Sponsorship Basics: What You Need to Know

 

Sponsorship can play an important role in your marketing strategies. 

Written by Robyn T. Braley

Do you find sponsorship confusing? If you are a business or community leader, you must understand how and why it works.

I was the sponsorship manager for several years for Alberta's provincial educational TV and radio network, ACCESS NETWORK. Later, with my company, Unimark Creative, I set up and managed client sponsorship funding. Finally, as a Rotarian and community activist, I have helped package sponsorships supporting various projects.

Brand Synergy

You must ask two questions before digging too deeply into sponsorship function or structure.

1. Is there brand synergy between the sponsor and the cause or event?
2. What could go wrong?
3. What would the consequences be? 

The Big Question

Does sponsorship work? That's a good question.

You Can Make a Difference - Giving Strategies 2023

Give with a grateful heart!

Written by Robyn T. Braley

Robyn T. Braley is a brand specialist, writer, speaker, community leader and media commentator. He is the President of UniMark Creative Inc. 

The last day of December 2023 is the final opportunity to receive tax credits for donations to charitable organizations.

The needs are significant! Recovery from the COVID pandemic has been compounded by runaway inflation causing a worldwide economic crisis. The shock of skyrocketing rental rates and food costs caught financial experts and extraordinary people off guard. 

The needs in our communities have been amplified several times over! People are desperate. Families are in distress. Many are forced to choose between paying the rent and buying food!

Every day, worthy causes inundate companies and private individuals with letters, emails and phone calls pleading for help. The challenge is to choose which organizations to help when so many need support.

All of this brings added pressure on food banks, family resource agencies, addiction recovery organizations, youth programs, and mental health services. Counsellors are overwhelmed by the number of people seeking help.