The case for sponsoring an organization’s marketing campaign

Businesses that align with a community-wide event can benefit from the visibility of their marketing tools, maximizing the value of your contribution.

Every year, businesses are approached by nonprofit organizations to sponsor a special event or marketing campaign. Depending on the size of the donation, these companies are entitled to a certain amount of marketing, proving that they have supported a specific cause.

At first glance, attendees at a fundraiser or local concert may not think so, but they are immediately attracted to the collection of custom logos, each one representing the organization that made the occasion possible, and that can lead to greater brand awareness in the local, regional or national community.

Depending on the size of the celebration, the opportunity to grab a reach of this size could end up being a much more affordable option than independently purchasing banner and compete with the event organizers.

For example, citizens of Fairfield, Connecticut will be celebrating the town’s 375th anniversary in mid-March 2014. As a way to bring excitement for the string of events that are expected to occur in this community, the local Chamber of Commerce is asking businesses to commit to a street banner.

“The banners will promote sponsoring businesses [in the downtown and Grasmere areas], the town’s anniversary in 2014 and the chamber’s ‘Support Local Business’ theme,” the Fairfield Citizen explained.

In this case, business owners who choose to participate in this unique event are reinforcing the importance of supporting small businesses, as well as their success to be able to join such a cause. On top of placement in popular parts of Fairfield, it is likely that these organizations will see an uptick of business during the post-holiday season, as well as beyond the anniversary celebration.

Even though these local enterprises could do this on their own through their own marketing efforts, aligning with larger entity spreads a larger message than “come to our establishment.”

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