www.Biz2BizNWA.com 13
• Sponsorship sends a involved in personal conversa-
targeted message. Identify- tions with representatives of an
ing with a particular non-profit event. “Learn who is involved, the
organization or event sends a purpose of the event, and how a
clear message that your company sponsoring company can become
is behind a cause or community- involved beyond money and ex-
related issue, says Clifford. posure,” Rogers says.
That makes choosing events “Ask the organizers for a list of
and charities all the more im- the sponsors and attendees from
portant. Although you may be the year before,” suggests Clif-
inclined to support causes that ford. “ Ask for a write-up of the
are near and dear to you and organization and an accounting of
your family, channel your per- where the funds will be used.” It
sonal giving there and align your will then be clear what events and
company with causes relevant to causes send the right message
your industry or target customers’ and leverage your investment.
interest.
• Sponsorship demon -
“A business should think strates civic engagement.
about their target market when Small business plays an impor-
choosing to sponsor an event,” tant role in every community.
explains Summers. “Chamber They may have small budgets
event sponsorships deliver brand and limited staff, but small busi-
recognition among the area’s ness still shares the yoke of
top-level decision-makers as well responsibility in the welfare of the
as consumers,” she says. “Every community at large.
event is different – we’ll see a
Being identified as part of the
totally different audience at the
community is one of the tenants
fishing tournament than at our
of sponsorship, says Clifford. In
spring golf tournament.”
the process you’ll gain access to
“No two sponsorships are alike a forum for executives, to net-
and no two sponsorships will de- working relationships with other
liver the same return, says Rog- business leaders, to exposure for
ers. “However, all sponsorships your team.
can meet the goal a company
Not all donations have to be
may have for itself, its employees
cash. In kind donations and
or customers. When considering
volunteerism can be just as valu-
a sponsorship, evaluate what the
able, says Eric Edelstein gen-
company’s goals are. These can
eral manager for The Northwest
range from maximum exposure
Arkansas Naturals, who funnels
for the company to behind the
some $200,000 in contributions
scenes support for a worthy effort
to local charities during the year.
or cause.”
Only about 6% of that is cash, but
The best way to decide what’s all of it is appreciated and put to
right for your company is to get good use.
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