Every marketer I know struggles with the issue of spending marketing dollars to sponsor not-for-profit community agencies and events such as charity balls or actions, little league games and others. This post by my colleague, Brian Whitman, describes how some evaluate and approach sponsorships.
When I was a VP of Marketing for a hospital system in the midwest it seemed everyone wanted our sponsorship support. Every employee and every physician had their own pet project, activity or child’s sport team they wished to have the hospital system sponsor. While everyone claims their sponsorship offers “good PR” – the reality is that many of these efforts have little PR value, and likely no marketing value. Yet often, politically it seemed we were in a tight spot to say yes. Read more . . .
Read the full post and others by Brian at CorriganPartners.com.