iMedia Connection Blog

As many companies and shareholders have squeezed philanthropic budgets, a number of organizations have placed charitable dollars into marketing department budgets. Investing marketing dollars can be a viable option that is favorable to non-profits as well, but marketers need to think long-term about sponsorship opportunities for real success and value.
With “corporate American being influenced by shareholder pressure not to give, but show returns to the bottom line” more and more businesses ask the question “is it better to give than to receive… or both give AND receive?”
Over the past few years, we have increasingly found ourselves attending meetings (on either side) between non-profit groups and companies that are their potential sponsors. Wait…Huh? Since when does fundraising and securing corporate giving fall under “marketing communications?” Well…since the economy took a downturn and businesses – a much greater number of potential sponsors/donors – started recognizing the benefits of channeling charitable dollars through marketing budgets.
Whichever bucket the dollars come from, the business will still see tax deductions – one being a charitable donation, the other a business expense. So, more frequently, savvy execs are asking, which option will deliver the biggest bang for the buck?
Many find investing marketing dollars a viable option to add... Read more