Corporate Grants Versus Sponsorship

Corporate sponsorship drops the aura of doing good and gets down to an exchange of benefits between the corporation and a charity—cash (or goods) for positive PR and some marketing opportunities. There’s big money in sponsorship: the IEG (International Events Group) tracks billions in sponsorships worldwide.
In the past, the marketing opportunities nonprofits offered usually consisted of various forms of acknowledgment of the corporation’s support: its logo on brochures, in ads, and on its website. These days, corporations crave “brand experiences” that allow consumers to see and touch their product in some way. Can you let your constituents sample the sponsor’s products? Does your nonprofit use the sponsor’s ...

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