So many business people come to me with a burning desire to sponsor a club, sporting team or an association which I reckon will just be a waste of money (but they don’t like being told!).
The first step to take is to determine why they are doing it. If it’s because it’s to support a pet cause about which they feel passionate or their favourite team then maybe they should do it for the feel good factor and the tax deduction
But frankly most businesses can’t afford to be just like the biggies with money to burn who don’t really measure the results of the money they throw at sponsorship.
However, if it’s being done for sound business reasons then make sure you get business from it. I reckon banners on the fence, naming rights and such like are a waste of money. An arty farty trite freebie advert in a program or catalogue doesn’t do much. For sponsorship money there must be a rock solid, agreed way to get at supporters and that means getting a letter, an offer, an advertisement or whatever to their supporter base, either by mail or email. If it is really impractical to get names (like footie crowds) do high visibility handouts, offers, vouchers, giveaways and coupons.
Test and measure the results… would this spend on some other activity give better results… feeding families not egos.
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