small company a $1,000 spon- how affiliated. Your sponsorship
sorship is a big deal. Whatever shows genuine interest in your
the price tag, you want to get the customers.
most possible value from your do-
“Sponsorships attract customer
nation for both your company and
attention,” says Ed Clifford, presi-
the charity or event.
dent of Bentonville/Bella Vista
How do you leverage that Chamber of Commerce. If cus-
investment? How do you budget tomers of your product or service
your involvement? are like-minded, you could be at-
Understanding what sponsor-
tracting potential customers from
ship can do for your business is a
other companies, too.
good place to start. Sometimes the loyalty you need
“Your budget is especially im-
is with your staff. “A business can
portant,” says Shelle Summers,
benefit when its employees are
who heads up event sponsor-
aware of their employer’s involve-
ships at Rogers Lowell Chamber
ment in the community at large,
as VP of Sales. “If your sponsor-
and sponsorships can improve
ship is coming from your mar-
employee morale,” says Bill Rog-
keting budget you need to see
ers VP for Communications and
a return on your investment, so
Special Projects at Springdale
you’ll want to know the number
Chamber of Commerce.
of impressions a sponsorship will Getting staff involved is vital.
provide.“ “Have as many employees at the
It can be difficult to determine
event as possible,” says Clifford.
the ROI or the turnout for the
“And make it something closely
event, says Rich Davis, execu-
aligned with the values of the
tive VP at Bentonville/Bella Vista
company.”
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