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Without resurrecting every post I’ve written on the topic there’s basically seven approaches for sponsors…
- Pick a cause that’s a direct fit: for instance, a restaurant or a grocery store sponsoring a food bank.
- Pick a cause that’s an indirect but related fit: McDonald’s sponsorship of the Ronald McDonald House.
- Pick a cause that’s meaningful to company stakeholders: Many sponsors of the various breast cancer charities fit this criteria.
- Pick a cause that has tons of popular appeal: Target’s sponsorship of St. Jude Children’s Research Hospital is an example.
- Split the baby and pick multiple charities but with a single theme. JC Penney focuses much of its giving on after-school causes, for instance.
- Pick multiple charities without a unifying theme.
- Pick a charity the CEO or executive staff likes.
- Pick a charity for no rational reason.
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