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The Nonprofit Fundraising Solution by Michael Solomon, Laurence A. Pagnoni

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CHAPTER ELEVEN

TAKING A NEW APPROACH TO CORPORATE SPONSORSHIPS

CORPORATIONS SPEND AN ESTIMATED $18.7 billion annually on sponsorship in North America alone.1 What sponsors are looking for is a “meaningful relationship” with consumers, because in the twenty-first century, it is no longer sufficient to merely expose a brand as widely as possible. Thanks to information technology, brands are constantly impinging on our collective consciousness. Most of all, sponsors want to create, enhance, or deepen an emotional connection between consumers and their brand. Though it takes more time and effort to hook a consumer emotionally, studies have shown that doing so ultimately generates more sales than advertising alone.

Here is an example of corporate ...

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