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.
Karen Eber Davis provides customized advising and coaching around nonprofit strategy and board development. People leaders hire her to bring clarity to sticky situations, break through barriers that seem insurmountable, and align people for better futures. She is the author of 7 Nonprofit Income Streams and Let's Raise Nonprofit Millions Together.
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