We get calls nearly every day from charitable causes seeking sponsorship of an event. They’re holding a golf tournament, an awards dinner, or even a circus, and they want local businesses to put up some cash in exchange for having their name on the invitation and a sponsorship announcement at the event itself.
Should you do it?
Maybe.
The answer is always yes if the event is being run by a group involving one of your people. If you have someone committed enough to volunteer for the organization, then you should probably step up and sponsor the events. For instance, we have a few lawyers volunteering for local charities. When they ask us to buy a ticket for a dinner or sign on as a sponsor, then we say yes if we can afford to contribute. It’s a no-brainer that you want to support the community involvement of your people. It’s good for business, and it’s good for your team.
The answer is always yes if the event involves a great referral source. If you’re getting 10 new clients a year from “Bob,” and “Bob” cares about the American Heart Association, then be sure to give to the cause when asked. Again, a no-brainer.
The answer is yes if the event involves a market you’re already focusing on. For instance, if you’re advertising in the local triathlon community (a shockingly affluent and divorce-prone group), and a representative comes to you for a race sponsorship, you should probably agree. Of course, as with all of these decisions, you’ve got to factor in your current financial position and your marketing budget.
Is the answer ever no?
Yes, you can say no to all the random calls you get from people you’ve never heard of before. These charities have phone rooms dialing for dollars. Just say no and move on. There’s no need to get involved in these causes.
You can say no when you’re out of money for marketing: you can’t afford to jump on every one of these opportunities.
You can say no when you don’t feel an obligation (to a referral source, employee, client, etc.), and the terms of the deal aren’t particularly appealing. For instance, if they want lots of money for minimal exposure, then walk away. Ideally, you’ll increase your visibility to everyone involved in the event and the charity. If that’s not going to happen, then be careful about spending your marketing money. While these events are for charity, it’s important that you be able to generate some awareness of your practice.
The perfect charitable sponsorship is an event that (1) you can afford, (2) is interesting and important to you, (3) gives you the opportunity to appear in public on behalf of the charity, (4) allows you to meet new people, (5) gives you the option of following up with the new people you meet, (6) is not offensive to others, and (7) makes you feel good. When you see those opportunities, you should jump in with both feet and get involved. You may find yourself involved with the charity long after the event is over.
You can’t agree to sponsor every charity that calls on you. However, you can choose to help some of them when the situation works for the benefit of everyone involved. Giving to charity can make you feel good, it can grow your business, and it can help your community. Do it when the right elements are present. Be smart about it and, of course, be charitable.
