Where is the best place to invest your sponsorship dollars? It depends of course on your goals. Sponsorships work best for brand promotion, opening doors, initiating conversations, and warming relationships, not closing sales. So, ROI on event sponsorship is not so much about the event as it is about who will attend.*
To obtain sponsorship ROI, be clear about your intended audience. Who do you want to reach? Then, prioritize sponsorships with events that most match your goals. Here are four questions to probe for audience info to make matches.
Audience ROI Questions to Ask
*Not interested in the audience, but care about the cause? Consider an operating sponsorship or donation. Or, more interested in building employee skills or morale? Ask about activities where your employees can give back.
Before founding her firm, Karen Eber Davis developed the Sarasota County Community Development Block Grant Program. Under her leadership, this infant program received the National Association of Counties National Affordable Housing Award for the Down Payment Assistance Program. To date, the program helped over 1,800 families realize their dreams of homeownership. She also worked with the City of Ft. Lauderdale and the Florida Department of State, Division of Cultural Affairs, where she developed the division’s first audit program. In an earlier position at Good Shepherd Lutheran Church in Tampa, she organized senior, youth, and children groups plus family activities. Her youth staffing work with the Florida Synod of the Lutheran Church in America supported youth ministries in 120 congregations in Florida.
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