Small businesses are often approached with sponsorship requests, where the business receives some recognition in return for a donation that helps support a worthwhile cause or event. The amount of recognition the business receives is dependent on the size of the donation. Sponsorship opportunities include sports leagues; cultural amenities such as art exhibits, festivals, performing arts presentations, museums, or organizations; school programs; all kinds of non-profit organizations and the programs they present; and benefit galas or events – the possibilities are virtually endless.
But too often small businesses regard sponsorship as corporate charity rather than the promotional opportunity it really is. Here’s how you can evaluate potential sponsorships, and how to make the most of them once you pledge your support.