It often makes sense for businesses to partner with not-for-profit
agencies at an event. The business benefits from the goodwill attached
to the charity
(a bank as title sponsor of a cancer research fundraiser) or reaches
a specific audience (e.g., a physicians’ conference
sponsored by a medical equipment
company). It can also be used as a means of improving relationships
between a company’s management/sales department
and key customers (e.g., a charity
golf tournament where company management are paired with VIP customers).
It is also much easier to attract media attention if the event is partnered
with the right not-for-profit.
Staff frequently enjoy the experience of helping a charity,
and may feel more motivated if they work at a company that they perceive
as making a positive difference through community contributions.
A charity will
find more than immediate financial benefits from partnering with a corporation.
The sponsor’s staff can become part of the charity’s long-term
donor and volunteer pool. The charity also has an opportunity to create
awareness of their mission to a new audience.
