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Why Do Companies Sponsor Charitable Events?

One Part Charity Plus Two Parts Self-Interest


People participating in a charity run. Getty Images

What drives companies to sponsor nonprofit events? Knowing what motivates businesses to become sponsors can help you plan your approach to them. There are many business benefits of sponsorship, but here are the most common:

  • Increasing brand loyalty
  • Brand differentiation
  • Changing/strengthening brand image
  • Creating company or product awareness and visibility
  • Driving retail traffic or sales
  • Highlighting community responsibility, or corporate social responsibility
  • Building new and deeper community networks
  • Enhancing company's credibility and educating the public about products and services
  • The opportunity to have the public sample a new product or provide demonstration of a product or service
  • Entertaining clients (can be important when sponsoring cultural or athletic events)
  • Targeting a niche market
  • Recruiting, retaining or motivating employees
  • Fostering talent and teaching new skills to employees

Back to How Can My Small Charity Get Corporate Sponsorships?

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